Photography Branding Explained | How To Brand A Photography Business In 4 Easy Steps
Photography Branding Explained | “Branding” is so much more than just a buzzword being thrown around, and it’s not reserved just for the big shots and industry leaders – it has become one of the most important aspects of any business, big or small. It’s so important, in fact, that it can be the difference between success and failure, and it can give you major edge in increasingly competitive markets. Yet, you’d be amazed just how many photographers completely overlook their brands and decide to wing it, or, even worse, don’t have the slightest idea what branding is in the first place.
Your brand can be described as the public image of your business – it’s your promise to your potential clients, the experience your existing clients have working with you, and everything you stand for. It can help you establish yourself as an industry leader and a reliable expert, and it can take your business to the next level. However, building a brand can feel overwhelming if you’re just starting out and aren’t sure where to begin. To help you get a better idea of what branding is and what it takes to build a successful photography brand, we put together a short guide that will help you avoid all the common pitfalls associated with the process of branding. Let’s check it out together!
Start With Some Soul-Searching | Photography Branding Explained
So, you’ve decided to turn pro and start a photography business! It’s only natural to be excited and want to get your hands dirty right away. However, take some time to think about the type of business you want to start and how you want to be perceived by your potential and existing clients. Remember, you can’t be everything to everyone, so clearly define your target audience and your area of specialization and you’ll have a much better idea how to build a brand that not only stands out from the crowd of other photographers, but also appeals to your ideal client.
The goal here is to build a unique identity that tells a complete story. People love stories, not businesses, so give your clients something they can relate to on a deeper level. Just like Apple isn’t just a phone manufacturer, you shouldn’t be just a person that presses the shutter button. In other words, think of your photography business as a person, and clearly define it’s nature, personality, as well as what drives it and motivates you.
What’s Your Name Again? | Photography Branding Explained
Once you figure out the nature of your brand, you can move onto the more tangible elements, such as the name of your business and the logo. Now, if you’ve been in the industry for some time now and you’ve already built a reputation and some recognition in your niche, you might want to stick with your own name for the name of your business. However, if you’re just starting out, you can either use your own name or come up with a new name to represent your business. Whichever way you choose is fine, as long as you’re sure you won’t change your mind after a few years, as changing the name of your business can be devastating for your brand.
Another vitally important brand element is the logo. This seemingly simple piece of design will be the first contact majority of your potential clients will have with your business, and it will be the element that ties together all of your materials, both online and off, so take your time to come up with an idea that will work for you. Keep in mind, though, that this piece of design not only needs to convey the nature of your brand, but also appeal to your ideal client, grab their attention, and on top of all that, be versatile, unique, and memorable.
Create A Voice For Your Business | Photography Branding Explained
What you say is important, but don’t overlook the way you say it! The voice you use to engage your clients, both existing and potential, whether it’s via email, over the phone, on social media, in your blog posts, or even when greeting them in real life, can affect the way they perceive your business and make them feel more comfortable hiring you. We’re talking about both the tone and the language you use, and in order to get the most out of the effort, make sure your voice is consistent throughout all the platforms you use. There’s nothing more damaging to your brand than sounding inauthentic simply because you use a laid back tone of voice on social media and formal one on your website.
Stay True To Your Brand | Photography Branding Explained
Don’t dress up your offering and raise expectations that result in broken promises, create trust with honest branding — be clear who your company is and be true to the values that drive it every day. In other words, always put the service or the product before the money it brings, and never stop improving and working on your offerings. Photographers rely heavily on word of mouth marketing, so if you don’t meet and exceed the client’s expectations, they’ll never recommend you to their friends and family, or even worse, might end up talking them out of hiring you, which will do more damage to your image in the long run than you might believe.