Photography Branding Rules | Building Better Brands: 6 Low-Budget Branding Tips For Professional Photographers
Photography Branding Rules | The field of professional photography has grown exponentially in the last few years. In fact, it does not take much to call yourself a professional photographer. A few thousand dollars in equipment and practically anyone with the entrepreneurial bug can call themselves a pro. While most photographers want to focus all of their time on their work, it is crucial to remember that you and your photography business are a brand. Marketing, social media, and day-to-day business tasks may seem like the not-so-fun side of being a photographer, but it is vitally important if you want to stand out from the crowd.
The right branding assures potential clients of your professionalism before you have even spoken to them and at times, before they have even seen your work. It conveys your unique style and can tell your audience a lot about the person behind the camera, and therefore, a bit of what to expect at a session and throughout the entire process – from booking a session to buying prints. Whether you are new to the photography industry or an experienced pro ready to get serious about branding your business, follow these simple tips to develop an identity that fits you, your business and appeals to your potential clients.
Who Is Your Target Market? | Photography Branding Rules
You have to be able to understand what makes your ideal audience tick. Why would a potential client hire you instead of some other photographer? Knowing and understanding your target market is a vital step in running a successful photography business. You need to identify your target audience, because the more you know about your ideal client, like their age, gender, demographics, and even their income, the easier it is to be specific with your marketing and branding strategies.
Be Authentic | Photography Branding Rules
Don’t build a brand that’s not true to you. Not only is it overwhelming to try and keep up with something you’re not, but everyone can see right through it. People can easily spot a fake. If you’re authentic, unique and really passionate about what you do, it will show and people will be more easily sold on you and what you’ve got to offer. What makes your business different from your competition, and what makes your business unique? Are you a children’s portrait artist, or rock star wedding photographer? Is your photography emotional or photo journalistic?
Start With A Logo | Photography Branding Rules
It’s not enough to have a recognizable business name. People commonly associate brands with their logos. As you start designing your logo, keep your target audience and potential clients in mind because you want your logo to grab their attention and appeal to them. However, keep in mind that your logo is not your entire brand. The foundation of your brand is your logo. Your website, packaging and promotional materials, all of which should integrate your logo, communicate your brand. A good logo builds trust and a strong logo will help to pull your brand together.
Develop Your Look | Photography Branding Rules
Every major brand has a signature look. Whether it’s a color scheme, logo, or image, people instantly associate this element with the brand, what it stands for, and what services it offers. The thought process behind building the brand for your photography business should not be any different. Once you find a design style, make sure there is a thread or a few that makes your brand cohesive and consistent across all mediums. Print, online, advertising, promotion, and sales. Make sure the color, patterns, fonts are all the same or in the range of your brand.
Set Up A Website | Photography Branding Rules
You as a photographer must have a mix of various tools to get your name and examples of your work in front of your potential clients. You need a website, a blog, large prints, coffee-table books, albums and slideshows to be ready for any situation. In addition to your best images, great portfolios include all important contact details for the potential client. Remember, you won’t get any new business from your portfolio if the visitors can’t get in touch with you. You are marketing to the the millennial generation, a generation that grew up with the internet, mobile devices and social media. Are your business and your website ready to cater to them?
Keep Your Promises | Photography Branding Rules
Although this may sound obvious, but you’d be surprised how many photographers ruin relationships with their existing clients by failing to keep their promises. Happy clients who feel good about your business are your best source of referrals. They won’t return to you, let alone refer you to someone else, if you don’t deliver on your brand promise.