Photography Branding Secrets | Create A Unique Brand That Gets You Hired! 6 Success Tips For Photographers On A Budget
Photography Branding Secrets | In the last few years, photography equipment has become more affordable than ever, and nowadays, anyone with some extra cash lying around can get a decent camera, watch a tutorial on how to operate it, set up a photography Facebook page, and call themselves a photographer. However, there’s something you as a professional photographer can do to set yourself apart from the flock of amateurs and stand out even in the most crowded market: You can build a brand.
When people hear the word “brand,” the first thing that comes to mind are well-establish, iconic brands such as Coca-Cola, Nike, or Apple. Just thinking about the enormous budgets that went into building those brands probably sends shivers down your spine. But, what most business owners fail to realize is that branding is not a privilege reserved just for large corporations. Branding is just as important for small startup businesses. And while you might do it slightly different, the end-results should be the same: loyal clients, better word-of-mouth advertising, and a well-rounded image that pops into your client’s mind each and every time they need a photographer.
Your Brand Is More Than Just Your Logo | Photography Branding Secrets
In order to build a successful, memorable brand, you have to keep in mind that the process involves much more than having an artsy neighbor design a logo you’ll slap on every picture you take and paste on a free business card template you found online. Your brand covers the style of your photography, how and where you engage with your clients, both online and offline, from your website and your tweets, to the paper stock, fonts, and colors used for your marketing materials and even how you answer your phone.
Discover The Identity Of Your Photography Business | Photography Branding Secrets
Discovering your brand is like a journey to self-discovery. Choose 5-6 words that describe the style of your photography – is it fun, edgy or classic, couture, polished, romantic, modern or vintage, stylish or hyper-realistic? This will be the essence of your brand, so take as much time as you need to make sure you get it right. You are a part of an incredibly creative industry, and your brand is an ideal tool to show it.
Never Stop Improving Your Product | Photography Branding Secrets
Even the world’s most charming photographer is never going to get referrals or attract repeat clients if the product or the service they’re offering doesn’t meet the expectations of the client. We’ve all seen too many photographers losing focus on their service after gaining some success, which ultimate turns into lost clients and missed business opportunities. Never stop working on improving the services you’re providing – keep tweaking them to stay competitive in your niche and provide everything a potential client is looking for, otherwise you might fall behind the competitors and lose business.
Create A Unique Voice For Your Photography Business | Photography Branding Secrets
What you say is important, but keep in mind that the way you say it is just as important. Once you clearly define the nature of your brand, you’ll need to make sure the voice you use reinforces that nature, whether you’re replying to an email, answering a phone call, composing a new tweet or writing content for your website. Not using the same language and tone of voice will make you appear inauthentic, which will only confuse and alienate your potential clients, yet you’d be amazed just how many photographers use laid back tone of voice on Twitter, for example, and turn into formal machines on their website.
Be True To Your Brand | Photography Branding Secrets
All of your materials can and should convey the essence of your brand, from your website and the colors, fonts and images you use to set it up, to your logo and the tone of voice you use on social media. You want your potential clients to recognize your brand whether they stumble upon your Twitter profile, your website, or find your business card in their old wallet, and the only way to do it is through creativity and consistency. It’s been often said that in order to remember a logo, people have to see it five to seven times, and every time you use inconsistent branding, whether it’s a Facebook post ridden with typos or using an older version of your logo, you’re not only missing a chance to engage your ideal clients, but you’re risking confusing and alienating them.
This is why you need to take some time to define your branding guidelines that will help you ensure consistency in presenting your brand. This document will govern the use of colors, fonts, graphics, and different versions of your logo throughout your marketing efforts, both online and off. It will also be useful in situations when you hire a designer or an agency that’s not too familiar with your brand to create marketing materials, because they will have a much better idea what will work for you and how to create materials to perfectly match your existing materials.
Don’t Copy Others | Photography Branding Secrets
This should go without saying, yet many business owners are tempted to imitate, copy, or parody other brands in your area or your particular niche. Just because a branding or marketing strategy is working for one business, it doesn’t mean it’s a good fit for all businesses. Instead, you’ll have a much better chance of standing out if you’re being your authentic self – because no matter how many photographers there are out there, there’s only one you, and your target audience will recognize that!