Photography Branding Success Secrets | Four Actionable Branding Tips For The Photographer On The Rise
Photography Branding Success Secrets | 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.
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. If done right, your brand will be a powerful vehicle that communicates clearly and directly with them and lets them know what makes you different, what you can do for them, show them your style and allow them to connect with you on a much more personal level.
Think Of Your Brand As A Person | Photography Branding Success 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. Don’t copy, imitate, or parody other photography brands – your potential clients will appreciate authenticity.
Your Logo Is The Face Of Your Business | Photography Branding Success Secrets
The logo you choose for your photography business will be the face of your brand, representing both your unique style and the services you’re providing. It’s the single most important brand element appearing throughout all of your marketing and stationery materials, both online and offline, and even as a watermark on your images, which is why a lot of thought and consideration has to go into its design. What you want to achieve is a timeless design, because changing your logo too often will confuse your potential clients and alienate the existing ones.
Will your logo be as effective in 5 years? 10? What about 20 years down the road? The logo you design will be the face of your photography business, and if it gets dated quickly and goes out of style, your potential clients are going to assume the same about you and the style of your photography. Not a good thing!
Ensure Consistency | Photography Branding Success Secrets
All of your materials can and should convey the essence of your brand and your unique business identity, 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. Remember, recognizability equals memorability, which is exactly what your goal here is after all.
In order to turn your brand into a memorable visual experience, there’s one tool you can’t afford to overlook – branding guidelines. This short document will help you clearly define all the aspects of your brand, from the color scheme and fonts you’re going to be using throughout your materials, both online and off, to the graphics and even brand-oriented words. If you’ve been in charge of creating marketing materials so far, this might not sound too important. However, the moment you hire a designer that might not be too familiar with your brand to come up with a stationery item, or a marketing piece, providing them with branding guidelines will help them come up with something that perfectly fits the rest of your materials, conveys your visual identity, and engages your potential clients.
Create A Voice For Your Business | Photography Branding Success Secrets
While working on your business plan, you’ll want to define your unique selling point – one thing that sets you apart from every other photographer in your area or your particular niche. However, what you say isn’t the only thing that matter here – the way you say it is just as important! The voice you use to engage your potential clients needs to be consistent and appropriate for your brand. We’re talking about the language and the tone you use on social media, your website, in emails, and even when greeting clients in person. Keep in consistent across platforms – there’s really no need to use a laid back tone of voice on social media and sounding too formal on your website, unless you’re trying to come off inauthentic and lose trust of your potential clients.