Photography Business Brand Strategy | Building An Effective Photography Brand Made Easy
Photography Business Brand Strategy | If you’re serious about your photography business, you’ll definitely want to pay more attention to the brand you’re building. After all, photography industry is quickly becoming one of the most saturated industries out there, and standing out is becoming increasingly difficult, especially if you’re just starting out. In an age when pretty much everyone with some extra cash can get their hands on the basic pieces of equipment and start shooting, saying that standing out is a challenge is definitely an understatement.
However, you shouldn’t give up on your dream of running your own photography business, just because standing out is not exactly a walk in the park. With the right guidance, a few industry secrets, and just a pinch of creativity, you too can build a brand that stands out from the crowd, grabs the attention of your potential clients, and gets you booked solid. To help you build a brand that does just that, we put together a list of some of the most important branding tips every photographer needs to know about. Let’s check them out together!
What’s Your Brand Going To Be All About? | Photography Business Brand Strategy
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.
Be Clear On Your Unique Selling Point | Photography Business Brand Strategy
Before you do anything, you’ll need to clearly define your area of specialization. There are many different niches in the photography industry, and you’ll have a much better chance of standing out from the crowd if you’re clear on what it is that you can do for your potential clients. Once you choose a niche, you can start defining your ideal client. Yes, starting a photography business might be a dream come true for you, but keep in mind that it’s all about your clients. You can build the brand of your dreams, but if it doesn’t appeal to your potential clients, it won’t do you any good.
Take some time to clearly define your ideal client in terms of age, gender, location, and even things like marital and financial status. Remember, you’ll have a much better idea of the type of a brand that will appeal to your ideal client if you know who they are. At the end of the day, you might define yourself as a portrait photographer, but a brand that will appeal to a business person won’t get you any attention from high-school seniors, for example.
Come Up With A Voice For Your Brand | Photography Business Brand Strategy
What you say your brand is ab out is important, don’t get us wrong, but never underestimate the way you say it. You can have the most enticing sales message, but if the voice isn’t appropriate to your brand, the message itself won’t resonate with your potential clients. We’re talking about the language and the tone you use to engage your potential and existing clients, whether over the phone, in an email, on your website, on social media, and even when greeting a client in person. Once you come up with your voice, use it consistently, otherwise you risk sounding inauthentic.
Build Your Visual Identity | Photography Business Brand Strategy
A major element of any brand is its visual identity. We’re talking about the logo here. It’s the face of your business and the backbone of your visual identity. It’s the most visible element of your brand, so make sure you get it right from the get-go, as radically changing your logo down the road might end up doing more damage than good. We’ve all seen many brands try to introduce a new logo, only to face a backlash of their clients, customers, and fans. Keep in mind, though, that your logo, as important as it is, is still just one part of your visual identity.
Whenever we design a logo for a client, we make sure we put together a short document that serves as the starting point for their branding guidelines. We usually define all the colors we used in their logo, so they can use the same color scheme throughout their materials, both online and off. We also include all the fonts we used, as well as the style of graphics, and throw in an inspiration mood board. By using the same colors and fonts throughout your materials, and including your logo on each item, you’ll tie together all of them into a cohesive whole and turn your brand into a memorable visual experience.
Don’t Be Afraid Of Change | Photography Business Brand Strategy
All abrupt changes and overhauls can be really detrimental to your brand. For example, completely redesigning your logo is generally considered a bad idea you’d want to avoid unless it’s really necessary. However, that doesn’t mean you can’t do any changes. Smaller tweaks here are there to keep your materials and brand elements current and up to date is perfectly acceptable. But the goal is to keep the essence of your brand intact. Take Google and their ever evolving logo – while the logo has undergone quite a few changes, the initial playful identity and the message that they refuse to play by the rules is still there.