Photography Business Rebranding Tips | Guide To Rebranding Your Photography Business Without Losing Your Clients (Or Your Mind!)
Photography Business Rebranding Tips | Crafting an effective brand is one of the most important things you can do when setting up a strong marketing campaign nowadays. After all, in order to turn your passion for photography into a success story, you’ll need to be able to stand out from the crowd of other shooter using similar equipment and targeting the same audience – and creating a unique and memorable business identity will help you do just that!
What do you want your client to think about you? That’s the way you should think about your brand. Branding includes everything from your website to your logo, and the message you put out on social media websites. You want your brand to be consistent, appealing and professional. Every now and then, however, there comes a time when the brand you built no longer accurately represents what you and your business are about, which calls for slight shift of focus, or even a total brand revamp. From failing to engage your target audience, to actually turning them off, there are many consequences of a poorly executed rebrand. To help you get it right, we gathered the most important things to keep in mind!
Take The Time To Define Your Ideal Client | Photography Business Rebranding Tips
One of the most common reasons for rebranding among photographers aren’t photographers, but their target audience – or lack thereof. Most photographers get too excited to get their hands dirty and start earning money when just starting out, so they take on pretty much every gig coming their way. They keep this momentum even when they reach the break-even point, thinking they shouldn’t fix what ain’t broken. However, the moment they get serious about marketing, they realize that everyone can’t be their target audience.
After all, a marketing strategy that will work on high-school seniors won’t do much good for you if you’re hoping to shoot more weddings, and no matter how much you work on promoting your services, you will never be able to appeal to every niche client out there. By clearly defining your target audience, you will have a much better idea of how to build a brand that appeals to your ideal client, including a brand identity that will instantly get their attention. If you skip this vital step, you risk being perceived as inauthentic and unfocused, which are definitely not the traits commonly associated with successful photographers!
Discover Your Personality | Photography Business Rebranding Tips
Before you even think about revamping your existing brand, make sure you ask yourself: Who are you as a brand? What are you best known for? Does that match your expectations of how you want to be perceived? 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.
Take Inventory Of Existing Materials | Photography Business Rebranding Tips
Once you define the personality, make sure all of your materials 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. However, before starting from scratch, take a look at your existing brand elements and branded materials and see what might be worth keeping, what’s working, what’s not, what needs tweaks, and go from there. This will turn your brand revamp into brand evolution, maintain some sense of familiarity, and help your existing clients recognize your new brand identity.
Consider creating branding guidelines that will make this transition easier, by clearly defining the elements you’re keeping, as well as the new elements you’re introducing, whether it’s a new logo, a particular color scheme, or even a set of fonts. And most importantly, stick to these guidelines! Making sure all of your materials match your brand and communicate the essence of it is absolutely vital for the success of your business. After all, 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.
Do You Need A Facelift? | Photography Business Rebranding Tips
Another common reason for a rebrand is a poorly designed logo. We get it, you were just starting out, the budget was tight, so you got yourself a logo template you found online, slapped your name on it, and called it a day, only to realize that it’s doing more damage than good. We live in a world painted with logos competing for our attention, and we’re constantly being bombarded with an overwhelming number of branded messages, which makes standing out a challenging task every business owner has to face at some point. Photographers, of course, are no exception to this rule. Keep in mind, though, that the logo you choose for your photography business will need to be simple, memorable, versatile, and most importantly, appropriate for your target audience.