Photography Rebranding Tips | Don’t Give Up! A 5-Step Brand Revamp Program For Your Photography Business
Photography Rebranding Tips | We all witnessed quite a few rebranding efforts recently – some went terribly wrong, while others did wonders for sales and exposure. If you feel that your photography business is suffering from an identity crisis, don’t panic! Even the world’s largest companies adjust their branding strategies from time to time to ensure optimal results – whether they’re throwing out an existing business and starting over, having a completely new logo designed, or updating their marketing materials.
No matter the scope of the rebranding project, bear in mind that it’s never a completely safe endeavor. It can be one of the most challenging and potentially damaging things you will take on, which is why it’s important you don’t jump in headfirst without a solid understanding what to expect and a good rebranding strategy. In order to help you breathe new life into your photography brand, we gathered some of the most critical tips for success. Let’s dive right in, shall we?
What Is Rebranding? | Photography Rebranding Tips
Rebranding comes in many different shapes and forms, whether you’re simply changing the color scheme you use throughout your materials, both online and off, or completely scratching your existing brand strategy and going in a different direction. Rebranding, as you can see, is an act of significantly changing or reinventing one’s personal brand or business identity. And it’s only natural – we all go through changes in our personal lives, so it shouldn’t come as a surprise that your business will require brand adjustments to convey the growth and progress.
Keep in mind, though, that minor brand tweaks are far less likely to cause you long-term damage, so you’ll want to stay away from bigger changes, like changing the name of your photography business and your logo. These are essentially the name and the face of your photography business, and changing them might confuse your potential clients that hear of your business under one name, only to realize that it’s gone, but it could also alienate your existing clients. It wouldn’t be the first for people to be outraged by a logo redesign. Think Spotify and their unfortunate color change, or Uber’s new logo.
Take It One Step At A Time | Photography Rebranding Tips
It’s probably a good idea to start with the smallest possible changes and work your way up from there to the larger ones. At each phase, take the time to examine what you’ve done, gauge the response and track the results. If you find that you are off course, or that you made a mistake, you must be able and willing to take immediate action to correct it. This will mimic the growth of your brand and help your target audience accept the gradual changes over a certain period of time without having to face a brand new brand.
Standing Out Means Being Different | Photography Rebranding Tips
Many photographers will make the same mistake when they’re just starting out – not being sure how to brand their photography business, they oftentimes imitate, copy, or even parody other brands. However, sooner or later they realize that their approach isn’t as effective as they hoped it would be, simply because the potential clients always sniff out a business owner pretending to be something they’re not. And the last thing you want is to have your target audience doubt your authenticity.
Figuring out the nature of your brand can feel like a road to self-discovery, but in order to build a solid brand, you need to figure out the type of a brand you’re trying to build. Are you a budget-friendly family photographer, or a high-end fashion shooter? Will you be targeting other businesses and agencies, or the end-consumer? Your brand needs to be able to communicate all these traits, and many others, and it’s your job to figure out what it is exactly that you’re trying to communicate, otherwise you might end up unfocused and inauthentic.
Can You Afford To Do A Complete Rebrand? | Photography Rebranding Tips
Completely overhauling your entire brand might sound like an exciting idea, but you’ll need to make sure that every change you make is represented consistently throughout your materials, both online and off. For example, if you were to redesign a logo, the project itself might sound rather simple: you find a designer, tell them that brilliant idea you had while browsing Pinterest and having a glass of wine, they deliver the new logo and you can call it a day. However, your work here is just beginning – you need to at least update all of your existing marketing collateral, if not even redesign most items to match your new brand. This means ordering new business cards, letterheads, thank you notes, as well as any other items you might be using, because the only thing worse than using a bad logo is using multiple logos.
Ensure Consistency | Photography Rebranding Tips
This brings us to our final point: ensuring consistency. Not only will you want to make sure you’re using the same logo throughout your materials, but you’ll also want to make sure all of your materials match each other, so if a potential client lays down all of your materials next to each other on a desk, all of them need to look and feel like they came from the same source. This is best achieved with branding guidelines. This document will allow you to clearly define the color scheme associated with your new brand, as well as any particular graphics, fonts, or even brand-oriented words.