Small Business Branding Principles | 6 Tips To Ignite Your Brand And Grow Your Photography Business
Small Business Branding Principles | The number of photographers out there might feel incredibly intimidating, especially if you’re just starting out! The bad news is that the growth of the number of photographers isn’t showing any signs of slowing down any time soon – thanks to affordable and user-friendly equipment, pretty much anyone with a good eye and a thumb capable of pressing the shutter button can join the industry. The good news, however, is that there are ways you can stand out from the crowd and grab the attention of your potential clients.
Whether you’re launching a newborn photography business, or you see yourself more in wedding or stock photography, few things will build exposure and your actual client base faster and more reliably than an effective brand. And contrary to what many photographers believe, branding is just as important for small businesses as it is for the industry leaders, if not even more so. A strong brand communicates what you do, how you do it, and at the same time, establishes trust and credibility. In other words, your branding strategy can make or break your business!
Brand It Or Lose It | Small Business Branding Principles
Studies have shown that 75% of purchase decisions are based on emotion. The good news is that you can influence that, and the secret is in branding. However, before you can build a brand your potential clients can connect with, you need to research the emotive and rational needs and concerns of your target audience and determine who your ideal client is! Don’t try to cast your brand as luxury if you serve price-sensitive clients. Avoid being too “fun” if your ideal clients tend to be more serious. By building an authentic brand, you’ll have a better chance of engaging your potential clients and turning them into loyal fans.
Hello! What’s Your Name? | Small Business Branding Principles
One of the first things you’ll need to do when registering a business is choosing a name. There are two routes photographers can take – you can either use own name combined with the word “photography,” or you can come up with a unique name. Whichever way you choose to go, make sure it’s something you can live with – changing the name of your business down the road can be a really bad idea. You might end up alienating your existing clients and confusing potential ones.
Create A Visual Identity | Small Business Branding Principles
Your brand is more than your promise to your potential clients wrapped in a witty slogan – the backbone of your brand is the logo you design for your photography business, and you’ll want to make sure you sort it out before you start even thinking about other aspects of your brand. While the logo will definitely play the second fiddle to your work, it will be a powerful graphic that ties together all of your branded materials – from your printed stationery items to your online presence.
Whenever we design a new logo for a client, we make sure we set up branding guidelines, a short guide on using the logo and the colors that will work best with their new logo, as well as the fonts. If you’re designing a logo on your own, you will need to sort out branding guidelines yourself, which will help you maintain consistency throughout your materials, even if you hire someone to design marketing materials for you, they’ll have a good idea what colors and fonts to use, making all of your materials look and feel like they came from the same source.
Let Your Voice Be Heard | Small Business Branding Principles
What you say is important, but don’t forget the way you say it – it can make you come off authentic or unreliable. If you’re building a fun, friendly brand, make sure the voice you use is casual and not too formal. By voice, we mean the language and the tone you use whether you’re tweeting, writing a new blog post or greeting clients over the phone or in person. Many business owners use a rather formal voice on their website, and a casual voice on social media, which will only confuse your clients.
Build Great Products And Services | Small Business Branding Principles
No amount of branding and marketing is going to help you turn your business idea into a success story if the products and the services you’re providing aren’t meeting your client’s expectations. Even a strong brand will suffer when it creates average or below average products or services, so whether you’re offering prints, custom wedding albums, or just photography services, you need to make sure you’re constantly working on them and improving your offerings. The moment you start providing services that fail to meet expectations, you’ll start not only losing clients, but damaging your reputation of an established expert.
Build A Strong Online Presence | Small Business Branding Principles
Building a strong online presence is incredibly important for your marketing efforts. However, it will also help you build a reputation of an established, experienced photographer and an industry expert. Keep in mind, though, that while you can get away with direct sales messages on your website, they won’t do you much good on social media. It’s a two-way street, so you’ll need to engage your potential clients with useful tricks, tips, and industry secrets. This, in turn, will help you potential clients see you as a reliable source of information.