Top Photography Branding Advice | How To Build A Photography Brand In 5 Simple Steps
Top Photography Branding Advice | Ah, branding! The generic term marketing agencies use to get you to spend your money, right? Well, not quite! While the term “branding” has become quite generic, with various definitions, depending on the source, it is actually one of the most important tools at your disposal, and you’ll definitely want to look into it if you’re serious about your photography business. Don’t believe us? Read on to find out more about the benefits of a solid brand!
The benefits of a strong brand are practically endless: from a steady stream of clients and greater credibility, to higher perceived value and recognition and prestige. However, you’d be amazed just how many photographers out there decide not to bother with branding, simply because they think it’s something reserved for large corporations on unlimited budgets. This is just an excuse and a poor one, if you ask us! There are things you can do, regardless of your budget, that will help you carve out a unique, recognizable brand and almost effortlessly grow your client base.
Authenticity Is Absolutely Everything | Top Photography Branding Advice
If you ever sat down with your friends and asked them what to do to make sure someone likes you, they probably told you to “Just be yourself!” While this may sound like an empty piece of advice from a friend (Friends are supposed to say stuff like that anyway, right?!), it’s actually a valid piece of business advice as well. Don’t try to mimic, imitate, or even parody other brands – instead, determine what it is that drives and motivate you, what makes your business different than any other business out there, and build your brand on your true strengths.
When it comes to branding, there’s no place for sugarcoating anything – after all, no matter how well you brand your business, if the services and products you’re providing don’t meet and exceed expectations of your clients, you will never be able to turn your business into a success story. And if you don’t deliver on your promise, your potential and existing clients will think you’re inauthentic, which is the last thing you want associated with your brand.
Define Your Brand | Top Photography Branding Advice
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.
Create A Unique Voice For Your Brand | Top Photography Branding Advice
Your message, and your promise to your potential clients is important, don’t get us wrong – but don’t forget about the way you deliver that message. We’re talking about your brand’s voice – more precisely, the language and the tone you use to deliver your marketing messages, engage your website visitors, reply to emails, and even greet clients when meeting them in person. It’s important to keep this voice consistent throughout your materials, both online and off, in print and live, otherwise you’ll only confuse your potential clients.
Speaking Of Consistency… | Top Photography Branding Advice
Maintaining a consistent voice is just a part of the equation – you will also need to maintain visual consistency. A recent study found that in order to remember a brand, the average consumer needs to engage with it up to seven times – which is quite a lot. However, your potential clients will be a lot more likely to remember your brand if you maintain visual consistency throughout your materials. This is best achieved with branding guidelines.
This is a short document that will help you turn your brand into a cohesive and memorable visual experience by governing the use of colors, fonts, and even style of graphics. Once you clearly define your color scheme, and even the fonts that can be used throughout your materials, you’ll be able to effortlessly come up with new designs down the road. This means you won’t have to design everything at once, and you’ll be able to hire a new design without worrying whether they’re going to get it right.
Get The Face Of Your Business Right! | Top Photography Branding Advice
The cornerstone of your brand’s visual identity are your logo and the name of your business. In fact, the name of your business is one of few legal requirements without which you won’t be able to register a business. 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.
It’s important you get the logo and the name of your business right, right off the bat, because overhauling the design down the road will only confuse your potential clients and alienate the existing ones. Of course, this doesn’t mean you should never make any changes to your logo. However, successful logo updates are usually subtle tweaks, rather than complete overhauls, maintaining the main design elements and updating minor details. Completely redesigning your logo will only confuse your clients, making you lose on potential business.