It’s easy to feel lost in a sea of photographers, especially these days.
Making sure that your business stands out is more important than ever. You need the customer to pick you out of all of the other options, but how do you do that?
Branding shows clients who you are and why they should choose you. Your brand is more than just a logo, it is the way you make a client feel. Brand is everything from your visual design, your website, and marketing materials to your photos and communication. It is who you are as a business. It is your voice. Whether you are a low-cost-high-volume photographer or high-cost-low-volume photographer, you need a brand that tells the client what to expect.
The most successful businesses have a distinct voice, but it is often difficult to define that voice when starting out. Here are some specific things you can do in order to create an alluring brand that shows off who you are and attracts the right client.
Research your client.
Who are you trying to attract? There is no right or wrong answer, but you should know your client from the moment you begin your business.
If your ideal client called today to book a session, who would that person be? Think about characteristics that ideal client possesses. How old are they? Are they married with kids or newly engaged? In what neighborhood do they live?
I could go on and on, it is just that important. The more you can say about this ideal client, the more you will know who you are trying to attract.
You should also ask yourself about your ideal client’s spending habits. What are their favorite stores and brands? What is a splurge item for them? Do they buy based on want or need? These are the questions that help to develop your brand.
You wouldn’t expect a Louis Vuitton shopper to be over the moon for a Target handbag. And a Walmart shopper is probably going to feel like Neiman Marcus is much too extravagant. There is no right or wrong in defining your client, but know who they are. Otherwise, it will be impossible to reach them and create a wonderful experience.
Part of branding is your mission statement or your why, and you cannot create one without knowing your ideal client.
Maybe your mission statement is to provide high end clients stellar customer service and luxury products. Or maybe your mission statement is to give everyone access to beautiful photos of their family in a fun and relaxing way.
Both are very specific and target a client perfectly, but they would have very different brands.
Research your competition.
In one sense, you shouldn’t care what your competition is doing. You don’t want to be constantly comparing yourself to others. However, it is a good business practice to know about your competition.
You do not want to create a business or brand identical to one of your local competitors because you will not stand out. If there are 50 high-end wedding photographers in your area with a light and airy feel who offer refined products, it is going to be more difficult to stand out with the same branding and service.
Know what your competition offers and try to offer something different. It could be a different product or a unique customer experience. What are your competitors doing well? Where are there some opportunities?
Maybe all of the photographers in your area offer 30-minute fall mini sessions with 15 digital images. If your brand were different and more high-end, you could offer a formal holiday sitting that includes four family poses and 50 holiday cards.
You are filling a need for potential clients by knowing your competition and offering something they are not. Knowing more about your competition and what is missing from your market helps you determine your products, services, and experience.
Create your visual.
What did we do before Pinterest? I don’t even want to tell you how many Pinterest boards I currently have. During the branding process, Pinterest is your best friend. This is the easiest way to figure out your brand’s design and feel.
Start a new brand inspiration board. Browse through and pin anything that speaks to you and makes your heart sing. The important part of this step is not editing yourself.
Remember in high school when your teacher was leading a brainstorming activity and scribbled every single ridiculous idea on the chalkboard? This is that step. Choose freely and let yourself go. Do not pass things over because they don’t fit your vision or the colors you have in mind. Just pin everything you love.
Some of my favorite search ideas to get you started are flowers, living room décor, packaging, wedding themes, nature photography, wedding invitations, and color schemes.
After exhausting all areas of inspiration, look at your board. You will notice trends and patterns as you scroll through your board. Certain colors, fonts, and textures will be repeated often. You will notice a certain feel to most of the images. Maybe it is desaturated with a matte finish, or bold and colorful. This is the visual side of your brand.
Hire a professional.
Unless you have a degree or many years of experience with branding and graphic design, you have no business in this part. Is it an expense? Yes. Is it worth it? Absolutely.
Your friend says she is not hiring a professional photographer for her wedding, instead she’s having her cousin take pictures because he has a nice camera. What do you tell her? Right.
So, take your own advice. Know your strengths, and know when you need to outsource. You will save yourself time and money in the long run. You can do this on a big scale and spend thousands, but you can also do this on a budget pretty easily. Etsy is a great resource for this type of work with logos starting around $30.
Look for logos or branding that’s similar to your Pinterest board. Many of the designs can simply be purchased and customized. You could also reach out to an Etsy designer and ask for tweaks or an option for custom work.
When I rebranded my business last year, I hired a graphic designer specializing in branding for small businesses. For me, that was a great decision and worth every penny. What I received was the full package of what I needed for a complete rebranding.
Whichever way you go, share your Pinterest board, ideal client profile, and mission statement with your designer. They aren’t mind readers and you will have a much better outcome if you make them a partner in this process.
I highly recommend you outsource your web design as well. Your website is your store front, it is usually the first experience a client has with you. Hiring a professional web designer will save you hours and will result in a polished and professional website.
Be consistent.
Whether you are a high-volume business focused on getting images to clients quickly, or a low-volume business focused on providing your client the most lavish offerings, be consistent. Your brand tells your client who you are.
Everything in your business should resonate your brand, from your design and products, to your communication and behavior. Your client experience should be fluid and exude your brand at all times.
For example, if your brand is super fun and accessible, clients need to feel that in all areas of your business. Your photography is bright and bold with lots of laughter and love. Your social media contains joyous and fun images sprinkled with posts about exciting weekend activities happening in your area. Your website and marketing materials are colorful with your vibrant images. All of your client interactions are chipper and easy breezy. Your customers have fun working with you because you make it all so laid back and enjoyable. Everything in your client experience screams who you are and what your business is all about. THAT is a brand.
Creating a strong brand is one of the best things you can do for your business. In addition to giving customers an idea of your style, it makes you more recognizable and memorable.
Strong brands are more likely to generate referrals from happy customers. And let’s be real…it makes you look more professional and increases your value.
People are drawn to brands with a personality and voice. When Apple purchased Beats in 2013 for $3 billion, it wasn’t for their superior audio technology. With a pair of bright red headphones, and a lot of celebrity endorsements, Beats created a cult following among hip young consumers who gladly spent $300 on a set of headphones. THAT is what Apple bought.
While an integral part of your business, branding can be daunting. But don’t stress, it isn’t supposed to happen overnight. It is a process that will help you discover your voice.
Words & photos by Tori Stauffer
