Photographer: Christy Johnson, Be True Image Design, Wake Forest, N.C.
What’s inspired your brand? In the beginning, I built my business by emulating what other photographers were doing, but after a few years I was left feeling unhappy and unfulfilled, burned out and ready to quit the photography business. Through a lot of soul searching, I finally realized I had to be true to myself, without fear of what people would think. Unless I could be authentically me in all aspects of my business, I would never find the joy that photography had once given me. I took a leap of faith and put my heart and soul into my style and brand, and happily, it’s paid off.
Looking around my own world, and even into aspects of my personality, inspired my brand. I took some time to consider what speaks to me and came up with a long list. Now whenever I’m uncertain whether a new idea or product fits my brand, I can quickly check to see how it stacks up against those things.
My list includes tangible things such as soft textures and layers, handwritten notes, natural light, and neutral tones. But it’s also important to me that my brand embodies some core values as well, such as unconditional love, authentic connection, leaving a legacy, and “people not props.”
Did you start your business with a solid brand, or did it develop over time? The brand has definitely evolved over the years. Looking back at images I created in 2009, I see similarities to the work I produce today, and I developed the Be True name and vision in 2010. I committed to doing my work on my terms around the summer of 2013, and everything has really come together better than I could have imagined. I fully expect to continue refining the brand as I continue to develop as an artist and as the studio grows.
Describe your style in two words: Luxe Organic — combining natural elements with a touch of sparkle.
How has your brand helped your business? Having a strong, consistent brand from the website to the studio communicates professionalism and gives our clients a sense of what to expect. We’re all about the client experience from start to finish, and attention to every detail from handwritten sentiments and wardrobe styling for sessions to surprise gifts and personal touches lets clients know we care. My clients walk away from their portrait sessions with beautiful, tangible pieces of art they can enjoy with their families throughout the years, thus generating repeat and referral business for the future.
Do you feel your brand attracts your target market? Yes, definitely, and it makes working for my clients a true joy. I love the people who come into our studio every day!
What advice would you give a new photographer about branding? It’s tough to build a successful, sustainable photography business unless you have a strong brand and purpose. Close out the world around you for a bit, and really listen to your heart. Make all sorts of lists: Who are you as a person? Who are you as an artist? What inspires you and what turns you off? What are your values? What do you really believe in? Why do you do what you do?
When you brand your business as an extension of you, you’ll draw more like-minded clients to you, those who will value your art and share it with others.
SOURCES:
- Matted fine art prints and frames: Musea
- White wood frames: Art City Frames
- Bamboo & gallery-wrapped canvas: Pixel 2 Canvas
- Lagniappe canvas: Loktah
- Albums: Miller’s Professional Imaging
- Matted folios: Cypress
- Portrait cases and bags: Rice Studio SupplyÂ
- Be True Ribbon: The Lonely Heart on Etsy
- Printed proofs, thank you cards & business cards: ProDPI
- USBs: USB Memory DirectÂ
- Linen proof boxes: Peach Linen
