3 Ways to Achieve Consistency in Wedding Photography


3 Ways to Achieve Consistency in Wedding Photography with Sarah Edmunds

You are visiting Milan, walking down Via Montenapoleone, Europe’s most expensive street. As you admire the stately windows and incredible luxury brands in the heart of Milan’s fashion district, you soak in the spectacular storefronts. Then you notice something.

The clothes and sets of each window seamlessly blend harmonious colors and shapes. You can tell, even without looking at the logo, that Armani is Armani. The rich jewel colors of Dolce & Gabbana set against opulent gold trims express a clear identity that leaves an indelible impression on us. What is so compelling about the way successful businesses do this? According to Sonja Prokopec, a professor in the marketing department at the renowned ESSEC Business School Asia-Pacific, “Ultimately, it boils down to building a strong and very individual identity – a brand DNA”.

Do You Know Your Brand DNA?

How can we, as wedding photographers, craft our own “Brand DNA”? How do we position ourselves in a sea of competitors offering the same services in the same market? How can we create an image of our studio that is as enduring and enticing as Dior, Apple or Tiffany & Co.?

The brand identity discovery process starts by looking inwards (identifying a heritage, a story, the values that underpin your services and products), then outwards, using brand codes: the way we communicate our brand DNA, or identity, to our target market, and the visual anchors that will consolidate that identity in our client’s mind permanently.

Photography is a visual medium, so we can strengthen and even create our brand Consistency through our work, just as Armani created their brand through their minimal, elegant clothing design and sober shades. Our photography, portfolio and printed products ARE our brand codes.

The Three Cs

Clarity, Consistency and Constancy are the holy grail of a strong brand.


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To read the full article, launch the digital version of the May 2021 magazine.

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