One aspect of photography that has come into play in recent years is much more prevalent to photographers than it used to be. In fact, it’s now a crucial element for all businesses, big and small. It’s the brand. While most consumers don’t know the difference between good and great photography when looking at a single image, they now instinctively know it when looking at a collection of images. Thanks to social media outlets like Instagram and Pinterest, most consumers have been passively trained to appreciate a good, consistent brand image—and recognize a bad one.
Is your brand irresistible and unforgettable? Everyone, and I mean everyone, seems to be a photographer these days. We aren’t just competing with the pros, we’re competing with consumers who have smartphones with amazing cameras. There are five major points to master if you want to be a brand that’s irresistible. Get these right, and you’re on your way to standing out in your marketplace, no matter how crowded it is.
The last time we upgraded our site was in 2011, to a popular WordPress theme. Despite its ease of use, our careful lead tracking made it clear that some pretty major roadblocks must be preventing Internet traffic from reaching us. Let’s look at some of those roadblocks—and how to fix them on your website. By the time you read this article, our brand-new Showit site will have just launched. We’ve invested a lot this year to sit down with many of the most successful web marketers in our industry. And we kept hearing the same tips about effective website design.
Your brand defines everything about your business, from the quality of your work to your involvement in the community to your reputation. It’s about the power and frequency of word-of-mouth advertising and the experience people have working with you.
Your vision is your number-one competitive advantage. Not your gear, not your fancy camera strap or your quirky logo or company name. You and your work. When someone lands on your site, they are drawn in by your imagery. Next, your personality comes into play. You nail those two things, and you will book the job. So, what does this all mean? How do you translate any of this into something actionable? Let’s get started.
Many photographers act as if they’ve got a top-notch publicist on their payroll, and do nothing to promote their business or brand. They act as if self-promotion is a dirty word and not something worthy of their time, when in reality it’s one of the most important aspects of building any business. So, let’s get proactive and put you and your skillset in the spotlight.
Nothing affects your ability to gain and maintain business like learning how to light in a way that defines your brand image. If you haven’t honed in on your photography brand image yet, now is the time to start. You have control over lighting like no other businessperson does. There are three easy ways you can start displaying a strong brand using lighting as your guide.
Branding: The marketing practice of creating a name, symbol or design that identifies and differentiates a product or business from other products or businesses in the same market.
One of the biggest challenges photographers face is finding high-end clients. People expect me to have some sort of pat answer that tells them how to start charging $10,000 per wedding or get that wedding that runs $18,000 or $19,000.
Branding does not have to be tedious. It should be done with purpose. We think of branding as an effective, memorable characteristic or behavior that will be talked about.