Working as a professional photographer requires more than just the knowledge of how to take great pictures — the “professional” in professional photography means some basic business skills are a must. A common mistake many photographers make when starting out is failing to create a consistent brand image — or not even realizing there’s such a thing as a brand image. A business’ brand communicates that company’s style, standards and qualities, all often subconsciously. So what do photographers need to know about branding?
Start with your photography style.
The images in your portfolio are obviously different from other photographers — so what is it that makes your work stand out? Successful branding starts by looking at your own photography style and discovering ways to make the characteristics of your images become part of your logo, website and more.
If your images are light and airy, your logo should be too. If your shots are dramatic, your website should be too. Before you start dreaming up a logo design, figure out what makes your work stand out. Maybe it’s a photojournalistic style or maybe creative props and backdrops. Maybe it’s the hard light you favor or the way you tell jokes to get subjects to smile. Identify what it is that sets your photos apart, then your branding process goes from a bazillion possibilities to a more refined list of potential brand images that will help win those first impressions.
Target your ideal client.
One you have a good idea what it is that sets your photography apart, pinpoint what sets your client apart. Who’s the most likely type of person to book your sessions? A mom, a model, a bride, a magazine or an e-commerce business? The type of photographs you take usually offers a good clue — birth, baby and maternity photographers, for example, are marketing mostly to mothers.
Go a bit beyond a single word when identifying your ideal client though. If you take documentary style newborn photos, you’ll want to target a non-traditional, easy-going mom that would rather get images that tell it like it is over the traditional studio photos. If your newborn photos are characterized by whimsical props and a unique style, you’ll want to brand your images a bit differently to speak the most to moms that love that whimsical style.
Make it consistent.
Got an idea what your brand image will be based on your style and ideal client? Good — now make it consistent. Everything from your actual images to your logo, your website and printed marketing materials should reflect the same brand image. Don’t develop a fun, whimsical logo and a modern, minimalist website. With your style and ideal client in mind, generate a list of ways that your brand image may look in different places.
Research the market — and the competition.
One more thing before you make that brand image final — what does the competition look like? If your biggest wedding photography competitor uses a heart in their logo, don’t use one in yours, even if their’s may be a whimsical heart while your’s is minimalist.
Every photographer has a unique style — representing that style in something like a logo or a website can be tough to pull off, but when you do, you’ll create a lasting first impression that speaks most to your ideal clients.