Photography Business Branding : A little bit of you, a whole lot of them!
A lot of photographers lately have jumped onboard with the mindset that their branding is ALL about them, the photographer. While I agree to a certain level, I strongly believe there is a whole other side that needs to be considered!
I’m currently in my second year of my photography business and when I look at what my brand was that first year I kind of cringe. I took so many random bits and pieces of me and tried to make that my brand. Today, if you looked at my brand, it’s not nearly as chaotic, in fact I’d like to say it’s very specific and targeted to my market. This is where you can totally miss the mark by only focusing on you the photographer. Once you know who your target market is, you can then find the pieces of you that will relate to them specifically, then your branding is on track.
My brand is not, Marissa Lynn Photography, say what?!
Sure, you’ll see my name all over my website big and noticeable, but when a prospective client digs around on my site I want them to leave thinking, wow, I want a Perfectly You session! I’ve recently taken the plunge and have chosen to specialize in Senior Girls & Boudoir/Glamour for Women.
They are my target market. My site is pretty and girly and all about sending my message to each women and girl that visits, no matter what you look like, you are perfect, perfectly you. No one else can be you so own it, take pride in it and cherish it. We all come in different shapes and sizes and have our own assets, I encourage them to find those pieces of themselves and take pride in that. My brand is Perfectly You…
I was able to take this very specific piece of myself and relate it to my targeted client.
Am I always pink and girly? No. Is there more to Marissa Lynn than what is on my website? Yes.
But all that other stuff just doesn’t need to be distracting my clients from potentially booking a session with me. I am able to take my brand, Perfectly You, and then create a slogan for my two clients.
Tips to find your target market and nail your photography business branding:
1. Brainstorm who your ideal client is.
Take out a piece of paper and start writing down characteristics of your ideal client. Many people say this, but it’s because it works. What does she do for a living? Where does she live? What are her interests and hobbies? This may sound silly but the more you define that person the more you can figure out just where your target market is. My first time around I had done this step but I still had a huge disconnect between that person and my brand, it was because I wasn’t targeting my brand enough. What key characteristics of your ideal client best represent your brand? Write it down.
2. Start a Pinterest board.
When deciding the look and feel of my website, I took the advice from my close friend, mentor, and amazing photographer Holli True. She suggested I start a Pinterest board that was for my branding, then, just start pinning. Don’t think, just pin what moves you. What I found was a board full of feminine tones, bright and airy, with a touch of softness. If I wasn’t sure about specializing after viewing my board I was most certain that I was a photographer for women. In the board, you will see an outfit with pink pants and a beautiful lace top, that one image helped me decide my colors! I had been obsessed with that outfit for months, I had it on my “I want” board and it was one of the first things I knew I needed to put into my branding.
3. Create a slogan.
It’s best to do this after you’ve done the first two steps because at this point you’ll have a very clear understanding of your target market and your brand for your photography business. Then it becomes a game of trying to convey your message in as short of a slogan as possible, but it needs to tell the prospective client exactly what you want it to. Sounds scary and a little daunting, but it’s my favorite part. It’s definitely a brainstorm session, the more time you take to write down different ideas the more you will fine tune it and come up with something that fits.
Since doing these two things, finding my target market and setting my branding, I have seen so much more interest in my photography business.
Because now it makes sense, now it speaks to the people I want it to, so they are the people contacting me. My photography has improved too. Because I have my artistic mind focused in one area, my photos and posing skills improve with each and every session.
Branding plays such a huge role in the success of your photography business! I strongly encourage if you are in business to take a step back and really define who your target market is and then find the branding that works!
Remember, it should be a little bit of you, & a whole lot of them!!!