Starting and maintaining any artistic venture is a big feat and first and foremost, congratulations on making the commitment and sticking with it! While many photographers want to focus all of their time on their work, it is crucial to remember that you and your photography business are a brand. Marketing, social media, and day-to-day business tasks may seem like the not-so-fun side of being a photographer, but it is crucial for your sustained success. Here are a few tips for branding your photography business:
Your Unique Selling Proposition
Depending on the specific services you offer (commercial, wedding, portrait), you will have your own unique selling proposition. Take a moment to determine what your specific selling points are: your specialty, how you’re different, what sets you apart from other photographers. Once you have determined this, you can build it into your branding strategy and use it to determine your target audience.
Determine Your Target Audience & Ideal Client
Make a list of the attributes of your ideal client and use this list to determine your target audience. Try to be as specific as possible including traits such as age, profession, income, gender, business or consumer, etc. Once you know your target audience you can begin going after them through targeted advertising, marketing, and even the use of social media. Honing in on your audience will actually make your advertising and marketing outreach seem a bit less overwhelming since you have narrowed down the market considerably.
Develop Your Look
Every major brand has a signature look. Whether it’s a color scheme, logo, or image, people instantly associated this icon with the brand, what it stands for, and what product it offers. The thought process behind developing the brand of your photography business should not be any different. Sure, your logo may not be as iconic as the Nike swoosh, but your loyal customers will remember your branding if its consistent, relatable, and says something specific about your business.
Write down some of the traits of your brand: friendly, personable, flashy, humble, modern etc. and work on developing your brand image. Whether it’s a logo, color scheme, or image, it should be consistent across all of your materials – website, business cards, social media, advertising, etc.
Make the Most of Social Media
This is a topic we have covered extensively on this blog. It is hard to ignore the impact of social media on brand exposure. Social media can be a tremendous asset to promoting your brand and demonstrating your brand identity to a large market. Take a look at our recent post: Optimize Facebook and Twitter for tips on how to make the most of social media.
Once you have determined your unique selling proposition, your target audience, and your overall branding appearance, it’s time to network! Again, social media is a great networking tool, but nothing beats face-to-face interactions with photographers and small business owners who can offer suggestions and advice on marketing your business.