What Does Branding Even Mean?
Branding is so much more than just a logo or a color. Branding is a consistent look and feel that can include your logo, print materials, website, advertising, etc. It is your business identity. Effective branding distinguishes your business from your competition, it defines who you are, what your purpose and your principles are, and shows the client your style. If you are a photographer, your branding is absolutely imperative because so much of you what you do is visual, creative, and requires the client to value your style in order for them to value your photography.
But How Do I Define My Business Identity and Create My Brand?
Your business identity is essential for you to create your brand – and must be defined before you can approach your brand.
Your business name is usually the first step. Many photographers use their name (Jane Doe Photography, or Photography by Jane Doe) as their business and it is an effective way to brand yourself and personalize your business and the whole photography experience. On the other hand, many photographers use creative names (such as my personal business, Goldapple Photography) and tie that in beautifully with their branding. Your name should reflect your business, be unique, and be easy to remember (because it takes four impressions before a client will recognize your business!).
As a photographer, you need to define what type of photography business you are. Natural light, studio, boutique, custom, modern, shoot-n-burn, photojournalistic, event, wedding, portrait, commercial, etc. You should have a business description and even a mission statement to define your business. To create a mission statement, list your business values, use your business description, and write your business goals. That should be a jumping off point to assist you in writing your mission statement. Write your business plan – for the next year, the next three years, the next five years, and the next ten years. Your potential clients will have a clear idea of what your business is when they see your business description and mission statement. Not only that, but make a list of things you do not want to include in your business. Having clear boundaries at the get-go will make it easier to know how to handle future situations.
You want to know your target clientele before developing your brand, because you will tailor your brand to appeal to that audience. Who will you be taking pictures for? Who will be purchasing your prints and products? Who do you want to take pictures for? Do they value custom photography? Are they bargain hunters? Do you want trust-fund brides? How about down-home families? Where do they live? What does your target client value? How do you want your target clientele to view your business? In order to reach your target clientele, you will need to appeal to what they value and appreciate, and you can then adapt your brand to that market.
Your logo, while not the definition of your brand, is the first impression of your business and an essential step to creating a successful brand. If your brand is successful, your business is recognized immediately and evokes a feeling (hopefully of trust and whatever message you want to come across!) when it is seen. Your logo is a graphic that represents your business to your clients, and is the cornerstone that the rest of your branding rests on. It can be text, graphic, or text and graphic. It should embody all the things you defined in creating your business identity in a simple design.
Once you have a logo, you have to use it consistently, along with any branding colors/design, in every aspect of your business. Business cards, stickers, website, watermark, blog, promotional materials, informational materials, etc., should all be constant and reflective of your business and the brand you are creating. That is where I come in – using all your ideas and your business identity, designing your logo, branding all your materials, and creating that foundation that you will use to build a successful business.
Why Should I Hire You?
As a photographer myself with a successful and growing photography business, I am able to see your business from both ends. I know the business, I know how the needs of photographers vary from other businesses, and I have seen the difference a successful brand can bring to a floundering photography business. Because of my experiences, I have a desire to help other photographers grow successful and profitable businesses, and a major part of that is the business brand. As a creative soul, I love to design and draw and play with colors, and graphic design has been a natural fit with photography. My eye and talent for design and my photography background gives me an advantage that most designers don’t necessarily have.
Interested in having La Pomme Design create a logo and/or the branding materials for you? Here’s how it works:
1. Email stacey{at}lapommedesign.com or use the contact form to contact me. You can see the current Custom Design Investment here.
2. I will then send you the Custom Design Questionnaire, and once you submit that I will review your request and decide whether or not I will be a good fit for your business. I will send you a quote if your request does not fit with my standard price list .
3. If you decide to hire me, we’ll set up a time to talk on the phone so I can get more details about your business and the specifics of your design.
4. I’ll set you up with a start date, and send you an email invoice for the total due. You can set up a payment plan, but I will not begin design work until the balance is paid in full. You must be easily accessible (i.e., not out of town or without internet access!) during the design phase of the process, as I might need to reach you with questions.
5. I only work on one design at a time, so when your turn comes, I will design the initial concept(s). I’ll design them based on your questionnaire and what we talked about on the phone.
6. When I have your initial concepts ready, I’ll send your proof to you for your approval/revisions. You can have up to 3 revisions on one concept, or if you like different aspects of all three concepts, we can combine the things you like into one concept. You will fill out a revision form with your proposed revisions.
7. A the end of three revisions, (or earlier if it is ready!) I will email you your final logo in .psd, .png, .jpg, .eps, and .abr formats. If you feel need to keep tweaking, we can continue working on further revisions for an additional cost.
