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How To Create A Brand Identity: A Photographer’s Guide

August 5, 2023

Many people think that becoming a professional photographer just requires talent. It does, of course, but unfortunately talent alone isn’t enough. Even if your photos are amazing, you may not be able to turn them into a successful business. To do that, you need to know the secret to creating a name for yourself and attracting enough clients to see your business grow. And to do that, you need to understand how to create a brand identity. 

Your brand identity is all about how you want your clients to feel about your photography and the services you offer. The specific style of your images is important in getting people to recognise your work and connect with your passion.

This is what will make clients seek you out. When you learn how to build a strong brand identity, you’ll be well on your way to becoming officially established as a photographer! 

My Top Tips On How To Create A Brand Identity

The first thing you want to do is be clear about what you’re going to sell. What are you going to photograph? And in what memorable way are you going to do it? Having a well-defined profile will help you to build a strong brand.

There are a few more key steps to creating brand identity for small business. Let’s go through them together.

Research Your Competition

When answering the question of how to create a brand identity, I always start off by recommending that you make a list of your direct and indirect competitors. Your direct competitors are other photographers operating within your niche. Your indirect competitors are any other businesses that offer photography services.

Then, research those businesses – check their websites, prices, offers, styles, tones and reviews. Look at the positives but also the negatives, and think about what you’d like to adopt and improve on for your own business.

This is the first step in how to develop a brand image that’s clear, consistent, and effective.

Identify What Makes You Unique

Now that you know what else is out there, you need to offer something different. This is the second step in how to establish a brand identity – clarifying what makes you stand out from other photographers.

Identify your unique selling points, such as your approach, artistic vision, customer service, or the experience you offer to your clients. This is how you attract new clients to choose you over your competition. Your Unique Selling Point, or USP, can be the price or packages you offer, your experience in the field, your photographic style, or even the way you carry yourself while shooting.

The photography industry is highly competitive, with loads of photographers offering their services. Defining your USP gives potential clients a compelling reason to choose you over others. It also enables you to focus your marketing efforts more effectively.

By knowing what sets you apart, you can tailor your messaging and promotional activities to attract your target audience. This targeted approach increases your chances of attracting clients who resonate with your unique offerings.

Above all, remember: your USP should be genuine, meaningful, and aligned with your strengths and passions as a wedding photographer.

Develop A Strong Style That Makes You Stand Out

In a competitive market, having a unique style is what makes a strong brand identity and what sets you apart from other photographers. When your personality shines through in your work and interactions, it becomes a distinguishing factor that attracts couples who resonate with your style and approach.

It also allows you to showcase your authentic self, which builds trust with clients, helping them connect authentically with you and sense your genuine enthusiasm for capturing their special moments.

A great byproduct of this is that you attract clients who appreciate and value what you have to offer – and that gives you the best chance of doing work you love. 

Identify Your Ideal Client And Write Out A Persona

The best way to identify your ideal client is to create a client persona or avatar. This means that you define all their interests, attributes, income, likes, and dislikes, which will tell you how to create an offer that appeals to them. It also tells you where to advertise your business to reach more clients.

Keep in mind that you probably need to build more than one client persona. The more specific and detailed you are, the more effective and targeted your marketing can be. 

Create A Website

This is a hugely important step when considering branding for photographers! Your website is where you can showcase your images and communicate your core values – where your potential customers get to see who you are and what you’re offering them. It’s the first step in the customer experience. 

Remember that everything on your website should support your brand. In the About section, write your story and provide insight into yourself as a person, as well as your photography style. It’s also important to showcase your portfolio, services, pricing, and testimonials on your site.

Provide An Exceptional Customer Experience 

It’s absolutely vital to provide exceptional customer service at every touchpoint. This is bread-and-butter stuff, baby!

From initial inquiries to delivering the final photos, aim to exceed your clients’ expectations. A positive experience will lead to word-of-mouth referrals and help to strengthen your brand reputation.

Building a brand identity takes time and consistent effort! It’s important to constantly evaluate and refine your brand based on feedback and market trends. Authenticity, quality, and professionalism should be at the core of your brand identity as a photographer.

But if all of this is sounding like a lot to navigate, don’t stress – I offer special one-on-one photographer courses and workshops for photographers to help you establish your photography career. If you’re looking for photography coaching, shoot me a message and we can chat about what I offer. I’d love to hear from you!