What is YOUR Brand?
So you have a logo and you are ready to go right? No……Let’s talk branding….
A logo is just the start of your photography brand journey. Your logo is the face of your brand but let’s go much deeper into your brand and what it means to you as a photographer.
Your logo will appear everywhere and should very quickly become synonymous with you and your photography. It will appear on your website, social media, promotion material like business cards, brochures, banners etc… your logo may evolve over time as you grow and establish but generally it is what people will recognise.
So what exactly is your brand then?
Well your brand defines who you and your business are….
A brand has a clear focus. A brand knows their target market. A brand knows what their USP is. A brand should create loyalty and awareness.
A brand embraces the feelings your customer gets when they use your products and services.
So how do you go about creating the perfect brand?
You firstly have to know your market. Its not possible to appeal to everyone, so narrow down who you are aiming your business at.
This is easier said than done especially in a creative environment where you seek inspiration but what you have to do is inspire your clients, so they notice YOU! What is your USP, how do you differ from those around you that seem to offer the same. What can you do that makes you different?
When you have worked out who you are aiming at, what genre of photography you are offering and you know what your USP is; it is time to create awareness. Marketing, promotions, advertising whether this be through friends, family, industry peers. You must start to create awareness about your brand. Make sure you are seen and make sure you stay consistent. There is no point creating your marketing and making all avenues different.
Create Brand Loyalty
This will be one of your most important assets. Loyalty is created based upon relationships. Make sure you are making that emotional connection, get this right and your clients will return time and time again.
Brand loyalty is more than the product/service you are providing. It has to have a connection or why would a client come to you rather than the photographer down the road. Decide what your one thing is and make sure you do it better than anyone else.
Engage, Encourage and Nurture, these things all take time, they don’t happen over night. Be personable, be that go to expert in your field that your clients trust.
This is the key to providing your brand loyalty. Your clients want to know that you will deliver the same experience and quality of work, each and every time. There is no room for having an off day. Your clients want to feel confident in your abilities.
You may not like McDonalds BUT you can guarantee their consistency is on point. No matter where you go in the world, your burger, fries and milkshake will be exactly the same, each and every time. This isn’t fluke, this is genius , they have built their brand on consistency which in turn has given them brand loyalty.
Your Brand Promise
This is your mission, your vision, your values.
It should give you focus and direction. It should add credibility to your brand
Your ‘Brand Promise’ reinforces what your clients can expect, it gives your business a positive purpose, it lets your clients know, how your services will benefit them. It helps to differentiate you from others.
Your brand promise should be….
SIMPLE, UNIQUE, MEANINGFUL, MEMORABLE, CREDIBLE AND INSPIRING
Google: – “The world’s number one source of information.”
Apple: “Think different.”
Coca-Cola: “To inspire moments of optimism and uplift.”
Starbucks: “To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.”
FEDEX – “Peace of mind”
Nike: “To bring inspiration and innovation to every athlete in the world.”
Do you know what your brand is?