Before you gasp in horror at the fact that I might be suggesting that branding for a photographer is a waste of time perhaps I should rephrase the title…..

Wasting time on the wrong type of branding and not realising what clients like about you and why they remember you.

That title was a little on the long side plus I am partial to the odd attention grabbing headline.

Heres a couple of things that we’re TOLD that are important but really we could live without….. to an extent….

An impressive logo

Sorry to break it to you but you’re not Coca-Cola.

Phone up your best client and ask them to describe your logo and find out.
In fact how many of you can describe the logo of your local borough council off the top if your head?
I can almost guarantee that they’ve spent a whole load more money marketing that image than you have with yours. They probably even had a press conference to launch it. Can you say the same?

I’m not saying don’t have a logo, just don’t spend weeks designing it or even worse keep changing it every few months.
As with many things simplicity is always the key, so pick a nice font, choose a good colour scheme and that will probably do.

Branded stationary, t-shirts, hats, balloons and other irrelevant junk.

Yourname branded pens…. gimme a break…. photo key rings with your number on…. Now that’s relevant and effective.

This is where so many business misinterpret the concept if branding. It’s not about splashing your logo on as much crap as you can get your hands on.

A brand is an idea of something and THAT won’t be communicated through Yourname Photography USB sticks.

So what’s the difference between big businesses and you….. the photographer

Firstly……..you don’t have the money to promote your company/brand in the same way as big businesses.

The second reason is that big corporate businesses and sole trader photographers are completely different businesses.
Not only are they run differently but their products are consumed differently.

Do you know who Muhtar Kent is?

No idea?
Well Muhtar Kent is the Chairman of the Board and Chief Executive Officer of The Coca-ColaCompany.
Essentially we are being sold a product by Mr Kent but he’s not really important to us. Mr Kent’s brand on the other hand is important to us.

There are exceptions of course …. Steve Jobs, Richard Branson and Bill Gates have all in the past positioned themselves as spokesman, even figureheads of there respective brands. The difference is that they are acting to reinforce an already desirable product. We don’t see Steve Jobs in Apple adversing but YouTube is full of his keynote product launches…… and some very funny parodies too!

A photographers brand relies on two different things

You – you are your brand – you sell your products not the other way round. Why do you think viewings done in person always prove more fruitful than online galleries?

You are the voice and the telephone, the person who meets a wedding couple for the first time or the person who opens the door to the studio and welcomes clients in.

Everything you say and do are part of what defines your company and your brand.

Your images / style – Surprisingly less important than you might think.
Whilst developing a style might be the top of your list of things to do it not always what sells your products. On the other hand it might win you awards, bring you the respect of your peers etc but last time I checked that didn’t pay the electric bill.

Conclusion

You can waste countless hours developing what seems like a fantastic brand but if YOU aren’t delivering the personality and quality of service then ultimately your business will fail to flourish and in the worse case scenario it’ll just plain fail.

That’s not to say quality imagery isn’t important because it is…… but it still needs someone to sell it and sell it at the same level that the imagery deserves.

So if you’re thinking of improving your business have a look at your business as a whole.

Is your customer service on par with the images you are creating?

I would suggest that the customer experience should be that little bit better than the work you are producing…… not too much….. but just a little.

Once you start delivering great images coupled with a great customer experience then maybe have a play around with that logo of yours……. but remember it’s not what defines your brand.

 

Comments, as always are not only welcomed they’re relished!