If you’re a business owner, I’ve bet you’ve come across this quote more than once:
“A brand is not a logo. A brand is not a slogan. A brand is not an identity, corporate or otherwise. A brand is not a symbol or a shape……a brand is the total sensory experience a customer has with your company and its product or service.” James Hammond
I’m sure you know how important the visual component of that sensory experience can be. You’ve probably also agonized over the right colors to incorporate in your online presence, the perfect outfit to wear in your headshots, and the exact images that you want to share on your social media. In this highly visual world that we live in where it has become increasingly difficult to stand out in a sea of competitors, having a solid visual identity is essential to your marketing strategy. And in a world where Instagram has 700 million monthly users, photography plays an incredibly important role in representing your business, which is essential to establishing a solid brand. Read on to learn how you can brand your business through photography.
If you’ve been reading my blog for any amount of time, you’ve certainly heard of my friend Jeanne of Bogath Weddings and Events. Jeanne started her business last year but if you come across her website or social media accounts, you’d think she’s been around for a lot longer than that! Most business owners who are at similar stages of entrepreneurship haven’t quite identified their brand, are inconsistent with their brand message, or haven’t yet figured out how to build a visual brand. Not Jeanne! This woman has it all figured out!! If you go to her website, you’ll see right away how professional, organized, and relatable she is. You’ll also notice that she thrives when she’s planning events that incorporate the beach, gorgeous florals, sweet love stories, and touches of vintage and rustic elements. Hop on over to her Instagram account and you’ll notice the beaches of LBI, her obsession with flowers, romantic quotes, and plenty of eye candy.
Anyone who lands on Jeanne’s newsfeed will know right away what she stands for, and what she will bring to the table if you hire her as your wedding or event planner. The consistent style, attention to detail, and professionalism that are apparent in her online presence are characteristics that are also a part of her client experience. So how do you create a visual brand that your potential clients will notice? Over the last year, I’ve worked closely with Jeanne to help her create images for her website, blog, and social media and through the process of digging into her brand (and the process of creating our own brand, too!), I’ve learned a thing or two about how to brand your business, so today I thought I’d share a few tips to help you do exactly that.
- Show yourself. The very first thing potential clients want to do is know who you are and get to know you, especially if you have a service-based business that will require you to work closely with them. Whether you’re on Jeanne’s website or social media, you’ll notice right away that she displays images of herself at the shore and at local LBI venues. Consider having your headshots taken in the environment where you love to work. This will allow your client to see you in your environment and you’ll be more memorable than if you displayed headshots taken with a simple studio backdrop.
2. Incorporate places or things that are important to you. If you check out Jeanne’s Instagram feed, you’ll immediately notice her love for the ocean and beach. Since she specializes in weddings and events on LBI, it’s important for her to show these environments so that her ideal clients connect with her right away.
3. Incorporate visually appealing images. You only have a few seconds before an individual decides whether or not he or she will continue to scroll through your feed or stay on your website. Be sure to include images that are cohesive with your brand story, colors, and personality. Here are some styled stock images that I captured for Jeanne so that she can use them to tell her story:
4. Hire an event stylist or designer. It’s important to create images that fit your brand’s personality so having a designer is key to creating purposeful imagery. Below are some images from a recent styled shot that Jeanne designed to showcase her style. (For more images from this shoot and for vendor credits click here.) Hiring a stylist or designer will ensure that your images tell your brand story in a unique and cohesive way.
5. Have recurring themes in your online presence. Are there specific aspects of you and your business that connect you with your ideal client? Identify them and represent them in your line presence. In Jeanne’s case, she wants to connect with clients who are planning an event on LBI so we made sure to capture several locations that she can showcase to attract her ideal client.
6. Be consistent. Clients will be more likely to trust you if you are consistent in all aspects of your business, including your visual identity. As tempted as you may be, don’t re-brand and change your logo or brand colors just because your competitor has a new logo and brand colors. A consistent brand is a memorable brand.
I hope these six tips have been helpful to you in branding your business through photography! And if you’re a small business owner in need of updated brand photography and/or headshots, click here to contact me. I offer different packages to suit your business needs, including custom styled stock photography, lifestyle headshots, and more.
