Brand, Branding, Brand.  It is a word used a LOT in the photography industry.  I mean, there are books devoted to it, workshops created to teach you about it and speakers paid lots of money to tell you about it.  Why?  Because it is an important word and a word that helps define your business.

I have heard the word so often that I just assumed I knew what it meant.  I’ve been to the workshops, heard people speak about it and read the books.  But, did I really know what it meant?  The official definition?  No.  So I got out my handy-dandy Webster’s Dictionary and looked it up.  (And yes, in case you are wondering, I still have an actual red book on my bookcase.  I’m old school!)

According to Webster, Brand /n/ a mark made by burning with a hot iron to attest manufacture or quality or to designate ownership.  WHAT??  Ok, Mr. Webster, not that kind of brand.

So I took to the internet (now I am in this century. ha!) and found that Wikipedia defines brand as a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

I guess these two definitions aren’t really that different at all.  I mean, aside from the burning with hot iron bit, they both refer to distinguishing a good from other’s goods.  Right?

And after reading these definitions, I can understand why some people thing branding is all about one’s logo.  As it states above, it is a name, term, design or symbol and that can mean a logo.  But what I’ve come to realize is that your logo is just a piece of the branding puzzle.  And there are many more pieces to put together.

So what are these other pieces and how do you define your brand?

I am by no means a branding expert, but I have done some research and I am constantly trying to perfect my brand.  So I will share with you what I do know and hopefully this will help you in your branding quest.

When I first began my photography business, I created a logo immediately.  I picked some colors, fiddled in photoshop and came up with a make shift logo that would help start my business.  Back then, I didn’t think a lot about the brand and what I wanted it to be.

Slowly, but surely, I began to consider branding and how it would affect my business.  I realized that branding also includes identity.  Your identity as a photographer and as a business is part of your brand.  Branding is the perception that your clients or perspective clients have about you and your business.

Photography is such a personal industry.  You are your business.  And, as with any industry, there are lots of people that can do what you do.  So how do you stand out?  How do you create a perception about your business that will attract the clients you want to attract?

So often we have heard and read that clients pick you, not necessarily the photos, and nothing defines your brand better than YOU!

Figuring out who you are and what makes you different is one piece to this Branding Puzzle.  What is it about you that makes you different?  What is it that you want your clients to relate to?  What do you want them to feel when they hire you?

Think about those famous brands out there…Apple, Starbucks, Anthropologie…what is your perception of these brands?  I think of Apple and I think cool and hip.  Starbucks makes me think of sitting in my local shop, sipping a mouthful of coziness.  Anthropologie makes me think of quirky, unique clothing that makes me stand out in a crowd.  And somehow owning a mac instead of a PC, drinking my cup of joe from Starbucks and wearing my mustard-colored sweater and cute striped skirt help define who I am.

Who are you?  Figure this out and that will put one piece in the correct spot and help you to begin to determine your brand.  What type of photos do you take, what strengths do you have and what do you want to do with your business will all help you define your brand.

The next piece of this branding puzzle is investing in your brand.  Once you have a clear understanding of who you are and what your brand is, then ask for help creating the name, design, symbol of your brand.  Your website, your social media presence and your blog are all extensions of your brand.  Make them consistent and undeniably YOU.

Like I said earlier, I began with my own make shift logo that was very simple.  But as I began to grow in my business, I realized I was constantly getting the same compliment on my photos.  “The color in your photos really pops!”  So I realized that I was expressing my love of color, texture and pattern in through my photos.  And that is part of me and part of my brand.  At that point, I invested money into a logo designed by a professional.  It has been a process, this branding thing.  I am still changing things and making each piece of my business fit this fun, colorful mold that is my brand.

Which leads me to the next piece of the branding puzzle, it takes time.  A brand is not made overnight.  And taking the time to figure out you and what makes you unique is worth it in the long run.  Spending money up front on your look, logo and design may end up making you hate it down the road.  So take a little time to figure out what you are, who you are and what you want your brand to be.

How does this all fit into senior portrait photography?  Well teens are all about the brand!  Remember when you were in high school and you had to have those Guess jeans or that Limited sweater?  Or is that just me?  I was in high school in the 90’s so those things were totally hip back then! 🙂  But teens these days have social media and they are constantly sharing what they love with each other.  Your brand for seniors is just as important because the seniors are paying attention.  They want the photographer they can relate to and the photographer their friends use.  Build a brand that is attractive to them, put yourself out there in the social media world and get their attention!

If you are working on your brand in this new year, tell us about it below!  I would love to hear from you!  And if you have any questions or want to start a discussion about branding, let me know!  We can all share our thoughts and help each other through this branding process!