The Ultimate Guide To Building A Successful Photography Brand

You started a photography business because you’re passionate about what you do. You also believe you can make money from your work. For this to be a viable business you need clients. These clients need to understand why their life will be enhanced by your work. That’s why building a brand is so important.

Let us level with you. A career in photography is competitive. Some photographers face significant challenges that affect how they build their client base. The majority of us has access to a device allowing us to capture moments and create visual content. There’s no doubt in the skill and knowledge to produce quality photography, but what about amateur photographers who see taking and editing photos as something they can do themselves or have as a side hustle.

This kind of competition makes it even more important to have an effective brand and marketing strategy. We’re here to show you why building a brand will help you stand out from your competitors and attract ideal clients.

Why build a brand

Building a brand is about creating a unique identity that positions you as an expert. Your work speaks for itself but your brand reflects your intentions as a business owner. You might have a particular style, be skilled at a certain technique or specialise in a specific area of photography. Whatever it is, having a clear brand direction will create more opportunities. Here’s why:

It improves brand awareness

You might have a distinct style that makes your work recognisable. This is an important part of your brand, but when your visual identity and marketing material aligns with your work, it will create even more of a memorable impression. It makes it easy for people to identify your business. This will help you stand out from competitors and attract your ideal clients.  

Builds trust and loyalty

People buy from people they know, like and trust. You’re selling a service, you need clients to believe in what you do. If they’ve had a positive experience they’ll more likely recommend you. Show them what they can expect from working with you. Allow them to get a sense of who you are and why they will benefit from your work.

Establishes a professional reputation

An effective brand and marketing strategy looks professional. It shows that you’re dedicated to what you do and why you should be taken seriously. Inconsistencies might make your brand look casual as if you don’t care about the image you present. You want to show potential clients you’re committed to your brand values and have high standards for the services you offer.    

How to build an effective photography brand

Branding is about creating meaningful connections with a particular person. In order to do this you need purpose, clarity and consistency.

1. Understand your purpose

Your approach might develop over time but your purpose and values will help maintain the consistency you need to build a reputation you want to be known for.

Writing down what you do and the impact of your work will provide a lot more clarity. Your brand will feel organised and authentic because you’re not making it up as you go along - you’re confidently growing your brand with intention.

2. Refine your offer

Positioning yourself as an expert will help you stand out to the right people. Clients want to know what they can expect. They are investing in a professional photographer, so be clear about what you do and how you work.

Offering specific packages will save you time chasing down leads or being approached by clients not suited to your services. Instead you’ll become known for your work. This will help you build a reputation where your services are considered to be of a higher quality and value than more generalised businesses. Your business will become more favourable to a certain type of client because you specialise in what they’re looking for.

For example, if you’re a brand photographer, clients want to know what they’re investing in. What does the experience of working with you look like?

3. Research your ideal client

If you’re not specific about who your business is for, you won’t stand out. From your clients perspective they’re looking for results. They want to know how your expertise will help them. The more specific you are, the bigger impact your brand will have. Clients don’t invest in generic brands - they work with people they trust.

For example, if you're a wedding photographer it’s important that your brand strategy appeals to couples. Location, budget or style are all important factors that defines the type of client suited to your business.

Without identifying who this person is, how will you stand out to them?

4. Humanise your brand

People connect with people. For your photography business a human connection is important for building trust with clients. Potential clients want to know who’s behind the lense.

You might think being professional means being formal or presenting a polished image of your business in order to be taken seriously. When all clients want is to see who they’re really working with; a photographer who’s passionate about what they do, cares about their clients and can capture stunning images.

Without injecting some personality, your business will most likely get lost or forgotten. It’s about building an unique identity that reflects the personality you want to create with your brand. Your business is a people brand after all, so it’s necessary for clients to want to get an insight into who you are and how you work.

5. Have a consistent visual identity

Consistency says a lot about your intentions. People will notice mistakes and differences in your branding which will have a negative impact on how your brand is perceived. The inconsistencies might look careless, messy and lack attention to detail which they might see as a reflection of the work you do for your clients. A consistent visual identity reflects your intentions as a business, builds credibility and makes your brand more memorable. 

6. Demonstrate your expertise 

It will position you as an expert, attract loyal clients, as well as strengthen your relationship with existing clients. You want your clients to see how they’ll benefit from working with you. Even if potential clients don’t invest right away, your business will be at the forefront of mind when they need your help.

Here’s some examples:

• Free information is an easy way to establish your expertise. This might come in the form of educational podcasts, videos or free PDFs. 

• Testimonials and case studies are a great way to build trust with potential clients. Share your work and give them an insight into behind the scenes. If they like the work you’ve done for a previous client, they'll more likely want the same for themselves. 

• Trials or free enquiry calls can help potential clients get a taster of what to expect. This approach will help build stronger relationships with clients. You’re giving them the opportunity to get to know you before committing to your services. 

Final Note

Branding is so important for photography businesses looking to establish their brand, build a reputation and attract ideal clients. It’s about being consistent in every aspect of your brand, so everything aligns with your values and business goals.