I’m thrilled to step down from blog-authoring this week to let Renee Swigert, owner of Ribbons of Red, take the stage! She’s an absolutely phenomenal graphic designer/brand strategist/web developer/artist based in Ohio. I let her choose the topic, and she penned a brilliant post about the importance of custom graphic design in your market.
–
Did you know there are over 155,000 professional photographers in the United States? More than half of those photographers are self-employed too! The number of professional photographers is expected to grow 12% by 2018, making the photography industry one of the fastest growing (and desired) occupations in the United States!
With new photography businesses coming to life everyday, it’s more important than ever to ensure your business stands out from the competition. While talent is important for any successful photographer, having a unique brand will allow you to connect on a deeper, more emotional level with your potential and current clients. So, what exactly is a brand? Simply put, a brand is you! It’s your story and your passion professionally designed into a custom logo, website, blog, and marketing materials.
As you probably know, template websites and do-it-yourself-logos are very popular in the photography industry because they are so inexpensive and quick make. However, when you and your competitors have a similar website or text logo—what makes you stand out to a bride or mom-to-be? Your photography alone isn’t enough to make you stand out, especially when your competitors are talented too!
Along with selling your talent (your photography), make sure you are also selling an image or lifestyle too (your brand)!
You want your clients to feel like they not only snagged the most talented photographer but also the one who they feel most connected to. Custom design can achieve this exact feeling.
For instance, think of how wonderful you felt when you purchased a Shootsac or Kelly Moore Bag. I bet it made you feel fashionable, excited, inspired, and maybe even cool too! These are emotions you should be evoking through your clients as well. Whether you realize it or not, you feel these emotions because the Shootsac and Kelly Moore Bag brands are professional, unique, and creative. You are buying a lifestyle as well as a product, and custom design created that connection!
Every photographer has a different market they are trying to reach, and each market can be as unique as your business. Do you shoot newborns, children, and families? Do you only shoot weddings? Are you a pet or nature photographer? Think about the market you are trying to reach for a moment. Does your brand have the proper colors to attract that market? Does the font within your logo capture that high-end clientele you are after?
Overall, custom design captures the essence of your business, makes you stand out, and helps attract and capture your ideal clientele. And although custom design is an investment, if you are looking to gain clients and increase your sales, it is definitely a must either now or in the future!
[...] This post was mentioned on Twitter by Ribbons of Red, Brand Camp. Brand Camp said: RT @RibbonsofRed: Check out my guest post 4 @brandcampblog abt the importance of custom design 4 your photo biz! http://tinyurl.com/28tv2am [...]
Well said! For the past year I have been using a logo that my boyfriend and I designed ourselves- neither one of us have any design experience whatsoever. I was never really pleased with it, nor did I ever really believe in it. I finally made the decision to invest in Renee’s services & creative talent a few weeks ago, and couldn’t be any happier with my new logo, which will hopefully be revealed on my site next week! She is incredible! Renee asked me questions that challenged me and really made me think about all aspects of my business. What resulted is a logo that totally & completely fits me & my business. I’m so thankful that I had the privilege of working with Ribbons of Red for my brand development. Thank you, Renee!
And this is why I heart you, Renee!! Perfectly written, wonderful advice. And awesomely creative!!!!! xoxo
Angela -May 20, 2010 - 1:45 pm
So many times I see generic, cookie cutter, businesses and it really doesn’t give me confidence in their abilities. It doesn’t look like they take themselves seriously enough.
This is some excellent advice and some great viewpoints that more professionals, or those thinking about delving into marketing themselves and branding their business, REALLY should take into account.
[...] This post was mentioned on Twitter by Ribbons of Red, Brand Camp. Brand Camp said: RT @RibbonsofRed: Check out my guest post 4 @brandcampblog abt the importance of custom design 4 your photo biz! http://tinyurl.com/28tv2am [...]
I’m in Phoenix at the moment, shooting in the desert and then meeting up with Brand Camp peeps to talk all things biz! So, while I’m rocking the sunglasses and short skirts, a few thoughts on logos and branding as they relate to simplicity.
Lots of people talk about their branding and dog on how ‘simple’ or ‘boring’ or ‘low-key’ it is. They complain about how much their logo doesn’t reflect ‘who they are’ or ‘what they feel’ or ‘how they shoot.’
Okay. Let’s take a look at Apple. Most popular products on the planet, at the moment. Go to their website and look at their logo. Simpler than simple. The logo in no way captures all the incredible and fabulous things the company produces, but it gives us a peek at their sleek style.
Try to imagine a logo that screamed ‘cutting-edge inventive geeky hipster wearing retro, tight-tight eighties throwback jeans and an Ed Hardy t-shirt’ is our target market. It would be…a hot mess.
Again, think of all the things for sale at Target. Everything from clothing to dental floss to vitamin water. Imagine a logo that said all those things. Hot mess city. Same goes for Wal-Mart. Adobe. Any grocery store on the planet. And your business, too. No symbol on the planet can capture everything you do!
A strong logo rarely includes doodads or thingamabobs. The earth’s best logos are fairly simple. (Golden arches, anyone?) So think simple. And simpler, still.
Stop trying to commission a logo that screams YOU AND EVERYTHING YOU DO. It’ll be out of date in no time. Find one that whispers of your essence but allows room for growth across the years.
Oh, and the business therapy winner? Xander of Photographing Sound. E-mail me to claim your prize, love! Thanks to all of you who signed up for the Merit Badge mail, left comments, and tweeted about the giveaway!
A photographer told me my new website is boring. I said “Thank you” and sincerely meant it.
You see, my old website was built entirely on trying to one-up other photographers in the U.S. (Not my region or the state, mind you, but THE COUNTRY.) And to one-up the whole country, to ‘do what’s never been done,’ well…
You have to pull out all the stops. You have to have bells and whistles. Flying chandeliers, tweeting birds, blinking text, the works.
Photographers went NUTS over my old website. Seriously. Batshit insane. Just today, someone told me it was their favorite photography website of all time.
But clients? You know, those people who hire me and pay the bills?
They weren’t big fans. Inquiries dropped. Web traffic dropped.
To potential clients, I was the kid at the holiday concert who plays air guitar and stagedives during the class rendition of ‘Silent Night.’
The kid who’s oblivious to awkward silence. The one wearing Grandma’s reindeer sweater while rocking the imaginary mosh pit. That kid.
(Or I was Smelly Cat. The jury is out.)
I was too busy looking sideways to see my clients. I was so worried about other photographers that I forgot to be worried about my clients’ needs. The current Essential Imagery website is a result of sincere reflection on my part. It educates them about my brand, outlines the needs I can fill, and provides only a dab of personality aside from the portrait images. In other words, it’s exactly what they’re looking for.
How have you been held back by looking sideways? Who do you compare yourself to, and how can you stop the comparisons? How can you fulfill the needs of your clients today? How can you get yourself on the road to looking forward — right into the eyes of new clients?
So, if I like your new site (and I'm a photographer) is that a bad thing?? The previous site was so different and had some very creative ideas in it, but I do love your new. You're right about it focusing much more on your images and not just you (with bells and whistles). I love your honesty and you have really opened my eyes to what's important when selling yourself to your CLIENTS! Since my mini-Brand Camp consult till now. Thanks Kristen.
I love the new look. You are right in that the temptation is to make something artistic- but that doesn't necessarily always translate to the target audience as well it does to other artists.
Jocelyn -November 12, 2009 - 7:15 pm
I actually saw your new site last week and wanted to tell you that I like it even more than your old site! I love the new blog too… everything's just so clean and straight forward now. Thanks for the post… great points to think about.
Love this post! Just last night I was up until the wee hours creating a static home page for my blog. I've been adamant about not wanting the separate website & blog combo, but I realized I still need a one-stop shop page that points visitors to the site's hot spots. I've found (so far anyway) that the blog is more exciting to my peers & potential clients want examples and info. *I* want it all to be in one place.
There are so many things to write about that I’ve had trouble coming up with something to write about. (That ever happened to you?)
And then, my Hip Slip arrived. Doug and Chenin know I’ve been lusting after one, and it arrived without warning today. Squeal! Double squeal! The product itself is fabulous, but the branding is just as remarkable.
First, the box. Even the UPS man commented on the loveliness of the box.
Then, the paperwork. Yes, it’s that good. A postcard with tips for taking better photographs, as the Shootsac line caters to professional photographers:
A little information about the Hip Slip…
And consistent use of the logo:
Oh, and the bag itself. Chosen to match my studio colors, of course!
In the space of a box shipped from across the country, Shootsac delivers an experience. A little information, a lot of pretty, and a heap of usefulness.
What about your brand? How can you create an experience with your product’s delivery, whether it’s being picked up or shipped thousands of miles?
I enjoyed when my Shootsac arrived too! It really makes you stop, take notice, and enjoy unwrapping each piece. The photo tips with the photo was such a nice touch. Feels like it should be some sort of "collect 'em all!" type deal!
We are glad you like it so much. It has been fun to design with them… they are willing to take risks! It's funny we actually wrote a post about them last night too (posted today) … what a coincidence. Poked around your blog, keep up the great work and advice!
Debbie Schwab -November 5, 2009 - 4:24 pm
I loved mine when it arrived. Totally agree about the packaging. I was trying to figure out how to repurpose the box 'cause is was so coo. Fun to get in the mail. Who'd a thought. Other products that were impressive when delivered: my Drobo hard drive and PhotoJojo (which adds just a bit of humor to the everyday).
I remember the day my Shootsac arrived. I had all the same thoughts and feelings! It made me want to order one a week just to have such a beautiful delivery in my life on a regular basis!
I like to learn stuff. So, this is an invitation to geek out with me. Some handpicked articles that can help you out, as you’re working through creating, designing, and/or writing for your brand.
Let’s start with Vital Tips for Effective Logo Design. It seems so simple to have a simple logo, but simplicity is…hard. The rest of the article provides us with iconic logos and — better yet — how their design principles can be applied to your own logo.
Want to go the custom website route? You’ll need 8 tips for working with web designers. I love that one of the guidelines is to be honest without being nitpicky. Genius! Now go read the other seven.
If you’re in the midst of figuring out what to share with the world in the way of a bio, try Problogger’s ‘how to write an about me’ page.‘ Quick, easy, helpful.
Spreadsheets make the biz world go round, and if you’re in need of a quick and simple solution for keeping tabs on $$ so you can follow your biz heart, try the Think Bakery blog.
Once you’ve brushed up on these topics, try a little search engine optimization tuneup through the LiveBooks blog: 10 things not to do.
I’m thrilled to step down from blog-authoring this week to let Renee Swigert, owner of Ribbons of Red, take the stage! She’s an absolutely phenomenal graphic designer/brand strategist/web developer/artist based in Ohio. I let her choose the topic, and she penned a brilliant post about the importance of custom graphic design in your market.
SHOW COMMENTS HIDE COMMENTS 6 comments