Bev's Blog

After nearly three decades in this industry, the sweeping changes that have happened in the last six to eight  years are the most intense I have ever seen. What photographers focused on (no pun intended) in the late 70′s, 80′s and even into the 90′s was improving their skills in photography and doing well in competition. Yes, we did care about the business end, but just enough to pay the bills. I remember conventions where business classes had five people sitting in a nearly empty room, but the photography classes had standing room only. The words brand, niche and boutique studio had not yet entered into the mainstream thinking of photographers.

So, let’s talk about three powerful facts about branding, the foundation of all business. A brand used to be no more than a physical mark, burned first into the skin of criminals as a sign of disgrace, then onto cattle marking ownership. It became a “distinctive name identifying a product or manufacturer.” But today, brands are alive and many times, emotional. They bring tears to your eyes (Lifetime), call you to action (Nike), make you smile (Volkswagen), project being cool (Apple). They are more than just a name; they are all of the feelings that surround that name.

They reflect what your marketplace feels about you.  It is the feeling that people respond to. To develop your brand, you have to decide what your strengths are. Creating a brand can only be done when you figure out who you are, what you do and establish your parameters. You should ask yourself what it is that distinguishes you from everyone else in your market, what your values are and what personality you want to express.

1. Once you figure out who you are in the market and start establishing your brand, you must develop consistent visuals to go along with it.

2. Keep the emotion intact!

When we first developed our Relationship Black and White portrait line, we were completely enveloped in telling people’s stories through their imagery. It was powerful and emotional…and it grew into our biggest financial success. It is still the bulk of what we do today, even after 15 years. It is emotional and personal; it reaches into the soul and it sells!

“Consumer spending, even on sale items, will continue to be replaced by a reason-to-buy at all. This spells trouble for brands with no authentic meaning, whether high-end or low.”   Branding Strategy Insider

3. Brand differentiation is Brand Value

The uniqueness of a brand will increase in importance. Differentiation will be critical for success. We have preached long and hard about being unique and finding your style. Before you can develop your brand, you need to know who you are and who you are needs to be completely unique! If you can’t be the first in any category, figure out a unique approach to it. The three words to remember are: FIRST, BEST, ONLY. Be the first, the best and the only one doing what you do.Otherwise, you will complete on price and location and that is a losing proposition. You will never be the lowest (someone will always do it cheaper) and if you are chosen for your location, you will have a hard road ahead of making a living.

Understanding branding and its importance will go a long way in setting the stage for your business.

“Kevin Keller, brand expert and author of the popular brand book, Strategic Brand Management, coined the term “brand mantra,” which is very closely related to brand essence.  The “mantra” concept reinforces the role of brand essence in internal communication.  Kevin says, [brand mantra] should “define the category of business for the brand and set brand boundaries.  It should also clarify what is unique about the brand.  It should be memorable.  As a result it should be short, crisp and vivid in meaning.  Ideally, the brand mantra would also stake out ground that is personally meaningful and relevant.” 

Have a great week everyone. Bev