If you’re building a photography brand, there are myriad things you need to get right: a solid website, fresh content, stellar marketing, and so on. But one thing that needs to permeate every aspect of your brand is professionalism.
A professional brand builds trust, and trust creates repeat customers. But how can you get this right in 2020? Read on to learn how to build a professional photography brand that clients can trust.
Know your target audience
Knowing your audience is important for every brand. When you identify your target audience, you know how to position your marketing and push the right products to the right people.
But knowing your audience also means knowing how to communicate with them.
The way you communicate with your customers builds trust by using language, references, and tone in a way that feels familiar to them.
Social media should be your first point of contact for this. A cursory check of your customers on social reveals the kind of language they use, the kind of content they engage with, and so on.
Once you have this information, mirror it in your branding. Use the language your customers use, both in your web, social, and email copy, and in your responses to your customers.
Be consistent across every channel
Consistency is a crucial driver of trust between a brand and its customers. When clients experience the same branding across every channel, it creates a sense of familiarity that they can trust.
For instance, if your website offers one price for a product, but your social channels offer another (or a special offer that isn’t available on your website), customers will feel scammed and will retreat.
This also extends to your design too. Use consistent brand colors and imagery across each of your channels. If you’re using your own photography for your channels, this will be easy. You should also use the same logo across your marketing, as well as keeping your language and tone of voice the same too. Imagine hearing a trusted friend suddenly use different vocabulary and accent one day — quite confusing. If your TOV differs across your channels, your clients will feel the same way.
It’s important to stick to the same aesthetic across your social media, email, and website to create a cohesive brand, wherever your customers find you.
Strive for high quality in your content
In this digital age, high quality is everything. With accessible content management systems and a plethora of free online tools available to help you create an online presence, there’s no excuse for poor quality content. Indeed, a brand that does offer such bad content will lose client trust as a result.
Naturally, your copy should be on-point. Keeping it concise, well-written, and spell-checked is crucial for building trust. Struggle with the written word? No problem — tools like the Hemingway Editor make it easy for anyone to create stellar copy that clients can engage with.
Naturally, the photography you sell is high-quality already. But this also applies to your owned photography too, beyond your actual photographs, for instance, photos of yourself or your studio. It’s this kind of ‘back-end’ photography that really shows your clients you’re a brand they can trust.
The principles of product photography apply here. Natural light provides a natural atmosphere instead of an artificial vibe, and you should use high-quality cameras and editing software even for your non-photography visual content.
Creating high-quality content that your customers trust takes time and effort. But when clients trust you, they return time and again, so it’s something worth striving for.
Make your pricing clear
There’s nothing worse than hiring someone to do some work for you, only to find yourself charged with hidden costs and fees when it comes to paying. These are the hallmarks of a shady brand and will do nothing to encourage repeat custom.
Make your pricing structure clear and concise on your website. Be sure to cover every eventuality too. As a rule of thumb, include the following:
- Price per hour/per project.
- What the price includes e.g. editing, printing, and so on.
- Rough turnaround of each project
- Price fluctuations according to different types of projects e.g. location shoots, studio shoots, etc.
The variables you need to include will vary depending on the kind of photography you do. Cover every possible price variable and create a dedicated pricing page that it is easy to find.
In business, trust is everything. And when it comes to photography, it’s particularly important. People are trusting you with capturing their special events, so it’s crucial that you convey professionalism in everything you do. Follow the tips above and create a professional photography brand that will encourage customers to return to you time and again in 2020.
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What Happy Photographers Are Saying:from 244 reviews
My wife bought this bag for me for Christmas and I absolutely LOVE it. It's exactly as it is named, easy access. I don't have rummage through he bag to quickly grab my DSLR on a shoot or on the go. great bag for the price!
Nicely packaged... can't wait to get out and use it.
Great product that works as advertised.
Perfect size. Fits all my gear and the quality is really, really good.
I bought this for a trip I was planning and the bag was absolutely perfect. Great quality, lots of storage spaces and the wheels were just an added bonus! Highly recommend!
Great Product, Fast Service
Excellent tripod & monopod! Easy to carry with included bag.
Works great, nice tight fit, and the bubble level is a nice addition.
Works perfectly on my D750, very satisfied.
I LOVE MY T-SHIRT
Everything is good with the price
Love the protectors!! Plenty of protection and offer a great clip to carry on your side for easy accessibility. I just wish perhaps they were slightly wider for my lens hood to remain on my Large lenses. Would order again!
So far so good! I’ve been using it for astrophotography.
Great lens at this price point!
Received my order in a timely manner. Haven't used the products yet but looking forward to putting them to good use.
Comfortable, straight stencil, reasonably good quality
Fast service, item was even better than expected. Now both my camera and flash are smarter than I am.
Love the ring light
A basic over the shoulder camera strap that works well and keeps the weight of the camera off of my neck, which is why I purchased it.
I primarily bought the case to carry my flying camera(drone) but will see use for my dslrs. Easily configured for multiple uses with movable dividers. Only negative is the zipper sometimes hangs up on the lids edge seam and has to be manipulated to get it unstuck. Good value!
Sturdy yet light and watertight. Does the job.
Nice bag, keeps camera dry and able to shoot in heavy rain. Handy strap for carrying.
They could modify the roll up plastic to leave more room to snap closed. Needs a a trigger hole for shutter button.
Overall pretty good bag for price.
Looks very good and real but takes to long to get
Arrived in good condition, looks good.
I personally don't care too much about wearing the Name Brand around my neck when I'm out photographing the world around me.
I love my "Vintage Fashion Neck & Shoulder Trap" It's very comfortable and looks real nice. I would highly recommend this strap. It's a good one.
Its a great product, However when i use my 28 to 300 lense I can see the ring clearly through the viewfinder
just what the doctor ordered, now some experiments
Nice tripod. Reasonably light and sturdy enough for my Sony A6000 with kit lens.
I ordered this background, it took a longer time than projected to arrive. But I have to say that it was worth the wait. I was so pleased with the product that I have purchased a different background. Keep up the good quality.
The flash works well with my Canon 60D. I've been pleased with its performance, and I'm looking forward to really putting it through its paces. I do agree with one of the other reviewers, that an online manual would be greatly appreciated.
I bought this item on the recommendation of some pro photographers. It is a very well-made device, but I haven't yet found a way to use it in my photography. I'm sure I will!
I love it...it’s very helpful when I’m on the move
Served as an ideal backdrop in most recent series.
I like the way it attaches to the bottom of the camera. Very secure. I have large hands and a battery pack on my cameras, so a little more strap would have been nice. I anm still waiting for my double harness, to fully test these out. There was delays in shipping my harness. Which was ordered with the hand straps.
Top class Product thanks :)
Delivered the next day . Good job!!!