With the huge increase of new businesses in the last couple of years, there’s a great need for memorable branding. If you don’t give people something to remember you by quickly, they will move on.
The concept of branding as a whole can seem overwhelming, but the way I see it is like this: Your brand as a whole is the perception that the audience has of your business. The sweet spot is to find a way to match that perception with the business owner’s intent. No, that’s not just a logo, website, or color palette. Could you describe the feeling your brand evokes to a designer so that they could then turn it into something tangible?
Understanding brand theory is incredibly important. It’ll give you the edge you need to catapult you to the top of your niche.
There are 2 major sides to any brand:
Inputs: Everything below ground. Your why, your values and strengths, your target audience, your marketing position, and your messaging.Outputs: The branches and flowers. Your visuals, website, logo, and colors.
If you’re constantly reworking your brand outputs without considering the inputs, that inconsistency will be apparent to your audience. Start with these building blocks to a solid brand identity:
Why does your business exist? Remember the purpose of your hard work.What is truly important to you? What gives your work meaning?What are you uncommonly gifted in? What’s your unfair advantage?Who are you trying to reach? Whose problem are you trying to solve?What problem or desire does your product or service resolve and how is it different from your competitors?What do you want your audience to know about your brand?
In order to be a standout brand, you have to have something that stands out. These inputs take time to develop. You want to let them simmer.
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