If you're thinking about venturing into the branding photographer space then you're in the right place.
Think about it: in today's digital age, visuals are everything. It's a growing niche. From small businesses trying to grow on Instagram to global brands, everyone needs eye-catching photos to stand out in the crowd. And that's where you come in.
But building a successful branding photography business goes beyond just taking great photos. It's about understanding your clients, nailing your niche, and navigating the biz side of things.
In this blog, we'll look at the essential elements that will set you up for success in the competitive world of branding photography.
1. Define Your Niche and Target Audience
If you are just starting out in the personal branding space, then you might want to try a bit of everything just get your portfolio started and get a feel for who you like to work with.
But if you already know, then finding and focusing on your niche is a great idea.
Are you into corporate headshots, lifestyle branding, or product photography? Once you've chosen your niche, identify your target audience. Understanding their needs and preferences will help you tailor your services more effectively.
I definitely prefer to shoot portraits over products, so I concentrate on the headshot and lifestyle part of branding photography.
2. Build an Impressive Portfolio
Your portfolio is one of your best marketing tools for your business.
Try to only show the types of images and clients that you want to work with in the bid to attract more of those ideal clients. I usually chose 1-2 images from a session that stand out from the rest to demonstrate versatility and whats possible to potential clients.
3. Pricing and Packaging
Determining your pricing can feel a bit daunting, but it's a crucial step in running a successful branding photography business. And to be honest, I am still trying to hone my own pricing strategy
Researching the market rates for branding photography in your area is a good place to start. Aim to set prices that are competitive yet sustainable for your business. In syaing that you will also need to take into account your cost of running your business to make sure you are making a profit.
You could choose to set your prices at the higher end of the scale, and create a more premium service if that is more up your alley.
Consider creating different packages to cater to varying client needs and budgets. Start with a basic package that includes essential services such as a set number of photos and a specific duration of the shoot. Then, offer additional packages with extras like more photos, extended shoot times, or advanced editing options.
You could display specific packages and pricing, or you could just create a 'starting' price to give people an indication of your costs. I like to display mine so that I can prequalify any enquiries that have a budget for my pricing, but his is a personal choice.
If you are just starting out in the branding niche, you may want to discount your first few sessions to build your portfolio. Be sure to market it with a promotional price only, or special offer, so as not to devalue your work, or people may expect those lower prices going forward.
4. Network, Network, Network!
Building meaningful connections is crucial for any business, including branding photography. Be strategic about what events you attend, collaborate with other creatives, and just try to be anywhere that your target client hangs out.
Networking not only helps you gain clients buy building relationships with people directly, but also opens up opportunities for learning and growth.
Don't be afraid to network with other photographers aswell. They can be a great support in your business as they understand your struggles and you can teach each other about different aspects of your business.
5. Stellar Customer Service
Word-of-mouth referrals can make or break your business - my current word of mouth and repeat clients make up over 70% of my shoots!
Provide excellent customer service, exceed expectations, and deliver images promptly. Happy clients are more likely to recommend you to their friends, family, and colleagues.
I have a whole shop full of resources that I use in my business to support my clients through the shooting process to make sure they have a smooth and enjoyable experience. You can check that out here.
6. Contracts and Legal Protection
Protect yourself and your clients with clear contracts.
You need to outline both of your expectations, usage rights, and payment terms to avoid any misunderstandings or disputes down the road. Consult with a legal professional to ensure your contracts are comprehensive and in line with local regulations.
In my early days I had a client who refused to pay me after i delivered her images. i then changed my payment structure to request payment of the invoice before the final gallery is delivered. You live and learn right?
NB If you are US or Canadian photographer I have a link to a great photography contract you could use.
7. Never Stop Refining, Learning and Improving
Nothing stays the same forever, especially in photography, and especially in small business! Who wants to be stagnant anyway.
Seek feedback from clients and peers ( I send a feedback and google review request about a week after delivery of the final gallery), analyse your successes and failures, and use them as stepping stones for growth.
Embrace challenges as opportunities to refine your craft and don't be afraid to try new things. If you have been a photographer for a while, you will know that alot of your job on a shoot involves a lot of problem solving anyway.
Invest time in learning new photography techniques, editing software, and equipment. Follow industry blogs, attend workshops, and seek inspiration from other photographers to keep your skills sharp.
To Wrap up
This is just the tip of the iceberg to building a successfull branding photography business. Yes it takes time, effort, and dedication, but don't forget to have fun with it!
Stay passionate about your work, and let your creativity shine through every photo you take. Good luck on your journey to success!
If you want to read more about creating an Exceptional Experience for your branding shoot clients - Click here.
If you want to read more about how to create more confidence in your clients on the lead up to shoot day - read this.