What is it about you and your photography that excites customers? If you can answer this question, then you are closing in defining your brand.
Here’s some help.
- Do you photograph primarily using natural light?
- Do you shoot bridal parties in non-traditional settings?
- Do you focus on interesting or unusual details?
- Do you capture childhood innocence in mesmerizing ways?
- Do you offer an on-site makeup artist?
- Do you specialize in fashion and portfolio photography?
Here’s some more help.
- What is it about your photography that people should know?
- And more important, what makes your photography product and your service different and special?
- What sets your studio’s customer experience apart or makes it stand out from what everyone else offers?
These are not easy questions to answer. They take considerable thought and care.
The answers will be the focus of your Website, your marketing and your messaging for your studio. They will become your essence, your brand, your reputation. So as you can see, you must complete this exercise before going further.
To help you, we suggest you review the slide show The Brand Gap .
It clearly explains the concept of brand and takes you through several thoughtful exercises to help you define your brand. Be sure to stop and complete the Focus Test, which asks three questions:
- Who are you?
- What do you do?
- Why does it matter?
Remember, your brand is the genuine “personality” of your photography business. It’s what your customers think of you and your business and what they say about you when they’ve left your studio. In short, your brand is what your studio is known for. So when customers are showing their friends the photos you’ve taken, what do you want them saying about you?
Next — Step 2: Determine the Website’s Purpose
