Keep your brand simple and consistent in 2013
It’s that time of year again where we begin to stress about resolutions and changes for the New Year. These thoughts can easily overwhelm you. While it’s good to have big picture ideas, I think it is helpful to concentrate on the smaller things, especially in regards to your business. Let’s talk about things you can do to revamp and tweak your photography brand, keeping it simple and consistent in 2013!
A good logo is very important and should be easily remembered by whoever sees it. Because it should be memorable put it on everything and don’t change it frequently. People often make the mistake of changing their logo because they find something that they like better or think it’s good to always be new and fresh. Don’t make this mistake! Clients might get confused and think they have the wrong photographer, especially if you have different logos on different things. Having a consistent logo is part of having a consistent brand. For example, don’t have an older logo on your website and a newer one printed on a portfolio.
Make sure your photos are sized correctly for the web to ensure a fast load time. People have short attention spans and I promise they will click out of your site if it takes too long. You should keep the design simple so that your imagery stands out. In regards to social media just be consistent. For example use the same logo, colors and branding on all your social sites. Simplifying your website and keeping all social media branding consistent is something you can easily do before the start of the New Year.
iPads are great and can be a very useful portfolio tool, but nothing beats hard copies of images. If you want to sell products you need to have your photos printed for the client to actually touch and experience. A huge portfolio can be too heavy to carry around so the little hardback books from Pinhole Pro are great. They are impressive in appearance and print quality. Small books are so easy to always have on hand and they fit easily in my purse! Notice I picked a neutral binding because it matches my photos best.
Again when putting together a portfolio you have to be consistent. Use the same logo, typeface, and colors. Always ask yourself, “Is this part of my brand?”
When you revamp your website or logo or put up a batch of fresh work you have to promote, promote, promote! Use Twitter, Facebook and other social media to spread the word. But don’t forget to use “snail mail.” Make a fun promo showcasing your amazing images to potential clients so that they will hire you! I do a promo run about 1-2 times a year. What better time to get a promo out than at the beginning of a new year? Just remember that the design needs to reflect your work and everything needs to match.
So, my advice would be to make your brand simple and consistent in regards to your logo, website, portfolios and promos. Ultimately your photography should speak for itself. Think about these things as you begin the New Year. The more consistent you are with your brand the more professional you will appear to a client, thus resulting in more business!
Kelsey Foster was born and raised in Dallas, Texas. She received her B.F.A. in photography at the University of North Texas, and afterwards moved to New York City. She was named one of “Adorama’s ones to watch” in 2008, and also participated in several group shows. Recently relocating back to Texas, she continues to shoot for editorial and commercial clients by splitting her time between NYC and Dallas.