Question

Topic: Student Questions

Marketing And Branding For Young Photographer

Posted by Anonymous on 6/4/2005 at 2:18 PM ET 250 Points
I am a student who has decided to leave photography school early. I have approximately four months to brand my company (create a business name...not that excited about using my given name), come up with some creative self promotions, create business cards, and create my website. I am hesitant to market myself solely as a “Fashion Photographer” or an “Architectural Photographer”, because I would like to keep shooting opportunities open. The never ending struggle in photography is making it past the art director’s desk. They receive hundreds of portfolios, self-promotions, and business cards each day. Obviously my photography has to stand on its own, but a unique and clean presentation will help peak interest when sorting through my competitors’ information. How can I look hip, professional, and define myself from the competition through branding and marketing?
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RESPONSES

  • Posted by wnelson on 6/4/2005 at 3:59 PM Accepted
    Hi, Sarah Ann. Marketing doesn’t start with the creative ideas for presentations, business cards, and websites. First you have to do your homework on the market – what are the customers and what are their needs. Even if your skills are such that you can photograph weddings, technical products, nature scenes equally well, knowing how many customers of each type and what these customers need will help you set priority, given your available equipment, skills, and experience, is there a customer type that makes sense based on your capabilities? Even though you don’t want to rule out any customers in your practice, you may have to if you can’t meet their needs.

    Next, you have to do some competitive analysis. Given the niches you defined as your targets (and maybe it’s still the whole market), who are your competitors, what are their strengths and weaknesses and what are your strengths and weaknesses?

    Given this, what differentiates you from your competition? How can you position your strengths versus the competitive weaknesses, attack the competitors’ strengths, and position your weaknesses as strengths?

    Now comes the creative part – the point of your question. Given all of this, what name would communicate your strengths effectively to your target audience? Is there a tagline that might fit this as well? Definitely, a portfolio is a must. But, your portfolio is needs to be tailored to your prospect’s needs. A business card that is a cleaver photo is probably warranted. And even with business cards, you may want to tailor them to the needs of the audience. If you are talking to people about weddings, a picture of a bride makes sense.

    I know you were probably looking for a catchy name and a tagline, but the process I described above is critical to "getting it right."

    Wayde
  • Posted by mgoodman on 6/4/2005 at 7:33 PM Accepted
    Bravo, Wayde!

    Sarahannfretwell has the right goals, but she's put the cart before the horse.

    First comes the market research that will form the basis for your positioning. And then the positioning will provide the foundation for detailed marketing strategies, which, in turn, will suggest a name and design for all the identity materials.

    Why not interview 15-20 people who buy photography. Ask them what it takes to break into the business, how they make decisions about who to include on their short lists, and generally get their ideas about how they would recommend you proceed? Don't try to convince them that they should become clients. Just ask a few high-gain questions and take notes on their answers.

    After you've spoken to at least a dozen people this way, review your notes and see if you can find some common threads or striking dichotomies. Those will help you create a unique niche for your own positioning.

    Hope this helps.
  • Posted by wnelson on 6/6/2005 at 12:53 AM Member
    Sarah Ann,
    Michael's input on interviewing 15-20 buyer of photography is excellent. In my input above, where I talked about matching your skills and capabilities with the market needs....the 15-20 buyers of photography should come from your selected targets. Along with understanding how they make their decisions and how to proceed, you can also validate your assessment of their needs and how you fill them versus the competition. While all this research effort might seem too time consuming given your short window to get into business, validating your assumptions prior to creating the portfolios, logos, tag lines, and branding - where you will spend real money and time - will pay off.

    Wayde
  • Posted on 6/7/2005 at 1:50 PM Author
    Thank you all for your advise. David you especially reiterated what many people have told me. I am actually already working within the industry as a photo assistant and a stylist. You sounded surprised that I am not finishing school. It is just so costly. If I finish the entire program I will be starting my career $150,000 in debt! I would love to stay and continue to learn, but I simply cannot pay for it anymore. Good call on putting the "Cart before the horse". I was having a hard time prioritizing what should happen when. I almost feel I have arrived at the destination and the horse hasn't even been hitched to the cart yet (bet you didn't think that one could be taken any further)! While I have shot as an amateur for years, I have minimal experience as a “professional photographer” beyond event photography. But hey, I have to start someplace. I have some great connections and I am continually trying to make more. I have already done my stint in the normal work a day world, and one of my greatest assests (beyond photography) is working/connecting with people. However, since photography is such a competitive career (and I need to pay my rent) I really want to do everything I can to give my business a leg up on the competition. I do understand that A LOT comes with experience, but unfortunately that is the area I am the most lacking in right now. I am very confident in my work/technical skills and people/communication skills. David to further answer my original question (after I target my market and do further research) do you have any more suggestions as to how I can differentiate myself from the competition? In your years as a creative director what work and marketing caught your eye and why?

    Thanks everyone for your wonderful and in-depth advise. I truly appreciate it!

    Sarah
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