Hooray!! We have officially made it through another week! It’s finally Friday, which means photographers & business owners, this post is for you!!

I recently had the opportunity to work with Kenna & Lousie on several projects. They styled this adorable anniversary session, created this stunning piece for Jillian Feller’s 2016 Lookbook shoot, AND I recently completed a brand assessment with them! Before this year, I had worked with a couple talented ladies with my past logos, but I hadn’t really done anything else besides that in terms of branding. But friends, branding is SO much more than your logo!! I am so excited to be chatting about tips on branding, and its importance for your business with Kenna & Louise today!

“First, it is important to understand that a brand is so much more than logo style or color.  A brand is the perception that current and potential buyers have of your business when they encounter your logo, marketing materials, professional services and products, and the way they experience your business as a whole.

Strong brands don’t just happen.  It takes a well thought out strategy and time to accomplish the experience you envision your current and potential buyers to have.  Don’t be discouraged, though!  The process of building a brand is a fun challenge that encourages growth and strengthens you and your business!

­­Consider the following six points to understand the importance of a strong brand:

First Impressions

The first time a potential buyer experiences your brand is the first impression you have to communicate, visually or verbally, the precise message that best represents your business.  This is your chance to be exceptional, evoke memorability and encourage trust and brand loyalty.  You might not receive a second chance, so it’s worthwhile spending time developing a consistent and cohesive brand message that honestly conveys your purpose!

Consistency

Cohesive visual and verbal marketing initiatives make it easier for potential buyers to recognize and connect with your brand.  It also builds credibility and trust in receiving the expected professional services or products time after time, based on prior encounters with your brand.

Differentiation

A strong brand can differentiate a business from its competitors.  Be sure to answer the question, “What do I do differently and/or exceptionally well that buyers deserve to receive from my business?”  Understanding this will help you strengthen your brand and attract those in need of your service or product with the appropriate marketing initiatives.

Target Audience and Emotional Connections

When done correctly, your branding initiatives will help connect you with your target audience.  A combination of brand elements, such as graphics or phrases, can engage potential buyers on an emotional level.  Buyers feel inclined to make purchases based on emotions that are positive or evoke a certain feeling of trust.  Not only does your brand help attract your target audience, it also guides buyers that might not be a good fit for your business to the business that is, and in turn relieves you of your time and initiatives and can help build your business goodwill.

Guidance

Your brand provides guidance in achieving workplace culture, setting goals for the future and guides staff on how to represent your business appropriately.

Value

Your brand provides value to your business.  Brands will outlive products and services.  When these products and services are irrelevant or changed, your brand will continue to be remembered by the purpose and vision of your business.

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Photographers (and any other creative business owners!), I cannot express what a difference having a cohesive brand makes!! I hope these tips & guides were helpful to you as you hone in on your personal brand.