What is branding? And why is it so important for your Photography business?
Branding is more than just your logo design or your website’s colour scheme. Branding is your entire customer experience... from their first point of contact via your website or social media (Facebook, Twitter..or perhaps they saw you on Instagram!) through to phone conversations, emails, studio meetings and lastly your products. Every part of that experience should reflect your Branding. Overwhelming when you think of it like this? Yes. Achievable in small steps, nonetheless? Yes, of course!
A few benefits of branding are:
A recognizable brand is trustworthy
We would all rather deal with a reliable company that presents a cohesive picture across all forms of media (print, web, social media etc). Consistent use of language, colours and logos across all forms of media allows customers to feel comfortable that you are reliable! A branded product looks professional and provides the buyer with a sense of comfort (cue, repeat customers!). Tip: Updating your logo or website? Make sure all forms of media and your products have the new logo and the colours.
Branding informs your customers of your style of photography
Make sure your branding reflects your style of photography and business direction. This delivers a clear message to your customers about what they can expect from your photography. Ensuring that your product offerings match your branding presents a clear image to your target market of what they can expect from your photography.
It helps provide you (and your staff!) with a clear direction
It is so easy to become distracted by passing trends, or the launch of a new website that you end up jumping from idea to idea with no consistent message. By taking the the time to devise a clear brand (that you know you can stick with despite the passing fads!) it helps you stay on track and make better decisions. Just ask yourself “Does this product reflect my brand?” | “Is this event reflective of my brand/style?” | “Does this blog post tie in with my branding?”
Branding targets your customers on an emotional level
One of the key elements of any sales pitch is to connect emotionally with your target market. It is hard to walk away from a product when you feel engaged with the business, happy targets turn into happy customers! Good branding and a consistent style can engage with your target market emotionally, beautifully presented images, gorgeous sample albums…they all engage on an emotional level with your target market.
Branding sets your apart from your competition
Last but not least, the most obvious of points! We all want to stand out from the crowd and one way to successfully do this is to ensure that you have a strong brand that is presented cohesively across the entire customer experience.
So, how can Jorgensen help you achieve the above?! Here a few simple tips to ensure that your Jorgensen products reflect your Branding
Brand your products
By including your logo on all of your Jorgensen Products in the same consistent style (pick an embossing colour and stick with it!) you can ensure that each and every one of your product offerings is reflective of your brand and acts as advertising. Remember, the more your target market sees your logo the more comfortable they will feel with you! Tip: Embossing your logo on the inside of the back cover of your albums is a subtle way to ensure that your logo is on every album you present. Or, perhaps consider embossing the album box or even include it on the album flyleaf!
Ensure you only offer products that reflect your style
We understand that we offer so many products and the choices can be overwhelming. Ensure that you only offer products that reflect your branding. This may mean simply selecting only ten album cover choices as part of your packaging, or offering only a choice of two album styles. This way you can be sure that every product that leaves your studio reflects your branding and ensures that every customer has a consistent experience and will know what to expect!
Keep it simple. Stick to one material
One of the best (and easiest!) ways to be consistent across your product offering is to stick with one material. You can then ensure that every part of your offering is consistent. Most of our Studio Products are offered in materials that you can also cover your bespoke album in. Why not just choose one material across your entire product range, from your DVD Case to your handcrafted album? This simplifies your product offering and presents a clear message. Tip: Ask us about creating a bespoke DVD Case or USB Case in the same material as your album offerings to ensure you can offer your entire range in one material?
Create (& Update!) your Studio Displays
Sample studio products are one of the BEST ways to engage with your target market emotionally. Once you pick up a lovely handcrafted album it is hard to say no! In saying that it is important to ensure that your displays represent your current brand and photographic style…we have all been guilty of letting display albums slip! As your photographic style evolves make sure your current display albums reflect your brand and image. Looking at work from five years ago in a dated album design doesn’t really inspire your target market! We do offer discounts on all our bespoke albums designs for display use so please contact us.
The above list is not exhaustive, however, just a few comments and tips as to how Jorgensen can help you create a Strong Brand! To find out more visit ACCESSORIES BRANDING or ALBUM BRANDING. We would love to discuss branding your products with your further so please contact us.