In a world overflowing with photographers, your brand isn’t just what you say it is—it’s what your clients believe it to be. 

Marty Neumeier, author of The Brand Gap, puts it best:

“A brand is not what you say it is. It is what they say it is.”

Your brand is the perception people have when they hear your business name. It’s what sets you apart, attracts the right clients, and, ultimately, puts money in the bank. So, how do you define it? Let’s break it down.

1. Essence: What Defines Your Brand?

Start with a few words that instantly describe your brand. Are you classic, fresh, luxurious, investment-worthy? Your brand’s essence should be clear, concise, and reflective of the experience you provide.

2. Positioning: What Makes You Different?

Are you a high-touch boutique studio or a high-volume mass-market photographer? Do you provide personalized touches that make your experience exclusive? Identifying your unique positioning helps you stand out in a saturated market.

3. Target Audience: Who Is Your Perfect Client?

Are you catering to families who value timeless portraiture? High-end clients seeking custom art? Knowing your audience allows you to craft messaging that resonates deeply.

Take the Time to Define Your Brand

If you don’t take control of your brand, the market will do it for you. Spend time thinking about what your business stands for and the words you want clients to associate with it. A strong, well-defined brand helps you cut through the noise, attract the right audience, and build a profitable, sustainable business.

Walden’s Photography: How we look at our brand.

First, we decided WHO we are:

✔️ Second-generation photography business
✔️ Specialists in fine art portraiture, predominantly black and white
✔️ Passion and excellence with a no-excuses approach
✔️ High-end boutique business model
✔️ Focused on children and family portraiture (no events)
✔️ Low volume, high prices
✔️ Known for classic studio portraits
✔️ Exceptional customer service and a luxury experience

Then, we decided WHAT we do:

- Create fine art portraits for large wall canvases
-Signature portraits in high-end frames
-Capture family and children milestones
-Specialize in fine art black and white portraits that tell the stories of our clients

FINALLY, we decided what we don’t do:

❌ Mass volume photography
❌ Discount our work
❌ Lower our prices
❌ Sub-par work
❌ Event photography
❌ Mix black & white and color in the same session (each must be photographed separately)

Why Branding Matters

Unless you’re the cheapest, the best, or the only option in your market, your brand identity must be clear, concise, and compelling. 

A strong brand attracts the right audience, ensures potential clients understand what you offer, and helps you rise above the competition.

So, ask yourself: What words come to mind when people mention your business?

That, in its purest form, is your brand. 

Define it, own it, and watch your business grow.