Words are every bit an art form as the photographs you capture. They carry meaning and can either make or break your business. Unfortunately it is not easy to choose the right words to define your business, but when you do, you will find that the direction for your business suddenly becomes clear.
Choose your words carefully
When developing your photography business’s branding, you will need to think carefully about the words you choose to describe your style. These words will have an impact on what prospective clients think of your business and the type of photographs you are able to produce. We recommend writing a list of words that could be used to describe your photography business and then try and narrow it down to three. From there on, every photograph you ever take should fit in with the three words used in your branding.
Examples of popular words used by photographers to describe their brand
If photographers use the word ‘classic’ to describe their style it suggests that they take simple, clean and traditional photographs. This may be just what a bride and groom require for their sophisticated wedding photographs or may be what a family is looking for their family portrait.
This word suggests that the photographer is open minded and creative. They are not afraid to push boundaries or experiment with new ideas. This word may appeal to fashion brands looking for photographers for their new collections or brides-to-be looking for photographers for a trash the dress photo shoot.
If a photographer describes their photography style as fun, it would suggest that they work primarily on child and family portraits. Describing your photography business as fun, will suggest that whilst you produce professional quality photographs, you do not take things too seriously. This will appeal to many clients as it is likely to make them feel more comfortable and at ease around you.
Photographers that describe their style as ‘real’ are likely to appeal to those requiring intimate or emotional photographs. Branding your business as real will suggest that you are all about capturing ‘real life’ situations and emotions and do not need to rely on editing to make your work strong and powerful.
Describing your style as ‘artistic’ may leave your work open to interpretation as the term is quite vague. The term ‘artistic’ suggest that images will be more than a realistic reproduction of a subject and will be an attempt to convey a personal impression.
A fine art photographer tends to produce large framed pieces of work that is usually for sale or display. Describing your business as ‘fine art’ suggests that you are producing work for yourself rather than commercial commission.
Keeping your branding consistent
No matter what words you choose to describe your photography business, it is important that the rest of your branding coincides with them. For example, if you have described your photography style as clean, simple and sophisticated, this should not only be reflected in your photography, but in the design of your website, portfolio and any other marketing materials too. The more consistent your branding is, the more clients will trust your company.
Defining ‘you’ as a photographer
When it comes to choosing words to describe your photography business, the best way to do it is to choose words that reflect your creative flair and personality. Avoid generic phrases that could be used to describe any photographer and think of words that will make you stand out from your competitors. Your photography brand should be tailored to match your personality, as at the end of the day, you are your brand!
Think about what three words you would use to describe your photography business. It’s harder than you think!