Translating your Brand into photography is one of the most important things you will do as a business owner. It takes time and a financial investment... so getting it right really matters. Here are my thoughts on how to best prepare.
1. DEFINE YOUR BRAND
Clearly defining ‘Who You Are & What You Represent’ is the first and most vital step in preparing for a branding session. Before you reach out to a photographer, take some time to reflect on the following questions:
- Values & Mission: What do you stand for? What are your guiding principals?
- Key Benefits: What value do you offer to your audience...and why should they choose you over competitors?
- Brand Positioning: How do you want your brand to be perceived in the marketplace? High end, competent, reliable?
- Personality: What kind of feeling or quality do you want your brand to project? Or put another way, what is your brand's 'personality'? Is is playful, sophisticated, adventurous?
When you can clearly describe your brand’s identity in just one or two sentences (known as the Elevator Pitch)…you are ready to move on!
2. IDENTIFY YOUR AUDIENCE
Understanding your audience is essential for creating branding photos that resonate with the right people. Think about these key points when considering who your ideal clients or customers are:
-Demographics: What age, gender, location, and income level do they belong to?
-Psychographics: What are their interests, values, and lifestyle preferences? Consider things like…where do they shop and eat? What cars do they drive? How expensive are their jeans?
- Challenges & Pain Points: What problems are they facing, and how can your brand help solve them? If you have not read Donald Millers book ‘Building a StoryBrand’, check it out as it’s a great resource in this department.
By pinpointing and understanding your target audience, you can tailor your branding session to appeal directly to their wants and needs.
3. BRAINSTORM WITH YOUR PHOTOGRAPHER
When you can clearly define your brand and have targeted the customers you are trying to reach…it is time to begin a dialogue with your photographer. Here are the steps I recommend:
- Initial Phone Call: Set up a phone call with your photographer and to the best of your ability… describe your brand, the audience you are trying to reach and how you intend to use the photos. Express your thoughts, but encourage and be open to the photographers thoughts and ideas as well.
-Vision Board: After this initial conversation, step away for a few days to create a vision board…and have your photographer do the same. It is super important that the two of you are on the same page…and this is the best way to insure that is the case.
- Create a Shot List: Set up a second phone call and this time, compare your vision boards. Are you on the same page? In most cases you will be close…and there will be elements in each board that stand out. Determine what is best out of what you have collectively assembled and then create a shot list… incorporating everything you want to accomplish in the session.
Now you have a plan and you both know where you're collectively headed.
4. FINAL PREPARATION
At this point you have a clear understanding of your brand and are seeing 'eye to eye' with your photographer. Now it's time for the final prep.
-Wardrobe: What you wear is one of the most important elements of your session. Be sure that your wardrobe aligns with your brand's identity and values. Consider the background and environment where the photos will be taken...and be sure your not going to clash. Wear colors that complement you and be sure that everything fits well, is pressed (when necessary) and conveys a sense of professionalism.
-Accessories: Accessories can add personality and flair to the photos but should be used sparingly to avoid overwhelming the viewer. They should complement the overall look rather than distract from it.
- Hair & Make-Up: Having someone on the set whose sole job is to"make you look good" is a huge asset. The best artists are those that work regularly in the industry. They can do both your hair and your make-up and will be present for the duration of the shoot. It adds a cost...but most people that experience it will tell you that it is one of the best investments they've ever made.
5. THE SHOOT
Having done all of your prep...the shoot now has a high likelihood of running smoothly. You can help ensure that becomes a reality by:
- Getting rest the night before and clearing your schedule as much as is possible on the day of the session.
- Gathering all of your clothing, props and accessories the day before and having them packed and ready.
- Bringing water and snacks to the shoot so you stay hydrated and don't "bonk".
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