Here's what I had to say on another BLOG...to read more from Suzanne Sease & Louisa Curits (2 other great consultants) click here:
http://blog.livebooks.com/2009/08/after-staff-a-closer-look-branding-why-how/
When a photographer is looking to develop a brand, they need to start with two questions: What kinds of clients do I want to attract and how do I want those clients to see me? For example, if a photographer wants to attract young, hip clients, his or her brand has to say that.
How you view yourself is not always how others view you, of course. Try sitting down with a trusted industry person (preferably not another photographer) and asking them to give it to you straight. It also helps to review your work, find two or three hero shots, and see if you can find a connection between them that speaks to who you are as a photographer.
The most important element of a brand is the message it sends. Many elements create that message: type treatment, color, size, spacing, icons, etc. The type treatment (a.k.a. the font) says a lot about a person. A font can tell me if you are a man or woman and sometimes how you approach people and your subject matter.
Color can create a mood and can also show how current you are. Spacing and size set a pace. And finally there is an icon. I personally prefer not to see an icon, unless it’s pure genius — as in Nike swoosh genius.
Remember that branding is more than a logo or color palette though, it’s the way every element works together. For instance, on a website, even the toolbar type and the font used on their about page has to be taken into consideration.
And don’t forget that you yourself are part of the brand. Your website, cards, emails, and mailers should reflect your style so people get to know you before they even meet you. Ideally even the clothes you wear should make sense with your overall brand. Imagine if your brand had a Harley Davidson style but you show up to a job in Tommy Bahama shorts and deck shoes…I would be confused.
My advice for anyone who wants to create a great brand is HIRE A DESIGNER. I know times are tough - but a good brand will definitely be worth the investment. I’m not shallow, but if I’m honest, I admit that I do judge a lot of books by their cover (at first) — and so do most of my colleagues.
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