Starting a business is exciting, but it can also be overwhelming. When you’re first starting out, it can feel like every decision you make will affect your company for years to come. But that’s not the case. Your business can grow, shift, and change at any point in time—a sigh of relief for all who run small businesses.
Promoting your photography business may seem like a daunting task, and it is if you don’t have the right plan for branding and marketing.
Rebranding a photography business never used to be an issue. It didn’t matter if you were just starting out in a small town as a teenager or had been established in your town for decades; changing your branding was easy.
But things change in this fast-paced world, and we have to know how to remain to keep up with it if we want to keep our clients coming back.
Rebranding your business can be scary, but it’s important to remember that if you double your prices, you will only need half as many clients to be exactly where you were before.
What is Rebranding?
Rebranding is more than just a logo refresh. The process is different for every business and should be tailored to your particular needs.
A rebranding strategy is an effective way to reinvent a company’s identity. It involves changing your business name and logo, updating your website and other marketing materials, and more.
When you’re specifically talking about photography, it’s important to consider changing your style, niche and target audience.
Rebranding is an important step in the lifecycle of any business. It’s a process that can help you grow your reach and attract more customers by repositioning how people think about your brand.
The word “rebranding” has become so overused in recent years that it can be difficult to understand what it actually means.
A lot of companies use it to describe any marketing activity that involves changing their logo or website, but there is actually a lot more involved with rebranding than just a logo redesign.
Rebranding can be accomplished by altering any or all parts of your company’s visual identity, including:
- Business name and its legal status
- Brand colors
- Marketing materials (business cards, stationery etc.)
- Social media presence
- Market positioning
- Client perception
- Quality of service and products
- Sales procedures
- Bank accounts
- Merchant accounts
- Internal accounting systems
Is It a Good to Rebrand Your Business?
Rebranding is a natural business phase that represents growth. A successful rebranding campaign can put your company in a better position to succeed.
Discovering innovative ways to set yourself apart from the competition can give you a competitive advantage in your industry.
So, yes, rebranding your business is a good idea if you’re ready to expand and want to make a lasting impression on your target audience. However, rebranding requires careful planning and strategic marketing.
Before you jump headfirst into a new way of doing things, be sure to know why and how the change will benefit you.
What Are the Risks of Rebranding Your Photography Business?
Logistically rebranding can cost a company time and money. However, the biggest risk is that the company loses its relevance in the marketplace. Your customers will recognize your name, logo, and photographs when they see them because you will use a recognizable style and color scheme.
When a business undergoes a drastic change, it can make the company unrecognizable to its customers and lead to a lack of engagement.
That’s why it’s important to include your current audience in the rebranding process, so they can provide input on what they like and don’t like about your brand.
When you make changes to your social media presence, take your previous clients along for the ride. This will allow them time to prepare for the change and feel included in the process, making their transition to your new platform smoother.
Legalities Involved in Rebranding Your Photography Business
When changing your business name, you’ll have to consider a number of legalities. Changing the name isn’t as simple as it might seem.
Before registering a trademark, you should conduct a search to make sure no one else holds a registration for the same name in your state or country. You have two options:
- Amending your business by notifying your secretary of state.
- Creating a new government business entity can help you protect your company.
The first option can save you time. Instead of gathering tax information from scratch, you will be able to file using the same tax form as last year. All you’ll have to do is notify important parties of your name change.
Things to Consider Before Rebranding Your Photography Business
Rebranding is a big decision; you don’t want to rush it. Don’t think that your business needs to change because you have a new product or service.
It’s best to consider all the options and weigh the pros and cons before making a decision.
Here are some questions to ask yourself when considering rebranding:
- Why are you in business?
- What do you do?
- How do you do it?
- Who is your target market?
- How do you sell?
- How do you convert leads?
- How do you get leads?
- What is your attitude like, and that of your staff?
- What are people saying about you and your business in the marketplace and on social media?
Steps to Rebrand Your Photography Business
Rebranding your photography business is a great way to refine your brand and make it stand out from the crowd. Whether you’re just starting or have been in business for years, there are plenty of ways to refresh your brand and boost yourself.
Here are ten steps you can take to rebrand your photography business:
1. Hire A Branding Coach
Branding is all about telling your story. It’s about what you stand for, who you are and why people should care.
In our world today, brands have become the new face of business. A brand is more than just a logo or tagline; it’s an identity representing everything you do and believes in. And if you’re not careful, your brand can become diluted by the marketplace noise.
Hiring a branding coach is the best way to ensure your brand remains strong.
A branding coach will help you organize your thoughts and get them down on paper to ensure your brand stays true to its roots. A branding coach also gives you the tools needed to reach out to customers with confidence and clarity.
2. Style a Branding Shoot
After hiring a brand coach, you’ll be able to identify your target market. Use this information to style a photoshoot that reflects your target market’s preferences, which can be used to attract more clients like them.
This is a peek at my mood board from a previous branding shoot. It showcases the colors, textures and patterns that I used to create the look of this clothing line.
A branding shoot is a great way to make your business stand out. A professional photographer can help you create an image that will leave a lasting impression on your customers.
Branding shoots are ideal for businesses that want to grow their brand and increase their online presence. A professional photographer can help you create images that portray exactly what you want your business to be about.
Branding photos are usually taken in a studio or on location, depending on how important it is for the images to look natural or authentic. You should choose a photographer with experience working with businesses in your industry so they know how best to showcase your products or services.
3. New Headshots
Make sure you get a combination of professional headshots, casual photos in your natural work environment, and photos of you doing what you do best.
If you’re looking for a fresh new look, headshots can help. A professional headshot is a great way to boost your career. You’ll look more professional and be ready to show that image to potential clients or employers.
4. Finalize Images
Select some perfect images for your site galleries, bio section, and social media launch.
Selecting the right images can be challenging, especially when looking at hundreds of photos.
Here are some tips to help you select the best ones:
- Use professional photos. Even if you don’t have a pro photographer on staff, you should still get in touch with one to use their expertise.
- Resist using photos of yourself as a child or teen as your main profile photo. These types of photos tend to age people, so they might not represent you accurately now.
- Choose one or two photos that best represent who you are today. If possible, choose recent photos that show what’s going on in your life right now — whether it’s a new job or hobby or just a snapshot from last weekend’s party.
5. Hire a Copywriter
Find a professional who can represent your photography brand well and who has a writing style you connect with.
It’s important to have someone that is knowledgeable about photography, but it’s also important to have someone who knows how to write. It’s easy to find someone who can write well, but it’s not so easy to find someone who can write well about photography.
The best way to find the right person for your needs is by asking around for recommendations. Word of mouth is one of the best ways to find good people. If you know other photographers or photographers’ assistants, ask them if they know of any writers who are good at writing about photography.
Make sure that you get recommendations from people whose opinions you respect so that their recommendation carries weight with you.
6. Hire a Designer
There are many platforms and designers out there to choose from. Research your options, such as building your site from scratch or using a template.
The best way to rebrand your photography business is by hiring a professional designer (or design team). They can help you develop a unique logo that fits your brand and gives off the right vibe.
7. Create A Rebranding Strategy
Now that you understand the importance of rebranding, it’s time to figure out how to do it. Before diving headfirst into change, create a rebranding strategy so that the process runs smoothly. Then create a timeline for when you’ll implement each change.
8. Create Workflows and Customer Experience
Create separate workflows for each part of your business, from weddings to engagement sessions to products. This will help you stay organized, keep your customers happy and increase your profits. Give clients an experience they won’t soon forget, and they’ll be sure to return!
9. Create Pre-Launch, Launch, and Post-Launch Strategy
You can increase your online visibility through email marketing, social media graphics and captions, giveaways and other promotional tools.
This is a crucial piece of your new brand! Letting your friends, clients, and biggest supporters know that you’re launching a new initiative will encourage them to support you.
Brainstorm how you can get them involved and how you can help them spread the word.
10. Set specific goals for your business launch.
If you cannot measure the results of your promotional activities, all of your efforts are for nought. As you plan a marketing campaign, set goals for what you want to achieve.
Potential goals might include increased traffic to your site, sales of your products or services, or an increase in followers. It’s up to you, but remember that the most important thing is that you can establish what success looks like for you (and work toward making it a reality).
- Make sure to post about your launch on the official date and in the following days. Your followers will appreciate being reminded of it.
- Create a sharable graphic logo and custom hashtag that you can use on social media to encourage your friends and fans to support you.
- Consider using video in your marketing strategy. It’s proven to be more engaging for viewers than other types of content and has a lot of potentials.
11. Soft Launch
It is important to be sure you have given yourself plenty of time to make small adjustments before launching your site.
Soft-launch your site first and triple-check grammar, links, and the flow of your content. This will ensure that you have time to fix problems before your official launch.
12. Launch Day!
Let’s celebrate! Open the champagne, put on your party hat, and have some fun!
Good photography by itself will not guarantee success, but it’s an invaluable asset that can help. However, before you decide on whether you have to rebrand your photo business, you first have to answer the question as to why rebranding is necessary for your business or brand in the first place.
Specializing in a particular niche does not instantly bestow a brand with pictorial benefits. It takes hard work and money to do that, and for many brands rebranding is their last resort—after all the other options have been exhausted.
So go ahead and rebrand your photography business today! You’ll feel better tomorrow, and so will your potential clients.