Branding

The winning ticket goal for every professional image maker is being known and celebrated for a style that’s unmistakably yours. That’s the magic that draws clients in and keeps the work flowing—it’s the reason they choose you, again and again.

Q:

I’m new to the photo world and would love to make this my full-time job. I’m a little older, and I’m afraid this can be challenging as it seems like a young business. Any tips on how to “break in?”

A:

The image-making world is ever-changing, so we don’t have rules or guidelines beyond having work that’s similar in style, enticing potential clients to imagine you putting your look/style on their product. Age is not the ultimate factor; clients want to see examples that speak to them within a budget they can afford. My suggestion is to work your way in personally with a one-on-one, personalized connection to “open the door” in a more “small town” type of connective way.

Q:

When you say bring the client’s branding into the treatment, do you mean their overall visual language/aesthetic or their actual branding, like their logo, etc.?

A:

Your treatment is all about having the client feel like you “get them.” You are what they’ve been looking for to bring their idea to life! Use every way you can to translate this; it is your opportunity to speak their language with their logo in the titles, and their colors styled aesthetically throughout.

Q:

I found a photographer in the same industry who has their rate listed on their website, and it’s shockingly low for the industry standard. While I know there’s no fixed rate among photographers, this person charges $1,200 all-inclusive, while my all-inclusive rate is $4,200, for a similar amount of deliverables. This person is substantially bringing down the industry, and they are not new; they’ve been around for years. Is there a way to inform this person that their fee is too low and is hurting the rest of us?

A:

I wouldn’t give them feedback, as they know what they are doing. Every business has its own operational competitive strategy to differentiate itself from its competitors. We each have to find our ‘special sauce’ to bring in clients who need what we offer. What are you the best at? Use that to shape your business and attract specific clients who will pay for your specialty.

TOP 10 SECRETS

TO SUCCESS WITH @ASKSTERNREP

1. Create a cohesive body of work with a consistent style
2. Know your niche and know your market. Who are your clients?
3. Market yourself. Consistently and tenaciously, and in a way that is aligned with your brand and goals. 
4. Know what you’re good at and delegate what you’d rather not do.
5. Ask for help. There’s no shame in needing help or asking for it. 
6. Be a good business person. Manage your time with discipline based on your priorities. 
7. TEST outside your box. Be hungry. Hustle. Stay fresh with the times. Your portfolio should not just be the jobs you have shot, it should be the jobs you want to shoot. 
8. Social Media. In these times, as a pro image creator, being on IG is a must, as your 2nd portfolio has its type of library. 
9. Money. Know how to negotiate or have a rep help you.
10. Enjoy it!

Q:

Why can the best cinematographers serve the story and change their look for each script, depending on the requirements of the script, but if a photographer does that, they are condemned, overlooked, and discarded for being a “generalist?”

A:

We get to choose two types of paths: technical savvy with a lot of variety, or those who provide a more specific, curated style, look, and feel. Both options can work, providing a long-lasting, accomplished career, usually depending on your situation, the size of your market, and your skillset. I’ve repped both of these and found that the careers of generalists depend on the relationships they build, and the specialists get jobs for their portfolios.

Q:

What is this “YOUNG” business approach you have mentioned? Do you mean naive and accommodating, or do clients want younger people? How can we do that?

A:

A young attitude means seeing the business as it is now, rather than comparing it to how it was in the past. It’s about having excitement for new ideas and approaching both technical and marketing efforts with fresh creativity instead of letting changes in the industry weigh us down or keep us from evolving. 

You’ve chosen a career that zooms rapidly into ‘what is next.’ We can either stay on top of refreshing our brand to continue being relevant or we will fall behind the times quickly. Incorporating ‘creative business growth’ is not just a key to success; it’s a necessity in your business plan. Without it, you could up the odds of becoming a one-hit wonder.

Q:

I have a lot of new projects that I want to show on my website, but don’t want to overwhelm potential clients when visiting my site. If I get rid of some of my older projects, where could they live online without taking up precious space on my portfolio website? A blog or Behance?

A:

Websites must have a clean wave of memorable, fast, readable, and concise impact. We also want to show a story with a different vibe every now and then. The story can be just that, a story. Use a personal human vibe showcase with a unique descriptive platform that stands out as different but shows more of your personality to be the common thread.

Q:

How would you advise a photographer about how to get more work?

A:

Focus specifically on the client or industry you most want to work with, and shape your portfolio around that market. Start with one area and master it. Then you can expand and grow.