Branding

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.

Q:

What is the highest-yield genre of work right now?

A:

There are too many genres to name, ranging from fitness, pharma, food, lifestyle, and more. I wouldn’t recommend going for the popular industries because it’s really all about putting who you are into your images. 

Adjust with the times! Changes are among us in the Commercial Advertising markets, and we need to ride the wave through our style- shifting constantly and leaning forward with advancing ways. Join the movement! 

Q:

How can a photographer implement their personal style and vision throughout their work when the majority of their work has been art-directed by their client for various and specific styles?

A:

This could be the million-dollar question that makes or breaks a photographer’s success. As busy as a photographer is, the images will always reflect a client’s vision of jobs from the past. So much of what clients want to see is what you can bring to the job for the future. The magical word is “Test.” Keep testing, no matter how busy you are. Bring your personal look into images and show who you are. 

Image-making feels like the center of the world as, of course, it has to be your pinnacle point of focus. But then there is more – the ongoing process to be findable. Clients are showing you off to their clients, meaning you must be easily found/searchable with a timely, systematic structure to your presentation. If we skip the importance of step two, we will be climbing a constant uphill battle for success.

The dual nature of photography is both an artistic endeavor and a practical business. While the creative process is consuming and deeply personal for photographers, they must also recognize the importance of marketing their work effectively. Potential clients often face overwhelming choices and need quick access to the photographer’s portfolio to make informed decisions. Therefore, photographers must ensure that their images are easily accessible and showcase their work in a way that resonates with both their clients and the end users. This balance between artistry and practicality is crucial for success in the competitive photography market.

Photographers have to not only hone their craft but also be strategic in how they market and present their work. The creative process is undeniably valuable, but it cannot exist in a vacuum. Photographers must adapt to the realities of a competitive market where ease of access and effective communication of their capabilities can make all the difference in their success. By embracing both the art and the business sides of photography, they can create a sustainable career that resonates with clients and stands out in a crowded field.

Q:

Wait, so on one hand, we’re supposed to stick to shooting what we love rather than trying to chase trends, but on the other hand, we have to keep reinventing ourselves?

A:

I know this is a tricky situation that all photographers face to stay fresh in our business. Reinventing means growth, and that growth happens within your own style. Some ways to do this include diversifying the look of the talent, adding props, changing up the location, etc. Expand to constantly push yourself while staying within the cohesive feeling of your portfolio.