Branding

Q:

I am in the process of launching a new website which has a different front and color of font than my print promo and business card. It is not ideal. Do I create an interim solution or am I overthinking branding?

A:

You are not overthinking branding because your look and vibe should remain consistent. Then again, if you are the start of your career and have not cemented your look + feel then you are more free to explore. We all have to keep revising our look but hopefully there is a consistency to it that continues to grow. The worst part is that your printed promos and business cards should not be used anymore and right now, during this Covid time, that is just fine.

Q:

How can a lifestyle photographer that only shoots natural light portraits and documentary style photography have different sections when it’s all essentially the same things?

A:

If you shoot one type of photography with similar situations, you don’t necessarily need different categories but it could be a way to show more and give you more credit. When you are up for a job, it gives the client some satisfaction to dig in deeper, explore, and research you. Projects that show off other clients/past jobs is a definite boost to give them reassurance that you are trustworthy. Give the viewer the option to see it all on one overview or keep them longer, by offering sections which suggest you have a lot more to show!

Once you master your branding style, grow from within that special sauce to give clients what they will not get with others.

Hone In + Grow Out

Two things we’ve noticed:

1. Photographers are not getting jobs if they’re too general or not specific enough in their brand. Right now there are more photographers available and less jobs. You have to master something. Think about your competition, someone has really dedicated their portfolio to whatever this job is about. Your brand has to be very strong, you have to know it. It may not be something you can describe, maybe it’s more something you can feel. That’s your look.
2. Photographers need to expand and grow and move forward. They have to have things like gifs, stop motions and cinemagraphs. We have to be upping the game right now. If you’re too general or if you’re not expanding enough. If you need to expand more you take that look that you know if your style and from there you cohesively expand it.

It’s a heavy time right now, so keeping our own focus where we invest back into ourselves may be the way to keep that glass half full.

Q:

What in particular from a photographer’s portfolios are key? What are reps looking for specifically in the work or how it’s presented?

A:

We are looking for images that pop, feel strong, and ooze with production value. We know we have seconds to impress a client so your images have to speak for themselves and make a fast impact. The best images are ones that can flow on an overview and sell each other. Images that relate to each other, not always in category but cohesively in style and vibe.

Q:

How do you even start going about the hunt for a rep?

A:

You want a rep who also wants you! Do your research on Workbook.com to find where your images would fit best within the rep’s specific genres. Email us something short + sweet with your website link and a referral if we know someone in common. It really should be that simple because reps are looking for you as well. Talk to other photographers about their reps to get their feedback. Make sure you are ready for a rep, but that is a whole other topic we will be discussing on my Webinar this week, “All About Reps.”

Q:

If there is a pent up demand at the end of this, how can we be ready for what comes next?

A:

This one is easy and has been true for the 24 years I’ve been repping photographers – it’s all about your portfolio. Get your branding and portfolio vision clear and on it’s path. Do your research and educate yourself by looking at photographers who you respect. Use this time with the main purpose of finessing where your portfolio needs nips and tucks. Storyboard your upcoming tests now, be ready for when you can get back out there, and know the exact direction in which you will be headed.

Q:

What are your thoughts on bidding on a big job for a client when your portfolio does not reflect the same exact category of work?

A:

It’s not black or white because I’ve had experiences where a photographer’s style and the client’s confidence in that style landed them the job. In that instance, it was Toby Pederson booking an Apple campaign that included people in the images, even though he had no people in his portfolio. Then there are instances when I can sense the photographer’s bid is in 3rd place because their work isn’t exactly reflective of the job’s requirements. I would advise you to get in the mix. Your work will be on their radar and use it as an opportunity to show what you can do.

Q:

I’m finalizing my portfolio and wondering if I should have separate books for different categories, or one larger book with more variety? I mainly shoot portraits and fitness. There are many through lines to my work but also some vast differences.

A:

Ah, the million dollar question. The answer can change depending on what is timely, so keep that in mind. I know photographers who present their work on printed 8x10s inside a beautifully made box, as a way to stand out. The client can always see your website or social media feeds to get a fuller picture of your work. Create a package that feels like you and understand that the presentation might change in a year or two to reflect current trends. Keep it fresh and the bottom line is you want the client to see your style but at the same time, have your images speak louder than the actual portfolio.

Q:

Should you create two instagram profiles? One for portraits and the other for products? Or combine both into one profile?

A:

If you have two separate businesses and websites this would make sense. But assuming you don’t, the best way to sell yourself is to have one strong cohesive style that is evident in everything you shoot. Two separate profiles will lower the quality of your work and create the appearance of two separate brands.