Branding

Your voice is about consistency. Your voice is a promise that when you are hired, you will take an image much like the images on your site. This business is all about risk. You as the artist have to take all the risk. You have to put everything in your voice. You have to stand strong and scream, 

“THIS IS WHAT I DO!”

Yes, there will be clients out there that don’t really need your slant on their campaign, but when a client likes your voice… it’s a home run. 

Guest Post: Agency Access

The Photographer’s Survival Guide to Marketing

Stay strong in your style. 

Don’t compromise your voice to be everything to everyone or you will get lost in the mix. It is your unique vision and execution which will set you apart from the pack and get you the job!

Q:

What factors make you want to put a particular photographer up for a job?

A:

Guest Post Mara Serdans: There are a few factors that come into play when recommending a particular photographer for a job. First and foremost, the photographer’s style is paramount. It needs to sync up with the art director’s vision. His/her level of experience is also a consideration. Where a photographer is located sometimes comes into play although many photographers these days are open to working as a local in larger markets. Lastly, budget is a factor. The photographer needs to fall within the ballpark to be considered a contender. 

Guest Post: Creative Consultant, Mara Serdans

www.MaraSerdans.com

Q:

I’m having trouble finding my place in this industry, do you have any advice for photographers who are still trying to find their voice and their niche?

A:

Paul Barshon: …and that will take a while to find. I found that when I started shooting, I shot loads of different subjects and tried different styles. Eventually I started focusing in one direction without even realizing it. There is always something that we most enjoy shooting and when we focus on this and try different techniques to find our specific style, this can eventually lead you to a career!

Q:

I want to brand myself as a high profile portrait photographer. How and where can I market myself? Who would be my major potential client? How should I reach them?

A:

As with all industries in the commercial world, the path to success is somewhat similar. Educate yourself about other high profile portrait photographers and analyze their clients and marketing methods. Research absolutely everywhere their work can be found and what tools they are utilizing. Agency Access? Yodelist? Lattis Social? At-Edge? Workbook? Who is your dream client? Do whatever you can to get in touch with them, be tenacious and persistent.

Q:

What are the 3 most important design elements to keep in mind when creating an impactful photography website?

A:

Rob Haggart, PhotoFolio: Your typeface, your logo, and your images are all that matter. The typeface should be modern, the logo should be minimal but professionally done, and the images should be the focus of the website. Art Directors love type and bad fonts can ruin great photography.

Q:

How do I align my style/voice/aesthetic with clients? Or even figure out which market I best fit in?

A:

Paul Barshon: Stick with your style and the clients will come to you for your look. Trying to chase a style that’s in vogue at the moment always leaves you a step behind. It’s nice to look at other photographers to see what is new and look at new techniques, but your style is what will get you work. Stick with the subjects that you enjoy shooting – this will lead you to a place where the market will find you.

Q:

What are reps looking for?

A:

Reps are looking for a photographer who will fit into their company and the clients they work with. 

We also look for people who will reinforce the branding of our companies and the photographers we already rep. Personally, I look to rep people I believe in, who I will enjoy collaborating with and that I can share in their vision.

Q:

My question is: I’m good at music photography and artist portraiture. I’d really like to just build up a high end portfolio in this field… but some of my friends and colleagues have told me that I cannot make money this way. What should I do? Should I expand my body of work to lifestyle, fashion, etc? Or just do what I love?

A:

Do what you are good at. When doors open that is a sign that you are supposed to be there. Follow it. Don’t listen to people, as everyone was not meant to be a music and portrait photographer, there is a niche for that.