Intro to Branding 101: Branding for Photographers and Why It’s Essential

Beth Taubner

What does it mean to be a brand? How do companies, products and other photographers become brands? Why does it matter, anyway?

Brands are about the marriage of fact and narrative. It's important to convey your special capabilities and traits so that potential customers can easily understand what sets you, your photographs, and your business apart from the competition. Photographers tend to be focused on technical and problem-solving capabilities rather than the emotional content of what makes their brands unique, so learning to operate from a brand perspective can make a real difference in your satisfaction and career.

Effective brand definition also sits at the core of all marketing activities, providing the guide for allocation of your precious financial and personnel resources, and can translate into real increases in sales and market share.

In this online introductory webinar, Beth Taubner of Brooklyn and London-based brand strategy and communications firm, Mercurylab, will provide a broad overview into how brands function so that audience members can develop insight into how to distill and communicate their own unique brand for greater happiness and success.

Everyone at all levels can put branding and brand strategy to practical use. You will come away thinking like a brand strategist, with ideas that you can put into action immediately.

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Beth Taubner Bio

Beth Taubner of Mercurylab speaks frequently on branding for photographers, and has been a Creative Director and Brand Strategist working with creative communications for the past twenty years. She is nationally known for her expertise in creating branding programs and distinctive concepts, visuals and communications for businesses large and small, for publishing, retailers, educators and creative professionals in the United States, the UK, and worldwide. Her clients have ranged from well-known American brands such as Chase, Stop & Shop and Miramax Films to the College of Human Sciences at Auburn University, Conde Nast Brides, and International Newsweek, fashion companies such as Moda Operandi, retailers such as Sears and regionally celebrated Rug & Kilim, and gourmet food companies DoughRayMe Fine Baked Goods, Charleston-based Slather Brand Sauces, and UK-based Cuisine Frozen Foods. She plays an ongoing role in helping to define and position a number of esteemed global photo agencies, and works closely on brand identification and visual development with some of the topphotographers in the world.