Build That Brand

A photographer’s brand is more than the aesthetics of their images, according to Shawon Davis, a Massachusetts-based brand strategist, coach, professional photographer, and guest expert on the “Professional Photographer” podcast episode “Niche Branding and Overcoming Fear.” Your brand encompasses what you want to be known for, what reputation you want to establish, how you want clients to feel while working with you, and what problem you are solving for those clients, explains Davis, who works primarily with women who are small business owners.

“Once you figure that part out, then you can create your brand,” she explains, which includes how you want that brand to be seen, felt, and experienced. “Those three components will weave into your messaging, your vision, your marketing and, overall, that client experience that is so important in not only serving your clients well but having that referral, word-of-mouth marketing that is absolutely the best for a small business owner.”

Davis uses her own experience to help clients create and nurture their brands. She says when she first started her professional photographer career, she captured images of everything: babies, families, weddings, and other events. Then she realized if she wanted to grow, she needed to choose her niche. “I’d encourage any photographer to figure out what you’re passionate about and the subjects you enjoy photographing the most,” she says, which helps you find your “why” and create your brand more authentically. For Davis, it was weddings. “It was everything I enjoyed: families were together, the babies were there, everyone who was important to this couple throughout their life, they were there for that beautiful day.”

OWN YOUR NICHE

Choosing one thing—weddings—to focus on kept her moving forward, Davis says. “When you’re really passionate about what you do and you really understand your why, you’re going to have more than that [temporary] motivation. You’re going to have that … every single day, not just the happy, cheery days we want to have, but all those days where it’s a long week, or it’s raining outside, or I was up last night with the kids, or different things in your life going on,” she explains. “When you go back to your why and you have that why inside of you, that’s the thing you need to keep you going.”
Once you find your niche, own it. If it’s wedding photography, keep that forward-facing. You can, for example, offer boudoir photography or another service along with that, but commit to being known for your main thing, Davis advises. Having that focus does not keep insecurities from creeping in, though. Davis says she sees clients get stuck when they are afraid. “We are afraid to put ourselves out there. We are afraid to perhaps be the faces of our brand,” she says. “We’re afraid to just step out and wave our little flag [and say], ‘This is what I’m doing.’”

How do you conquer that and confidently claim your space? It’s all about the right mindset, Davis says. “The mindset is the muscle we really want to utilize and have fit and strong in our businesses.”

How does one strengthen that mindset?

• Journaling. Davis spends time each morning writing down what she is grateful for, and then, at the end of the day, recording what she’s learned.
• Podcasts, books, and other media. There are many affirming speakers, podcast hosts, and books that share positive mindset messages and techniques for developing confidence. Ask others in your life for recommendations.
• Encouragement. Write yourself sticky notes on the bathroom mirror to keep up your confidence, give yourself a pep talk, and use your inner voice for empowerment, not insecurity.
• Setting goals. “It doesn’t all have to be done in a month,” Davis says regarding goals. “Take a step back” and give yourself five minutes a day, or any amount that makes you feel productive but not overwhelmed.
• Having an accountability partner. Rather than a spouse or family member, an accountability partner is someone who can push you and remind you of your value and your goals.

The business advantages of branding include repeat customers, referrals, and good feedback pouring in, says Davis. “Once you start getting testimonials [and] you start hearing clients say the very thing that you set out with in the beginning,” she adds, “you will know you’re on the right track.”

Melanie Lassof Levs is director of publications.