How To Choose Your Brand

Jun 25, 2012

Topic: Marketing, Branding
Time Investment: 5 Minutes
Suggested Product:  BizRevamp®


Branding is oh so much more than logo, colors, packaging, and accessories. It is who you are. Who your business is.  It is important, but there’s a psychology to it that many don’t recognize. For this post, we are going to focus on the physical aesthetics because most of the time I am discussing business and marketing which are the physical aspects of your brand (such as being efficient, managing client expectations, etc.).

To choose your brand, we must evaluate the psychology of clients, colors, personal characteristics, and staying current.


Psychology of Clients

As Seth Godin is quoted as saying “Yes, you get to choose them, not the other way around. You choose them with your pricing, your content, your promotion, your outreach, and your product line.”  The most important thing to remember is that clients choose you. They choose you based on your professionalism, presentation, and brand.  Blindly selecting a brand without regard to your target client, art, and self are akin to blindly adopting another’s business plan or model without research into your own self.


Psychology of Colors

Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing, and that between 62% and 90% of that assessment is based on color alone.

Why Color Matters

For example, I love the look of kraft paper and fun tulle or raffia. But it’s just not me. In my photography, I’m more clean edits and straight lines.  This shows in my packaging, logo, and branding.  Take a look at my logo.  It has a straight forward feel through the typography, and a splash of color.  The color was chosen as a mixture between green and blue.  Green is a color of confidence.  Blue is the color of peacefulness.  In my own life and business, I find myself confident, but I want to exude a peaceful confidence. (Confused yet?)  I don’t want it to be an abrupt confidence.  More of a streamlined (straight fonts) and confident feel.


How to Identify Your Brand

Sit down and answer the following questions. Turn the computer and Facebook off  and think.  If you need to, glance at your portfolio.  Get out of window shopping for packaging, logos, etc and look back at you.

  • Who is your target client?
  • What is your photography aesthetic like?
  • What are you drawn to?
  • How do you want to be known?
  • What is your niche?
  • What products present you? (This is a whole another blog post!)

Armed with these answers, visualize handing the package or web link to your clients.  Does it speak to them right away about you? If not, it’s not you. Redo the questions.

Here’s the application of these principles to a local photographer:

White: crisp, clean, classic (vs. cream, which is softer, more “organic” and not as neutral)
Light Grey: traditional, cooling, timeless (vs. brown, which is also an organic color, and less formal)
A touch of Black: stability, strength, boldness (but not too much!)

Peacock (i.e. dark teal): at first I started with a powder blue similar to my light grey, but as I got more confident with my abilities, it evolved into a darker, bolder “peacock” tone that shifted my brand from a shy, “Well, when you have a second, can you consider me?” to a contrasting: “Look at me. This is what I do. I am proud, confident, and strong in my specialties.”  I was inspired by other “peacock” tones, and eventually plan to incorporate a peacock feather into my branding. Since peacocks are generally pets for wealthier people, it exudes luxury for me. Since custom & boutique photography is a luxury expense, this small add-on echos that sentiment.  Certain peacock feathers can also contain deep plum tones, which will translate sophistication, quality, and femininity: the perfect combination for my Boudoir brand. Using a peacock feather as a garnish for both types of my photography will tie my brands together as the common element.

Applying this to myself: I found that my target client is someone with a class, gimmick-free aesthetic. No need for flamboyant colors or packaging.  The target client is willing to dish out for quality photography and expects to have that in return for everything from customer service, to product, to delivering of product.  My photography style matches this as well.  I want to be known for my RB. I’m all about it. For everything from my email signatures to the stamps I strategically place on product packaging.  My products are also very streamlined as one of my main focuses is leather bound albums, all of which circle back to my logo, my website, and my packaging.  The boxes are titanium grey for the strong, streamlined looked but have a white ribbon for a splash of class and femininity.


Tips to maintaining your brand

  • If it feels wrong, it’s not right.  Just because you like something doesn’t mean it’s who you are. (See my Kraft paper example above).
  • Reevaluate.  Has your style evolved or changed? Does your branding still accurately reflect this? Add this to the list of goals/things to evaluate at mid year and end of year.
  • Don’t get overwhelmed and “have to have” every new packaging fad. Stay true to you. Remember, the best brand is YOU.

There is no right or wrong way to present yourself in branding.  Actually there is. Presenting yourself as someone other than you is wrong. Disservice to yourself. Disservice to clients. Disservice to your art.  Make sure it is YOU. No one else can buy the best marketing tool of all. You.



Explore more