Building a brand is hard work! It’s a process—often a lengthy one—that requires a lot of research and willingness to really dig deep and determine why you’re in the business you’re in.
Let’s say you’ve done the work to figure out your core values, vision, ideal client, etc. The next step is to figure out what differentiates you from your competitors. This is the really hard part and it’s one a lot of companies miss the mark on. Things like “great customer service” and “attention to detail” aren’t usually differentiators.
I challenge you to take a look at 3 or 4 of your competitors’ websites. Now compare them to yours. Do they say the same things? If so, you’re not differentiating yourself, are you?
Once you determine what your actual differentiators are, you can create your brand message. Think of your brand message as telling your ideal clients how you use those differentiators to create solutions for their needs. The message should be used in everything you use to market your business.
Of course, words are never enough! You have to show people how you’re different. This is where brand photography can play a big role in how you communicate.
Take this sewing shop for example. They could easily say they’ve been around a long time, have the experience making expert alterations and that they’re trusted by well-known costume companies and local celebrities to make exactly the clothing they’re imagining. But when they couple those statements with images of the personal attention they’ll get, the owner working on the machines herself, and the wall of fame in the entrance to their storefront…now that tells a much better story.
If you want to differentiate your brand but aren’t sure how, we can help! We combine photography expertise with branding and marketing experience to create the images you need to tell your brand’s story.