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Do not underestimate the power of company branding. Branding is
an important part of a company and how it's represented. You can do it
yourself, but in a likelihood, if your strong suit is not in design, you
shouldn't be creating a brand that people will recognize you for. You
need to have something that attracts people to your business, not scare
them away. In order to create a brand however, you need to have a great
understanding of what your company does, who is your target market, and
how you differ from the competition. As a graphic designer who has been
in the industry for a couple years and knows a thing or two about
designing a brand, I have accumulated quite a few facts that
photographers need to know before searching for a graphic designer to
design their company branding. It's not just about creating a cool
design, it needs to represent everything the company is trying to
represent in a visual way that customers will recognize and remember.
Here are a few points that every company should know before seeking out a designer.
1. What type(s) of services/products do you offer?
Graphic designers use this information to create a look that reflects your industry and your style. If you like to make your photos look high-key and airy, a graphic designer now knows to create a light and airy branding using pale pastel colours or minimal colour to reflect your style.
2. Describe your Target Market.
Graphic designers need to know what your clientele your company will be marketing to. If your clients are adventurous and will do anything crazy in order to get the photos, you can get more adventurous with your branding with colour, lines and text to create a look that attracts the adventurous couple. If they are high-end and reserved, your branding will have a more classic approach. You always want to create a look that will attract your ideal customer.
3. What are your branding colours?
If you are choosing your own colours for your branding, make sure you choose colours that you want representing your company 10, 20 years from now. The whole point of branding is creating a look that is timeless, and will last the lifespan of your company. They can be your favourite colours, or colours that show up in your photographs often. For example, if your photos look vintage and have a lot of yellow and beige tints, you can use yellow or some other pastel colour with beige for your colours.
4. Describe your ideal look in 3 words.
These are not necessarily going to be words used in your tagline, they are mostly the 3 words that best represent how you want your company to look like. For example, bright, airy and fun, are three words that graphic designers can use to create something that has a fun little design with a pop of bright colour on a neutral background.
5. Who are your main competitors?
It's always good to know who your main competitors are in an industry. You can't necessarily say "every photographer" is your main competitor, because they are not! Your main competitors are generally people that have similar style, look and feel to their photos and company that you have. They could have the same grunge, dark look that you have, or perhaps they have similar style in posing. It's whoever you feel are in the same class as you are.
The reason why your designer needs to know this is they will research into your competitors and try to create a brand that sets you apart from your direct competition.
6. What are your thoughts about their logos/branding? How do you want to differ?
This question just gives you the chance to examine your competition and to examine your own company. There are always qualities that you will like in another companies branding, so make a list of everything you like and especially what you hate. The worst part of creating a design is finding out that is exactly the type of design your client hates. This is one of the most important bits of information that designers need from you because they can't see into your mind, so you need to let us know, so we can create something that is awesome!
7. How does your company differ from your competition?
You need to know your qualities and how you differ from your competition. It could be something like your customer service, your proofing gallery, your turnaround rates, your editing process, your lighting style, your poses etc. All of this information is good to know, because it could shape the way the branding will feel. If you want good customer service, the branding will have a friendly, warm feeling to it, so clients feel welcome and comfortable while looking at your photos.
Answering these questions and doing a little research for yourself, will help create an awareness of your industry and competition. It allows you to keep current, see what others are doing and how you can do it better and stand out! The photography industry is a huge one, and it's really, REALLY important to set yourself apart. It's a competitive world out there, so the least you can do is have an awesome brand to go along with your amazing photography and make yourself stand out amongst the competition.
Here are a few points that every company should know before seeking out a designer.
1. What type(s) of services/products do you offer?
Graphic designers use this information to create a look that reflects your industry and your style. If you like to make your photos look high-key and airy, a graphic designer now knows to create a light and airy branding using pale pastel colours or minimal colour to reflect your style.
2. Describe your Target Market.
Graphic designers need to know what your clientele your company will be marketing to. If your clients are adventurous and will do anything crazy in order to get the photos, you can get more adventurous with your branding with colour, lines and text to create a look that attracts the adventurous couple. If they are high-end and reserved, your branding will have a more classic approach. You always want to create a look that will attract your ideal customer.
3. What are your branding colours?
If you are choosing your own colours for your branding, make sure you choose colours that you want representing your company 10, 20 years from now. The whole point of branding is creating a look that is timeless, and will last the lifespan of your company. They can be your favourite colours, or colours that show up in your photographs often. For example, if your photos look vintage and have a lot of yellow and beige tints, you can use yellow or some other pastel colour with beige for your colours.
4. Describe your ideal look in 3 words.
These are not necessarily going to be words used in your tagline, they are mostly the 3 words that best represent how you want your company to look like. For example, bright, airy and fun, are three words that graphic designers can use to create something that has a fun little design with a pop of bright colour on a neutral background.
5. Who are your main competitors?
It's always good to know who your main competitors are in an industry. You can't necessarily say "every photographer" is your main competitor, because they are not! Your main competitors are generally people that have similar style, look and feel to their photos and company that you have. They could have the same grunge, dark look that you have, or perhaps they have similar style in posing. It's whoever you feel are in the same class as you are.
The reason why your designer needs to know this is they will research into your competitors and try to create a brand that sets you apart from your direct competition.
6. What are your thoughts about their logos/branding? How do you want to differ?
This question just gives you the chance to examine your competition and to examine your own company. There are always qualities that you will like in another companies branding, so make a list of everything you like and especially what you hate. The worst part of creating a design is finding out that is exactly the type of design your client hates. This is one of the most important bits of information that designers need from you because they can't see into your mind, so you need to let us know, so we can create something that is awesome!
7. How does your company differ from your competition?
You need to know your qualities and how you differ from your competition. It could be something like your customer service, your proofing gallery, your turnaround rates, your editing process, your lighting style, your poses etc. All of this information is good to know, because it could shape the way the branding will feel. If you want good customer service, the branding will have a friendly, warm feeling to it, so clients feel welcome and comfortable while looking at your photos.
Answering these questions and doing a little research for yourself, will help create an awareness of your industry and competition. It allows you to keep current, see what others are doing and how you can do it better and stand out! The photography industry is a huge one, and it's really, REALLY important to set yourself apart. It's a competitive world out there, so the least you can do is have an awesome brand to go along with your amazing photography and make yourself stand out amongst the competition.
See creative design trends by Noon Creative. We specialize in Branding for Photographers. Have Noon Creative create your brand. They have created branding for professional photographers such as Vancouver wedding photographer Will Pursell
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