It's better to be different than to be better. Establish your own photographic identity based on your personal preferences and refine it over time to distinguish yourself from your competitors.

Your graphic identity consists of all the things that help your brand or business differentiate itself visually in its graphic forms. It’s your brand’s sense of style, from its choice of typeface to its logos, wordmarks, colour palettes, design layouts, and even the environment and interior design of your studio or office.

Naming your photography business is one of the most crucial steps of developing your brand. So, how do you go about doing it? Do you use your own name, or do you develop a brand name? In this episode, I talk about each choice and give some practical steps to developing a brand name that isn’t just your given name.

When we refer to a brand’s voice, there are a few things that will shape the voice with which you communicate. What kind of language do you use? Formal, semi-formal, or casual? What narrative voice do you use? First-person (I/we), second person (you), or third person (the company, the client)? First-person is more warm and intimate, whereas the third-person is more formal and distant.

Market position refers to the value proposition your brand will occupy in the market, but more importantly, in the buyer’s mind. There are three main positioning areas to consider: budget, competitive, and luxury.