Why is creating the right branding important for a small business?
It's essential. It's your opportunity to create the right impression, get prospective clients to take you seriously and show the world what you're capable of.
Great branding is all about carefully planning the impression you want to create for a very specific group of customers and then executing that with flair and style. It's about attracting the sorts of customers who really value what you do and will pay what you're worth. And it's about creating a look for your business that you can be proud of.
Do you have any tips on creating the right look and feel for my brand through photography and styling?
It's really about following on from what I advise when creating your brand identity. Think carefully about what you want to be known for, what your clients value about what you do and the impression you want to create. I have a workbook on my blog you can download for free which walks you through a dozen or so questions and ultimately you whittle your answers down to three words that best sum up how you want your business to come across.
For example, you might pick creative, inspirational and stylish. And if that's the case you'd then want to follow that through in your choice of props and your photography style.
Colour psychology is your secret weapon here. This is the way I translate brand values into colours, patterns, textures- even photography styles! Those three words I've picked represent the spring personality with a dash of winter, so I'd be keeping my images packed with light, simple and with high quality props. There's a lot on colour psychology in my book and also on the blog, and I run workshops on the subject too...
Ultimately, if you always think 'what impression do I want to create' before you style or shoot anything you won't go far wrong.