Category Archives: Photographers

22 Branding Tools in our Marketing Arsenal

What’s in a brand?  Turns out, there’s a lot.  

Several photographers recently asked me a few of the most helpful branding tools in our creative arsenal. Since I like lists, especially when it comes to goals, things to do, and items to think about for improving our business, I’ve compiled a list of 22 branding tools in our marketing arsenal. 

Copyright Kern-Photo 2009

Everything about our studio marketing/branding efforts is about communicating a consistent style. It has taken several years to build our brand and collateral, but in the end the clients see our efforts as a clear distinction between a hobby and a business. The numbers in the above image correspond to the notes below:   

  1. Me. No one else can be me. My style reflects a large part of who I am.
  2. Pricing Menu. Know what you are worth and don’t be afraid to stick to it. This is the first item that makes it into a potential clients hands and I want it to reflect what we do. Designed by Purr Design, printed by PS Print.
  3. Sample albums. It is easy for a wedding photographer to show a few great images from a dozen weddings. But completed albums (plural) are important to show consistency, regardless of the weather on the wedding day, the cost of a wedding dress or flowers, or prestige of venue. We work with Graphistudio for many of our wedding client albums.
  4. Postcards. Keeping personal contact is sooo important. These WHCC 5″ square cards have an awesome pearl finish which makes ‘thank you’ notes shine!
  5. Business cards. This single most important piece of marketing collateral. It reflects style, branding, and has all the right ways to get in contact with me. If I was a piece of paper, front and back, this is me. Alan & Janet from Trion Promotion and Design hooked us up. 

Copyright Kern-Photo 2009

6)   iPhone. Clients can expect to hear back from me within 24 hours. Also, I love to share my portfolio on my iPhone if people ask. 

7)  Parent albums. After all is said and done, parents want to remember the wedding, too. While they many not want to hang up a bunch of photos on the wall, a brag book is the perfect way for them to share your work…. all in a way that scale’s itself in a big way over time. 

8)  Stickers. Custom logo stickers add a simple & classy touch to ordinary packaging materials. Less can be more. Kudos to Trion Promotion and Design, once again. 

9)  A bomb-proof contract. Lawyer-approved and created by a graphic designer, this is the single most important piece of paper in any business transaction. We got our start by working with Photographer’s Toolkit.

Copyright Kern-Photo 2009

 10. Lens bag. Actually a Gregory bag intended for a woman’s purse, it also makes a great small camera & lens bag. The embroidering was about $35…. more than the cost of the bag. This thing is on my back when I’m out on engagement sessions, portrait sessions, and shooting weddings. It’s my alternative to a shootsac which has several soft zippers to keep gear lenses, card cases, wallet, and keys all safe when I’m on the run. I generally choose to hold my camera, sans strap, and choose to keep things simple and this works as a simple solution. Got it from REI.

11. Jacket. I like black. And I like staying warm in Colorado. This tool serves a triple purpose. This Costco jacket was purchased less than the cost of the embroidery on it. But the total value is far more, considering the awareness it brings when I’m running errands to the bank or post office. I booked clients just from the conversation which started about the logo on the jacket.

Copyright Kern-Photo 2009

12. CD tin. It holds up to 5 discs, makes it safe to mail high-resolution digital negatives in, and represents our signature aluminum inspired from Apple. Got ‘em from American-Digital

Copyright Kern-Photo 2009

13. Paper clips. Yes, they are our logo color. Little things get noticed by detail-oriented people. Many of our brides love details.
14. Mailing Box. Perfect for mailing digital negatives, our pricing sheets. White tissue paper to wraps the disk inside with custom sticker outside. Get yours at Creative Gift Packaging.
15. Ribbon. Perfect for wrapping albums. Coordinated with logo colors. Purchased at Costco.

Copyright Kern-Photo 2009

16. Office sign. We never forget who we work for.
17. Rubber stamp. Great to stamping boxes, folders. A cost-effective alternative to stickers on colored boxes.
18. FlipVideo. Great for filming digital shorts during workshops, speakers, or tutorials. Also, ever watch yourself shoot with clients? It’ll improve the way you move more than you think (I learned this from a recent Mike Larson workshop).
19. MacBook Pro. On the go editing, sharing photos, and the digital darkroom of Kern-Photo. Tons of RAM and hard drive space make editing a breeze.
20. Fleece blanket. Goes under the 23″ Apple cinema display for important wedding reception slideshows, a huge part of our word-of-mouth marketing effort. Blanket serves dual role for wrapping around monitor in traveling case.
21. Watermark. Reinforces the brand on every image we post on the blog or Facebook. Also, keeps people from ripping off our images.
22. Checks. Small-business banks will print your name on a check, generally for free, which reflects far more professionalism than a personal check. Also, many banks will provide you with a rubber stamp to endorse your business name on the back of a check. A side note, this is a framed check from our most successful month.

What’s missing?

Cameras, lenses, lighting equipment won’t do as much for your business as marketing efforts. Investing in good branding materials will make you more money than a fancy lens or camera ever will.

A few tips if you are just starting out in your branding: choose a logo that reproduces as well in embroidery, in black in white, and in print as it does for the web. That is about $500 in advice, trust us. It is easy to make something that looks good on screen, but when you make a rubber stamp or patch out of a logo, it may not look as good as it does on-screen, especially those important tiny details in your logo. In addition, expect slight differences will result between color spaces (RGB vs CMYK) and manufacturer’s colors. Work with good people and you’ll have no problem. Work with people that will “give you a good deal,” well… that may be another issue.