I originally wrote this series of six branding articles on another site ten years ago and wanted to update this for my own site. In addition to being a photographer, I have served in various marketing roles at advertising agencies, media and adventure travel companies since graduating from college. Since most photographers do not have a background in marketing I wanted to start sharing some of thoughts on the subject and hopefully help some people along the way.
My ex-boss once told a story about two bottles of the same wine packaged with different labels. One label looked fancy meanwhile the other one looked cheap. When a group of ten people did a wine tasting test not knowing that both bottles had the same identical content, nine out of the ten people preferred the wine that had been poured from the fancy label. They felt that the fancy label wine tasted better so therefore the conclusion from that study was that wine with effective marketing tastes better than wine that isn’t marketed well. Taste is all a matter of perception after all. Perception is all in the mind. So where does that leave your photography?
It’s all about how you present yourself and your work. For example, if you aspire to be a luxury fine art photographer then it wouldn’t be in your best interests to have a 2004-era website that is built in Flash; which can’t be rendered on most web browsers these days nor is mobile-friendly. You’ve got to be accessible and present yourself as being relevant to your audience.