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As a senior photographer, you may have a great portfolio of stunning photos. While that is vitally important to your business, it’s just not enough on its own to attract and retain clients. Your brand needs to tell a story that connects with your clients and communicates the value you bring to the table. Your brand needs to tell a story of how you, the expert in your field, will come alongside your clients and create memories for them that will last a lifetime. Pretty photos aren’t enough. Your brand needs to tell a story that will SELL.
First and foremost, you want your brand to be unique to you! There are probably a lot of photographers in your area. There are a lot of photographers everywhere. But you are unique because you are YOU. There is no one else like you in the industry. Your brand story should reflect your uniqueness. Identify what makes your photography services different and better than your competitors. This could be your style, approach, experience, or anything else that sets you apart. Use this as the foundation for your brand story!
As a senior photographer, your target audience is two-fold: parents and seniors. Conduct research to understand what both parties’ needs are and what they are looking for in a senior photographer. Seniors are going to be looking for someone who is trendy, fun, and has worked with people they know. Parents are going to be looking for someone who provides quality work, communicates efficiently, and makes them feel valued and heard. Understanding these things about your target audience will help you develop a brand story that showcases you as the perfect choice.
As your potential clients are learning about your brand, you want them to see how you value the parent’s time and investment. Show them you are going to do everything in your power to provide quality images to honor this special time in their child’s life. You also what to show seniors that you know how to capture their personality and interests! Let them know you can photograph them in a way that they are going to want to show their friends!
You want to tell a story to your clients that communicate your unique value proposition and resonates with your target audience. Use storytelling techniques to create an emotional connection with your clients and make your brand memorable. This could translate through the emails you sent out to potential clients, the content you post on social media, and even the conversations you have. Tell the story of working with your from start to finish. Showcase the experience your clients receive and the benefits of partnering with you.
Remember, be authentic and genuine about who you are! Your brand story should reflect both who you are as a person and as a photographer. Don’t try to be something you’re not, your clients will see right through it. Be true to yourself and your values! Remember to keep your brand consistent across ALL marketing platforms. Your website, any emails you send, and your social media content should all reflect the same brand story.
My last tip for you is to make sure your brand story is aligned with your pricing and the services you offer. If your brand story communicates a premium and high-end experience for your seniors, your pricing and services should reflect that! This will help attract clients who are willing to pay for the value you bring!
I want you to sit down with some good old pen and paper, and write down a list of 10-20 things you want your brand to reflect and showcase. Then I want you to do a little brand evaluation. See if you are currently reflecting these things. If not, look at what changes you need to make to better align your brand story with your values! Remember, it’s your brand, you have full creative control!!
I hope you found these tips helpful and are ready to go tell the compelling and unique story of your brand! If you are looking to connect and market to seniors in your area more effectively, I would love to hear from you and help you in any way I can! Have questions? You can DM me on Instagram or email me at firstname.lastname@example.org! If you are ready to take the senior side of your business to the next level, book senior clients on repeat, and make 4 figures per session, the Seniorologie Semester is for you! Learn more about The Seniorologie Semester HERE.
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