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The Photographer's MBA: Branding

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Today, all people talk about is branding, branding, branding. But what does it really mean? In this chapter, you’ll drill down into branding and discover what it means for you and your business. Without a doubt, branding is one of the most important facets to your business; without it, you run the risk of getting lost in a sea of photographers. Think about some of the brands you know and love. Are they exclusive brands or low-cost providers? Which do you want to be? Let’s find out!

What Does It All Mean?

It wouldn’t be a business book if we didn’t open up with the standard definition.

Branding. According to Wikipedia, a brand is a “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”

Right now, you might be thinking, “That’s great, Sal, but what in the world do I do with that?”

Understanding the term helps you start thinking the right way about branding. And by “thinking the right way,” I mean thinking beyond your brand. See, my philosophy is simple. Wherever we go, branding is slapping all of us in the head. Sometimes this is obvious whereas at other times it’s very subtle. But, I promise you, it’s there.

Now that you understand the definition, I want you to start looking around at everywhere you go, everything you read, everything you listen to, and everything you watch. Just being honest, it’s in the bathroom, too! Think about what you’re seeing, what you’re being influenced by, and how it’s altering your behavior and decision-making process.

If you can understand how branding impacts you, you’ll quickly realize how it’s impacting your customers and their decision-making process when selecting a photographer or ordering products.

This is important stuff. Take notes and start thinking about how you can incorporate these concepts into your business.

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