Photographer Brand Book
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Wedding & portrait photographer, Sandy Harden's Brand Book.
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Photographer Brand Book
- 2. contents This brand standards document explores the message, visuals, and expression of your brand. Brand Message Design & Visuals Words & Content Live Your Brand BRAND GUIDELINES FOCUSED GIRL
- 3. Moodboard The moodboard was curated to express the “mood” of the brand and to inspire the visual decisions. The images chosen convey a sense of fun, joy, and energy. They are also creative and unique.
- 5. position Core Idea As a portrait and wedding photographer, you collaborate with your clients to create unique images that are fun to make. Our Goal Encourage our clients to stop and celebrate this moment in their life - whether it’s their wedding, high school graduation, or just another year passing. How you Are Different Your focus on a fun experience will set you apart. You’ll want to build in elements of a ‘party’ into your sessions and booking/delivery processes. Think: champagne popping (figuratively for the HS seniors), confetti, invitations, and a killer playlist. What We Deliver You photograph clients to celebrate the happy times in their lives: weddings, graduations, etc. You deliver prints, digital files, and other photographic products. 01 BRAND GUIDELINES FOCUSED GIRL BRAND MESSAGE
- 6. personality Creator & Entertainer Personality Archetype Our goal is to create fun experiences of collaboration & creation with our clients. We are driven to create something new and interesting in the world. When they encounter our brand, my audience FEELS: joyful, inspired, creative, happy, alive, energetic, involved, heard. Your brand is: • Easy-going • Creative • Fun • Talkative • Inspired 01 BRAND GUIDELINES FOCUSED GIRL BRAND MESSAGE
- 7. point of view Photography is a purchase you’ll never regret. Celebrate this part of your life by taking the time to record it. Creativity is powerful when it is a collaboration between the photographer and the person being photographed. We want to take each of our clients on a creative adventure. Don’t take yourself too seriously. Life is weird and flawed and real. Your portraits should show that, too. 01 BRAND GUIDELINES FOCUSED GIRL BRAND MESSAGE
- 8. Mix fun & creativity. Throw it like confetti! manifesto
- 10. logo VISUAL IDENTITY Your main logo is classy, clean, and engaging - like you! The geometric butterfly will become a recognizable aspect of your brand’s visual identity and can be used on its own. 02 BRAND GUIDELINES FOCUSED GIRL
- 11. primary colors VISUAL IDENTITY Your primary brand colors are deliberately neutral to keep the focus on your photographs. Other than the simple black and white, a gold will be used to accent your designs. #000000 20% 40% 60% 80% #fdeba9 #ffffff 20% 60% 02 BRAND GUIDELINES FOCUSED GIRL
- 12. texture VISUAL IDENTITY Your brand should feel like a party so the textures chosen help communicate that “feel.” The gold is beautiful. The confetti-like polka dots feel energetic and fun. 02 BRAND GUIDELINES FOCUSED GIRL
- 13. typography Headlines: Futura Pt Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() VISUAL IDENTITY Body: Futura PT Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() The fonts used in your designs will primarily be Futura. It has a nice round and casual (fun!) feel to it. It is also quite modern. As an accent, Country Chick script will be used sparingly. It helps communicate your creativity and fun side. 02 BRAND GUIDELINES FOCUSED GIRL Accent: Country Chick ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
- 14. website design VISUAL IDENTITY 02 BRAND GUIDELINES FOCUSED GIRL This website mockup shows how you can incorporate the new brand font, colors, logo, and direction into your existing website structure. A small facelift gives your website a lot of new energy!
- 15. image style
- 16. image do’s VISUAL IDENTITY 02 BRAND GUIDELINES FOCUSED GIRL Do show mockups/designs featuring your images. Especially ones that use your brand’s gold, white, black, cream, etc. colors scheme! Creative (& fun!) shoot concepts - anything ‘out of the ordinary’ to show the kinds of things you what to photograph. Natural smiles, energy, fun, and life in your portfolio poses/expressions Focus on couples & weddings for the majority of your portfolio images if that’s what you want to shoot more of (as opposed to families, landscapes, etc.) This is especially important for your website homepage, social media profiles, and other “first impression” places. When choosing images for your brand portfolio, pick ones like these.
- 17. words & content
- 18. tone of voice BRAND GUIDELINES FOCUSED GIRL 03 BRAND COMMUNICATION Content and communication from your brand should be casual, personal, and positive. You’ll sound: • Positive & happy • Confident • Authentic & real • Descriptive • Easy-going • Casual • Energetic
- 19. tone of voice BRAND GUIDELINES FOCUSED GIRL BRAND COMMUNICATION We would say Hi there! We wouldn’t say Dear client, We would say Join the party! Get VIP info and special invitations when you sign up for the email list. We wouldn’t say Sign up for my newsletter. 03
- 20. tagline Celebrate this moment. OTHER OPTIONS Celebrate your moment Making Photography Fun Keep Creativity Fun Unpretentious creativity Mix Fun & Creativity, Throw it Like Confetti! Creativity, Meet Fun BRAND GUIDELINES FOCUSED GIRL BRAND COMMUNICATION Your tagline is a “catch phrase” that describes your work to others at a glance. It is also used as your main headline on your website. 03
- 21. stories Low to High Origin story Tell your story of how you got started in photography. Include the challenges and “humble beginnings” and lead up to where you are now. Why Story Tell the story of WHY you have been called to be a photographer: your passion for creating, learning the art, mastering your equipment, etc. Human Elements Tell personal stories – share stories about your own family and the impact that photography has had on your life. Also share bits of your passions outside of photography: the city, traveling, technology, etc. Client Testimonials Share stories about the experiences that your clients have with you in their own words whenever possible. BRAND GUIDELINES FOCUSED GIRL BRAND COMMUNICATION 03 Even though photographs tell a 1,000 words, you’ll still need to write some text. Here are ideas of the stories you can tell to attract your ideal clients.
- 22. live your brand
- 23. brandemies Not-to-do List • Cookie-cutter sessions (like too many studio sessions!) :) • Focus too much on landscape photography in your portfolio/brand presence • Use multiple styles throughout your brand. Keep it consistent. We Are Not • The low-budget or cheap photographer • A “quick” photographer - you are co-creating with your clients. BRAND GUIDELINES FOCUSED GIRL LIVE YOUR BRAND 04
- 24. action steps Update your Online Presence Incorporate these new design elements and brand focus into your website (make it feel like a party!) and social media platforms. Delete the blog from your site if you aren’t going to update it regularly. Also, add information about your photo booths to your site (perhaps on a drop down menu option under weddings.) That product offering fits your brand perfectly! Send to your Email List Start sharing a monthly story and any current offers you have (mini sessions, upcoming seasons, ordering deadlines, etc.) with your email list. MailChimp has a great email marketing system that is free to start. Shoot More of What You Want to Shoot in the Future Look into second shooting for a more expensive wedding photographer in a bigger city, set up more stylized engagement shoots, stage a wedding portrait session — do whatever you can to get more of your target clients/ looks in your portfolio and on your website. 04 BRAND GUIDELINES FOCUSED GIRL LIVE YOUR BRAND