Developing your brand {Part 2}: Your brand’s identity and strategy

This post is part of a series on branding and marketing in the run up to my teaching on the RPS ‘Introduction to Business for Photographers’ course in April.

It is preceded by Developing your brand – Part 1: your values and messages and will soon be followed by Developing your marketing strategy Part 1: Your website; Part 2: Sharing your work.


Once you have identified the key values and messages of your brand, the next step is to work out a clear identity for your brand, and a strategy for how you communicate your brand’s messages at to whom.

a) Create your brand identity

The brand’s identity it’s the outward expression and represents how you, the owner, want your business, service and product to be perceived by your clients. Building your brand with authenticity, on who you are, allows you to use your own preferences as a starting point. Take inspiration from the brands you are attracted to and use everyday. Identify elements you can incorporate in the presentation of your brand that will clearly show your brand values.

b) Outline your brand strategy

The next step is to develop a strategy: how you communicate your brand’s messages at to whom. Communication of your brand is through your logo, online presence (website, social media), marketing material and packaging, as well as your demeanor and interaction with clients and within your industry.

Design a logo and colour scheme that remind your clients of your business values and messages. Write a tagline that clearly states the essence of your brand messages. Create consistency by taking time to design standards and templates for your marketing materials, using the brand colour scheme, logo, and specific fonts. Simple, consistent design is often the most effective. Simplification is key. Confusion causes hesitation, so make everything about your business, from its messages to the pricing, simple and clear.

branding-650A selection of the branding used for Ria Mishaal Photography

Integrate your brand into every aspect of your business. Every point of contact that potential and actual clients have with your business should reconfirm your brand values. Decide how you will communicate with your clients and develop the tone of your written communications. List all the points of contact you will have with potential and actual clients and identify how you can emphasise your brand messages at every point of contact. How you build your brand and what platforms you use should be directly informed by your brand values and your identified ideal clients.

underlineThis article was written by Ria Mishaal ARPS – website | facebook | twitter | instagram

To learn more about how to set up and run a successful photography business, why not sign up for the RPS course ‘Introduction to Business for Photographers’

Ria Mishaal
Ria Mishaal is an artist and photographer, exploring the capture of light and love in still images. She loves trees, authenticity, and working with her hands. She likes to be organised. She loves to get lost in stories, breathing fresh air and learning.

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