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If it’s true that hindsight is 20/20, then shouldn’t I be able to look back in order to move forward? The pandemic has been a time for me to embrace change and anticipate a bright future. So while I was closed, I made it my 2020 goal to do just that. I started by evaluating the landscape. First, my brand. What does it stand for in the public eye? What does it say about me as a photographer and about my company overall? I discovered that my brand is strong among my target consumers.
People hear branding and picture a logo. If you’re an entrepreneur, you have to think more broadly because your brand goes way beyond your logo. Your brand is who you are; it’s the face you show the world. If done well, your brand will stand on its own without any other sales message, slogan, or pitch. As a parent of teenagers, I’m occasionally compelled to drive over an hour to a specialty store at the mall to buy a clothing brand my kids will wear.
It’s difficult to sell a product that clients don’t think they need. Unfortunately, in many cases, the photographic print falls into that category. Many consumers think printing, especially portrait printing, is a thing of the past. If you’re like me, running a print studio in a digital age, you’ve wrestled with this challenge. The digital shoot-and-burn mentality has become far too common and printing has become too uncommon. Why does that matter?
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
