Kevin Roberts, the CEO of Saatchi & Saatchi wrote a book called Lovemarks: the Future Beyond Branding. They’ve since then developed a website: http://www.lovemarks.com It creates a discussion of why some brands become inspirational while others struggle. I love concepts like this that break down the psychology of branding. It directly applies to my story(former graphic designer) and current business. The lovemark concept talks about the emotional tie between love and respect for a brand that people grab a hold of. I just ordered the book.
I’m currently in process of writing a marketing and business plan for my photography business(something I should have done a year ago). Branding is an essential concept to deeply consider in the creation of these plans because the it is a visual manifestation of the plans. Creating a lovemarked brand as a commercial photographer can be a bit more of a challenge since it’s not a consumer based market. So I’m hit with that question. How does one create a lovemark in the b2b world of commercial photography with AD’s and AB’s getting so inundated with promotions (open for discussion)?
Have you thought about your brand and the message you’re sending? How does your brand compliment your imagery and the imagery you want to shoot?
It’s definitely something to seriously consider. I mean, I think really branding a photo business is a complicated venture, even if it’s a business for weddings or anything of that nature. You need to create something that resonates with people outside of the typical look and feel that all photographs have.
The problem I feel with Branding is that for a lot of people it is a scope that they focus in on too quickly. Don’t get me wrong, creating a brand, and growing it is a necessity in any business. But taking the time to develop a Vision for the company is where any brand will truly draw strength. If that vision doesn’t excite the owner every time they read it, then how can you give “lovemarks” to your own self. Which means you have to write something that gets you excited to do what you see down the road. And if you aren’t excited about that vision then how can you create a brand that gets others excited.
So here’s some actions:
Write a vision for how you want your business to look 5 years from now.
Read that vision everyday for 30 days, right before you start your work day. And ask yourself, “what am I about to do today that will help me achieve that vision.”
A strong brand can only follow if you live by those convictions that you make decision with each day. Because if you’re truly authentic in what you see, so will other people.
Great book and even better point. I think with the use of the web and all the people we can reach, the “brand” is a great thing to establish and stick with. Another good book that I enjoyed was Trading Up…check it out!
Definitely a good point to consider, especially since photography and other artistic careers are so journey driven. Your work will evolve over time. If you are just starting it will take you a couple years of shooting to discover what you love to shoot, and how you like to shoot it. AKA visual style. All part of the process. Until you discover those things, it will be hard to create a “lovemark” for yourself, let alone a brand. Your brand is created from your core values and vision and if you don’t have that then you need to push yourself to discover them.
Loved this post, and so thought of this company after reading this article
http://strategyavenue.typepad.com/strategy_avenue/
Cheerio
-Melissa E Earle
nick, this is another great post. i’ve been enjoying reading your blog for so long and i really appreciate you being so open and helpful with your journey of visual style, branding and marketing. these resources you bring out into the open are critical.