When my small business branding clients inquire, I get a lot of similar questions. One of the most common questions I get is from those who have a business that is focused on intangible services. This could be a writer, a career coach, a photographer, or an occupational therapist like Dana!
The most important thing for everyone to remember is that potential customers care more about Y-O-U than ANY product you offer– tangible or intangible. When you think about what images to share on social media or on the homepage of your website, you want to consider those that tell a story. The story of you, the story of your brand, and how you serve your clients.
Dana is an occupational therapist who specializes in pelvic floor therapy. Since that’s not a physical product, we needed to get creative! With the help of some model ‘patients’ we were able to demonstrate both some of the physical therapy Dana offers as well as the mental health component.
A global pandemic can make this a little bit more challenging but the answer is ANYWHERE! Together we talk about brand values, the aesthetic of your website, and the message you want to convey. Dana’s goal for her branding images was to convey a warm, safe vibe where all were welcomed. We used two different apartments as a yoga studio and therapy appointment. Other ideas might involve: a local coffee shop, a bathroom, a farmer’s market, downtown Boston, or even your kitchen!
COVID-19 definitely makes taking branding photos more difficult. While clients with physical products can drop them off to be photographed at a studio, intangible services don’t have the same options! It might not feel safe (or be allowed) to go into a coffee shop or other public space. Small businesses are struggling right now and the pandemic doesn’t have to mean putting marketing efforts on hold. It might mean we figure out how to use your home as a backdrop. I might suggest a relevant outdoor option. You may have someone in your pandemic pod that has a great space. Options are out there once you start thinking out of the box!
"To say that I love each one would be cliche and a total understatement, but seriously... She nailed it. Being a photographer myself, I am very picky and searched dozens of photographers before coming back to lyndsay and booking her and I am so glad I did. I can't even remember the last time I hired a photographer and was this in love with the images and unable to pick just a few favorites. Thank you, lyndsay, for making the photo session easy (with 3 kids), fun and providing this mama memories for a lifetime.”
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