Today I want to talk about the term “brand voice” because it’s something I focused on for 2020. It’s been a top marketing buzz phrase for a couple years now. In my opinion, it is the most critical aspect of marketing your business to the right clients!
Your brand voice basically means, when someone visits your website or social media, what does it say to them? What impression are you giving off? Does your site give someone a formal feel? Make them feel different emotions? Does it evoke a smile or a laugh? Up until 2019, I mainly focused on getting my business out there into the world, honing my craft, and working on my SEO. What I sort of let slip was the brand voice piece. At the beginning of 2019, I felt that I was where I wanted to be with inquiries and income but that I maybe wasn’t always attracting the right clients. With the help of some amazing women, I made my online voice my main focus for 2020.
Launch Your Daydream helped me design a website and marketing materials that would speak directly to the type of client I was hoping to attract. Amanda Grazioli used her amazing power of words to help me bring what was in my head to a clear and concise brand message.
Figuring out what vibes you want to put out there into the universe can be tricky. Hiring professionals like site designers and copywriters can be one “easy” way to do it. You’ll still have to figure out who you want to attract but they’ll ask probing questions to help you figure out how to say and show it. I first began to think about my ideal client. How old is this person? Do they have kids? What are their character traits? I wanted to aim to attract families who are: adventurous, snuggly, relaxed, and happy. Families with these traits tend to match my style of photography best. What I love to create is usually what they are envisioning as the ideal family portrait!
It took me four years of business until I felt I was in the right place financially to hire a brand team. If you’re not quite there yet but you want to work on branding, here are some actionable (free!) items to work on:
If you’ve been in business for a couple years, don’t fret if you don’t see immediate results. Brand messaging is a long game and it takes time to make a big change. Eventually with consistent messaging, you’ll see clients booking you who fall in love with the style you’re showing!
This doesn’t mean that ALL your clients forevermore will be ‘ideal clients’. You will however, see a shift to mostly ideal clients. Having the majority of clients that align with your vision will enable you to be the best photographer you can be. Your images will reflect your confidence and you’ll, in turn, attract back even more of that ‘ideal’.
"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.”
"Our images are so special and really captured our joy and the sweet personality of our little girl. Lyndsay did a great job going beyond the typical posed shots and making our photos feel authentic. We will treasure them forever."
- amanda, northborough
"We have done multiple sessions (family and newborn) and we’re so happy with the results. Lyndsay makes you feel comfortable and is able to truly capture the moment. We will have her prints hung in our house for years to come."
- beth - framingham
"We've done it all - newborn, maternity, cake smash, family photos - and every single time we are amazed by the quality of the end product. Lyndsay captures beautiful moments that we will treasure forever!"
- nicole - framingham
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