Elevating Your Client’s Personal Brand

ELEVATING YOUR CLIENT’S

PERSONAL BRAND

By Jamie Poh

PERSONAL BRAND PHOTOGRAPHY POPPED ONTO MY RADAR BACK IN 2017. AT THE TIME, I WAS STILL WORKING A FULL-TIME CORPORATE JOB, AND ON THE BRINK OF A HUGE MELTDOWN THAT WOULD CHANGE MY LIFE FOR THE BETTER.

I FIRST CAME ACROSS PERSONAL BRAND PHOTOGRAPHY WHEN LISTENING TO A FACEBOOK LIVE PRESENTATION BY JAMIE SWANSON OF THE MODERN TOG. SHE SPOKE ABOUT THIS NEW GENRE OF PHOTOGRAPHY THAT SHE FELT WHOLEHEARTEDLY WAS GOING TO BECOME SOMETHING OF INTEREST TO A LOT OF PEOPLE IN THE COMING YEARS. TURNS OUT SHE WAS RIGHT.

At the time, I found the idea intriguing, but it wasn’t until a year later that I decided to pursue it. I’m glad that I did. With Social Media becoming increasingly popular and the ‘norm’ for business marketing, it’s almost a necessity these days to be on at least one platform if you’re a business owner. For myself, I aim to be on as many as I can however, I tend to stick to Instagram as its portfolio style of presentation works well for visual artists like ourselves here in PPOC.

So, let’s dive into what Personal Brand Photography is all about.

WHAT IS PERSONAL BRAND PHOTOGRAPHY?

Personal Brand Photography is photography to showcase who your client is in their business and personal life.

WHAT TYPE OF CLIENTS HIRE A PERSONAL BRAND PHOTOGRAPHER?

In my experience over the last few years, my clients are ServiceBased Businesses (I am starting to get more who offer products now) that are generally Solopreneurs starting or running their own businesses and are looking for professional photographs of themselves for their Website and Social Media.

WHAT TYPE OF IMAGES ARE THE RESULT OF A SESSION?

The main reason a client would hire you is to get photographs of themselves that is generally a lot harder for them to do on their own. For myself, the images are meant to show my client’s personalities which in general, as business owners, most people want to appear knowledgeable and professional but also approachable and friendly.

HOW DO YOU DIRECT YOUR CLIENTS IN ORDER TO ACHIEVE THE PHOTOGRAPHS YOU WANT?

From the very beginning, I tell my clients that we will work together to create themes or stories that they want to communicate through their photos. These themes can be simple and an example for myself would be: - I am a photographer - I love dogs - I enjoy hiking my local trails - I’m introverted - I am embracing a minimalist lifestyle With these themes in mind, we figure out how we can communicate them in photographs. I get my clients comfortable in a scene and coach them through the action which may be as simple as, “sit at this table, now type on your laptop and smile because you’re happy doing this.” Or maybe if we’re out on a trail walking to show the outdoor theme, I’ll have them walk along certain paths to get the action shot I want.

WHAT ARE YOUR SUGGESTIONS FOR SOMEONE LOOKING TO TRANSITION INTO THIS GENRE?

Like transitioning to other genres of photography, you have to do a little bit of research and get some practice in before really knowing how you want to structure your sessions. You’ll also want to research to see who else in your area is also offering this type of photography. When I first started, I charged a much smaller fee than my eventual goal was. Every time I had 2 bookings at that rate, I raised my prices. This gives you an opportunity to test the waters while also making sure some of your time is covered. You can also reach out to local businesses in your area and offer your service. Many businesses may not know what to search for when it comes to Personal Branding. All they know is that they need photos for their Website and Social Media. You never know who you might find just by reaching out.

WHAT ARE YOUR TIPS FOR HAVING A SUCCESSFUL BRAND SESSION?

Lead with intention. There’s no value to your client in just showing up, shooting some pretty photos and delivering some files. They may or may not know how to make the most out of these images.

1. Make a Plan

I act as a strategist as well as coach people through their thoughts. Sometimes asking simple questions like “what are 3 words to best describe your business” and “what are 3 words to best describe your personality”. From here I ask further questions to figure out if there are any themes that stick out and I help give ideas for how we can translate these into photographs.

2. Partner with a Brand/Social Media Strategist

If this is not your strong suit, it can help to partner with a

Social Media Strategist. Their role is to help clients either by coaching and teaching or by helping with scheduling and managing their content. They would be a great asset to have partner up with you on a client project to add more value. Especially if your client finds this very overwhelming.

3. Be Organized

I create a brand document that we work from together. This is where all our ideas are housed and we can make changes as we go. This way everyone is on the same page in terms of goals, style, themes, locations, dates, etc.

4. Communicate

Communicate with your client. Be sure to give full instructions for how you need them to prepare for their session. This can include clothing, makeup & hair, props and coordinating with any people/staff/kids/pets who might be a part of the session.

5. Ask if they have a deadline

Knowing this ahead of time will help you plan accordingly and set expectations. If you know the final date that they need their images by (especially if they’re looking to launch soon and are working with a Web Designer). This will also allow you to impress them by being able to under-promise and over-deliver. Who doesn’t love when you deliver their photos sooner than expected?

6. Make life simple for your client

This is something I strive to do with all my clients. Most people will have a basic understanding that the files you deliver are digital, and they can use them for their Website and Social Media. I advise my client that all files will be delivered to them online. They don’t need to come into my studio, they just need to download them to their computer.

I give instructions for them to back up their files and encourage them to upload a copy to a cloud service of some sort such as

Google Drive or DropBox. This way they have access to their own copies. I name the files by their business name, the date we shot the session and every file is numbered in case they need me to edit something else in future.

7. Keep the Session FUN

A lot of clients come to me and say, “I hate Social Media, but I know I have to do this” or “I hate getting my photo taken. It’s never been a fun process for me”. Don’t we all love when we start our relationships with our clients like this? I tell my clients to consider our session more like a hangout. I get to know them. I ask them questions. And if they’re still really nervous, I put on some music. Having a

Bluetooth speaker in your kit is super handy. Music helps calm the nerves and creates a fun or relaxing environment where your client can be themselves.

8. Stay Connected

Once you deliver your files, stay connected. If they’re on

Social Media, follow them. Be their cheerleader! Everyone loves to feel supported. That’s one simple step you can take to show your support for them in their business. I’ve really enjoyed the process of helping my clients go from “I hate Social Media” and “I hate getting my photo taken” to “You’re awesome. I loved our session and my photos”. As a fellow business owner, I can relate to their overwhelm and frustrations. Being able to eliminate those fears and feelings has been incredibly rewarding.

Jamie Poh

Jamie Poh is an award-winning, published and Nationally Accredited Professional Photographer of Canada with a background in Digital Film & Video production. She helps her clients communicate who they are authentically through visual storytelling, so that they can live fulfilling lives doing what they love. Jamie believes that if you pour your heart and soul into your passion that it doesn’t matter what people say or think, anything is possible! @jamiepohcreative www.jamiepoh.com