The IPPA Blog | The Blog of The Irish Professional Photographers Association

TAG | brand

Canon’s various logo guise through the ages but regardless of the subtle logo changes, it’s brand has always stood for quality and rugged cameras.

Many photographers need to proactively build and manage their brands.

Unfortunately, most do not understand what a brand is.

A brand is not a logo. It is not a web site or a colour or a font. A brand is not a business card and it is not an ad you run in a magazine. In fact, a brand is not most of the things you might think it is.

And don’t think paying a designer lots of money will get you a brand. It won’t. All you will get is a design, which is not a brand. And beware, most designers don’t understand how to build a brand. You may not even need any design or advertising to have a strong brand.

Unfortunately, in this crazy, competitive and noisy world, you do need a brand more than ever. A strong brand, managed well, will help to correctly position you in people’s minds. It will also help differentiate you from other photographers. Above all, it will help give people a reason to buy you or whatever you are selling.

You need a brand, just as much as BMW, Hasselblad or Apple need a brand.

So what is a brand? A brand is a promise. Thats it. It’s a promise.

When you are thinking of buying anything, a car, a camera, an egg; a whole lot of things will process in your mind. Some of this stuff will be logical, tangible and functional thoughts. Some of it will be irrational, intangible and emotional etc. All the things which people will think about, and feel and believe in, these will be the building blocks of your brand. Your job in building your brand is to try and manage these thoughts and beliefs.

People who know of you will have beliefs and opinions of you whether you like it or not. Your job is to manage and influence those beliefs and thoughts before they take firm hold. To get ahead of those perceptions and to put your vision and values into peoples minds first.

Think about a brand which you value and to which you are loyal. That value and loyalty is based around your belief in what that brand will promise to deliver to you. And heaven for bid any brand which breaks its promise.

Anyway this is just food for thought.

 

**As a follow on, here is something I found by Guy Kawasaki. You could benchmark your brand against this maybe:

“The Art of Branding”

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