Professional Branding… Do I need it?

I’m publishing this short entry as a follow up to my previous article titled “Branding Portraiture Photography“. Let me beginning by giving you some background: A few weeks back the studio receives contact from a brand new company which was in need of a “Look“, a “Brand“, or “Image” to allow their clients to recognize them immediately when seeing their promotional materials.

This strong association between the Company and the Brand is one of the most critical factors when starting a new venture and is so often over looked..

How many of you have been handed a business card that was pure white, with color text, and sporting a logo which was certainly picked out of a book at a local print shop? Come on… How many? Over the years, I’ve seen my fare share of this type of rubbish which negatively reflects on the business no matter how “fantastic they are or say they are”.

Remember, if it appears to a client that you are not taking your company seriously, I assure you, they will not either! As they say, ” Too make money one must spend money!” When starting a new business you can cut corners and save money in many areas but when it come to the face of your establishment, its “BRAND” or “IMAGE”, this is something you must pay a professional to get it right.

In this economy mediocrity it no longer acceptable. Be stellar or find another profession!

Anyway, sorry for the rant… As I was saying, the owner & partner of this brand new company approached us and instead of asking for my company to come up with an image concept for them, they described exactly what they wanted conceptually and asked if we could make it into reality.

I ABSOLUTELY LOVE A CHALLENGE and this was certainly one! After discussing their business, product line and their target group along with their concept we determined that the majority of the project would have to be completed within the confines of Photoshop. I was instructed to create a corporate brand / logo “CHARM” as it was, to be worn on a models necklace. Everything you see, beside the model was composited to create specifically to what the client visualized and articulated to us prior to the session. From the look of the lipstick, virtual nameplate and everything else was produced to achieve a certain look and feel that would hit home with the target demographic being marketed.

As you can see, the fruits of this Corporate Branding Production will now be the backbone of which this new company builds upon. Having a vision and finding the right professional to turn that vision into reality is more than half the battle. It is critical, It is imperative, It is the perception given off by your brand, without words, that can reach out, grab and hold a client’s intrigue while urging them to take the next step. (No matter what that that step might be to fulfill your marketing plan)

So, the next time your at a social networking gathering and someone asks for your card, don’t pull out something generic and lackluster which will certainly end up in a bin by the end of the evening! Hand to the potential client something you are passionate about, something that will create intrigue without you having to say a single word! This is your Brand! This is your Image! This is You! A brand new professionally produced promotional card which oozes your brand from every inch of it’s area will forever ingrain your company, product or service into the mind of the beholder.

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Joseph Cristina

Joseph Cristina is a professional photographer based in West Palm Beach, Florida and has over 24 years of experience in both Photography and Graphic / Media production.

jcristina.com