This guest blog is by Ellen Petty, the Head Brandslinger at Identity Kitchen, a marketing and design studio specializing in photographers. She and her business partner Marty Thornley launched a new line of affordable all-in-one WordPress portfolio sites designed specifically for professional photographers at PhotographyBlogSites.com.

Just yesterday, they announced new lower pricing on their self managed, all-inclusive BlogSites. As a special thank you to the Tiffinbox audience, they would like to extend an extra $50 off your first year when you use the code TIFFINBOX50.

Let’s Start at the Beginning. What is Branding?

Your brand is your touchpoint. Everything from how you answer your phones to the auto-responder on your email. Yes, it’s the big picture items; your website, your business card, your space, but it is the cohesiveness, that glue that gives a clear picture to your potential clients. There are some companies, (Starbuck’s anyone?) They do this very, very well. Talk about the Starbucks cup, how it fits perfect in your hand. Not a waxy exterior, not styrofoam, a little thinner than a regular takeout coffee. How much planning do you think went into just the coffee cup? Now let’s talk interior, advertising, their charities, the music, the Wifi.

“That's great for Starbucks”, you say, but how can I create a killer brand for my photography business? Here are 9 steps to not only get you started, and make sure you stay on track.

1) What’s Your Mantra?

Your brand essence, sometimes called your brand mantra, is the heart and soul of your business. Sometimes defined in a few words. Your brand essence is “Who you are”. Try and define your brand in six words or less. If I said “Maiden voyage…iceberg…not enough lifeboats” you would know Titanic. How can you define who you are?

Start with describing your work, yourself, your approach. Ask, who am I, who is this business? Choose 5-6 words that best describe you and your business.

2) Who Am I?

This is your brand positioning; what makes my business different from my competition? Is it the service that you give? Is it the kind of photographs you take? Is it the kind of photographer you are?

One of the most important rules in positioning your business and your brand is to know your competition. Once you know what you are up against, once you understand your competition you can figure out how you are different AND create a unique business perspective and carve out your very own market share.

3) Define Your Target Audience?

Do you know your target customers? Who are you going after? Engaged couples? Parents? Parents to be? What is their demographic? How do you want to come across to them?

This is where you really think about who your client or potential client is. Where do they shop, what toothpaste they use, how much disposable income they have, are they like you are they not like you?

4) Get Inspired

Now that you know who you are, what makes you/your studio different, who your competition is and who you are talking to…it’s time to get inspired, and really push that creative envelope. Look to places outside the photography industry for inspiration. Fashion, architecture, music, fine art, even food. Wherever your muse lies, don’t be afraid to interpret. Pinterest is a fantastic place to create style boards and have a sneak peek into other creative formulas.

Below is an example of an inspiration board and how we translated it into the online brand design for Studio Diana.

5, 6 & 7) The 3 C’s; Get Creative, Make It Cohesive, Keep It Consistent

Ok, you have your strategy, you have your inspiration boards, now it’s time to get creative. Whether you are designing your brand yourself or hiring an outside designer, this is where the magic happens. The “Ah-­?ha” moment. The spark, that can be realized as your own personal touchpoint or brand.

Once you choose a design path make sure there is a thread or a few that keeps your brand cohesive and consistent across all mediums. Print, online, advertising, promotion, and sales. Don’t be afraid to loosen the reins on your brand as you move between mediums, keeping your brand consistent, does not mean choking it. This is where it may be helpful to bring in a professional.

Below are some examples of the creative process of Partridge Lane Studios. Also, an example of how we kept the look cohesive from printed material to the online presence.

8) Choose Your Best Work

If you have completed the last 7 steps, we know you can make choices. Don’t question yourself now. It’s time to choose your best work. Go through your body of work and choose your best 5, 10 and 20 pieces. Those should always be front and center on all your promotional vehicles. Be strong, if you feel a piece does not live up to the standard of these choices, they should not appear in your portfolio. Your online galleries should be between 20 & 30 photos per gallery. Always aim to put your very best foot forward.

9) Be Unique

If you have followed these steps you should arrive at a brand that is unique, because it is you. If it is true to who you are as an artist, it is right.
One of my favorite sayings when it comes to finding your true voice in life and in branding is by Oscar Wilde, “Be yourself, because everyone else is already taken.

Today's guest blog post is by Rosh Sillars, a veteran photographer with a photojournalism background specializing in people, food and interiors. He earned his BFA in photography at the College of Creative Studies (CCS), Detroit. Rosh offers his services to traditional media, new media and corporate clients. He owns the creative representation firm The Rosh Group, Inc. and teaches photography at two universities and serves as a marketing and social media consultant for Synectics media. Rosh is also the coauthor of the book Linked Photographers guide to marketing and social media.Please visit his new project The Driven Business.

Is it really possible to increase dramatically your photography income?

Yes.

Photography has changed over the last 10 years. Digital cameras have made everyone a photographer; many of the basic point-and-shoot jobs have been lost. But, that doesn’t mean the opportunities are gone.

The truth is, there are more opportunities than ever. The secret is to make your competition irrelevant.

How?

Great photography and your creative ideas are the answer. Photography can be combined with writing, video, Photoshop, and other digital technologies to help you create unique offerings.

You must find your niche.

If you don’t have a good website, you are not in business. Make sure it is easy to use and well-optimized (If you don't know what that means, find out.) to attract the people who are searching for what you do. Don’t take search engine optimization lightly. Make sure you have a blog that is updated weekly with great images and text.

Get out of your home, office, or studio. Business is about people and developing relationships. Go to at least one networking event a week. Make sure you have business cards, portfolio cards, and your freshest images ready to share on your smart phone or tablet. Always have a portfolio available. You never know when opportunity will come knocking.

Follow up using the social web. Keep your new connections alive through social media. Develop new relationships using Facebook, LinkedIn and Twitter. Don’t sell to your followers, educate them. Teach them how to find leads for your business and you return the favor with opportunities and valuable introductions.

Create partnerships with companies that focus on the same target market. Develop packages and market your products in cooperation.

Don’t just sell your product. Sell the experience of working with you. You can’t hide behind your products. Photographers today need to understand that if they are going to be successful they are part of the product. Customers, in many cases, are buying the photographer more than the photography.

Make it easy for someone to do business with you. It is important to protect your copyrights. If copyrights were not important, people wouldn’t be working so hard to take them from you. Keeping your copyrights will increase your income by providing more opportunities to resell your images at the appropriate time. But, the issue of copyright, business practices, and contracts doesn’t have to be an us versus them battle. Keep it simple.

Unless you photograph events, you should be using the per-image-pricing model. Your rates should be based on the value of each image, not your time. It is much easier for customers to justify a few hundred dollars per commercial image than $1,500 a day for the photographer's time. This model can easily be adjusted and applied to portraits and family photography. Each image has value; never give away a valuable CD full of images.

Don't forget to follow up.

Communicate regularly with past clients. They are the best referral sources you have, so make sure you collect e-mails and addresses. Don’t let them forget what a great experience they had working with you. Keep them up-to-date with you newest images. Give them the tools and the opportunity to refer you.

The best marketing campaign you can participate in is to regularly send hand-written thank-you notes. People like to be appreciated. Your appreciation is often rewarded with additional income.

What strategies will you employ to grow your photography income? What are you trying now? Willing to share so that can learn from each other? Post your thoughts below!

This guest blog post is by Robert Norman, a wedding photographer based in Trumbull Connecticut. He has 21+ years experience as a professional photographer and has photographed models, actors, President Obama, celebrities and, a zillion weddings. He does a fair amount of travel photography in an effort to keep his sanity. He has photographed events throughout Connecticut, New England, New York as well as Ireland, London and Italy.

I recently returned from Inspire Boston – a really cool 3 day conference in Concord, Massachusetts filled with learning and networking.

It also filled my pockets with a ton of business cards.

I’ve been researching a way for quite some time now to digitize all of my collected business cards. For years I kept them in an ever-expanding card binder; handy but not practical to reference on the fly. Last year I looked into Evernote, one of my favorite apps ever, which you should definitely have on your phone or use at home online!) But while I could scan cards, get them in there and access anywhere – there was no database per se where all the info would go into. It was just a bunch of scanned cards. (not to mention that their free service limits your monthly uploads, which I blew through by mistakenly scanning the cards at WAY too high a resolution! OOPS!! I have since upgraded to the $50 a year plan, which substantially increases your monthly storage space.)

Then I looked into Shoeboxed, but found their system of paying and mailing in cards so they could scan them kinda clunky and didn’t allow me to easily add a card or to. They also kept calling me which while potentially helpful, I felt quickly became too much a sales call for an upgrade or something of that nature.

I also kept seeing the NeatDesk scanner advertised, and almost hit the ‘buy now’ button on Amazon on many a late night shopping frenzy. But after reading the reviews, a lot of folks seemed unhappy with the NeatWorks software for the database. The unit is also $200-$400 which was expensive enough to give me pause.

So I think that I MAY have finally found the solution with CardMunch, an iPhone app that lets you photograph business cards and then adds it to both it’s own database as well as your contacts, automatically! They CLAIM that ‘real people’ (as opposed to Fake People) are on the other end checking that all the info is correct, which may be true but hard to believe as the app is free (maybe they hire prisoners?)

Still, it’s easy to use and actually pretty darn accurate. Only a few cards did not read properly – generally where something is REALLY small, or the contrast between the ink and paper are low. Also since you use 4 brackets to ‘frame’ your card before it automatically shoots it, certain oddly shaped or proportioned cards would not read (including my own card!). CardMunch is unhappy if the object doesn’t neatly fit in the specified area. If the card does a partial read, the contact comes up as ‘unknown contact’, which you can then go in and manually correct. Since the ‘real people’ are overseeing this sometimes it can take a couple of hours for the contact to be added to your phone. It also is suggested you use it only with an iPhone 4 as the camera focuses at the distance needed which the previous iPhones will not.

StillI gotta say – for a FREE app, CardMunch works pretty great, and I’ve even venture to say that I’d pay for it (did I say that out loud?)

Tell us, what do you use to corral your business cards? How do you keep track of all your contacts?