Defining “Brand” ~ Personal Post

Wonderful things have been happening here at Alicia White Photography! Along with the two months of straight weddings (and traveling) I’ve been doing lately, I’ve been working with the awesome Ravyn at ThreeFifteenDesign on a new lovely BRAND (logo/website/blog)! The new brand will be launched soon – but I wanted to share this journey/process with you as we are working on it! When I first started the business, I knew that I wanted an organized website and logo that “felt” like me and represented the personal feel that my images and business display. Like any new business, I was still trying to find me – both professionally and personally, especially since I decided to follow my heart and life calling by doing photography full time. As many of you know, I was in grad school pursuing a doctoral degree in clinical psychology. After a considerable amount of time & thought, I left after my third year to completely follow my dreams and pursue the career that I know in my heart & soul I was meant to do. I never thought I was the type to do crazy spontaneous things (routines bring me peace of mind) – but I’ve realized that when something feels so incredibly right, there is no looking back. I’ve received mixed messages from others about my career decision, but with the support of my amazing husband & friends, I’ve been making this dream into my reality. It hasn’t been easy, but I’ve found myself growing leaps and bounds in both art and business — this past year alone has brought so much light into the darkness of the unknown. I am still figuring out “systems” (I crave organization!) and taxes are still another language to me, but just like everything else – I am excited for ALL the learning to come. The coolest thing about this profession is there are so many “hats” one must take on. Editing, graphic designing, photographer, book keeper, manager, boss (even to myself!), and contract writer (the list could go on and on). To be honest I’ve found myself dreaming about business, I wake up with to-do lists that I immediately write down for the day. If you know me well, then you know it’s true, I am still working on the balance. Balancing real life & business is something that will take time as I figure out my systems. I think the hardest thing for me is “letting things go” — this year I found an awesome CPA that is leading me on the road to organization & figuring out the language that is “taxes” (she is so great & patient with me!) And although there are some things I don’t think I’ll ever give up (editing, client relations, and album designing to name a few), I decided it was time to hire a graphic designer to give me a brand that truly speaks to my business & the experience my couples will have while working with me. It’s extremely difficult for me to give up CONTROL. And to be honest I didn’t realize how hard it would be to give up the branding of my business (which is SO personal) to a graphic designer. So I decided I am going to blog about the journey, or at least give some pointers to think about to any photographers (or business people) who are thinking about branding. I have learned SO MUCH through this process (ridiculous amounts), and I just love the gift of sharing knowledge to others to. Who knows, maybe it’ll help someone! First and foremost you must find a graphic designer you TRUST. Look through their past work and get to know them more on a personal level – do you make a good fit? I was personally given Ravyn’s name by Mary Marantz (Justin & Mary) after three wonderful days in Connecticut during their workshop that gave me a clear vision and focus for my business. I could tell Mary was exhausted from the past few days of teaching & staying up all hours – but when the final words of the workshop came to a close, I just had to talk to her. With every ounce of my being I had to have a quick chat and ask a few more questions. Little did I know those few questions would turn me into an emotional sobbing wreck – as all the powerful emotion and knowledge I had been holding in the past few days just poured out of me. At first I had no idea why I was crying, to be honest I think it was an accumulation of emotions I’ve been holding in for months. All of it. All the sacrifices I had made, the determination to move mountains, but also the fear — oh the fear. What I cried about the most was wanting the confidence to succeed but not knowing where to start. Mary assured me I was on the right track and that everything I had been doing was for the benefit of my business (yay), but after looking at my website/blog/work, I needed a brand. I will be the first to say I did not study graphic design. I love designing albums & products, but website design is in it’s own category. And it’s serious for business. I created my website while I was still in grad school. In-between studying for finals and writing client reports & term papers, I was designing my website. I poured every ounce of remaining energy into that site, and when it became one of the “ShowIt Loves” highlighted websites, I am pretty sure I wept. I am proud of how far my little website has taken me in my business & career, but it is lacking the personality and character of a brand. When I first started this journey I was confused as to the definition of a brand. This is definitely where any business owner needs to start. There are SO many resources out there that have helped me get a firm grasp on the importance & definition of branding, but I am going to highlight a few that have really helped shape my understanding & direction of my business:

1. Worth Every Penny by Sarah Petty & Erin Verbeck: This little orange book is amazing. This came to me as a gift and at the exact right time. I had just started contacting Ravyn but was still trying to wrap my head around “brand” as a definition and what it will do for me. This book spells it out SO clearly and is really enjoyable (and quick!) to read! I highly highly recommend it to any business owner — she is a business guru and understands the importance of having a strong brand that truly represents the value and unique strengths each person brings to their business

2. Justin & Mary: Oh so so much I could say about these two. There is no one out there that really understands and stresses the importance of a strong PERSONAL brand than Justin & Mary. By strong brand I mean branding that will take your business leaps and bounds because you will come into contact and book the RIGHT clients for your business. Their “love brand” theory completely shifted my understanding of business in a whole new light. I’ve heard them speak NUMEROUS times and I learn something new about business/branding every time. They are a beautiful team & I am blessed to call them friends. During my “brand” definition search, I came upon this post about brand power that you all should read. Justin & Mary are also doing super-cool mentoring sessions that are completely business/life changing. If you don’t follow them, well … get on it. You won’t regret it. Oh, and watch their about me video. I think I’ve watched it so many times i can recite it by now! http://www.justinmarantz.com/index.cfm?postID=1172

3. Promise Tangeman & ShowIt: When I dove head first into the business world of photography, I joined ShowIt for my web designing. Little did I know the impact that ShowIt would bring to my life. Not only is it an awesome program to build fully customized websites (and so easy!) but you become part of the ShowIt family – which is a community of photographers who come together in support of each other to succeed in both business and photography. Promise is a graphic designer who has done ROCKIN sites for some very well known photographers. She also does amazing blog posts that have been key in my education of branding. She actually did a post on Justin & Mary’s site which I think was AWESOME bc it’s all about DEFINING a BRAND! Check it out:http://www.justinmarantz.com/index.cfm?postID=1381

I know this blog post is getting super long, but I wanted to showcase some of the awesome material that Ravyn put together for me! In this series of posts, I will be starting from the beginning (back tracking) about the initial steps of building a strong brand/website that highlights your business. One of the first things Ravyn does is create a Design Board that really reflects the essence of the brand “feel”. Basically, when you walk into Target vs Walmart – how do you feel? How about Anthropology vs Banana Republic? When you walk into the store (or think about them now), there should be key elements that come to mind and/or things that you feel in relation to those brands/businesses/stores. It’s what brings you back time and time again. It’s why Apple has almost a cult following (wait, almost?) and why Starbucks is currently running out of Pumpkin sauce for the Pumpkin Spiced Lattes (oh the horror!) I had been jotting down notes for MONTHS about elements, words, phrases, and things about ME that I wanted my brand to include. From there I created a business board on pinterest (so fun! – but more on this part later), and Ravyn created my Design Board to make sure that we were not only on the same page, but that all the feelings (“the essence”) that I was yearning for in the brand were there. This is what she created and it couldn’t have been more perfect. Gosh I could live in my board (which is also a key element in personal branding, looking for initial inspiration in your decor and closet!) More on the initial steps later, but I just wanted to share! The huge REVEAL of my new logo is next!! (And I cannot WAIT to launch the entire new brand soon) xoxo Stay tuned for more posts on branding soon!

I loved that she used some of my images to really show the impact and flow of the rest of the brand all together in one board. Before I tell you the key words/phrases that we came up with in designing this board, I wanted to ask if you could guess what they might be just from looking at the board? Thanks Ravyn for the amazing design board! Leave a comment below!

I will be doing a drawing next Monday for a Starbucks gift card ($15) for those that left a comment – get your pumpkin spice lattes before they run out !