Building A Strong, Unique Brand

“Be Brave. Even if you’re not, pretend to be. No one can tell the difference.”

Who are you as an artist, and who do you want to attract?
Be honest and specific.
For example, my clients know they are getting someone who loves adventure, unposed moments, and will give them a non-traditional experience:

“Hi! I'm Jessica, a documentary wedding and lifestyle photographer who loves capturing sincere, genuine moments that tell a story. I'm inspired by: wild surroundings, laughter, quiet intimacy, spontaneous adventure, fearless love, simple evenings, and golden sunlight. Photography is so much more to me than just creating beautiful imagery, it's storytelling. It's noticing the ordinary and in- between moments, it's breaking the rules and documenting your authenticity. Let’s create something beautiful together”

Share only what you want to shoot more of, even if this means you have less content. If you only want to shoot outdoor weddings, don’t post photos of banquet hall weddings because you will attract more of the same. Every time you share something different you throw your brand off track.
Post every day. Clients trust brands that are active and consistent. I post once daily either in the morning or night.
Instagram is like a scrolling billboard - use it to hook people in. Ask yourself before posting: is this content either a) interesting? b) consistent with my brand? - or both? If not, then think why you are posting it.
Curate well: I personally use the app UNUM to lay out my grid before posting.
Use captions to your advantage. Instead of writing “loved shooting these two lovers!!” for the fiftieth time, share what that specific moment felt to you, something interesting about the people you shot, or whatever silly or deep thought you’re thinking about in that moment.
Other tips: respond to every comment, leave genuine comments on posts frequently, tag every vendor, location + related hashtag.

Responding To Your Dream Client

Treat every client like your dream client.
Have a system with answering an inquiry. Your system should save you time, reveal any potential red flags, and solve common miscommunications.
When a client inquires my system looks like this:
Inquiry → Response → In-Person Meeting or Skype → Welcome Package → Booking.
My response to an inquiry is always this: “Hey X, congratulations on the upcoming wedding - that’s so dang rad! Thank you so much for reaching out and for your kind words about my work. [Insert something personal about the location they are getting married or their story]. I do have availability for [DATE] and would love to meet with you and your fiance for coffee, or skype (if you're not in the city) to learn more about the beautiful wedding you have coming up. I'm available on [date], [date] or [date], anytime. Would one of these days work for you? Here is a link to my wedding packages. If you have any questions in the meantime, I'm happy to answer!” - Talk soon, Inna
You can also: explain your process as a photographer and how it benefits them, ask them specific questions about who they are, or share full galleries to show them their final product. I personally do all of this during the meeting, but you can also do it in the e-mail.
My welcome package includes: contract, recommended vendors list, and a guide to planning a wedding timeline with photography in mind.
Communicate effectively. This might be hard to hear, but if at any point your client is frustrated or confused it’s because you didn’t communicate well.
Have integrity. Do what you say you’re going to do
There is no such thing as an awful client, only a photographer who
isn’t willing to work hard enough to please the client. If you’re not willing to put in the work it takes to meet someone’s needs, then simply move on.

Emotional and Artistic Storytelling

In order for our clients to be vulnerable with us, we must do the same. The relationship starts with our first response, so be personable!

Find a genuine way to connect with clients before booking them. Whether that’s having coffee together, inviting them over for dinner, having a phone or Skype call if they live far away etc.
The only way our clients are going to let their guard down and be silly and be intimate in front of the camera is if we give them permission to. Clients don’t know if being themselves is OK.
Ways to build intimacy on set:
Take the first 15 minutes to walk and talk or have a cup of tea or coffee and snacks (I bring a thermos!).
Before pointing your camera at them, have your couple sit or stand close to each other, and explain to them what this shoot is really about. It’s not about getting the perfect shot, it’s about them connecting with their partner. I usually say something like
this: “Okay, before we start, I just want you both to get real close for a sec. I know it might be strange to have a camera pointed at you for the next hour or so, but I want you to just really focus on each other and how it feels to be next to each other. This is the person you’ve chosen to be with for the rest of your life. I want you to remember why you fell in love with them, why you love the way he/she touches you, smiles at you, kisses you, holds your hand. Go on and hold each other’s hands for a second. These are the hands that will keep you warm and safe, these are the hands that will hold you when everything goes wrong, these are the hands that will hold your future baby. So take a moment, and really focus on that. I’m going to go get my gear ready and we can get started!” [walk away for a sec and let them have a moment]
Get your couple to write a love note/answer a personal question about their partner prior to the shoot. Have them share it in private at some point during the session.
Talk about the way you want your clients to feel, rather than how things should look. For example, “I want you to feel the way your skin gets warmer when X wraps his arms around you tight”, rather than “Ok cool now can you guys just like bear hug?”
Meet your new best friend: bluetooth speaker. I always play music on a shoot, and the playlist really depends on the kind of mood I want to evoke. If I want it to be quieter or more intimate, I’ll have a playlist with a lot of cinematic, instrumental moody stuff. If I want it to be upbeat, I’ll throw in some of my fav indie dance, electronic songs. I personally don’t ask my clients what they like to listen to because if they say country, and I have to listen to country music for an hour it’s going to really affect my mood and creativity in a negative way (sorry, country fans!).
Shoot everything in three’s. Whenever I have a couple in a pose, I shoot the pose from three different perspectives. One perspective can be more powerful emotionally than another.
Don’t feel like you have to get the couple to connect with YOU. If you’re not good at jokes or small-talk, let the couple connect with each other. They know each other better than anyone else - they know what makes the other person laugh, cry, feel nervous etc, so let them guide the session.
If you want to shoot something energetic but your couple is more introverted and intimate, don’t force an energetic mood on them. It will just feel and look awkward.
Ask them what their love language is, or talk about personality tests! These things will give you insight on what your couple’s dynamic is like and how they react to each other.