Blog Post #4: Branding

Both commercial and consumer photographers need to be concerned with branding and brand identity, for different reasons.   

Read the following post on brand identity to get an overview of what it may mean to photographers:

Richard Wong on Developing Your Brand Identity 
 

Commercial photographers, whose main aim is to create images that sell a product, need to brand themselves in order to be hired by ad agencies and designers who want their particular "look" to be associated with a product or design.  When creating an ad or a fashion image, a commercial photographer also needs to understand the brand identity of the product (for instance: Nike = hardcore athleticism = just do it).

Consumer photographers, who work directly for clients to produce images for personal use (weddings, portraits, etc.), create a brand identity that will appeal to the particular demographic they want to hire them (for instance: wealthy young couples who think they're hip and cutting-edge). 

Choose one of the following exercises to blog about branding and photography:

Option One:  Local Wedding Photographers

Choose two local wedding photographers from the following link to compare/contrast their brand identity:

http://www.myportlandwedding.com/photographers

Start by naming the photographers and linking to their websites. Examine their websites for their stylistic approach, the wedding packages they offer, and how they present themselves to clients on their "about" pages.  Then, answer the following questions:

How does each photographer create a distinctive brand identity?

How would you compare/contrast the style of shooting for each photographer?

Based on what they say about their work and the look of it, as well as the prices they charge, what kind of couple do you think each photographer is targeting?

Option Two:  

Choose one of the following fashion photographers and examine his or her brand identity in depth:

Javier Vallhonrat -
Ruven Afandor -
Glen Luchford -
Steven Meisel -
Solve Sundsbo -
Vincent Peters -
Enrique Badulescu -
Ellen Von Unwerth -
Peter Lindbergh -
Steven Klein -
David LaChapelle -
Donald McPherson -
Nigel Barker -
Albert Watson -
Bruce Weber -
Helmut Newton -
Tim Wal

Post 3 photos from the photographer that you think express his or her particular sensibility or approach to fashion.

How would you describe the "look" he or she is trying to market?

What campaigns has the photographer worked on for which he/she may have been hired because of their brand identity?

Why do you think the photographer's personal brand identity may have been a good fit for the brand of the product being advertised?