The Branding Series #3 - How to Stand Out in a Saturated Market

When you know what it is you do, and you do it fearlessly, your work begins to take on a style and a feel that is 100% unique to YOU. Creating that kind of work is how you begin to build a brand that stands out in a saturated market.

Let's piggyback off the concept of building a unique brand and talk about how being unique naturally leads to being instantly recognizable, and how being instantly recognizable is so important for your photography brand.

HIGHLIGHTS

Let's start with your brand identity.

Brand identity is a marketing term for having a brand that is instantly recognizable. In hyper competitive markets like photography, having a brand that is instantly recognizable positions you and your brand in the minds of your clients or potential clients as something special and worth paying for.

In the book Super Fans, author Pat Flynn talks about this and shares how having a strong brand identity and being instantly recognizable is the easiest way to come across as high-end. When you are chasing trends or trying to do all the things, when your brand is not consistent or authentic to you, you become one of many. When you are one of many, you cannot charge top dollar.

When your work is the same as everyone else's and doesn’t seem special, the only thing people have to compare you by is your price.

When your work is unique and recognizable, then your brand become a premium. It changes the dynamic, and your brand becomes a luxury.

Having a strong brand identity and work that is instantly recognizable also inspires brand loyalty. People like to be associated with “good” brands. Customers are more likely to refer you to others if they have a positive feeling about your brand.