How did you plan your marketing/branding ?

[Davidoff]

Ok, I'd like to ask, how did you plan your marketing and business look, overall ? Did you hire someone to do it ? Do you think a logo is essential, or you can get away with stylized lettering alone ? What were your resources when you planned this stuff out ?

[Mike30D]

Unless you're good at it, hire a professional graphic designer to do it. From logo to stationary, branding is very important. Good article in this months After Capture about it, check it out: Marketing Article in After Capture (http://www.aftercapture.com/repository/articles/pdf/AC6_MarketingMojo_Miller.pdf)

[Mark1]

In a small market it is not as important...to a point. However do keep everything the same as in the article listed above. It is vital in medium and large markets. People have to know its you the moment they see something of yours. This in the entire point of logos. As in... do you really READ "Taco Bell" when you see the sign? Or do you glance at it and simply KNOW who it is? This will work for you as well.

If you never work outside your small town, and you only have 2 people as compitition, it is not as vital, but still very important.

As far as the look. Try to make it match the companys personality. example... dont use an "old English' font if it is a party photogtaphy company. The oposite is also true. Dont use a wacky font if all you do is formal portraits. The font, logo, letterhead, and envelopes ...everything that is tied to the company should be uniform and match the companys prime directive.(yes, everything ties into Star Trek!! he he) What YOU should do we cant tellyou as we need to know everything about the company and your intentions. All of this will be addressed by a professional. The time they save you will probably be worth the price tehy charge.

[Davidoff]

I agree with everything. What do you think about name choice? Is a normal name a mistake ? Is "-photographer's name- photography " a better bet ?

[Mark1]

It is a safe bet. But VERY uncreative. If you cant think of a good name.... how creative can the images be? See my point. Nothing really bad about useing your name. But in truth a photo business is kinda hard to name. I think that is why so many use thier name. I dont think it is a vanity thing.

I named my company Industrial Images.... because that is what I want to do. I have less than 0 interest in doing weddings or portraits. I want to work B2B, So I tried to name it somethig that reflects that.

[Mike30D]

Good advice on naming your business from Chris Becker: What's in a name? (http://www.thebschoolblog.com/index.cfm?q=What%27s+in+a+name)

[conkeroo]

I personally dont think the name is as important as the style of your logo/branding. The visual element of a logo speaks more than the actual text and I believe its a good thing if you use your name. Maybe not very imaginitive but definitely more personal.

[Mark1]

A company name is just that. There is nothing personal about it. You build relationships with the people, not the company.I dont have a solid stand on weather it is good or bad to use your name. I just think it is a defalt that a lot of people use. And your name tells nothing about what style the company produces.

The name is the basis and has to start the whole branding action. There is no point in any of this, if it is not associated back to a company name. After it is well established the logo does in fact take over. But dont be fooled into thinking that if you simply have a cool logo, everybody will automatically associate it to you. They have to learn who and what it stands for. However once they know who you are, the name does kinda become secondary. i.e. the coke wave or the pepsi ball, Apple's......apple . But it takes a lot of time and effort to get it that way.

[conkeroo]

A company name is just that. There is nothing personal about it. You build relationships with the people, not the company.I dont have a solid stand on weather it is good or bad to use your name. I just think it is a defalt that a lot of people use. And your name tells nothing about what style the company produces.

The name is the basis and has to start the whole branding action. There is no point in any of this, if it is not associated back to a company name. After it is well established the logo does in fact take over. But dont be fooled into thinking that if you simply have a cool logo, everybody will automatically associate it to you. They have to learn who and what it stands for. However once they know who you are, the name does kinda become secondary. i.e. the coke wave or the pepsi ball, Apple's......apple . But it takes a lot of time and effort to get it that way.

When you use your name in the companys name, from the off potential clients know your name. And a logo doesnt just work after you've gotten known for your work. It tells something about who you are. Your logo can give an indication of what style the company produces. First impressions last and all that. If someone looks like they havent even tried with their branding it smacks of unprofessionalism. The branding, whether you're known or not, can be the first thing any potential customers will see. And its a given that you have to back this up with professionalism and great customer care. That goes without saying.

[Mark1]

So you dont introduce your self? What about companys that the origional owner is no longer at? Or companys with a made up name that just sounds cool? My point is her again, its just a name. What you do with the name, to make it a "household" name, is whats important.

A bad example.... I kinda knew some guys in L.A. They left other bands and formed a new one. They called it Snot. They used it because, who in their right mind, will sign a band called Snot. Well guess what.... they got signed. Horrable name..... hard work.....Great sucess. Again bad example, I know.

As you stated, logos CAN do that stuff. But unfortunately a lot of them simply, don't. Just go thru a graphic designers web site. Try to guess what the company does by the logo. My guess is only about 1/4 to 1/3 will be right. However weather it relates to the company or not. You know who they are once you find out.

I hope this is not coming over as argumentative. I dont mean for it to. I just want thoes who are reading this thread to read enough to make a good decision. Who ever they side with...I hope they thought about it more then 5 minutes.

[conkeroo]

So you dont introduce your self? What about companys that the origional owner is no longer at? Or companys with a made up name that just sounds cool? My point is her again, its just a name. What you do with the name, to make it a "household" name, is whats important.

A bad example.... I kinda knew some guys in L.A. They left other bands and formed a new one. They called it Snot. They used it because, who in their right mind, will sign a band called Snot. Well guess what.... they got signed. Horrable name..... hard work.....Great sucess. Again bad example, I know.

As you stated, logos CAN do that stuff. But unfortunately a lot of them simply, don't. Just go thru a graphic designers web site. Try to guess what the company does by the logo. My guess is only about 1/4 to 1/3 will be right. However weather it relates to the company or not. You know who they are once you find out.

I hope this is not coming over as argumentative. I dont mean for it to. I just want thoes who are reading this thread to read enough to make a good decision. Who ever they side with...I hope they thought about it more then 5 minutes.
Not argumentative at all, just differing opinions. I dont believe that from a logo you can tell what a company does but it can tell a lot about your style, how you present yourself. A lot of times, through, say business cards or flyers, a logo is the first point of call for potential customers.

Now im not saying you should solely rely on your logo, but, it is vitally important you give that initial first good, if not great impression. Then its up to you to work on the introducing yourself, the gaining of a potential customers' confidence.

Making your name a household name as you say doesnt really come into it when your talking about a photographer. Well, it does to an extent but not like the KFCs, Pepsis, etc. But in the creative and stylish industry of photography (and lets face it, most if not all customers will want the work you do for them to be both creative and stylish, in one way or another) its imperative to present yourself that way, through branding, great looking business cards and website.

And of course, as a given, you have the work to back this impression of you up.

[eigga]

The $200 I spent on my logo before I even had a need for it was the best $$ I have ever spent. I know branding has played a major facor in the speed in which my business has grown. There are a lot of other things at play but a high quality logo can be achieved for rather cheap for what it brings...

[Mark1]

Actually after reading it all again, I think we are debating the same point, but from different angles. Logo and branding has been kinda smashed togather. While one is part of the other they are still 2 different things. I think the only part we really differ is the level of importance of the logo for a new company.

[conkeroo]

Actually after reading it all again, I think we are debating the same point, but from different angles. Logo and branding has been kinda smashed togather. While one is part of the other they are still 2 different things. I think the only part we really differ is the level of importance of the logo for a new company.
Logo and branding are the same, they encompass each other. All i'm saying is if you have a crappy logo, you're giving off a terrible first impression. Now I think its time to stop hijacking this thread!! :D