MyStudio Columbus, GA Photography & Video Studio Rental

2300 Whittlesey Rd STE E, Columbus, GA 31909, United States

+1 706 478 7640

Columbus GA Photography

Over the last several years a photographers vision and their visual approach has become the major defining tool for Art Buyers. Shockingly, most photographers are still unaware of how important it is to define, develop and market their vision.

Many still feel that their current relationships and their technical skills will win assignments. What is your perception of why clients hire talent? Do you feel that your personality, technical abilities and professionalism are the key elements that you are selling? Or do you realize that your clients are demanding that you define and market a specific vision?

Assignment buyers now look to each photographers visual approach to clearly show them if the shooter is "right" for a particular project. Previously "the fit" was defined by the relationship with talent as much as it was by the photographer's abilities and that has now changed, "The fit" is defined by Vision. If the photographer has a vision that matches the assignment they are considered for the job.

One of the major reasons for this shift can be summed up in two words, CORPORATE BRANDING. Corporations have spent and continue to invest tens of thousands of dollars to define, identify and sell their "Brand." The Brand is their value message to consumers and that is what is clearly front and center in each annual report, and ad campaign.

In addition, companies have done their research and have clearly identified and defined their audience. They know who they are, what publications they read, what TV shows they watch, what they eat and drink and what types of music they listen to.

Before art is assigned to any photographer the art director has defined the look of the campaign and that look is based upon the corporate brand with tha target audience in mind. Because of that an art buyer will look for a photographer whose images represent that look and feel.

Different visual approaches speak to different company messages. You may be a lifestyle photographer, but is your visual approach to lifestyle defined? Do you shoot moments that are quiet and reflective or are you shooting sports lifestyle that is active bold and demands lots of color? Different visual styles appeal to different corporate messages.

To understand how corporate branding works and why it has achieved such a monumental place in the advertising process, lets look at the example of the automotive industry and see how branding has been affected the advertising process.

Each auto company has created its own brand identity. For years the VOLVO brand revolved around safety. The car was not overly attractive yet the safety records were remarkably, high. The company focused on the vehicles record for safety, which led them to determine (after market research) that their target audience's were families. After all, teens and young adults are not as interested in safety as they are in looks, speed and performance.

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