QUESTION : Who do you want your customer to become?

Hold up. Come again? What does my customer’s personal growth have to do with my brand and branding photography?

If I took the questions right out of your head just now, you’re not alone. The first time I was asked this question, my head snapped back a little. It seemed a little out of the ordinary to be asked this but, when I started verbalizing it, I realized I’d known the answer all along. Here’s the thing though, “kind-of” knowing something in the back of your mind and truly knowing an important piece of information and knowing how to utilize it are two VERY different things.

While knowing important information in the back of your head - like who you want your customer to become - will still trickle into your brand, fully knowing the transformational potential of your client and fully knowing the journey you want them to take will propel your brand and marketing efforts forward.

Branding Photograph for Financial Blogger, Robyn | Robyn focuses on helping women who want to be in control of their finances to afford the lifestyle they want to live, specializing in budgeting, freedom from debt, and unique savings strategies | © Jasper & Fern | Photographer Alyson Rorem

If you know the growth that your client will experience using your product or service, write that process down. (Seriously, go grab a pen and write it down.) Shifting your focus from yourself, onto your client with this key information will simultaneously help you step into your clients’s shoes and that will help them better understand the value of what you offer.

Knowing what your clients experience allows you to be able to talk to them from their perspective. It shows that you understand them, that you will be able to listen and relate to the problem their having - a problem that they will then see you as a solution to.

Think about some of the brands you love and invest in. Why did you make the investment? What experience did you have that keeps you coming back to them? How did they improve your life?

I’m currently sitting here at my computer with a slew of BeautyCounter products I just bought - and will now live and die by. They were an investment, something I saved up to purchase. Why did I buy them - a more expensive brand - when I’m a person who’s not really ever been huge into cosmetics or skin care and there are plenty of other skin care lines that are cheaper and will help my skin feel good? I bought into them because I was able to sample the products and experience a true transformation. My skin didn’t just “feel good,” my skin felt good as an organ. This transformation *cough, cough, keyword here* convinced me on the necessity and difference clean beauty can make. AND, if you go to Beauty Counter’s website, they’ll pretty much tell you that’s exactly what they’re going for. They desire for their clients to become healthier, more ingredient aware women who aspire to have clean beauty.

Knowing this transformation they want their clients to experience, Beauty Counter can more specifically talk to their target audience - both through their verbiage and their brand photography. They keep things direct, minimal, natural-looking and clean cut. Their written content is strengthened by their brand specific imagery that showcases their values. It’s a hand-in-hand, consistent relationship. Just think, if a brand talked about being natural and clean, but paired their written content with a photograph of a woman who has a caked-on face of makeup, perfectly done hair with loud costume jewelry, clothing that doesn’t have a single wrinkle or seam and is studio-lit looking very commercial and over-done, that visual doesn’t really hit the target of their message does it? No, it doesn’t. In fact, it works against their messaging (and therefore brand), causing people to subconsciously notice the inconsistencies and not trust the brand as much.

So while it might seem a little out of the blue to focus on this part of your brand and business in order to make sure your brand photography properly markets to your client, we assure you, it’s important. Not only will you become more knowledgeable about what and how you’re sharing content with your client, you’ll also start noticing a stronger, deeper bond and clarity with the clients you attract.

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Winston-Salem Brand and Business Photographer | Jasper & Fern

There are many elements that go into a brand - whether it’s for an individual, a small business or a big corporation. Most importantly, a brand is about your message and your “why.” Your brand shares the heart behind your business and, I guarantee, that all of us who are invested in our brands could talk someone’s ear off about it. In an age where attention spans are shortening though, it’s getting more difficult to snag that new client’s attention in the flurry of ever-changing news feeds and shiny new stories simply a thumb flick away. That’s where photographs and videos make a difference.

Jasper & Fern Winston-Salem Branding Photography for Businesse

She was soft spoken, like a gentle fog in the quiet of a meadow morning; her presence adding an ethereal intrigue and calm to the atmosphere. A warm invitation for relaxation and comfort sits behind her every smile. It only makes sense that she’d choose to own the type of business she does.

Camouflaged in the humdrum of red bricks and fluorescent hallways, there’s an open door to another world. The moment you cross the threshold, stress falls off your shoulders and a coziness wraps around you. It’s a welcome disruption to a busy day.

In this little mini-vacation, Janine is your host. She’s cultured a calming ambiance of petite plants, salt rock lamps, snuggly blankets and room for a clear headspace. This is her passion-project, her home away from home where she gets to help people feel and look their best.

Taking in the heart and atmosphere of your business is what we love - which is why people who aim to make a difference are our favorite type of people, just like Janine. We loved capturing different elements of her business that showcase who she is, help her market her services to her clients and showcase the atmosphere of her brand to help reach her target market.

Step into the quiet, coziness of Rave Beauty. Relish in the calm atmosphere and greet Janine in the summary of her branding photography session below.

Branding Photography for Winston-Salem Spa, Rave Beauty | Photographs that Market to Your Target Client | Winston-Salem Business and Branding Photographer Jasper & Fern

Branding Photography for Winston-Salem Spa, Rave Beauty | Photographs that Market to Your Target Client | Winston-Salem Business and Branding Photographer Jasper & Fern

Branding Photography with products for Winston-Salem Spa, Rave Beauty | Photographs that Market to Your Target Client | Winston-Salem Business and Branding Photographer Jasper & Fern

Branding Photography for Winston-Salem Spa, Rave Beauty | Photographs that Market to Your Target Client | Winston-Salem Business and Branding Photographer Jasper & Fern

Branding Photography for Winston-Salem Spa, Rave Beauty | Photographs that Market to Your Target Client | Winston-Salem Business and Branding Photographer Jasper & Fern

Headshot and Branding Photography for Winston-Salem Spa, Rave Beauty | Photographs that Market to Your Target Client | Winston-Salem Business and Branding Photographer Jasper & Fern

If you're a professional, you likely realize just how important a first impression is. Nowadays, with most of us making our first impression via the internet using social sites like LinkedIN, Twitter, Facebook, Instagram and our own websites, we rely on people getting to know us through the content we share and the brand we represent. So, what happens if you have a "headshot" that is clearly cropping someone else out, is ten years old or is simply an image you used to fill the space because it was the best picture you had on hand at the time and you've never changed it?

Your headshot will leave people with a certain impression of you - and not always a good one. In fact, we surveyed 100 local people in the Winston-Salem and Piedmont Triad areas of North Carolina, asking them to compare a professional headshot or branding portrait to a casual snapshot - much like the ones we described above. They were instructed to pick between the two professionals, selecting the individual they would trust to get the job done and, ultimately, hire.

The results?

Nine out of 10 times, the person surveyed chose to hire the individual with the professional headshot.

This is why I stress the importance of using an honest, quality portrait that represents you well - especially on your professional sites. Our presence, the way we brand ourselves, the content we put out there and the professionalism we portray makes a difference. That difference can strongly affect your bottom line.

If you're ready to make sure you're first impression is a good one, click the link below to schedule your headshot session - or, contact us at info@jasperandfern.com for more information.

Professional Headshot taken by Winston-Salem Photographer Jasper & Fern