Ok, I know what you’re thinking? Is he nuts? I know that this is a bit of a stretch but just hear me out. Let’s start with Tiger first, think about what he has done for the sport of Golf. I am not saying that golf wasn’t popular before Tiger, but it’s popularity has skyrocketed thanks to him. Have a look at this interesting article that I found from 1998 on the San Francisco Chronicle that shows just what Tiger has done for the sport of Golf,
“My grandkids (ages 9 and 10) asked for golf clubs last Christmas…They wanted to be like Tiger Woods”
It’s my opinion that Digital Photography has had a similar effect of the medium of photography. Before digital techonology came along photography was still popular, and you may have occasionally seen someone (other then a tourist) wandering around with a camera. Nowadays, it seems that you cannot leave your house without noticing someone with a camera, from a simple digital point and shoot, all the way up to some serious high-end gear. Digital photography did for photography what Tiger Woods did for golf. See I told you it would all make sense.
So, now you’re thinking what’s the point of this? Since digital photography made photography cool again, there are now many more people out there with good equipment taking some really nice images. That’s not where the issue lies, the issue is that for most people photography begins as a hobby, and then it changes into something more. Over time, those hobbyists turn into people would you love to make some money with their cameras. Herein lies the problem. How do you manage to make your work standout while the commoditization of photography happens all around you?
Well for starters your work still needs to be technically superior to all other photographers, but into todays digital world there’s something even more important than technical ability. Your imagery had better help you build your brand, or support one that already exists. I am by no means an expert on branding, but I do know that if you’re serious about your photography business then you better act now to either 1) become more marketing savvy or 2) hire someone who already is.
The future of your photography business depends on it.
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1 response so far ↓
Well I think you hit the proverbial nail on the head.
Branding your “style” has to be a serious endeavour for you to succeed. You need to stand out in the crowd of photographers.