As I've grown my photography business, I've realized that marketing is about much more than sharing photos or creating advertisements. At its core, marketing is about understanding people. The more I've learned about audience research, segmenting, and brand voice, the more I've realized that successful marketing starts with knowing who you're talking to and how you want to connect with them.
One of the biggest lessons I've learned is that not everyone is looking for the same thing. In photography, some couples are drawn to adventure, the thrill of new places and traveling, while others care most about preserving family memories or creating a relaxed experience on their wedding day. The same is true in nearly every industry. Different groups of people have different priorities, interests, and values.
This is where segmenting becomes important. Rather than trying to appeal to everyone, businesses can create stronger connections by understanding the specific audiences they want to serve. When you know who you're speaking to, it becomes much easier to create content, services, and experiences that feel relevant and meaningful. After all, you only need to reach 0.01%-0.001% of any given population to book out your calendar for the year.
more than a brand
Capturing light, feelings & moments and all the things in between people and life.
Another concept I've spent a lot of time thinking about is brand voice.
When I first started my business, I thought branding was mostly about logos, colors, and visual design. And don't get me wrong, while those things matter and can be so fun to implement, I've learned that voice is just as important. Brand voice is the personality behind a business, the difference between sounding like Microsoft vs. a Creative Director. It's how a business communicates through its website, social media, emails, and customer interactions that it builds a recognizable brand from a mile away.
Something I found especially interesting is the difference between a business brand and a personal brand. For example, a business brand is often built around the company itself, its mission, values, products, and customer experience. Think of companies that have a recognizable style or personality regardless of who works there.
A personal brand, on the other hand, is built around an individual. It's important to remember that your clients and current/future network connect not only with the service being offered but also with the person behind it. They will be connecting to their heart, their desires and underlying values and surface level appearance. Their habits and traits that people can relate to or see themselves in.
As a photographer, my business exists somewhere in the middle, the lines between my business brand and my personal brand are really thin. That is because clients don't just hire me because of the photos I create, but they also hire me because they connect with my personality, my approach, and the experience I provide. And I hope they chose me because they stand with me on my values and ethos for running a business. The more clear I can be with the message I share about myself and my brand online, the more likely I am to find aligned clients that will then lead to more fulfilling interactions for everyone involved.
Over time, I've become more intentional about developing a voice that feels authentic to who I am. Instead of trying to sound overly polished or formal, I focus on communicating in a way that feels genuine and approachable. I've found that people are more likely to connect with a business when they can sense the person behind it, when they feel like they have or can have a connection with the person behind my lens.
Developing marketing concepts has also shown me how closely creativity and strategy work together. Because the best ideas don't come from creativity alone- since the often times elusive force behind "creativity" can fluctuate. Instead, they come from understanding an audience and creating something that speaks to their interests, goals, or emotions. Whether it's a social media campaign, a blog post, or a website update, the goal is always the same: create a message that resonates with the people you want to reach.
What You Can Take Away
One of the most valuable lessons I've learned is that trying to appeal to everyone often makes it harder to connect with anyone. Strong brands understand who they serve and aren't afraid to communicate with a clear and consistent voice.
If you're building a brand of your own, consider asking yourself:
˚₊ Who am I trying to reach?
☾. What makes my business different?
₊˚ How do I want people to feel when they interact with my brand?
˚. If my brand were a person, how would it speak?
݁ ˖ What values do I want people to associate with my business?
The answers to these questions can help guide everything from your website copy to your social media presence and customer experience.
Free Brand Voice Worksheet
To help put these ideas into practice...
I created a free Find Your Brand Voice Worksheet for you to download/print and fill out. This worksheet is designed to help entrepreneurs and small business owners identify their audience, define their personality, and create more consistent messaging across their marketing efforts.
Whether you're building a business brand, a personal brand, or a combination of both, understanding your voice can help you create stronger connections and stand out in a crowded market. Now go out there and be brave- for your most authentic self is needed in this wide world. ♡ ︎
Kaitlin Moor Photography
Notes from behind the camera
A seasonal letter with photo tips, session openings, local favorites, recent work, and little behind-the-scenes notes from my corner of the world.
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