I'm Michele

When I first moved to Rapid City four years ago and told people I was a personal brand photographer, most people had no idea what, exactly, a brand photographer was!

But in four years, a lot has changed. Small business owners, entrepreneurs, even sales people and administrative assistants are becoming more brand savvy and realizing the benefits of having a strong personal brand.

No matter where you are in developing your personal brand, chances are you’ll find at least one or two tips here that you can implement today to immediately strengthen your brand!

Tip #1 to strengthen your brand: Update your headshot.

Your headshot is a photo of you (and you alone) looking at the camera. It’s usually shoulders and up, and most often smiling. After all, your headshot is like your online handshake.

Make sure it’s a professional headshot (not a cell phone photo or an AI-generated version). It’s always good to choose a professional photographer to make sure your photo is clean, well-lit, and not muddied by filters or over-retouching.

Be sure to use your headshot consistently across all platforms.

It goes without saying that everyone should have an up-to-date headshot — and preferably one you love. Not only will it help people recognize you when you’re out and about, but you’ll have it on hand when you win an award, or when someone writes a feature about your business, or when you’re the featured speaker in a networking group.

Tip #2 for a strong brand: Consider brand photography.

Your visual brand is more than your logo. It’s your brand colors, your fonts, your design, and your photography all working together to create consistency and a statement that people immediately recognize as YOU.

When you invest in brand photography, you’re investing in a collection of images that tell the story of your brand.

It’s kind of like your own unique library of stock photos — except they’re better than stock, because they’re specific to you and your business. Stock photography includes a variety of headshots, of course, but it’s so much more. It’s behind-the-scenes shots, action shots, detail shots, and product closeups or flatlays.

Brand photos are basically a marketing asset you can use over the course of a year (and beyond) to help build trust and visibility with your audience.

Personal branding tip #3: Hone in on your messaging.

Spend time thinking about what differentiates you in your business — not just what you do, but HOW you do it.

Find four or five messaging “pillars” — key values or qualities you want people to remember — and always write with one of those in mind.

Your emails, the copy on your website, and your social media posts are all opportunities to share your message with your ideal client. (Pro tip: Always write as if you are speaking specifically to that one person you want to come back again and again.)

Your brand’s messaging includes not just what you say, but how you say it. Consider the language you want to use: Is it casual or formal? Do you start your emails with “Hello” or “Hey”? Do you sign off with “Sincerely yours” or “Cheers”?

Added bonus: Putting your preferences in writing can also help your social media manager stay on brand when communicating.

(Side note: When I work with a client on brand photography, I try to start understanding your messaging first — the key points you want to speak to every time you share an image. Then I work with you to crate compelling imagery that matches what you have to say.)

Tip #4 for strengthening your personal brand: Consistency is everything.

The goal of your visual brand is immediate recognition. It is consistency in your visual brand, in your messaging, in your values and purpose, and in your customer experience that, over time, becomes your brand.

If you’re not already consistent in the visuals and messaging you are sharing, take some time to clarify those parts of your brand and work toward becoming more consistent over time.

If you’re a new business or building a personal brand from scratch, you actually have a head start, because you can ask these questions and decide right away the impression you want to cultivate with your brand.

Also, shameless plug: Here’s where The Loft Studio + Space can be a huge asset to your content creation. Its large windows, natural light, and variety of backgrounds make it a great space for creating consistent content every time you go back. Photographers and business owners can rent the space for photography and content by booking online at TheLoftRapidCity.com, and memberships are available if you know you’ll be creating content monthly.

Strengthen your brand with tip #5: Know and engage with your audience.

An important part of your brand is two-way communication. Don’t just post and run. Social media is, well, social.

Use commenting to further your brand messaging when you can.

On the same note, make sure you have a Google profile and you’re set up for reviews. 

And if someone leaves a review, be sure to reply as soon as possible. You can even use your messaging and keywords in your reply to reinforce your brand. (Most people don’t do this — this will immediately set you apart … plus it boosts the algorithm.)

Tip #6: Make it easy for people to connect with you.

One of the best ways to build trust and reliability (a key benefit of a strong brand) is to be FINDABLE.

What do I mean by that?

Here’s an example: If you have a storefront in Rapid City or the Black Hills, be sure your address and current hours are posted on your website, in the profile section of all of your social media profiles, and be sure to double check that your Google listing is always up-to-date as well.

It’s not enough to post this information in a story or post. This information should be in your Facebook and Instagram profiles so people can find it easily.

Here’s another example:

If you run a one-person business and your business name doesn’t include your personal name, be sure your personal name shows up above the fold (before anyone has to scroll) on your website. And be sure at least your first name is included in your social media profile.

Why? People want to connect with you. They want to leave comments, and they like to address you by name. So make it easy for them! Your name, coupled with your headshot, is the fastest way to build connection and trust with your audience.

And finally, tip #7: Focus on being unique rather than being the best.

Being the best photographer, the best boutique owner, the best hairdresser, or the best content creator, is a worthy goal, and you can certainly strive for it as a business goal. However, when it comes to personal brands, it’s better to focus on distinctives — what makes you unique, memorable, relatable, and unique?

Even your quirkiness or your flaws can make you more authentic and relatable — and that’s a key component of a personal brand. If Taco Tuesday is your obsession, own it and make it work for you! Once people make the connection, they’ll be thinking of you every Tuesday, or at least every time they eat tacos!

This is where your personal brand can set you apart and really shine! So take the time to identify what makes you unique, and bring it to life in your personal brand.

Last but not least….

I believe everyone has a personal brand, whether you’ve taken the time to consider it yet or not. And the best way to put your personal brand to work for you is to be intentional about curating your visual brand, your messaging, and your purpose! When you do this, your audience can’t help but notice!

---

Pin This Post: