The endlessly fascinating part about creative businesses is just that — their creativity. And, at the end of the day, your version of what it is to be creative is what you are selling. So many of you have incredible websites, blogs, marketing collateral, etc. You are constantly investing time and money to keep it all up to date and relevant to your potential (and existing) clients. Yet, when I look a little deeper, I see that very few of you actually own your brand. By that I mean you are borrowing images and statements of your work from other people in order to tell your story. The best example is of an interior designer or event designer using the images from a photographer not hired by them (i.e., the commercial photographer or wedding photographer) to display their work to the public. Most often these photographers are friends or even vendors and there is little or no financial cost.
However, there is a huge cost to your brand. First, you don't own the images and your use of them is subject to the photographer's discretion (or largess). More importantly, you do not control the ultimate statement that is being made by the image. By definition, it is a derivative use and most likely will not have the same point of view the next time. For instance, if you are an event planner, one client might want a photojournalist style, while another a more formal staged look.
Your brand is your story and you should be the one telling it. That means paying for someone to document your art as you want the world to see it. And the more you document, the more stories you can tell. Yes, this will cost you money. However, if you are serious about building a leveragable brand, then it is an investment you really ought to make. The larger your portfolio of images, video, renderings and other representations of your art, the easier it will be for you to move beyond your core, because of how compelling and consistent your story will be.
On a technical note, you need to own the images of your work and have the right to use them as you please. If those images get commercialized, you can agree to compensate the producer of the image at that time. However, you need to make sure that the producer can not ever stop you from using the images and that they can not ever use them without your permission.
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Thanks so much for this post, Sean. I was feeling a bit guilty about wanting my own images, staged by me. Now I know that it IS a part of my brand and it is simply a part of doing business.
Great post, Sean. Especially with so many planners using photos that are not EVEN their weddings. Not stock photos, but other people’s weddings.
I’ve hired my own photographer for our events for years to capture our design/decor. Sometimes I do use local photographers images, but that too is calculated. Letting others know that I work with with some of the big players in the wedding industry.
A timely post – especially for me as I move away from wedding planning into a more design-centric arena. I agree wholeheartedly with your sentiments – my work…is MY work.
I agree with you completely about “owning” your brand(including images). However, I view weddings as a “collaborative undertaking” (it is almost inherent in the industry)and that it is difficult sometimes to say who “owns” what. Many ideas come from the bride (perhaps she chooses the color scheme, or a unique accent or favor) and in most cases she is the one who has hired the photographer. The wedding planner might create unique decor to go with the bride’s ideas and add her own artistic flair. The florist creates amazing designs. And the photographer captures all of these ideas.
The photographer wouldn’t have these images without everyone involved.
I don’t know what is right but I think its great when everyone works together and everyone benefits.
It is almost inherent to the position of wedding planners to “use” others’ ideas unless they were to create everything themselves. Or, they could only take photos of something that they created solely (such as a favor), but then would clients hire a planner with such a portfolio?
It is definitely challenging to completely own your own brand. Even in the business of marketing, how do you own every thought.
Great post! I have been considering the possibility of having my own photographer take shots of the details.
But I’ve always been concerned that this could possibly cause conflicts with the hired wedding photographer, who of course I would want to have a good relationship with for future business. Great post, it definitely got me thinking as always!
Again, a GREAT post! As an Event Planner (and always wanting to do things myself) I bought myself a nice expensive SLR camera and took a few photo classes to learn the camera. Also bought photoshop elements to play around with the photos (only $100) That way I am able to document my ideas and add then to my website/portfolio/facebook/twitter. I know a professional photographer would take WAY better photos but this way I have them and do not have to rely on others to get my work. ps I am happy to share my photos of my work as long as credit is given where credit is do 🙂
This is a great post and it definitely brings an interesting point to consider as an Event Planner.
I agree that Weddings are a collaboration of many professionals but would also love and benefit from having my OWN images portraying my brand and how I want others to see it.
SEAN, I’d love to hear your thoughts on the previous comments though that it could possibly create conflict with the Wedding Photographer hired by the bride. It would also be helpful to hear from Photographers out there reading this post!
So true! Actually going through some re-branding exercises recently has taught be a lot about my brand. In the past, wanting to be all things to all people has made it difficult to just put a stake in the ground and really hone my brand. I felt like I was ruling out clients but I know in the long run it will keep my brand authentic and that is what is important to me. I also found in the beginning there was who I thought I wanted to be and who I am. I know now that focusing on who I am will attract the clients that allow me to LOVE my work. It also goes back to being authentic myself.
As a professional wedding photographer for over 27 years, I value the professional relationships that I have carefully nurtured for many years…this has lead to many friendships and of course more business. Our work flow for weddings is designed to create a great experience not only for the Bride/Groom, family and friends but also for the vendors that we work with. Within weeks of the event, images go out to any vendor that had a hand in creating a successful event…the cake designer, floral designer, planner/coordinators, caterers and especially the venues. Fortunate for me most photographers I think fail to realize that their photographs in the hands of all these artists goes a long way in creating a brand/reputation…they fail to deliver…when I am hired to photograph a wedding the vendors are excited…they know they will be getting some killer photographs. If a vendor brings a photographer to an event, I do enforce the clause in my contract that states that I am the only professional photographer…history has taught me that they get in the way…