YOUR BRAND ISN'T WHAT YOU THINK

"Brand" is more than just a buzzword.  It's a pretty common conversation among small business, to talk about branding, or rebranding.  But what does that really mean?  The reality is that most people don't really understand branding, especially for their business.   And managing a brand has gotten even more difficult now that social media creates a 24/7 stream of brand awareness. First, there are a lot of things that your "brand" isn't. 

It's not your logo. 

It's not your website. 

It's not your business card. 

It's not your photographic style. 

It's not your color scheme. 

Then again, it's all of those things - but not because of the reason you think.  Your brand isn't about what you say about your business (which is what all of those are for), your brand is about what you do, and the impact that has on people. 

In reality, your brand is "the way people feel about you and your business."  It's the perception they have, and the emotions connected, to all of those moving parts - and more.  Sometimes, those elements can help influence the experience your clients (or potential clients), have with your organization.  Often they help recall an emotional connection that already exists with a brand, but they - on their own - are not your brand.  The question becomes "how do I make sure my brand represents actually represents my values, and what I want my customer to experience." 

So what's the point?  Make sure the details (website, logo, etc), match the big picture (experience you want your clients to have) - but don't forget that branding is as much about creating the experience as it is about creating a logo, or website, or whatever.  If the promise doesn't match the experience, your customers won't believe anything else you have to say.  This matters because if you think that what your marketing really needs is a new website, or new logo, you might be surprised to find out that those things only reflect a brand - they don't define it.

Start by defining what your brand is... then create the details that help people connect with that.  Otherwise, it's all just a waste of time.  In fact, every time you make a decision about a logo, or color scheme, or whatever - that isn't founded on the promise you want your brand to stand for, you compromise the overall integrity of your brand.  

What do you think?  How do you translate your brand promise, into a customer experience in your business?

WHO ARE YOU TRYING TO PLEASE?

A while back, I wrote about building affection among your clients, instead of just seeking attention.  I talked about how the former is a much more valuable long term strategy to building your brand - and your business.  What I didn’t talk about is that building affection isn’t the same as trying to please.  

 I think it’s appropriate to spend some time talking about it now.  First, I think that if you spend most of your time trying to please everyone... well I think you know what happens.  You end up pleasing no one, and you pretty much just end up being a pushover.  

Second, I think there’s an important difference between making someone happy by meeting their needs, and trying to please them.  The first is about what you can do for them.  The second is about seeking their approval (which is again different than affection), and the impact that has on your ego.

There are a couple of general rules that apply almost all the time.

YOU CAN’T MAKE EVERYONE HAPPY. 

Quit trying.  Focus on the people you work with, and the people in your life that matter.  Focus on adding value to your family, and adding value to your clients.  When you do work to “please” potential clients, at least be sure that they’re really the types of clients you want to work with.  How does it help you or your business, if you’re spending all kinds of energy trying to please people you don’t even really want to work with?

Understanding the difference, and focusing your energy on the right people is the difference between growing a successful business - and frustrating your way out of business.

LIVE IN REALITY

 There’s a huge temptation (and recent trend) of photographers trying really hard to please other photographers.  There are popularity contests, self-promotion and a lot of focus on what other photographers think about us.  I know of photographers who worry so much about what photographers will think when they blog - that it almost paralyzes them.

Who cares what other photographers think - really?!  They are NOT your ideal client.  And if they ARE your ideal client, fine - then you’ve already focused your business around them, so just keep focusing on your ideal client.  For the rest of us - get over it :)  Really, move on with your life.  Remember the people who actually pay you money to take their photographs.  Focus on them.

Sure, community is valuable.  Sure, referrals sometimes come from photographers.  That’s great, and building relationships with photographers is helpful - but the moment you start living in “photographer-validation” world, you lose track of reality. 

At the same time, there is a group of people that have apparently made it their mission to seek out followers of photographer by bashing other photographers with a following.  I’d argue that these individuals are no more living in reality than anyone else.  

APPROVAL IS OVERRATED. 

It can drive us to really unhealthy places.  It can drive us to be someone we’re not - and let’s face it, we’ll never be very good at being someone else.  The pursuit of approval is dangerous, and it robs us of the energy we could be using to become the artist - and businessperson - we really should be.

Of course I care about what other people think.  I care about what my family thinks of me - it motivates me to be a better husband and father.  I care about what my clients think about me - it helps me evaluate whether or not I’ve done everything I can do exceed their expectations.  I care about what my friends think.  

It’s natural to care about what people think, but when it starts driving your thoughts and behavior, it’s unhealthy.  I gave up worrying about what other photographers think about me a while ago.  I care whether or not this blog is helpful, but if it’s not, then I assume that you’ll just stop reading it - no harm done.

I've intentionally been spending less time on Twitter lately.  Most of my twitter friends and followers are Photographers, and though I love many of them - the virtual can often take over our real lives.  I'd rather be investing in my family, my business, my clients, my friends, and the people who really matter to me.  

I made it a goal to post on this blog every day, but that wasn't realistic for me.  I want to be helpful to all of you - and that's still a priority, but I also want to be a good dad.  Sorry, being a dad is a higher priority!  (actually, I'm not sorry at all).  It amazes me the time some people have to either spend in the virtual world, especially when that time is spent worrying so much about what other people are doing.  I'd rather do something productive.  

EXPECTATIONS ARE EVERYTHING

Have you ever had a difficult client? Have you ever had a client that, no matter what, you just couldn't seem to please? Have you ever had a client that has such outrageous expectations that there's no way you could possibly live up to them?

I have. I know how frustrating and discouraging it can be. I know that it can suck the life and the joy right out of you. I also know that more often than not - I'm at fault. Sure, there are difficult people in the world - and often there's little we could do to please them. But the reality is, if you fail to live up to someone's expectations - no matter how unreasonable - it's your problem

1. Know What You Want People To Do

It's not likely that your clients will know what you want them to do, if you haven't figured it out first. Take some time to walk through the workflow, from start to finish. Think about the interactions you will have, the key touchpoints that your client needs to know about (when they will meet with you, when payments will be due, when they need to give you information, when you'll be sending them information), and write it all down. Create a timeline that provides you with a roadmap of the client experience. Be sure to think about it from not just your perspective, but from the clients' as well.

This will help you think about what to tell your client, and when. Having it written down also helps you create the same set of expectations each time you interact with a client. If you find yourself making it up as you go - each time you interact with a new client - it'll be impossible for you to provide a consistent experience, and manage the process in a way that helps your client know what to expect.

2. Be Clear About Expectations

If you don't tell people what to expect, they'll make something up. It's true. If you don't help them understand what they should expect, they'll simply fill in the gaps on their own - and I'm sure we all know how that goes. Sometimes it seems obvious to us what the expectations are - but that's because we're the one that does this on a daily basis.

Think about it from your client's perspective for a moment. If they are a bride planning a wedding, this is likely the first time she's hired a wedding photographer. This is all new to her. If she's a mom with a brand new baby, looking for newborn photos, she has no idea what you do, or how you operate. Just because it's obvious to you, doesn't mean anyone else will know what you want them to do. It's far better to take the time to overcommunicate the process, then to think that someone else will just know what to do.

At my studio, I created a series of Client Guides, to help both my wedding and portrait clients know what to expect. In addition to explaining things like pricing, it includes helpful information about their wedding or session, information about viewing and ordering images, and information about important factors when scheduling their day. I'm also sure to include information about how to get answers to other questions they may have.

3. If Somoene Has to Ask, It's Too Late

It's always easier to "create expectations," than it is to fix them when something goes wrong. In fact, by the time someone has to ask you "when will I see my images," or "when will my album be done," or "how many photos were were supposed to get on this disc?" it's too late. They're asking because something about the experience hasn't lived up to what they expected.

Somehow they didn't get theh information they needed, and now they're trying to figure out what they should expect to happen. And if they're asking, it means there is already a disconnect between what they think should happen, and what they are experiencing. Even if you're still acting exactly as you said you would, your client didn't get the memo. Communication is always the responsibility of the communicator. You can rant all you want about clients who just don't "get it," but it's your job to be sure they do.

4. Take Ownership When It Goes Wrong

It's easy to think that when a client is upset about something, that they are irrational, or that they have unrealistic expectations. That may be absolutely true, but if they have unrealistic expectations, it's beacuse you failed to help create realistic ones. The only thing you can do now is take ownership of the disconnect, and set the journey back on the right path.

The bottom line is, even if it's not your "fault," it IS your problem. It is your job to take ownership and make it right. If you really did blow it - you'll be amazed how far a sincere apology goes. If you simply failed to create proper expectations, an apology is appropriate there too. A simple "I feel like I didn't do a very good job helping you know what to expect, as far as when you're images will be available. I'm sorry about that. Here's what I'd like to do......."

By the way, the only authentic apology begins with "I'm sorry" and ends with whatever it is YOU did or DIDN'T do. You can't apologize for the way someone else feels. You can't apologize for their disappointment. Also, sentences that begin with "I'd like to apologize," "I owe you an apology" or "I apologize," are pretty much useless. Don't tell someone you'd like to apologize... just do it.

5. Create Win-Win Situations

Helping your clients know what to expect, by clearly articulating what you want them do, and what they can count on you to do, results in a positive experience for your clients. Even more, it creates a situation where your clients are likely to have more fun, spend more money, and refer more friends. When you think about how you can create a win-win situation, you stop worrying about who is at "fault," and start thinking about how you can solve problems.

How about you? What are some ways you've found to create expectations for clients? What about handling situations where things go bad? Leave a comment below!