Perhaps the more useful question is – where will I find my clients and how can I shine brighter where they are?
This week I was chatting with Eilin O’ Carroll, the owner of two businesses. The first is a stunning one-of-a-kind micro wedding venue called Firmount House and the second, AndSoSimple, a blog and home decor product line dedicated to simplifying your home and your wealth. We were discussing how best she could use her images to attract the right type of clients. We know the images are important but the reality is they are only one part of the puzzle.
The conversation started with the type of clients she loved working with and why. Firmount House was lovingly and painstakingly restored by Eilin and her husband. It was a huge undertaking motivated by their deep appreciation for making life simpler and living more sustainably. There is clearly a certain type of couple who fit perfectly with this ethos, people just like Eilin and her husband. They have met them already, worked beautifully together and now they want to create a business serving only the right type of client for them and for the house.
I am reminded again how all business owners must be specific about their difference and prioritise communicating what they value just as often as what they offer. I think even though companies communicate their values – really what they mean is that the people who run the business hold these values. When a human talks about how they value being more sustainable or living simply this makes sense, but with a company brand that’s a harder sell.
Thinking more about her own personal brand – Eilin can really start to communicate what is important to her and the story behind the restoration of the house. The wedding business is so much more than just the “product” on offer. Trust and relationship building are key to success. Creating opportunities for your dream clients to get to know you, the more likely it is they will recognise you as the right fit for them, and also as a trusted partner when planning one of the most important days of their lives.
When you have absolute clarity about who you are and your difference, aligning your visual brand around this becomes a lot easier. The uniqueness, energy and story at the heart of the brand is based on you and doing it your way. Staying true to this is often what will make your brand successful and visible in a crowded market place.
You know you can make a positive change for your chosen clients. You don’t need to attract the masses, you are not for everyone, but you are for someone. Focusing on that one client allows you to fully be yourself in everything that you do and truly pay attention to the things that matter to them. When you narrow your focus down like this, much to many peoples surprise, the business grows. When you become the go to expert in one thing it is often a much more lucrative place to be.
You shouldn’t have to flex to suit lots of different people and problems, that’s exhausting, overwhelming and confusing for your audience. Stick to what you do well and what you care about and your “right” clients will find you, but …..you need to give them a helping hand. The more evidence you can provide to show who you are and how you do things, the better.
Also critical to being found is figuring out how your clients ask for the help they need. When they have the problem that you solve, where do they go and how do they ask? Understanding this is often the key to your brand being seen. Think about what your client will type in to a google search, for example in Eilins case her client might ask “how can I make my wedding more sustainable?”
If you are in the wedding business, you care about sustainability and you provide a solution will this search lead to you? If it does, amazing, you have created just the right content in the right place.
Now – this is the really important part – when you have been found, is it immediately obvious who you are, how you can help and why you are the right person to talk to?
All of this and more is part of my new program “Brand Brighter” designed for new business owners. Start date – May 3rd . It consists of three 75 minute live online classes over 3 weeks. If you need clarity around your authentic personal brand and how to become more visible to your dream clients please get in touch.
Email email@example.com to register your interest, places are limited.
If you are interested in Personal Brand Photography please check out my Portfolio.
Eva Blake is a Personal Brand Photographer and brand coach. She is a qualified marketeer (BBS with Marketing) and an MBA holder. After working in the corporate world for over 15 years predominantly in the pharmaceutical industry she started her Personal Brand Photography business in 2018. Her work has recently extended to providing clients with 1:1 coaching and mentorship in Personal Brand Strategy and is developing an online program called Brand Brighter for new business owners.