[by Colleen Wainwright]
Branding and marketing have never been easy, but until recently, they were fairly straightforward.
Given a decent product and investment of resources, any business could establish a brand?i.e., a way it wanted to appear to the marketplace?and a corresponding marketing plan to spread word of it. What?s more, the greater one?s resources, the better one?s chance of getting seen, heard, and hired by the right gatekeepers. More (dollars, time, and/or connections) really did buy you more.
Fast-forward to today, when neither time nor money guarantees you attention and there are even fewer jobs behind what gates remain. Meanwhile, the public is increasingly sophisticated about marketing, not to mention weary of being marketed to. (As a small-scale example, when I ask audiences for a show of hands as to who has not adjusted their privacy settings to hide a few annoying Facebook ?friends?, very, very few hands go up.)
So how does today?s business get people to know it even exists as a business, much less the one they should be doing business with?
For creative types, I believe the answer lies in two things: excellence and uniqueness. (Big Business, for now, can continue to foist messaging on people their Big-Business dollars, although for how much longer is anyone?s guess.)
The new branding is being so consistently awesome in every regard, that?s how people think of you; the new marketing is delighting people at every turn, so they want to share you with their friends.
In other words, from the work you do to the ways you innovate to your interactions with people, everything is branding, and everything is marketing.
It also means that instead of being irritating chores that pull you from your work, branding and marketing become deeply creative acts?extensions of a worldview, and offshoots of your particular creative genius.
It means getting crystal clear on your voice and passion, and hewing to them 100%.
It means ?wasting? time doing killer personal projects.
It means adopting a radically different attitude toward social media, transparency, and your ratio of asking to giving.
It means no less than changing the way you think about every aspect of your business, and continuing to change moving forward.
It means you finally get to have as much fun branding and marketing your photography as you do creating the images themselves.
Colleen Wainwright is a writer/speaker/consultant who not only eats, lives, and breathes marketing, she writes poetry about it. She?s also responsible for the ?branding? and ?marketing? chapters for The ASMP Guide to New Markets in Photography, as well as many useful (or at least entertaining) Facebook shares.
By Colleen Wainwright | Posted: October 15th, 2012 | No comments
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Source: http://www.asmp.org/strictlybusiness/2012/10/branding-marketing-in-the-attention-age/
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