Develop Your Message for Better Images

As a business owner myself, one thing that I have I have been told is to “develop your message” and I have put it off thinking it was only for cheesy businesses. However, I didn’t take into account how much it helped me define who I want to work with. Especially being a photographer and how it relates to the image of my brand.

Below are ways to think about who and how you serve. These elements will help you start crafting your brand message so you reach the right people. I also break each one down as to how it would apply to the visual part of your business including imagery. This is a deeper dive into how you can craft your message and uses a similar framework for starting your brand from scratch.

Before you get started. If you haven’t gotten the Brand Discovery worksheet, go do that below. I highly recommend starting there if you are building your business and brand from scratch.

Who

These are your customers or clients. They are specific kinds of people, usually, all having something in common. So instead of trying to work with everyone narrow it down to who will really benefit from your product or service. Is it moms, entrepreneurs, homeowners?

Knowing this will help refine what your imagery can look like. Bringing elements that these people show that you “get them.” This starts that connection process because they can start to “see themselves” using your services.

What

To narrow your customer profiles, even more, you need to think of what they need help with, or what their struggles are. Could they be busy moms, overwhelmed entrepreneurs, or exhausted homeowners? This can oftentimes be multiple struggles but having one, in particular, you can focus on will help.

Your customers want and need someone they trust and who understands their struggles. This is where your expression and body language in portraits can be a welcoming visual for them and put them at ease. Paired with the right copy and messaging it can be a great sales tool. Knowing what your customers are struggling with will also help you craft the how later in this post.

Where

You are here to solve your client’s problems. Not all of them just specific ones that your product or service is designed for. These are pain points if you will. Where is the problem happening for your clients? Is it at home, at work, or in the car? Visualize the location of where the problem might occur.

Utilizing environment in the imagery you use can signify the place in life where your clients need help. A smiling face interacting with someone in a brand new home or a content mom in a clutter-free playroom. It sets the stage for them to want to work with you because you deeply understand their struggles and how to fix the problem.

When

When do they need your services? Is it before a big milestone in their life like getting married or buying a home? Or maybe just after.

Messaging can cover a lot of this area but having an idea of the how, can help your costumers connect. We’ll get there don’t worry.

Why

This is an important one. Why are you the right choice for them? What sets you apart from everyone else? It could be your thorough process or the quality materials. These come from your core values and beliefs. And why you got started doing what you do.

Translating your why into images… that is a tough one. Though a great portrait of you in your element and living your art with your message can be the strongest point of connection for your clients.

How

How are they going to feel after they work with you. This is the golden ticket. You want them to get through the whole experience of working with you and have their problem solved to feel, meh? NO! Find words that really describe the emotion that clients feel. The more descriptive the better.

Having testimonials with images of your clients, or even videos, right after they work with you is powerful. Show new clients what it’s like to come out the otherside, and what someone looks and feels like.

Putting it Together

One formula I have seen to develop your message is the following:

“I help __(the WHAT that describes your customer)___ ___(your WHO)__

with ___(WHERE and/or WHEN they are struggling)___

through/by ___(the WHY)___

so they ___(the HOW they should feel)___“

That can be as follows, using mine as an example:

I help self-conscious entrepreneurs elevate their inner artist, by crafting a thorough process giving them the space to share their truest versions of themselves. So they have images of themselves and for their business that are a perfect fit and they are proud to display.

Now, how are you going to develop your message? This takes time and if you are like me multiple rounds of coming up with ideas. You will land on one that just sings. This will be what clients remember you by and how they will talk about you. The more they see it the more they will believe it. Use it, speak it, repeat it, memorize it.

I highly recommend Business Made Simple University from the fine folks of Storybrand. They go into this even deeper and use story to bring brands to life.