If I had a nickel for every time one of my clients came to me and asked, “Why is brand photography so much harder to sell than wedding photography?” I would be so rich.

This conversation comes up often with my coaching clients, who are typically transitioning from portrait and wedding photography to brand photography and can’t believe how much harder it is to sell.

First, let’s address the elephant in the room: Yes, brand photography can be harder to sell. But it’s also sold differently.

Client Awareness

The number one reason wedding (and even portrait) photography feels easier to sell than brand photography is because as a wedding photographer, our ideal clients are already aware of their problem. It’s part of our culture to hire a wedding photographer after you get engaged, so the majority of newly engaged couples follow what they know.

Brand photography isn’t exactly new, but the types of entrepreneurs who are using it is rapidly changing with the explosion of online business. Even just ten years ago, businesses could get by with word-of-mouth marketing and a few filtered photos on Instagram every month. That’s no longer the case, and businesses are starting to understand that they need to do things differently to stand out online.

Our Role as Brand Photographers

As brand photographers, we need to be starting–or at least continuing–these conversations. There are still plenty of business owners who are struggling with visibility, content creation, positioning, and marketing, who are unaware that brand photography is the answer to their problems.

It’s our job to show them that, and we can do that in our own marketing and content.

Creating Brand Photography Clients

When photographers ask how they can find brand photography clients, my response is that you don’t find them; you create them. You likely already have dozens (if not more!) people who follow you on social media, or know you in real life, who could benefit from brand photography. Whether they’re small business owners and could benefit from a personal brand session, or they have a career and need a new headshot, nearly everyone can benefit from brand photography.

If they’re not already booking, the problem isn’t that you need to find more clients; it’s that you need to create awareness among the people who already know you. There are three areas you should be focusing on to create brand photography clients who are aware of their problem (and ready to book you!).

1. Your Reputation

The first step isn’t to start reaching clients proactively; it’s too make sure that when these clients find you, it’s clear how you can help them.

Starting with your website, you want it to be clear that you’re a brand photographer who can help their business. This goes deeper than just having brand photos on your website; how are you showcasing the work you do for your clients? Brand photography isn’t just show up and shoot. Make sure you’re really showcasing the value you bring.

Next, when people find your social media profiles, what will they find? Can they easily see who you are? Is it clear you’re a brand photographer? Do they immediately know where you’re based?

2. Client Rapport

The second step is to make sure your client is speaking to brand photography clients. If you’re coming from the wedding and portrait world, it can feel like you’re speaking a different language–and in a lot of ways, you are!

You’ll want to focus on the benefits of a brand photography session, both practically and emotionally. For example, brand photography can increase your confidence, AND make it easier to schedule content and update your website.

Most importantly, make this about them. You can’t just post your availability and say you love shooting brand sessions. Demand is built with strategy.

3. Relationships and Referrals

Once you have a few brand photography clients, your job isn’t over. Current clients are one of the best sources for your next clients, whether in the form of a repeat job or a referral.

Make sure your client experience is set up so your clients naturally sing your praises when asked about their session. This is the best way to turn your current clients into a marketing army, constantly referring new opportunities to your business.