I Don’t Just Take the Picture. I Build the Experience.
As a photographer, I know I am not the only person in the BVI who can take a good photo. There are several photographers offering similar services, and some may even charge less than I do.
That is why differentiation is important to my business.
My goal is not to compete by simply being the cheapest photographer. I want clients to understand the additional value and experience they receive when they work with me.
It Starts Before the Photoshoot
For example, a client may come to me and say they need a photoshoot for their hair brand.
Before I even pick up my camera, I want to understand their vision.
What are the photos being used for? Who are they trying to reach? What does their branding look like? What is their budget? What do they want people to feel when they see the final images?
From there, I can develop a concept based on their needs and even build the set for the shoot. I share the concept with the client, get their feedback, make the necessary changes, and then we are ready to execute.
A day or two before the shoot, we also send the client a reminder through WhatsApp and email with all of their shoot details.
It may seem like a small step, but it helps the client feel prepared and shows that we are organized from the beginning.
The Experience Matters on Shoot Day
The experience continues when the client arrives.
I offer clients wine, juice or water, allow them to choose their music to help set the mood, and assist with posing so they feel comfortable in front of the camera.
For me, these details matter because not everyone walks into a photoshoot feeling completely confident or knowing exactly what to do.
I do not want the client to feel like they simply showed up, took a few pictures and left. I want the entire experience to feel just as intentional as the final photos.
Where Differentiation Comes In
Photography itself is something that I share in common with my competitors. We may offer similar services, use similar equipment and even have similar pricing.
Those are the points of parity — the basic things customers expect a business to provide in order to be considered competitive.
The difference is how I deliver the service.
Differentiation gives the customer a reason to choose one business over another. For Branded Creative Agency, that difference is created through the planning, communication, comfort, creative direction and overall experience surrounding the shoot.
The Relationship Does Not End With the Final Photos
After the images are delivered, we reach back out to the client to ask how they enjoyed the shoot and give them an opportunity to provide feedback about their experience.
I may also offer advice on how they can use the images in their marketing.
That follow-up is important because the client may have originally come to Branded Creative Agency for photography, but their needs may go beyond a photoshoot.
The conversation can naturally introduce them to other services such as graphic design, branding or marketing support.
A photography client can eventually become a long-term Branded Creative Agency client.
More Than the Price
This is why I do not believe price should always be the deciding factor.
Another photographer may be cheaper, or our prices may be very similar, but the value of a service is also found in the quality, experience and relationship surrounding it.
For me, differentiation is not just about taking a better picture.
It is about thinking about the client before they arrive, creating an experience while they are there and continuing the relationship after they leave.
That complete experience is what gives them a reason to choose me and, more importantly, a reason to come back.
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