May 2021 // The Wedding Edition

3 Ways to Achieve Consistency in Wedding Photography | Sarah Edmunds

You are visiting Milan, walking down Via Montenapoleone, Europe’s most expensive street. As you admire the stately windows and incredible luxury brands in the heart of Milan’s fashion district, you soak in the spectacular storefronts. Then you notice something. The clothes and sets of each window seamlessly blend harmonious colors and shapes. You can tell, even without looking at the logo, that Armani isArmani. The rich jewel colors of Dolce &Gabbana set against opulent gold trims express a clear identity that leaves an indelible impression on us. What is so compelling about the way successful businesses do this? According to Sonja Prokopec, a professor in the marketing department at the renowned ESSEC Business School Asia-Pacific, “Ultimately, it boils down to building a strong and very individual identity — a brand DNA.”

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DO YOU KNOW YOUR BRAND DNA?

How can we, as wedding photographers, craft our own “Brand DNA”? How do we position ourselves in a sea of competitors offering the same services in the same market? How can we create an image of our studio that is as enduring and enticing as Dior, Apple or Tiffany & Co.?

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