I’m still blown away by how Peter McKinnon built his photography brand from scratch, with a YouTube channel that now has over 5 million subscribers¹. He started with a tiny budget, just like most of us, but he had a clear vision and a solid plan. His success is a testament to the fact that you don’t need a lot of money to build a strong photography brand.
Look, building a brand is all about consistency and authenticity. It’s about creating a unique voice and visual style that sets you apart from the crowd. I believe that’s what McKinnon did so well, he created a brand that’s instantly recognizable and relatable.
You can’t build a brand without a solid online presence. That means having a website that showcases your work, and social media accounts that are consistently updated with fresh content. I think it’s crazy how many photographers still don’t have a website, it’s like not having a business card.
One of the biggest mistakes I see photographers making is trying to be everything to everyone. They try to shoot every type of photography, from weddings to landscapes, and end up diluting their brand. Don’t do that. Focus on a specific niche, like portrait photography or street photography, and own it. That’s what Tony Northrup did, he focused on landscape and wildlife photography and built a massive following².
Why Most Beginners Get Lighting Wrong
Lighting is one of the most critical aspects of photography, but it’s also one of the most overlooked. I think that’s because most beginners don’t understand how to use light to their advantage. They either overdo it, with too much flash and not enough natural light, or they underdo it, with too little flash and not enough depth.
Check out the work of Joe McNally, he’s a master of light³. His photos are always so well lit, with a depth and dimension that’s just incredible. And the best part is, he’s not just using fancy equipment, he’s using simple techniques that anyone can learn.
You don’t need a lot of fancy equipment to take great photos. I think that’s one of the biggest misconceptions about photography, that you need to have the latest and greatest gear to take good photos. That’s just not true. Some of the best photos I’ve ever taken were with a simple camera and lens.
Building a Community
Building a community around your brand is critical. That means engaging with your followers, responding to comments, and creating content that resonates with them. I believe that’s what sets apart the successful photographers from the ones who are just trying to make a quick buck.
Take a look at the work of Zack Arias, he’s built a massive following on Instagram and YouTube⁴. He’s not just posting photos, he’s creating a community around his brand, with workshops, tutorials, and behind-the-scenes content.
You can’t build a brand without taking risks. That means trying new things, experimenting with different styles and techniques, and pushing yourself outside of your comfort zone. I think that’s what separates the pros from the amateurs, the willingness to take risks and try new things.
It’s not about the gear, it’s about the vision. That’s what I always tell my students, it’s not about the camera or the lens, it’s about the vision and the creativity.
Creating a Unique Visual Style
Creating a unique visual style is critical to building a strong photography brand. That means developing a consistent look and feel that sets you apart from the crowd. I believe that’s what makes a photographer’s work stand out, the unique perspective and vision they bring to their photos.
Check out the work of Annie Leibovitz, she’s a master of creating a unique visual style⁵. Her photos are always so iconic and recognizable, with a depth and emotion that’s just incredible.
You don’t have to be a great photographer to build a great brand. I think that’s one of the biggest misconceptions about photography, that you have to be a great photographer to build a successful brand. That’s just not true. You can build a great brand with average photos, as long as you have a solid vision and a consistent style.
Building a Brand on a Tiny Budget
Building a brand on a tiny budget requires creativity and resourcefulness. That means using free or low-cost marketing tools, like social media and email marketing, to reach your audience. I believe that’s what sets apart the successful photographers from the ones who are just trying to make a quick buck.
Take a look at the work of David DuChemin, he’s built a massive following on Instagram and YouTube⁶. He’s not just posting photos, he’s creating a community around his brand, with workshops, tutorials, and behind-the-scenes content.
You can learn more about building a photography brand on a tiny budget by checking out the resources on the [Photo Shelter website](https://www.photoshelter.com/). They have a ton of great articles and tutorials on marketing and branding for photographers.
It’s all about the journey, not the destination. I think that’s what I love most about building a photography brand, it’s the journey, the process of creating and experimenting and pushing yourself outside of your comfort zone.
References:
¹ McKinnon, Peter. “How I Built My Photography Brand.” YouTube, 2020.
² Northrup, Tony. “How to Build a Photography Brand.” YouTube, 2019.
³ McNally, Joe. “The Hot Shoe Diaries: Big Light from Small Flashes.” New Riders, 2009.
⁴ Arias, Zack. “How to Build a Photography Community.” Instagram, 2020.
⁵ Leibovitz, Annie. “Annie Leibovitz: Portraits 2005-2016.” Phaidon, 2017.
⁶ DuChemin, David. “Within the Frame: The Journey of Photographic Vision.” New Riders, 2009.