What do you do if your photography brand isn't attracting potential clients and industry professionals?

Nobody cares about your logo. No photographer ever was hired because they had a cool logo. Your website matters in tone/voice and ease of access and visual impact of your work. It does not matter in terms of the color scheme of text or menu layout beyond how those things impact ease of use. Make sure you sell you too! How do you bring something other than a camera that everyone else with a camera misses? How are you to work with? How do you work? How do you as a problem solving technician solve the problems of your potential customers. Make sure your site shares your voice and ability but does so in terms of your client. How can you help them?

Does your branding look dated? If so, this must be addressed. Your branding doesn't need to be overly complicated and it definitely shouldn't feel gimmicky, but it needs to feel current and consistent. Assess each element, from color palette to fonts, and make sure they all combine to create a harmonious feeling that compliments your work.

Don't show redundant images, use an unforgiving editor's eye to select the best of the best. Even if most of your images are excellent, a handful of lesser images can bring down your whole portfolio and leave your potential client questioning your judgment and your ability to produce consistent results.

Network, Network and more networking. I'm sad to see this so far down the list. BEFORE you rework your portfolio and way before you rework your logo (nobody cares) you need to get out there. You can't simply make a great portfolio and hope the world finds it and then hope they reach out. Fully 70% of your job as a photographer does not involve a camera. Sad, but true. Join groups where your prospects exist. Rework your MARKETING plan not your branding. Nobody cares about your logo. Nobody. Sorry. You have to get your work in front of other people and you have to get you in front of other people. You get hired a good bit for who you are in addition to your work.

Hay que ver quiénes son tus clientes ideales y qué valoran en los servicios fotográficos. Yo les recomiendo adaptar tu branding, mensajes y esfuerzos de marketing para conectar con las preferencias y necesidades de tu audiencia objetivo.

Never underestimate your own ability to educate yourself. Invest the time, and possibly equipment rentals, to produce your own test shoots. You need to show the kind of work you want to get, so test shoots to hone your expertise and add to your portfolio are crucial. Combine this with workshops and tutorials to synthesize information you've learned into tangible portfolio development.

Understand Your Audience and Objective for your work. - Who is your portfolio for? - Is it to secure commercial gigs? - Do you want to showcase your art? - Will you use it to document growth? The answers will guide your selection and presentation.

Probably every photographer out there has felt the frustration of seeing a marginal photographer succeed and a talented one fail. That happens because photography isn't just about the camera. You have to be good at business. If you aren't getting the business you need or the rates you want you can refresh your portfolio all you want and still fail. You are running a business and you must be as good or better at the business of being in business as you are at photography.