Brand Binders

Whether you run one segment or five, a Brand Binder is one of the most important things you can put together for your business. In previous posts I've given an overview of my binders, but now I'd like to go into more detail.

Each binder should be all about the brand (seniors, kids, families, weddings - one per binder). I like to use the View Binders, because I like to put the logo, tag line and value statement on the front.

Your office and operations should look and feel as professional as your photography, the experience, your sales and your finished orders. The more you "feel" your own brand and make it a part of the entire adventure (even for yourself and your staff) the more you will be able to successfully and authentically communicate it and make choices with it in mind.

To start you'll need:
Binder
Monthly Tabs
Pocket Folios
          1. Color Swatches and Word Bank Pocket
          2. Past Marketing Pieces Pocket
          3. Inspiring Marketing Pieces (from other photogs, etc) Pocket
          4. Tear Sheets Pocket (Images that appeal you, marketing from stores from your demo, etc)
   
Setting up your pockets:
1. Exact color swatches from your brand colors. You will use these as reference if you ever feel a color is just a little off; The Main Word Bank you created for the brand.
2. Any previous marketing pieces/promos from this target, to date. Go as far back as you have on file.
3. Any marketing pieces from other photogs you've saved, kept, etc. Print it out if it's online, and put it in this folder.
4. Images that appeal to you or inspire you. Ideas about new poses, marketing from stores that target your demographic.

Working with the Months:
In each monthly divider, you'll keep the promos from this year. Let's say you're starting your new month divider:

First, put in your month overview calendar. Make sure it includes your workflow. When will a promo go out, when do you need photos for the next promo, when can you expect the highest call volume, when will you have production time, etc.

Next, the inquiry log for this month. Use this. It'll help you keep track of how effective your promo is.

Then, your benchmark sheet.  This is a sheet with your projections and estimates, and where you can place actuals. (Sample on our Documents Page) You'll need one for every promo you are running that month.

Next, your ads, emails, contact with clients, brainstorming sheets, designs, word banks for the promotion. You will want to take notes on all of these things, during the promotion and after. Make sure everything has dates on it for when the ad started.

Make notes when you check your effectiveness, how many people viewed or clicked through within 24 hours, within 48, etc. How many phone calls, etc. Be as detailed as possible.

What Now?
You can use the first few pockets to help build promotions and marketing pieces. They should be your go-to reference for keeping all of your communication and ideas brand right.

As every month closes, take a look back over the notes you made, what worked, what didn't. Make note of ideas you had that you want to work on again, what words prompted the most action.

Make sure to fill in your actuals on your benchmark sheet. Save a few actual photos from that months sessions (prints, in an envelope), and put it at the front of the month, with the benchmark sheet. Leave it in the binder, but use a binder clip to "close" that month.

This can help you make real time adjustments to marketing and wording for future promotions and ideas. The more detail you have, the more effective your changes will be.

Overall, the binder can help you keep tabs on marketing when you just really don't have the time or the staff to hold the position full time ... and if you do have staff, it can make sure that everything feels and sounds the same, even with so many people involved in the process.