What is Brand


How to Develop and Market your Brand


Lesson Info

What is Brand

So, what is a brand? What are we talking about when we talk about brand? This is something that is misunderstood a lot. So, your brand is kind of everything. It's your work, yes. It's also your style, it's the style of your work. It's also your style, how you bring yourself into your job. It's your passion, it's your beliefs. It's your voice. It's your personality. Your brand is all encompassing, your brand is what your clients, or your potential clients, think of when they hear your name or your company name. Alright? So, it's a feeling that you give people, so it's a lot more than people think. Brand is not just your logo, just your color palette, the font you use on your website, (laughing) or the way you package your products, and I wanna point this out 'cause I cannot tell you how many photographers I work with who are so frustrated and really struggling, and they're like, I don't get it and in the middle of this huge rebrand, I've put all this money into it, and really what they'...

re saying is, I've changed my logo, but all the problems with my work and my messaging are still there, so it's not a rebrand. So, this is not your brand, okay? These are part of your brand. They're an important part of your brand, but your brand is so much more than that, okay? So, a good brand, like I said, it creates relationships. It's something that your clients can feel that they have a relationship with, and when you can get to that point, it becomes a really powerful thing that you can use in all aspects of your business. So, let's check out the characteristics of what make up a good brand. So, a good brand is instantly recognizable, and I know you all know what I'm talking about, right? How many times have you been on Instagram and you've seen someone's image come up, and you know right away it's them without even looking at their name, right? So, a good brand is instantly recognizable, a good brand is unique, a good brand is consistent, and a good brand is trustworthy. But that is not all, wait there's more. (laughing) A good brand also knows and is connected to their client base, and this is huge. We're gonna dive deep in this today. A good brand makes people feel something, we talked about that a little, and it inspires loyalty in their clients. When you have a really good strong brand, what happens is you start to inspire like, brand evangelists, like your clients will turn into these people who just champion you every chance they get, and it's great for your business.

Class Description

There is no denying that a strong brand is key to building a strong business. But developing a brand is often confusing and hard. And knowing how to use it in your marketing is trickier still.

In this class, Sandra Coan will break it all down and show you how easy and powerful brand building can be. You will learn:

  • What a brand is and what a brand isn’t
  • The one thing you need to know to build a unique and instantly recognizable brand
  • How to use your brand to connect to clients, establish trust and build loyalty
  • How to build a solid marketing strategy that will set you apart


Sarit Krupka

Marketing and so much more! Sandra is an exceptionally talented and inspirational photographer. She puts herself and her experience out there to truly help you understand the market and succeed. In 90 minutes, she took me on a journey. I had a few "aha" moments. Thank you!

a Creativelive Student

This is one of my favourite classes of PhotoWeek 2017 where Sandra gives the reason 'why' we should pursue our passion, photography in this case, but otherwise too, a well-presented, highly motivating class that would leave most wanting to go out and do it.