How to Launch a Photography Business

Lesson 30/87 - Create the Logo & Branding


How to Launch a Photography Business


Lesson Info

Create the Logo & Branding

Product development, we're back to this. We need to create the logo under branding. Where again, week five, we know what we want, right? You've put together your persona. You have a vision of who you are. You understand your brand identity, what you're trying to achieve. Those are things that you need to have in place before you can find a logo that actually fits what you're looking for. So on the roadmap, we're at this week five place, product development. We're now putting down on paper and creating the assets for our business. This is the funny part. How many of us here are already in business? Raise your hands. How many of us have figured this stuff out? Okay, we've got some work to do, let's go back and do it. It's totally fine. This is an evolutionary process. As I've said to you in all the previous segments, don't think of this as perfection, I have to have all of this stuff set up. No, you don't. You can be doing business, you can be successful, without a proper logo. I'm gonna...

show you guys, exactly, right now. But we've got our Positioning in check. We've got Brand Message in check. We've got Client Personas. We have the Why, we have the Experience. This is where we can go and look at a logo and say, "That fits." Up until now, you're looking at a logo and probably doing this, "Oh it's cool. "That's cool, I like it." You're smiling 'cause you did that. You did that, don't lie to me. Okay, so complete the Client Experience, ideas behind it, you're gonna revise it over time. Now create the logo, brand assets and products. This is what a logo should do. It has to fit our message and that's why that had to be defined prior. It needs to appeal to our target client personas, which is why that needed to be identified, prior. It needs to be simple, timeless. Scalable, is a big one that a lot of us don't even think about. I know it's really popular right now to get your name in the form of a signature and slap it on your images. It even looks great. The problem is it doesn't fit any of these criteria, like scalable. You can't recognize it when it's small. It's tough to read even when it's large. It's not unique and identifiable, because everybody's got that signature. Its popular now, everyone's got a signature. How do you identify one signature from another one without actually reading the two, right? Ideally, it contains some sort of simple element vector, some sort of a graphic that is identifiable. That piece is something you can use as an accent throughout all of your materials. Throughout your books, your branding, your messaging, your website. This is what I want you guys to do. It's worth your time and a little bit of your capital. I'm gonna put you guys right into this slot. If you DIY it, you better be a designer. I'm gonna show you the sucky logo that we created at first. If you DIY it, it needs a lot of time, a lot of patience, and good design skills to get to someplace that's great. Don't go there. If you design source it, this is like sites like Design Crowd, where you spend 250 bucks, 500 bucks, and 30 designers submit different designs hoping that they win the money. Okay, you generally get a lot of... I mean just think about it. If you're a photographer and someone is like, "I've got 500 bucks to do this. "Bid on my project." Most of you wouldn't spend your time there because you're good, that's really the plain, simple truth. Your time is better spent elsewhere and same thing with designers. Unless you're spending a lot of money on those sites, you're not gonna get good designers doing it. So it can be very hit or miss. And a custom design, it's expensive. Two, three, four, five thousand dollars to get a logo and a branding package is very common. Up to 10 thousand dollars to get a logo branding package. And you still might not be happy with it. So what I'm gonna say is if you go to Creative, search logo templates, you'll find for 30 bucks, a whole host of different templates that have different branding assets. I know what you're gonna think, you're gonna go, "I don't want a brand or logo "that's gonna look like anybody else's." You're not cause they come with tons of different assets inside of these, okay. Now, the probability of another photographer picking the exact same template set and then choosing the exact same logo with a similar name is very, very rare. That's not gonna happen. So you can get a professional-designed logo by simply getting a template, selecting it out, choosing a nice typeface, putting a little bit of your own sweat labor, sweat equity into it, and get to a really great professional result without spending a lot of money. That make sense? (laughs) We can't show brands here and this particular thing would be like nuclear meltdown here on Creative Live. Go and Google the Logo Color Emotion Guide. It's gonna give you a whole list of different brands and colors and how they emote or what those colors emotionally mean. This is gonna be how you set your colors and your brand preference and all that, okay. It would have been funny to put it up on the screen. Just to watch your face kinda... This is the evolution of our logo. So this is me going, "Okay, I'm just gonna try "and put this together myself" from 10 years ago. And eventually I was like, "You know, "that really doesn't look good. "I'm gonna try something else. "Let me try and create some sort of..." I actually found this floral piece on a stock-photo site. I was like, "I'm gonna take that. "I'm gonna trace it into a vector, "and hopefully we'll have something with branding element." And then it eventually evolved, again, think evolution not perfection. It eventually became this and it fits the criteria. Is it scalable, to an extent. If we go too small, the flower gets a little bit too crazy. So, it's not fully scalable down to like very small platforms, like resolutions. But when anybody sees that flower vector in Orange County, they know it's us, they know it's... This isn't an example of the best logo, just a logo that will work and it's good. But it conveys what we kinda talk about, right? The simple, refined nature. We talked about it fitting traditional. It has this Serif font that fits a very traditional, kind of luxury look. It fits all of our brand messaging with things that we talked about previously.

Class Description

The content and opinions expressed in this course are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem

Build a business and get people to spend money on your photography. Award-winning photographer and co-founder of Lin and Jirsa Photography Pye Jirsa will walk you through the first 12 weeks of building your business. With his relatable and actionable teaching style, he’ll explain how to define your product as a photographer and determine where it fits into a consumer mindset. You’ll learn the steps to creating a brand, pricing yourself confidently, sales techniques, and basic marketing practices. This class covers everything you’ll need if you’re considering photography as a job, including:

  • Where to position yourself in the market
  • Branding your business to attract your ideal client
  • Pricing and basic financing
  • Creating a business plan
  • Setting up a portfolio
  • How to get your first customer in the door
  • Getting leads on new clients
  • Understanding sales
  • The psychology of a buyer

Pye has built multiple successful businesses from the ground up and this course includes your 12 week road map to launching your business.


1Class Introduction 2Common Myths & Unknown Truths 3The Road Ahead 4Find Your Passion 5The Lin & Jirsa Journey 6Part-time, Full-time, Employed, Partners? 7Stop Wasting Time & Money 8Your 12 Week Roadmap 9Great Plans Still Fail 10Strategy Vs. Planning 11Mind Mapping 12Select a Focus 13Competitor Research 14S.W.O.T. Analysis 15Strategy & Long Term Goals 16Values, Vision & Mission 17Effectively Managing Your Time 18Artistic Development 19Create Your Plan 20What's Your Product 21Luxury vs Consumer Products & Experiences 22Quick Break for Econ 101 23Your Target Market & Brand Message 24What's in a Name 25Your Client 'Why' 26Crafting the Why Experience 27Document the Client Experience 28Business Administration Basics 29Book Keeping Management 30Create the Logo & Branding 31Portfolio Design 32Design Your Services & Packages 33Pricing Fears & Myths 34Three Pricing Methods 35Package Pricing Psychology & Design 36Psychology of Numbers 37Pricing Q&A 38Grass Roots Marketing 39The Empty Party 40Friends & Family Test Shoots 41Join Groups 42Second Shooting Etiquette 43The Listing & Classified Hustle 44Make Instagram Simple 45Your Automated Pinterest Plan 46Facebook Because You Must 47Giveaway & Styled Shoots 48Content Marketing & SEO 49The Monster: SEO 50Selecting Your Keywords 51Testing Your Keywords 52Grouping Main & Niche Goals 53Your Content Road Map 54Content Marketing Q&A 55Inspiration to Keep Working 56How to Craft Your Content 57Internal Linking Basics 58Back Link Building Basics 59Link Value Factos 60Measuring Link Value 61Link Building Strategy & Plan 62Link Building Plan: Vendors & Guest Writing 63Link Building Plan: Features, Directories, Comments 64Link Building: Shortcuts & One Simple Tool 65What is Sales? Show Me! 66Your First Massive Failure 67The Sales Process 68Your Second Massive Failure 69Understand Buyer Psychology 70Step 0: Building Rapport & Trust 71Step 1: Identify Need or Want 72Cognitive Dissonance 73Steps 2 & 3: Value Proposition & The Solution 74Step 4 : Close, Make the Ask 75Step 5: Follow Up & Resolve Concerns 76Family Photography Hot Seat 77Business Example Hot Seat 78Boudoir Photography Hot Seat 79The Best Sales Person 80Your Mindset, Vibrations & Frequency 81Always Positive, Always Affirming 82The Second Money & Dual Process 83Chumming the Price Waters 84Creating Want or Scarcity 85Timeless Advice on Being Likable 86Selling Over The Phone 87Forbidden Words in Sales


Angela Sanchez

This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!

Yenith LianTy

Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!

Tai Hsin

I saw the live broadcast and it was amazing. Pye is one of the best instructors and inspirational photographers.. there are two type of ppl.. one who has the knowledge and doesn’t know to teach another who has the knowledge and knows how to get it through.... I still didn’t purchase this as I am saving for my daughters entrance fee for collage... :) Anyways he’s one of the best instructors and a good friend.... very humble and always cracks jokes.... Keep inspiring and keep teaching.... my blessings are always with you pye.