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Lesson 4 of 28

What is a Brand?



Lesson 4 of 28

What is a Brand?


Lesson Info

What is a Brand?

Part of the makeover process is to understand how to build a brand, so I'm going to ask today what is a brand? The brand is a set of expectations, memories and stories and relationships that taken together account for consumers decision to choose once overs over another, and this is defined by seth gordon. Now, if we take all these ideas, this idea of stories memories, the way people are talking about how you service them on their wedding day. If you're taking all of that, I would combine that I would call that the experience, and seth gordon also says experiences, but we're going to use this word experience as a tie through the rest of the day. Now, if we take all these ideas and we call it the experience, but it would be the culmination of everything, it will be your interaction with a client from start to finish and how that client goes beyond and talks about you. I want teo take a few seconds to talk about what a brand is, not because there's a common misnomers ofwhat we think bran...

ds are so just to clarify a brand is not a logo, it is not a website, it is not business cards is not paper goods, and it is not your facebook page, these pieces will help build the brand. Yes, the business card make may make somebody feel a certain way, which is part of the experience, but the business card and or the logo in and of itself is not the brand they are just pieces to the components of the brand. Now, I believe that this is great news because if you don't have the best website and you don't have the best business cards, but you are determined to create a good experience for your clients, then you're well working, you're well on your way to building a good brand, so take solace in that. So what type of experiences do wedding photographers provide? Theoretically, we can all offer the same types of services shooting proofing things of that nature, but anything that you can do in advance to enrich experience. In addition, teo is going to be beneficial today, I'll be focusing on three experiences, and these aren't to say that these are the most important experiences I'm just wanting you to think differently about the experiences you provide. What can you be doing to allow people to walk away after their wedding photography interaction and think? I want to tell my friends about what somebody did for me what my photographer did for me now we went through first just now, the communication experience. And we dismantled and we reconstructed how we want to interact with our clients now this will be the theme of the makeover process a lot of deconstructing and then a lot of rebuilding so that we can rethink how we're doing things we're going to now move on to the client experience and will be ending the day with the shooting experience next month on february thirteenth we're going to be talking about the online experience and this will be broken into different sections will be focusing on the web site on a blawg on social media and then we're also going to be breaking down pricing I will deconstruct pricing models were going to see where we stand I don't believe that there is a right or wrong pricing model but there's definitely a right or wrong pricing model for you you need to figure out what that iss in march we are going to be revealing the business makeover we're going to be showcasing a lot of things that have changed and we're going to talk about ways to market and network your new brand so moving on okay well thank you there's one person who is so excited about what's going on thank you ryan thank you ever enough like he's like a way into the next section the next section we're going to be focusing on the client experience there are only two ways that perspective clients are viewing my work primarily it'll be through my website and or my block. Now, on each of these sites there is so much personal information about me, I'm going to force people to have an opinion. This goes back to this notion remember the three things that people that newly married couples are valuing the topping ninety four percent eighty seven percent said they valued what was it ninety seven? Thank you they valued personality. So on my block and on my website, I'm in fusing it was so much of my personality that my goal is to do one of two things with it. My goal is to attract the clients that I want or to repel clients who do not want me. I have come to appoint my business where I understand my photography is not for everybody. My personality is not for everybody and I'm okay with that, and the thing that I want to encourage other photographers is to fully be you em, brace yourself with your idiosyncrasies, embrace yourself your flaws, because somebody will look at that and think I'm that same way. I don't think you need to be perfect. I just need to think that you need to find other people just is weird as you are that's really what I believe and will value that their idiosyncrasies and courts will allow you to communicate a little bit better. Now, once a prospective client reaches out, I need to make sure that every aspect of our experience leads excuse me of every action of every interaction leads to an experience it started off with email. I want to make sure that my brightest feeling something and one of the things I want her to feel is that I'm paying attention to the details, and I'm finding ways to service her in a way that she needs. Now, after we've corresponded via email by this time, they already have my collections, they know how much I charge if they wanted to meet with me, that would most likely be the next step. Sometimes I have clients who will send me a retainer sight unseen and that's fine. They have done so much research that they're okay with that. I am, too, if a client would like to meet it's, usually happening in one of two ways via skype or I'm eating at my studio now since this meeting is our first live interaction, I think it's important to further the way that clients are feeling about you when they interact with you for the first time.

Class Description


  • Develop and provide a consistent brand experience to your clients
  • Conduct streamlined client communication with confidence
  • Produce portfolio pieces that represent your brand
  • Launch an efficient marketing plan with the resources you have at hand
  • Revamp your pricing structure for maximum profitability


This is not your regular one-off workshop - this is a three month long relaunch of your photography business that will produce lasting change.

Join world-renowned photographer and business strategist Jasmine Star and the reSTARt community in a deep dive to transform your business. Learn how to inject your true self into your brand as an entrepreneur, armed with a toolkit of photography skills, formidable online presence, and a powerful business plan. This is not just watching - this is action: Jasmine walks you through the steps to run a successful photography studio and challenges you to answer the difficult questions along the way.


This class is for new photographers and professional photographers of all experience levels interested in launching or revamping their own business.


Jasmine Star guides entrepreneurs to build a brand and market it on social media. After quitting law school, she picked up a camera, built an internationally recognized business, and teaches others how to do the same. In addition to chasing wild dreams, Jasmine works with her husband and grumpy dog, and you'll likely find her walking her hometown streets of Newport Beach, California with a box of gluten free donuts. 

Connect with Jasmine online: Website | Facebook | Twitter | Instagram | Snapchat -> @thejasminestar


  1. Introduction to reSTARt

    Meet Jasmine Star and reSTARt’s three highlighted photographers: Nikki, Ryan, and Marissa. What will you accomplish through this course? What common struggles do photography entrepreneurs face and how will reSTARt arm you with the necessary tools and strategies?

  2. Client Email Communication

    Research shows the most important factors in getting hired by new clients. Jasmine dives into the business of photography and how to cater to your target market. Learn how to streamline your email communication with potential clients using effective templates, hear Jasmine’s feedback, and get your first assignment.

  3. Email Response Homework

    Review your improved client correspondence with the class as Jasmine answers live questions from the studio and web audience. How can you best showcase your personality via email? What’s an appropriate email length?

  4. What is a Brand?

    A brand is beyond a business name, logo, and business cards. What is your brand and how can you enrich the experiences you provide to your clients? Why is this important and what impact will this have on your business?

  5. Consultations: the Art of the Interview

    Phone and in-person interviews make or break a booking. The good news is you don’t need naturally stellar people skills to conduct a great interview. Learn how to approach client meetings with confidence and ease: learn how to decipher meeting patterns and plan for them, which questions to ask, how to respond to your client’s needs, and how to present your services in an authentic way. Receive your next assignment: a conversation map.

  6. Client Meeting Q&A

    Jasmine answers web and live questions regarding client meetings: how do you communicate with family members? How do you manage client communication within your team? What should you bring and how do you wrap it up?

  7. Branding

    How do you approach defining your brand? What are brand words and how may your type of photography affect them? Jasmine demonstrates how to shoot for your brand words with a clip of an actual shoot and models how to think through your branding action plan.

  8. Shooting Experience: Shooting for your Brand

    Professional photography goes far beyond the products you produce: learn how to ensure the best shooting experience for your clients, work with a stylist, and shoot for your brand. Jasmine, Nikki, Ryan, and Melissa provide you the rare opportunity to see a shoot in action with live feedback.

  9. Shoot Review and Q&A

    Reflect on the shoot with the class and prepare for your next assignment. Jasmine wraps up the first day by answering questions and addressing how to balance who you are and who you want to be as a professional photographer.

  1. Introduction and Day 1 Recap

    Class resumes and we learn the progress Nikki, Ryan, and Melissa have made over the past month. Jasmine reviews the steps you’ve taken to restart your own photography business and the focus of the next installment of classes.

  2. The Viewer Experience

    Why is the viewer experience essential to a successful business? How can you develop your online presence to reflect your brand and attract your target market? Receive your next assignment and create your client profile.

  3. Prospective Client Online Review

    Making your contact information available online does not guarantee bookings from prospective clients. Your website and blog are your online storefront; learn how to structure both to provide a smooth and consistent experience for your audience. Watch real critique of Nikki, Ryan, and Melissa’s websites.

  4. How to Strengthen Your Online Experience

    How can you build a high quality online presence that reflects who you are personally and professionally? Your next assignment is a photo safari - the first step to strengthening your online storefront.

  5. Website Design with Promise Tangeman

    Design guru Promise Tangeman shares the top three ways you can improve your online presence and advises on how to best work with graphic designers. Learn the necessary components for easy navigation and hear her feedback regarding Nikki, Ryan, and Melissa’s websites.

  6. Website Design Q&A

    Get your website makeover questions answered: how do you approach developing a style or look? How do you write content? What should your “About Me” section include? How can you do usability testing?

  7. Shooting Experience, Day 2

    Today’s shoot is drastically different - simple with limited props. Jasmine ups the ante and pressure, pushing the three photographers to make changes in real time. Watch and learn how to give specific directions, achieve intentional yet natural looking poses, create story through actions, and diversify your portfolio within the same pose.

  8. Pitfalls of Pricing

    Pull apart your business structure and analyze your pricing model. Learn the most common pitfalls of pricing and how to maximize your profitability in different packages. How do fixed costs and outsourcing factor in? Why aren’t you booking more weddings? Prepare for your next assignment.

  9. One on Ones and Q&A

    Jasmine responds class needs and answers one-on-one questions, covering coordinating shoots, business names, getting feedback from clients, charging sales tax, working overtime, balancing your personal and professional online presence, and more.

  1. Introduction: Change + Struggle

    The class reconvenes; Jasmine reviews what we’ve tackled together thus far and shares the progress the reSTARt community has made over the past month, from networking to new websites.

  2. Reintroduction to Photographers

    How have Nikki, Ryan, and Melissa implemented what they’ve learned in the past 30 days? What does it mean to transition from part-time to full-time?

  3. Marketing Strategies

    Traditional forms of marketing can be costly and not as accessible to small business owners. Jasmine teaches you how to use the marketing materials you already have at hand to execute an effective strategy that won’t drain your bank account. She shares what she did to maximize her profitability to what it is today.

  4. Marketing Q&A

    What factors should you consider in submitting weddings for publication? Do you blog every wedding? How do you work with cinematographers? What are the best marketing investments? Jasmine answers surfacing questions and we hear from past CreativeLive students regarding the right tools for them.

  5. Website Reveal with Promise Tangeman

    Promise is back in the studio with the big reveal: see how Nikki, Ryan, and Melissa’s websites have transformed to improve their online presence. Promise shares her tips on how to communicate with a designer during the revision process.

  6. Networking

    A lone wolf does not build a successful photography business. Whether you’re dedicated to wedding photography, portrait photography, or pet photography, networking with new people is essential. Jasmine shares her own struggles, her best networking tips, and a secretly filmed video.

  7. Social Media

    What advantages and disadvantages do different social media platforms provide and how do you best leverage them to grow your business? How do you network with industry connections and clients via social media? Jasmine demonstrates the power of effective social media strategy with real examples.

  8. SEO with Lawrence Chan

    Your domain name is your address, but prospective clients need to be guided to your business. Sit down with photographer and SEO (search engine optimization) whiz Lawrence Chan as he shares his top ten SEO tips to ensure you are on the first page of a prospective client’s internet search.

  9. Pricing Questions

    Jasmine answers a range of pricing questions. Business expenses go beyond just Photoshop, Lightroom, and equipment; how does a small business owner best track and manage expenses? How do you understand wedding and overall business profitability? Jasmine shares the final class assignment.

  10. Goodbyes and The Definition of Success

    The reSTARt community closes the course, yet the network and relationships continue. What are Jasmine and community members’ most important takeaways? Change isn’t always constant - what can you do if you don’t see changes in your expected timeline? What actions can you take right now?


a Creativelive Student

Jasmine Star is a "star". I was so inspired by her and her marketing. She has got her brand defined perfectly. She is a brilliant woman. The way she thinks about building a brand and never deviating from her vision is amazing. She is also very humble and her stories about growing up were so heartfelt. She is a true story of rags to riches. I came away with a ton of respect for her and a wealth of information. If you are exhausted trying to be a photographer for everyone, and not going in a strong direction-buy this now! The transformation in the three photographers that participated, from their improvement in shooting to their amazing new websites, will inspire you so much. Do you want to transform your business? They grew in three months the amount it will take you three years to do on your own.

a Creativelive Student

THANK YOU Jasmine for this precious lessons, you teach us! only i re-start watching my course today and i already feel some new inspiration to take my business to next level, you talk a lot and that good energy always helps to put this motivation on. Still do a good work! CS