"My style is very interactive. I am talkative, funny, interested, silly, loud at times, and from the instant I meet a new client I treat them like an old friend. There is no awkwardness, no breaking the ice. I jump right in and start playing peek-a-boo with their kids and asking them about their childbirth stories. I love people. I love hearing about them, their family, their job, their life. I want them to be comfortable enough to relax and show me who they are in the course of our shoot.”

– Meghan MacAskill

What's your style?

We don’t mean those jorts you wear. We’re talking about your photographic style. Customers have a certain style in mind when searching for a photographer, so it's important to make sure you’re expressing a style that's true to you.

When describing your style, think about the following:

• What makes you unique? What’s your signature? What about your photography will attract clientele?
• What are you passionate about conveying with your photography? What inspires you?
• Do you capture moments? Tell a story? Make time stand still? Freeze the action? Are your photographs edgy? Timeless? Fine art? Modern? Grungy?
• Do you make heirloom portraits or gorgeous landscapes? Are you a photojournalist? Do you travel far and wide in search of exotic wildlife?

The one word common to each of those questions is you. People hire you for you: your personality, your expertise, your demeanor, your creative vision. Identifying your style will help you establish your brand and your business model. It will help you understand who your customers will be, or who you want them to be, and will help you to establish your place in the market. Your style leads to creating your brand.

Admirers have called Andi Grant’s work "traditional," a label that used to amuse her until she began to grasp the implicit compliment. "It’s interesting because I don’t come from a classical photography background," she said. "Now I want to be considered timeless. My images are very clear—sharp, well-exposed images that are not over-manipulated. Very organic. People see that and like it." –Andi Grant

‍What can you do to find your style?

You’ll find inspiration in all kinds of places: in art, from other photographers, in magazines and books, in the way you decorate your home and office. What speaks to you the most; what inspires you to try something new?

Look at the work of others, try to understand how they achieved the result, think about situations where the technique would be appropriate, and if it’s something that you would like to emulate.

• Search out other photographers on forums, at workshops, or in local meetup groups.
• Use the powerful SmugMug search tool to find photos you love.
• Pinterest can help you collect ideas for setting up, posing, lighting, and more.
• Shoot, shoot, and shoot some more to discover what you love.
• Try new things, expand your horizons, and come to understand what you enjoy creating and what you don't.

Think about your business like a customer.

What kind of customer do you enjoy working with? Are you more comfortable with the formal family portrait, or a play day in the park? Do you prefer dramatically lit studio portraits, or edgy outdoor backlighting? Are you the master of the speedlight? 

Make sure prospective customers understand what you offer. You can’t be everything for everyone, and that’s alright. Hone in on your style, attract the customers that dig your style, and create the best experience possible for them, and for you.

The bottom line.

Make sure your style is clearly reflected in your portfolio, in your website, and in your messaging so prospective customers can get a good sense of you, your work, and whether or not you’re a good fit for their needs. Identifying your style will help you build your brand.