Once you’ve decided that photography is what you want to do for a living… the passion that you want to turn into your source of income. Then next step is to come up with a name for yourself.
I know that many photographers reading this article will have already created a name that doesn’t follow the guidelines I’m about to explain, but that’s fine. There is no need to change your business name if you’re already established! If you’re not yet well known and haven’t worked with many clients, then it will still be possible to change your name, but it certainly isn’t a requirement.
The Importance Of Your Business Name
Most photographers think that their business name is extremely important, and will spend weeks or months trying to come up with the perfect one.
The reality is that it’s not very significant in terms of your future marketing, and won’t have any impact on the size or scalability of your photography business…
Don’t Go Fancy
This is the first ‘no-no’.
Don’t make a fancy name that’s hard to understand. This includes all pun’s (a play on words), as well as anything to do with photography that your audience probably won’t understand… like “Prime Photography”, because most clients will never have even heard of a prime lens!
There is a hairdresser near where I live that originally had quite a normal name, but has recently changed their name to “Paul and Paul Hair Salon”. The reason this is confusing is because there is only one guy named Paul! My girlfriend and I have been baffled as to why he chose this name.
Keep it as simple as possible. A good rule of thumb, is that if an 8 year old can understand it, then it’s fine!
Make Your Name Short
Don’t pick something like “Sunset Over a Beautiful Forest Photography”. That’s a bad example, but it explains the point. People should be able to read it after a brief glance!
So there’s a few things to stay away from… but what should you aim for?
Use Your Own Name
For me, it would be “Dane Bergen Photography”.
This may seem boring, but it has many advantages.
For one, it’s easy to think of! But more importantly it helps to build up your authority as a photographer… Do me a favor and imagine this…
You’re going to meet with a lawyer from Smith and Green Solicitors. The man you end up meeting is John Smith, the very same guy whose name is part of the business name! It instantly increases his credibility and authority in your mind doesn’t it? You really have nothing to base this on, other than if his name is in the business name, then he must be an authority figure.
You can do the same thing with your business.
It also helps build your own name as a brand, and over time you’ll become a bit like a celebrity.
The only downside is that it’s a little harder to sell a business that has your name attached, but most photographers get into photography because they love it and never plan on selling.
Use A Descriptive Business Name
If you don’t want to use your own name, then I recommend using something that will give prospects a good idea of exactly what you do.
Some examples are “Wedding Photography Perfection”, or “Value Adding Real Estate Photography”.
The second example seems to break my ‘make it short’ rule, but it’s for real estate photography which alone is a fairly long name… however the ‘value adding’ part emphasizes that your photos add value to the houses you work with. The first example ‘Wedding Photography Perfection’ is exactly what brides want… a perfect wedding with perfect photography. Adding perfection into your name helps to evoke that need.
The Photography Business Name Rundown…
- Make it short
- Make it simple
- Use your own name if possible
- Make it descriptive
Remember, your business name isn’t the most critical part of your business and even if the name you choose isn’t great, it won’t matter in the long run. There are FAR more important things you can do to help bring in more clients and make more profits within your business!