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BNB Student: Rob

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BNB Student: Rob

  1. 1. RobertHock wedding photography www.roberthock.com.au Brand Standards
  2. 2. RobertHock wedding photography www.roberthock.com.au CONTENTS This brand standards document explores the message, visuals, and expression of… 1.  Brand Message 2. Design & Visuals 3. Words & Content 4. Live Your Brand
  3. 3. MOODBOARD " The moodboard was curated to express the “mood” of the brand and to inspire the visual decisions. (Images: John Warren)
  4. 4. RobertHock wedding photography www.roberthock.com.au BrandMessage
  5. 5. RobertHock wedding photography www.roberthock.com.au POSITION CORE IDEA Telling the story of your wedding day through photographs that are honest and heartfelt, images that allow you to feel even more appreciation for all the beautiful people and love in your life WHAT WE DELIVER Albums, prints and digital photographs OUR GOAL Be a boutique single photographer studio, capturing 35 weddings per year, producing beautiful hand crafted albums for each client. HOW WE ARE DIFFERENT Difference in artistic vision: I tell the story of your wedding day with a focus on capturing beautiful shared moments between you and your loved ones, images that give you even greater appreciation for all the beauty and love in your life. Difference in the experience: All you have to do on your wedding day is have fun and enjoy each moment with your loved ones. Having photographed over 300 weddings means I have the experience to create beautiful images for you, no matter what happens on the day, and you don’t have to worry about a single thing! 01" BRAND MESSAGE
  6. 6. RobertHock wedding photography www.roberthock.com.au PERSONALITY LOVER PERSONALITY ARCHETYPE My goal is to tell the story of your wedding day through emotionally powerful photographs. Images that focus on the beautiful shared moments and relationships between you and your loved ones. My greatest motivation is to see my clients look at their photographs and feel more appreciation for all the wonderful people and love they have in their lives. When my ideal clients encounter my brand, they feel: Inspired / connected to the people in my images even if they don’t know them, totally at ease with me as a person I am: Welcoming Relatable Passionate Inspiring Helpful Fully Committed Have Style Evoke my own inner Joe Buissink (wedding photographer). Lauren Vercoe (Zenko Yoga educator) Adam Leipzig (film producer) Robin Williams (actor) 01" BRANDMESSAGE
  7. 7. RobertHock wedding photography www.roberthock.com.au POINTOFVIEW The most precious moments are the ones we share with people we love Out of all my memories, the happiest ones are of great times I shared with others. These are the moments that truly touch my heart. Live every moment fully ‘Carpe Diem’ – seize the day. Each moment of life can become beautiful if we allow to fully what is and how we feel about it, if we focus our awareness completely on what is right here right now (and not think about the past or future). Do everything the best you can We may not succeed, but we can try our best. Give every task, no matter how insignificant, your best effort. My clients are perfect the way they are All they need to do is embrace the moment and allow themselves to fully be themselves. I want them to shift from a state of doing do a state of being. Money gives us choice It is our job to find out what the perfect choice is for our needs, and if we have the money for it we should not hesitate in spending it. There is no point saving money if in return we do not get what we really want. 01" BRANDMESSAGE
  8. 8. Great photography is about capturing honest, heartfelt moments that allow us to remember and feel all the beautiful people and love in our lives. MANIFESTO
  9. 9. RobertHock wedding photography www.roberthock.com.au UNFAIR ADVANTAGE 300 weddings worth of experience means you don’t have to worry about a thing! Weddings are all about having fun and enjoying each moment with your family and friends. Having photographed over 300 weddings means I have the experience to create beautiful images for you, no matter what happens on the day. So simply have fun and enjoy each moment with your loved ones – you don’t have to worry about a thing! 01" BRANDMESSAGE
  10. 10. RobertHock wedding photography www.roberthock.com.au Talkabout whatyoudo (Adam Leipzig) 1) Who are you? I am Rob 2) What do you like doing? I love photographing people 3) Who do you it for? I take pictures for couples who are getting married. (Down to earth professionals, they are not hipsters, they are not yuppies, they appreciate art, the love to show and share their emotions, they love to collaborate. They love natural spaces (parks, gardens) and while they appreciate and honor tradition, they like weddings that are different and express their personalities.) 4) What do those people need? They want to remember all their friends and family and the beautiful moments they shared together on the day. 5) How do they change or transform as a result of what I give them? They feel even more appreciation for their lives and their loved ones. If somebody asks you ‘What do you do?’, answer with #5, they will then ask you questions so you can talk about all the other things, too. 01" BRANDMESSAGE
  11. 11. RobertHock wedding photography www.roberthock.com.au Design&Visuals
  12. 12. RobertHock wedding photography www.roberthock.com.au LOGO 02" VISUALIDENTITY The logo consists of different elements that will be re-arranged in a modular way, depending on where they are used (print, online, etc.) Name: ROBERTHOCK Wedding photography Tagline: I HEART PEOPLE Other Tagline options were: Picture the life you love (Your?) Life is beautiful Focus on the moment Graphic: Gratitude Symbol Supporting Quote: Quote by Pablo Neruda that sums up value my clients get from my photography.
  13. 13. RobertHock wedding photography www.roberthock.com.au 02"
  14. 14. RobertHock wedding photography www.roberthock.com.au PRIMARY& Secondary COLORS http://www.colllor.com 02" VISUALIDENTITY
  15. 15. RobertHock wedding photography www.roberthock.com.au TYPOGRAPHY Headlines:bebas ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() VISUALIDENTITY Body: Walkway Ultrabold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() 02"
  16. 16. IMAGESTYLE
  17. 17. RobertHock wedding photography www.roberthock.com.au IMAGE DO S VISUALIDENTITY 02" Images that focus on emotion and true connection. Visually elegant, but natural elegancy, not showing off. (Images: John Warren Photography)
  18. 18. RobertHock wedding photography www.roberthock.com.au IMAGE DON TS VISUALIDENTITY 02" Images about ideas / concepts. Images about status and show instead of true connection. (Images: Dezine by Mauro, Todd Hunter McGaw)
  19. 19. RobertHock wedding photography www.roberthock.com.au Words&Content
  20. 20. RobertHock wedding photography www.roberthock.com.au TONEOF VOICE 03" BRANDCOMMUNICATION Communication and content from me is enthusiastic and with a calm voice. It’s about building a relationship of trust, feeling the other person. I sound: - Inspirational and calm - Understanding, not judgemental - Funny and honest but always polite - Confident and calm - Positive / Optimistic and calm - Focused on feelings Examples are real life stories that illustrate either how meaningful it is to have great photographs of important life events and one’s loved ones, or how disappointing it is not to have them.
  21. 21. RobertHock wedding photography www.roberthock.com.au TONEOF VOICE 03" BRANDCOMMUNICATION WE WOULD SAY Let’s meet for a coffee and a chat WE WOULDN’T SAY I would like to invite you for a free consultation WE WOULD SAY How do you feel about this? Imagine …. (focus on feelings / right side of the brain) WE WOULDN’T SAY What do you think? Think about… (focus on analysis / left side of the brain)
  22. 22. RobertHock wedding photography www.roberthock.com.au WORDBANK Word Bank (primary = benefits) Have fun Focus on spending time with your loved ones Be yourself Enjoy the moment Comfortable Relaxed Fulfillment Meaning Appreciation Gratitude Love Wonderful people Loved ones, family, friends Connection Feel again Not missing out Don’t worry about a thing Peace of mind Re-kindle love Appreciate richness of life Satisfaction Feel taken care of Let me do the stressing Great investment of money Money wisely spent Emotional return Filling up love tanks Family time Bonding Bringing people together Meaningful Expression of your self 03" BRANDCOMMUNICATION
  23. 23. RobertHock wedding photography www.roberthock.com.au TAGLINE this moment matters SUPPORTING QUOTE: To feel the love of people we love is a fire that feeds our life – Pablo Neruda Other tagline options were: Picture the life you love (your?) life is beautiful Focus on the moment 03" BRANDCOMMUNICATION
  24. 24. RobertHock wedding photography www.roberthock.com.au How? What? (features) Why? (benefits / value) Client stories Word Bank – Focus on benefits: Have fun Focus on spending time with your loved ones Be yourself Enjoy the moment Comfortable Relaxed Fulfillment Meaning Appreciation Gratitude Love Wonderful people Loved ones, family, friends Connection Feel again Not missing out Don’t worry about a thing Peace of mind Re-kindle love Appreciate richness of life Satisfaction Feel taken care of Let me do the stressing Great investment of money Money wisely spent Emotional return Filling up love tanks Family time Bonding Bringing people together Meaningful Expression of your self 2 meetings prior to the wedding day to get to known each other, I won’t be a stranger to you on your wedding day. During parts of the day my approach is very non-intrusive, fly-on- the-wall style and I simply go with the flow of what is happening. Here I follow my intuition and use my experience to anticipate moments that matter. I follow my heart and will create images with beautiful emotion for you, images of beautiful shared moments between you and your loved ones. During other parts of the day I will give you guidance and directions while photographing. To make sure your images will look great I may ask you to walk or stand at a particular spot and I may also adjust your body language. But the photograph is never about the location or pose, it’s always about having a great time with the people you are with, so I will bring your attention back into the moment so you can have fun with your bridal party or share a beautiful quiet moment with your spouse. (e.g. group photo = B&G we love you, bridesmaids complete sentence ‘you look like…’, couple saying real things to each other (no pretend laugh etc.) I’ll make sure you feel relaxed and comfortable while we are taking photographs You can completely be yourself on the day and simply focus on having fun with the people you love Testimonials from clients (be themselves completely, they feel relaxed around me) My point of difference in the way I tell the story of your day is that I focus on beautiful moments between you and your loved ones, natural images with strong emotion. These images allow you to remember how you really felt on the day. You will feel even more appreciation for all the wonderful people and love in your life I used to work for other studios, they gave me a shot list (lowest common denominator so the studio’s work can be consistent). It was all scripted, not free flowing. The real story happens in the moments in between, the real moments. Norm’s story, 94 years old, homebound, his memories are his life Shosh’s story – divorce, parents dead, her album = memories Time goes quickly, you will be occupied a lot with your guests, friends and relatives. I want to capture the moments you will miss, guests at the church while you are exchanging vows, faces of family listening to the speeches etc. I will tell the complete story, I’m your 3 rd pair of eyes on the day You won’t miss out on anything Do your parents have a wedding album? My parents only have 4 images from their wedding day. Grandma dancing etc. would have loved to see. Story of lady at Hilton Hotel who thought my display album of one wedding was a best of album of my whole career. I capture portraits, detail photographs, formal group shots, key moments I cover all the traditional images required I know the venue, know the best places to take photographs. I am recommended by your venue You don’t have to worry about anything. We discuss a detailed timeline one month before your wedding day where we confirm locations, ideas for photographs etc. On the day I will keep track of time 10 years experience in photographing weddings. No matter what happens on the day (weather, delays in schedule etc.), I know how to create beautiful photographs for you Albums are printed on archival photographic paper. Your album is made to last beyond your lifetime. It’s independent of technology, it’s tangible, it can’t just become incompatible or disappear. Great investment of your money, everything else you buy for your wedding (except your rings) you can only use once. With your album you can enjoy it for the rest of your lives. Already I have clients ring me because they lost their images on disc. Think about having something permanent. Wedding Album has waterproof and scratch resistant coating on pages The album is solid and not easily damaged, so you can view it with kids and the whole family Your family will bond more Ryan and Ginetta’s story, their kids love looking at the album Water test demonstration, pour water on wedding album Wide angle photographs of beautiful locations / landscapes. I will discuss different themes / looks you would like to have. I also suggest considering locations that mean something to you (favorite café, park you like going for a walk etc.) I can print beautiful fine art wall prints for you, beautiful scenic photographs that happen to have you in it. You can decorate your home with beautiful artwork which is not only pretty, but means something to you, too Ikea pictures vs personal photographs on walls.
  25. 25. RobertHock wedding photography www.roberthock.com.au BIOS SUPER SHORT (SOCIAL, BY LINE) Hi, my name is Rob and as a wedding photographer I love creating images that allow us to remember and feel all the beautiful people and love in our lives. MEDIUM (PROFILE, BLURB) Hi, my name is Rob and I believe great wedding photography is all about capturing honest, heartfelt moments that allow us to remember and feel all the beautiful people and love in our lives. Photographing over 300 weddings has also taught me that focusing on all beautiful little moments you share with your loved ones is the most meaningful way to tell the story of your day. Recently I’ve interviewed my happiest brides to find out what their secret was to make their wedding the best day ever. Enter your email here to find out! LONG (ABOUT PAGE) Hi, my name is Rob and I believe great wedding photography is all about capturing honest, heartfelt moments that allow us to remember and feel all the beautiful people and love in our lives. Photographing over 300 weddings has also taught me that focusing on all the beautiful little moments you share with your loved ones is the most meaningful way to tell the story of your day. At the same time, having the experience to create beautiful images for you, no matter what happens on the day, allows you to simply focus on enjoying the people you are with – you don’t have to worry about a single thing. Recently I’ve interviewed my happiest brides to find out what their secret was to make their wedding the best day ever. Enter your email here to find out! If I’m not photographing weddings, you’ll probably find me cooking and hosting dinner for my friends, hiking along the coast or working on one of my personal photography projects. 03" BRANDCOMMUNICATION
  26. 26. RobertHock wedding photography www.roberthock.com.au STORIESpt.1 **WHY STORY**   When I was younger I was quite a shy person – other people always fascinated me, but it was only through photography that I dared to approach the world around me. Photographing another person became the perfect excuse to speak to them, to take part in their lives, even if just for a few moments, and wait until their personality would open up and reveal a moment of truth, a sense of who they are as a person, a moment I would then capture on film. However, it was not until I photographed my first wedding, the wedding of friends, that I realised how much those images could mean to somebody else. I remember my friends looking at the images and crying, they loved them so much because they could see in them the same honesty of feeling and openness, the same moments of love and connection that I saw when I had captured the images for them. And I also knew that none of my personal projects previously ever had the same impact on somebody else – this was the moment I fell in love with wedding photography.   While my craft and techniques have evolved many times over the 10 years that followed, I am still drawn to moments of honest emotion and connection as the essence of great photography. On your wedding, I simply follow my heart in anticipating and capturing those moments, and the greatest compliment for me is still to see your excitement when you look at your images, to see you feel even more appreciation and love for all the beautiful people in your life.     **HUMAN ELEMENTS**   I love cooking, especially baking, which I know is odd for a guy, but I think if I wasn’t a photographer I would open up a German bakery, ideally somewhere close to the beach. I also love spending time with my 10 year old son, whose passion is singing and playing the drums, and we often sing and record songs together, sometimes with me accompanying him on the piano. I also love spending time in nature, and enjoy going on multi day hikes whenever I get the chance. I feel hiking in nature allows me to truly switch off and relax, so I can come back to the city refreshed and full of energy. 03"
  27. 27. RobertHock wedding photography www.roberthock.com.au STORIESpt.2 **CLIENT STORIES** I feel my client stories are best conveyed through images, showing examples of their wedding day. However there are also many other stories that are beautifully told through words and illustrate the importance of having great photography or the problematic of not having great photography. These are stories of people I know personally, or just have spoken to, but many of them were not my clients. For example:   I know this wonderful old man named Norm. He is 94 years old and now lives by himself at home. He is not allowed to drive anymore and while he is still in good health, he is at home by himself all day. When I visited him he showed me the photographs on his mantelpiece, and his eyes sparkled and lit up when he was holding the photographs in his hand, telling me about the beautiful woman he was married to, and all the great times he had with her. He made me realise how at some stage we also might live our life through our memories, that’s why photography is so important.       **BRAND VALUE STORY**   When moving house recently I was sorting through my belongings and came across a box of photographs that had been sitting in my cupboard for over 10 years. I opened it and had a look at the images, and memories came back instantly. Most of the photographs were taken after I had newly arrived in Australia, there were many photographs of beautiful landscapes, but also as many photographs of friends of mine who I was close to during university, or friends of mine who I had travelled with. What I noticed was that I now found the images of my friends much more interesting to look at than the landscape photographs, even though I remember clearly that when I was new to Australia it was the amazing landscapes that I loved photographing the most. I felt looking at the images of my friends allowed me to reconnect more with my own life, moments of my life I had almost forgotten, little treasures hidden in my past that the photographs allowed me to rediscover. I also noticed how different my friends now looked, and how time had passed and changed us all, and how much richer my life felt being able to remember these little moments. That’s why I like to photograph weddings with a special focus on all the beautiful moments my clients will share with their loved ones on the day, as I believe as we get older, the most precious moments we can remember are the ones we shared with our family and friends. 03"
  28. 28. RobertHock wedding photography www.roberthock.com.au CONTENT Stories about the value of photography, connections between people: -  Three levels of wedding photography: tick the boxes, storytelling, what storytelling. Used to work for studios, only tick boxes, then storytelling, now my own style of storytelling (connections between people, images from the heart) -  How do you want to see your images 30 years from now – clients have already rang me because they lost their disc with all their images on it. -  my parents only have 4 images from their wedding day – capture the complete story, see grandma on the dancefloor -  Story of lady at Hilton who saw an album with images I took on one wedding, she thought it was a ‘best of album’ of my whole career (you should include more portraits of other brides in the album). She paid $8000 for her photographer to photograph her NYE wedding, but he was just drinking and enjoying himself, he didn’t care about photography. -  Norm’s story: he is over 90 years old, lives by himself at home. His memories have become his life. He loves looking at his photographs, he loves remembering his wife, his life -  Shosh’s story: marriage, divorce, marriage, divorce. Her first wedding album got lost in her parents’ house. When her parents passed away, she sorted through their things and found her wedding album again. I asked if I could borrow the album, but she didn’t want to let go of it anymore. It was full of memories of her family, her parents, it was so much more than just pictures of a failed marriage. -  Water test demonstration / ice cream demonstration: put water / icecream on pages of wedding album, wipe it off -  Ikea pictures vs pictures that have a personal story, personal meaning. -  My grandmother had to flee her home during war, before they left they returned inside quickly to save photographs -  Image of 3 generations was used as a fundraiser, an image taken at a wedding can be more than wedding photography -  Retouching a portrait is like looking into somebody’s eyes -  I found old discs, can’t open them on my computer anymore -  Rain on your wedding day can be beautiful! (show images). Creates a feeling of intimacy and connection. -  Shall I allow my guests to take their own photographs during the ceremony vs. guests capturing their own snapshots during the reception, me becoming photojournalist -  Advice from happy brides to brides to be – how to make sure your wedding day will be the best day ever! (video) -  How much time shall I allocate for photography (idea of allowing things unfold naturally). Locations (places with meaning, places that allow for activities and connections) -  What bridesmaids dress color works best in an outdoor setting? (It doesn’t matter, but the style of dress is important, allow your bridesmaids to each have their own cut / style, don’t have everything look the same) -  Add: client stories, showing my experience, we went to special places, interesting stories from their wedding day, did I save the day? Did they make it very personal? -  Add: personal projects. Appreciate Life. People. Love. 03" BRAND COMMUNICATION
  29. 29. RobertHock wedding photography www.roberthock.com.au LiveYourBrand
  30. 30. RobertHock wedding photography www.roberthock.com.au Welcome/ Sales Page Thank you for visiting and congratulations to your engagement! Planning your wedding day is so exciting – you probably have already chosen a date, picked a beautiful venue and can’t wait now to celebrate your new journey as husband and wife together with all your loved ones. But you also know that while planning a wedding takes time, once your big day has arrived it will be over in a heartbeat! That’s why great wedding photography is so important: it allows you to go back in time to remember each moment you spent with your family and friends, and feel the same feelings of love and appreciation for all the wonderful people in your life. It’s important to choose a wedding photographer who can see the day through your eyes, someone who feels inspired by moments that also inspire you. For me it’s always been people that make a wedding day special, honest emotion and those little moments of true connection between them – that’s what inspires me and that’s what I focus on when telling the story of your day. Having photographed over 300 weddings also means that you don’t need to worry about a thing - simply enjoy each moment and have fun with your loved ones, I will take care of the rest. Please have a look at my portfolio, and if you like what you see I would love to meet you! This first meeting is a great way to connect, talk about your day, your photography and how we can make it all a lot of fun. Give me a call, let’s have coffee and we’ll take it from there… **Call me now** or **request a callback** [two buttons] usiness 05" LIVEYOURBRAND
  31. 31. RobertHock wedding photography www.roberthock.com.au ACTION STEPS Update website New portfolio of images, new website design, new branding, new text, everything new ! Write content for mailing list subscribers Create the interviews with my ‘happiest brides’ on their secret to how they made their wedding day the happiest Create emails based on content ideas mentioned in this workbook to send to new mailing list subscribers. Study and apply Heidi Thompson’s ‘selling with email marketing’ course. Implement SEO, referral networking, facebook, and advertising strategies SEO strategies = clients find me by googling their venue Referral networking = clients find me through personal referrals from venues and other photographers facebook presence = targeted at existing clients to keep them aware of me, so they refer me Advertising strategies = vendor directories, bridal shows, spread awareness of my business 05" LIVEYOURBRAND
  32. 32. RobertHock wedding photography www.roberthock.com.au BRANDEMIES IDEA ENEMIES -  self doubt and doubting economy -  letting marketing and website sit idle -  trying to chase the latest visual trends NOT TO DO LIST -  do not let client conversations be focused on product, numbers -  during wedding, don’t let clients worry about organisational things of the day, take responsibility to bring them back into the moment so they have a wonderful time -  do not do meetings online (Skype) if avoidable (lack of focus on my clients side, distractions e.g. tv, washing dishes etc.) -  do not meet only brides if avoidable I AM NOT -  a guy with a camera that is hired for taking pictures -  creating glamour wedding photography -  creating trendy hipster wedding photography -  just offering an end product, I offer artistic vision, a fun process of creating, and products that focus on emotion 05" LIVEYOURBRAND

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