BNB Student: Rob

RobertHock wedding photography www.roberthock.com.au
Brand Standards

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

MOODBOARD
"
The moodboard was
curated to express the
“mood” of the brand and to
inspire the visual decisions.
(Images: John Warren)

BrandMessage

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

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

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

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

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

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

Design&Visuals

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.

02"

PRIMARY&
Secondary
COLORS
http://www.colllor.com
02"
VISUALIDENTITY

TYPOGRAPHY
Headlines:bebas
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
VISUALIDENTITY
Body: Walkway Ultrabold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
02"

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)

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)

Words&Content

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.

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)

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

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

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.

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

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"

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"

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

LiveYourBrand

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

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

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

BNB Student: Rob

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