“Who we are is the most important thing about photography.” — Sam Abell
I love talking to photographers. In the last week, I've picked up a consistent theme from the ten-or-so conversations I've had: Where's the work?
Everyone is asking: Why? Is it gas prices? The economy? Uncle Bob?
While a combination of these factors is the likely culprit, I've noticed another: schizophrenia.
Don't take me literally here. I'm not referring to a photographer's mental health. Rather, I've noticed many photographers lack a strong sense of identity. This leaves them vulnerable to the whim of trends.
In the course of many workshop portfolio reviews, I've seen work from individual photographers which looks more like a collection of the best images from a diverse sampling of stylistic influences. Looking at a photographer's portfolio, I can clearly see a visual history of all the workshops the photographer has attended. One image was clearly made after the photographer attended Yervant's workshop; the influence of Denis Reggie is evident in the next, followed by a photograph that could be on Joe Buissink's website.
What's amazing to me is that the photographer has been so successful emulating the styles of each of these industry icons, but the collective result is still a failure. A prospective client looks at their work and has no clear sense of the photographer's identity!
It's natural to be influenced by industry icons and to think: "If it works for them, it will work for me!"
This starts a process of photographic experimentation, resulting in new images that make their way into the photographer's portfolio. While these images are well-executed, they create ambiguity in the photographer's marketing message. Ambiguity actually works against the photographer's marketing and sales efforts. The inspiration drawn from successful photographers has an unintended effect, one Rachel calls "visual schizophrenia."
When you compare LaCour's work to Yervant's, you might think it's surprising that he is a great source of inspiration to us. While our photographic style and approach is divergent, Yervant has crafted a unique identity, which is clearly communicated through his branding to his marketing message to his photography. It's strong and unwavering.
The most successful people in any field stand out because of a personal investment in their work. They have found a way to express who they are through what they do. This becomes increasingly true in a saturated, competitive market.
So, I encourage you to answer this question: Who are you?
How do you approach photography? What is your style? Can you articulate this to your client in two sentences? Is your branding and marketing message consistent with who you are photographically? Do your images work together to reinforce your identity or do they work against each another? And most importantly, what artistic inspiration do you have outside of the photography world?
This requires an intentional effort of specialization. You must ask yourself, how does this new style, approach or technique fit with my identity?
So if sales are down, don't just run out and buy the latest action set or add trash-the-dress sessions.
Start with finding yourself. Then the clients will find you.
This post originally appeared on the LaCour blog on June 12, 2008.
