“It’s our differences that make us better as a whole.”

— Alyson, Head Photographer at Jasper & Fern

After the heartache of finding myself surrounded by negative company too often in the past, I absolutely love and am grateful for now being surrounded by women who honestly want to see each other succeed. There are no ulterior motives, no people talking behind each others' backs - just women stepping in to share their knowledge and skill for the betterment of others.

Branding Portrait for marketing coach, Mallory Schlabach. | Winston-Salem On location Brand Photography | Jasper & Fern

One of my favorite parts about my job is the opportunity to build community and support another small businesses' success. It's about more than creating pretty pictures. It's learning your needs, getting to see where you're going and be involved in your vision. It's stepping into the world you're passionate about and connecting with your heart.

I've always said that each person has been created with unique gifts with which they can use to impact their community. It's our differences that make us better as a whole. It's our choice to use those gifts for the betterment of those around us.

What a crazy world to be shifting our lives and small businesses in - right?! With all the time in school studying history and the shaping of our world (not to mention living in a first world country) never did I ever think that I’d face a pandemic in my lifetime! Just like my own, the lives and businesses of my clients and friends have had to swiftly adapt for sustainability (and survival). With all the shifts needing to be made, our small business community needs all the support it can get. I’ve dug in to see how I can give some support to my fellow small business owners and compiled 3 ways you can connect with your customer during this craziness.

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1. Connect on a Human Level

Quote “Let’s be human together” - Jasper & Fern | Winston-Salem Photography Studio

Oof, big one right here!! Connecting with your customer is not just about keeping yourself top-of-mind so they can remain your client. It’s about being real, authentic and relating on a human level.

With the stay-at-home orders, limited re-openings and limits on how many people can get together at one time and how far apart we all need to stand, many of us (if not all of us) are feeling disconnected.

Remember, the more human you are in your business, the more you can connect with your customers on a human level!

How to Connect :

1. Use your brand images to showcase the humanity of your business and your employees. Pair a professional brand image of them - like a headshot or them at work - with a story (with their permission of course!) about what they usually do and what they’re doing now during their time at home. It can be a story of their humanitarianism, what they’re doing with their pets, what hobbies they’ve been able to delve into with the extra time, what they’re doing to give back to their community. Give your post some extra relateability by sharing a selfie or snapshot of them doing what you shared in their story.

2. Take the opportunity to rave about one of your employees or customers, sharing why you enjoy them, and pair it with a brand photograph featuring them (or post a snapshot of that particular customer’s review of your services).

3. Don’t be afraid to get vulnerable. Share your own story or perspective about how this every changing world is impacting you. It could be something you miss doing, people you miss seeing, positive changes that you’re excited to share - and, you guessed it, pair this vulnerability with a brand photograph that shows your face or the product/service you’re talking about missing or being impacted.

4. You can also schedule a Zoom or phone call with a client just to check in and see how they’re doing!

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2. Keep the Personal Touch

Team Portrait by Winston-Salem Photography Studio Jasper & Fern for local small business

This has come up in conversation SO much these past few months. With many businesses and corporations realizing that it’s not only cheaper but also more efficient, in many ways, to cut out the face-to-face interactions of employees with customers, personal touch has gone out the window. There’s no more flying to business meetings, grabbing a cup of coffee together, eating lunch with a client - all those personal actions to reinforce a customer’s value. But, as a small business owner, we know that many people are buying our services and products because of US - because of our personal touch - right?! So, how can this face-to-face interaction be so quickly eliminated??

As a small business owner, you likely immediately recognize that for you it’s simply not an option to take away that personal touch. It’s where we can show how much we value people, show that our customer is heard, show that the person we’re interacting with is more than just a bottom-line number. So how do we show up for our customers in this way while still respecting everyone’s health and safety?

Now, more than ever, you want to keep your face in front of people!

Here are our top Ideas :

1. Send a personalized card with your name on it. Give it some extra impact with a smiling picture of you or you and your team in or on the card, putting your supportive faces right in front of them. I guarantee your customer will feel appreciated!
(You can also send an email like this if you don’t have their mailing address on file)

2. Add a brand portrait to your email signature, your Zoom profile and your online business profiles.

3. Start including branded imagery that shows the faces of you or your team in your emails, blogs and social postings.

4. Send your client a small gift with a personalized note with a small photograph of you on it.

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3. People are moving online, Stand out in the market!

Sample of branded Layflat style image from Updog Wellness’s branding session | Layflats and brand photographs are images that small businesses and brands can use to market to their target audience while boosting their brand presence, building their brand personality all while keeping their brand aesthetics consistent, building trust and recognition over time.

Almost every single business has faced the urgency of moving online these days. Sure, before the pandemic you could do, meh, “alright” without having an online presence - tough although it might be, especially if you’re still building your presence in your markets. Now though, with all the stay at home orders and mandates for business operations taking out your in-person relationships? Eeesh…. it’s a nightmare if you’re not online and trying to still earn money. Sadly, I’ve seen a few of our amazing Winston-Salem businesses go out of business because they couldn’t adapt quickly enough.

Showing people what you offer - service or product - makes an impact on your bottom line. You don’t want to miss out on your customers who are willing and ready to support their local businesses simply because you’re not online. Having an attractive photograph will help you stand out amongst your competition. I’s truly a bonus if you can do so with engaging imagery that showcases your brand messaging and personality too!

Ideas on How You can Show Up :

1. If you already have brand imagery, put it out there! Getting your images and message out there - even if you’re repeating content - will make more of an impact right now than holding those goods back.

2. Use your brand photography in small video compilations - make a slideshow or ask your photographer to do it for you.

3. Showcase you and your team at work. Showcase your products. Showcase what it’s like working behind the scenes.

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What if you don’t have brand photographs to use?

Let’s face it, you may not have brand photography to use right now. If you don’t, here’s what we recommend.

1. Book a brand photographer to come and take socially safe branding photographs for you.

2. Ship or drop off your products for your photographer to photograph. (This one is great especially if you want to practice extra caution and aren’t ready to be around people, even in a socially safe manner)

3. Don’t offer products? Arrange for a photographer to photograph Layflat style images that feature tools you use to conduct business.

Layflats and brand photographs are images that small businesses and brands can use to market to their target audience while boosting their brand presence, building their brand personality all while keeping their brand aesthetics consistent, building trust and recognition over time.

Many times these tools feature your brand aesthetics. If you have these items on hand - like a computer laptop, iPad, phone cover, business cards or decorative items from your storefront - arrange to drop off or ship those items to your photographer. They can get creative and create images that, while they may not feature you, can still help showcase your brand personality or what you do.

If you’re not sure what these items could be for you, schedule a consultation with your photographer and they can help you figure out what would work best for you.

4. If you’re not in the position to hire someone to create polished professional images for you, just try your best to do a few images yourself!

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If you need guidance digging in deeper into how you can use brand photography to your advantage during this pandemic, feel free to reach out to us. We’d love to help you out!

Wishing you peace, sanity and sustainability,

The Jasper & Fern Team

“How can pictures help my business?”

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I frequently get asked “how can pictures help my business?” This question is exactly why we like to dig into your needs, your vision, your business structure and your branding. Every business’s needs are different. Where you can amplify your business with imagery is dependent on the nature of what you do and what you’re looking to achieve. That’s why we’ve started the Branding Your Business series. Our Branding Your Business series will help you understand what brand photography is, what it can do for you, and will provide examples of what it’s done for our previous clients.

We’ll be sharing insider perspectives from our Service based, Product based, large scale, Corporate, solopreneurial and entrepreneurial clients. From determining their vision and purpose to creating an action plan, we’ll provide you with a peek behind the curtains to see how their branding photography was used and even the results they’ve seen from using their new imagery.

If you’re already curious about what you can do to amplify your business with branding photography, click the link below to schedule your free Brand Assessment.

Exerpt from our Brand Photography session with Blackburn Consulting, a session done with a focus on cultivating and portraying her brand identity, brand personality, and brand presence. The photographs photographs are to be used on her Instagram to keep her feed consistent and on her website to refresh her brand appearance. All photography done by the Jasper & Fern team located in Winston-Salem, NC.

QUESTION : Who do you want your customer to become?

Hold up. Come again? What does my customer’s personal growth have to do with my brand and branding photography?

If I took the questions right out of your head just now, you’re not alone. The first time I was asked this question, my head snapped back a little. It seemed a little out of the ordinary to be asked this but, when I started verbalizing it, I realized I’d known the answer all along. Here’s the thing though, “kind-of” knowing something in the back of your mind and truly knowing an important piece of information and knowing how to utilize it are two VERY different things.

While knowing important information in the back of your head - like who you want your customer to become - will still trickle into your brand, fully knowing the transformational potential of your client and fully knowing the journey you want them to take will propel your brand and marketing efforts forward.

Branding Photograph for Financial Blogger, Robyn | Robyn focuses on helping women who want to be in control of their finances to afford the lifestyle they want to live, specializing in budgeting, freedom from debt, and unique savings strategies | © Jasper & Fern | Photographer Alyson Rorem

If you know the growth that your client will experience using your product or service, write that process down. (Seriously, go grab a pen and write it down.) Shifting your focus from yourself, onto your client with this key information will simultaneously help you step into your clients’s shoes and that will help them better understand the value of what you offer.

Knowing what your clients experience allows you to be able to talk to them from their perspective. It shows that you understand them, that you will be able to listen and relate to the problem their having - a problem that they will then see you as a solution to.

Think about some of the brands you love and invest in. Why did you make the investment? What experience did you have that keeps you coming back to them? How did they improve your life?

I’m currently sitting here at my computer with a slew of BeautyCounter products I just bought - and will now live and die by. They were an investment, something I saved up to purchase. Why did I buy them - a more expensive brand - when I’m a person who’s not really ever been huge into cosmetics or skin care and there are plenty of other skin care lines that are cheaper and will help my skin feel good? I bought into them because I was able to sample the products and experience a true transformation. My skin didn’t just “feel good,” my skin felt good as an organ. This transformation *cough, cough, keyword here* convinced me on the necessity and difference clean beauty can make. AND, if you go to Beauty Counter’s website, they’ll pretty much tell you that’s exactly what they’re going for. They desire for their clients to become healthier, more ingredient aware women who aspire to have clean beauty.

Knowing this transformation they want their clients to experience, Beauty Counter can more specifically talk to their target audience - both through their verbiage and their brand photography. They keep things direct, minimal, natural-looking and clean cut. Their written content is strengthened by their brand specific imagery that showcases their values. It’s a hand-in-hand, consistent relationship. Just think, if a brand talked about being natural and clean, but paired their written content with a photograph of a woman who has a caked-on face of makeup, perfectly done hair with loud costume jewelry, clothing that doesn’t have a single wrinkle or seam and is studio-lit looking very commercial and over-done, that visual doesn’t really hit the target of their message does it? No, it doesn’t. In fact, it works against their messaging (and therefore brand), causing people to subconsciously notice the inconsistencies and not trust the brand as much.

So while it might seem a little out of the blue to focus on this part of your brand and business in order to make sure your brand photography properly markets to your client, we assure you, it’s important. Not only will you become more knowledgeable about what and how you’re sharing content with your client, you’ll also start noticing a stronger, deeper bond and clarity with the clients you attract.

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Winston-Salem Brand and Business Photographer | Jasper & Fern