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Behind the scenes of our brand

2.20.18 - Personal



Since our Studio Manager, Ana, wasn’t with us when we launched our new brand in 2015, and since she loves the intersection of art and business and has a unique gift of asking really great questions, I recently let her pick my brain to give her some insight into how KT&CO came to be… and here is a synopsis of that convo.

Q (from Ana): Did you hire someone to come up with your brand or did you do it yourself?


A (from Kristen Taylor): I was tempted to hire someone to do it because it takes me FOREVER to create a brand, but in the past when I’ve tried hiring someone to do it, it’s never exactly what I’m looking for and I always end up doing it myself anyway. For me, a brand isn’t just about looking appealing to others, it’s all about accurately representing my style and personality, so it makes sense that I would feel that nobody else could nail that like I could.

Q: Why does it take you forever to do your brand?

A: Even though I immediately know things like what colors best represent my style (because they’re my favorite color palette for everything), what tone to use (because it’s my voice), and the visual style (because that’s what I do for a living every single day), I agonize over things such as whether to use a serif or sans serif font, what’s the right website layout to best display our work, which logo is most impactful, etc. These things matter a lot, at least to me, because I’m obsessed with visual communication. One of the first things I did was to create a brand board, which is like a style guide. It’s super helpful to see style elements put onto one page, and it’s useful for referring back to as you move forward in the process to make sure that you’re staying true to your style. Here’s the one I did. (You’ll see that at this stage I still hadn’t decided on font types yet.)

Q: How did you decide what defines your brand?

A: Well, that was easy! Differentiation is the key to branding, and since our company is different than most in that we have a collection of photographers rather than just a single photographer, I chose to build our brand around that. But I also knew that some larger companies are really impersonal and actually assign photographers to their clients rather than allowing them choose, and I knew that our clientele would never be ok with that (and neither are we!). So I wanted to drive home the fact that we’re still a boutique-style company that provides very personalied service, we just happen to offer a few different photographers from which YOU get to choose who is right for YOU. To accomplish this, I gave each photographer their own section of our website so that you can feel like you're virtually meeting each photographer, delving into their own portfolio, and getting a really great sense of their personality and talent.

Q: How did you decide to have a company with multiple photographers?

A: It really wasn’t something I ever set out to do, it actually happened very organically. I started out (a million years ago) like most other photographers, with just myself as the only photographer. I hired a staff of Second Photographers and Assistants and, through working with me, over time they gained a ton of experience and it became clear that some of them were ready to shoot weddings on their own. However, they didn’t want to do the business or production stuff that goes into running a company – they just really loved to shoot weddings – and at the same time I began receiving more inquiries for weddings than I was able to shoot myself, and so it was a natural progression. And I could not love it more! I MUCH prefer to be a “we” than an “I”. And we’re all so loyal to one another, like fiercely loyal, and we bounce around ideas, help one another out, gain inspiration from one another, etc. It’s become a group of good friends who work together… does it get any better than that?

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