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How to use branding to attract your ideal client

How to use branding to attract your ideal client



Picture your ideal client…the one who doesn’t question your pricing, pays your deposit no questions asked, and sings the praises of your work. We could all use more clients like that, right? But sometimes booking these clients feels like booking a unicorn. The good news is that they DO exist, you just need to find a way to reach them.


Say your ideal client stumbles across your website or Facebook page. Do they see a business they connect with? Beyond just your portfolio, is the design of your website, your logo, and the colors you’re using speaking to your ideal client? A compelling brand identity is crucial to getting more business from those unicorns.


Today, I’m sharing three steps to up your branding game and attract your ideal client!


First off, let’s define what “brand identity” means. A brand identity encompasses all of the visuals associated with your business: your logo, website, colors, fonts, patterns, and imagery. You can attract your ideal client by making sure your brand identity is as on point as you are. Here’s how...


Step 1: Determine your target market

As a newborn photographer, you are most likely targeting moms. But the more specific you can be about what type of mom, the more you will connect with your ideal client. In the United States, moms are generally 25-35 years old. Now, determine her style, what income bracket she’s in, and where she lives. Knowing exactly who you’re trying to reach will help focus your efforts on attracting the right type of client. It can even help to write a bio for her so you can actually picture her as you’re developing your brand identity. Ask yourself regularly whether she would be attracted to the design decisions you’re making.


Step 2: Develop a brand style guide

Developing a brand style guide is so helpful for creating consistency throughout all your marketing platforms from your website to your social media pages to your printed materials. A brand style guide is a document that defines your brand and sets rules for design application. By setting design rules, you are limiting your brand to one specific style. While that may sound like a negative thing, defining your design aesthetic and sticking to it will create consistency in your brand. That aesthetic should be well thought through, taking into account your vision for your business and your target market. For this reason, I highly suggest hiring a professional graphic designer who specializes in branding to create your style guide for you. If you create a set of design rules that don’t align with your vision and don’t reach your target market, a style guide might actually hurt you more than it would help.


A brand style guide should include the following:

  • Vision statement and target audience

  • Logo use and guidelines

  • Color palette

  • Typography

  • Photography style

For a more in-depth style guide, you can include things like communication standards (tone of voice, capitalization and grammar standards, etc.), social media standards (what profile image you use across all of your platforms, how often you post, what are things you do or don’t post about, etc.). Defining all of these elements will make sure you are always connecting with your target market.


Step 3: Implement your brand identity across all of your marketing channels

Consistency is key for building a recognizable brand. If your business cards look different than your website, you might confuse and deter a potential client. So once you’ve established your brand identity, it’s a matter of implementing it across all your marketing platforms. I suggesting blocking out a week in your schedule to devote to implementing your brand identity once it’s established. You can even promote your “brand reveal” to excite your tribe and launch your new, fresh look all at once.


If you’re ready to take your business to the next level and create a brand that represents you as a professional and connects with your ideal client, then developing a brand identity is your next step. If you have any questions, feel free to contact me ( Go get those unicorns!



Danica’s Bio:



I love helping small businesses and non-profit organizations reach their goals through professional graphic design services including branding, print and website design. With an MBA in graphic design and five years of experience, I combine advanced design strategy with a passion for making our clients feel understood and valued.