Before pursuing photography professionally, I worked in consumer brand management on big household brands including Pepsi, Advil, Avon and Splenda.
For a few years, I had loosely applied the branding strategies I’d learned in the corporate world to my photography business but never formally married the two experiences together until one day when it hit me, being a photographer in this saturated and competitive industry is similar to the work I’d done developing strategies to differentiate my brands versus generic brands.
In this article, I’ll explain how photographers can leverage 5 key insights from well-known detergent brands to begin to create distinct photography brands.
A good brand makes a distinct statement about who it is and what it stands for and then consistently reinforces that statement in everything it does offline and online. Walking through the store looking at detergent, I quickly noticed that the highest priced detergents have distinct messaging and positioning and therefore, they don’t have to compete on price, even though in general, there’s not a substantial difference between detergent ingredients. Below is the pricing for all the detergents I picked up: with the total price you see on the shelf and the calculated price per pound.
In this post, I’ll break down the two most expensive brands in the detergent category and share high level insights that you can apply to your photography brand and business.
Dreft is the most expensive detergent at $11.76 and is positioned as the detergent specially formulated for baby clothes and most recommended by pediatricians. In addition, Tide is a leader in its category, which has helped achieve its #1 detergent status including being the first to advertise detergent on television, the first to provide detergent samples inside new washing machines and the first with color safe bleach. In the meantime, if you’d like to learn more, I’ll be speaking more about branding at the 2013 NYC Styled Bridal Shoot and Business of Photography Workshop together with Syed Yaqeen of SYPhotography, Segun Olotu of Sottu Photography on Sunday, Nov 3, 2013 from 11am to 3pm.
Tiffany of Tiffany Chalk Events has pulled together a glamorous styled shoot with the inspiring speaker, actor, model Johan Luis as the groom.
We’re also so excited to have Munaluchi Bridal Magazine on board as the media sponsor for this workshop, which gives all participants the awesome opportunity to have their photos featured in this premiere online wedding and bridal resource.

Petronella LugemwaPetronella Lugemwa was born in Uganda and is a New York based boutique multicultural wedding and portrait photographer. She believes that many immigrant children struggle with the same cultural challenges she faced coming to America, and as a photographer, her goal is to beautifully celebrate her couple's love, family and cultural stories through photographs. Got some business advice, a photography tip or a product review you are itching to share with your peers?
Set will include your choice of 8 cards and 8 white envelopes enclosed in a resealable cellophane bag.
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I own Petronella Photography, a boutique New York area wedding and portrait photography business that specializes in telling stylish multicultural love and life stories using photographs. As part of those brand teams, I had responsibility for developing campaigns to increase brand awareness, household penetration, usage, defend against generic imitator brands and general online and offline promotion strategies.
My mission is to help wedding professionals build authentic, distinct brands that are differentiable and price insensitive by sharing my branding insights and opinions. These brands know who they are and consistently perpetuate their value proposition in everything they do.
Borrow brand equity by aligning yourself with or partnering with a well-known and respected wedding vendor or brand to help your clients understand what you stand for. Since then, Tide has continued to innovate more than any other detergent brand maintaining its #1 status in its category.
It’s easy to just follow what others are doing, but being a follower will never make you stand out.
Identify what your business does better than others and create a compelling claim that you can share with your clients.

He created Tiffinbox as a way of inspiring photographers, to create better images and successful businesses.
Still, I receive referral or affiliate commissions from some third party products and services that are recommended or reviewed on this site to help support the annual expenses of hosting and maintaining this website for you. Neither the service provider nor the domain owner maintain any relationship with the advertisers.
Among detergents made for baby clothes, it’s the market leader, so it’s a specialty niche brand that can command this high price. Though they may not always agree with you, people respect brands that stand for something, not everything. Over many years, it has built a brand known for superior cleansing power using compelling cleaning technology claims and slogans that directly address what’s on every consumer’s mind: “if I spill spaghetti sauce on my white shirt, will it easily and effectively take the stain out?” In the past, Tide has used slogans and claims like “grease fighting technology,” “Keeps clothes looking newer 50% longer” and “if it’s got to be clean, it’s got to be Tide” to position itself as THE stain fighter. In case of trademark issues please contact the domain owner directly (contact information can be found in whois). Our creative process tailored to our clients needs allows us to produce innovative architecture at all scales.
Additionally, it leverages the well known and trusted Pampers brand equity and has a pediatrician most recommended claim to further build trust with the consumer, very smart branding and marketing because these association are valuable to new parents.

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