What to Wear as a Wedding or Event Photographer
Image by: @filmlav
Your outfit is a powerful part of your marketing
Your wardrobe is probably not the first thing that comes to mind when considering the ways to market your business. Maybe not even the 2nd or 3rd or…at all! But as a marketer whose approach is based on a 5 pillar life’s work system, and your BODY is the first pillar, you may begin to realize how valuable this marketing tool can be. How you present in your body pillar matters, because you are the face and representative of your business and brand!
I recently came upon a post in a beginner photography Facebook group. The poster attended a family member’s wedding and was not impressed with how the photographer showed up, and asked the group about how they dress during a wedding day and how their approach in choosing wardrobe. This was my response:
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I dress to well represent my brand. I take into account if the wedding has a special theme like black tie, cocktail etc but still always professional. And keeping in mind where my trajectory is headed - we should dress for the future events we wish to be at.
Wardrobe is a significant carrier of brand when we are in person, as well as our demeanour, personality and etiquette. You won't ever walk into the Four Seasons and see a front desk clerk in sweats. Some don't agree and and either may choose to showcase their brand as very casual, and some believe that because they are the 'artist' then anything goes. Everyone will do as they do, but for me wardrobe is part of the brand persona I put forth and an important piece of how I show up. No jeans, well put together, not always just black as my brand has a bit of personality but nothing strong to create any color cast or draw attention from the couple. When we go to a wedding, it's usually the only real and in-person touchpoint we have, and then it's with dozens and even hundreds of people in that one go. We've only got that one chance to make that impression to a warm and captive audience that has huge potential for referrals, and for repeat business from the couple for family photography.
Especially if any photographer struggles for business, every audience you actually get in front of is extremely valuable. We spend so much time with cold audiences - SEO, website hits, social media, but to ignore the traction you can get at a wedding is shooting yourself in the foot.
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If you book even just one wedding or event of 100 people using other marketing methods, you then get to be in a room DIRECTLY with 100 actual people who are watching you in action doing what you do best. Our thinking often gets focussed on the event at hand: timelines, shot lists etc, and while absolutely we must keep our attention on our couple and their day, we must keep in the back of our minds that we are also auditioning for future roles to the attending audience. The way we focus on our clients and their needs is fully on display.
Even if our goal is to remain unobtrusive during the wedding day, don’t think that you aren’t being noticed. People are watching you, because at many times during a wedding, you are the only one moving around:
Ceremony: Everyone is seated, the bridal party and bride & groom at the altar/front. You are the one walking around getting different angles, so even if you’re quiet as a mouse, people will see you. Sometimes, the officiant will call special attention to you if the couple has an announcement of a cell-free ceremony.
Family photos; Calling out the groupings, arranging the group and interacting while getting the frames.
Group photo: You call attention to yourself by speaking loudly to organize a large group.
In all these instances, there is opportunity. When all eyes are on you, what you say, how you act, and what you look like is all a form of direct marketing. With every action and with how you’ve presented yourself, you are telling people who you are. So who are you? Are you someone they too could trust to hire for their important events and milestones? Will you treat them with respect? Do you exude authority and expertise in your field? Are you friendly, approachable? Would you be a good steward of money they would pay you?
SparkLers, this is an EASY opportunity. Spending a few extra minutes to plan a nice outfit, or even better to create a signature look, is not difficult. You don’t have to learn marketing concepts, you don’t have to sell, state a price list, or field questions about raw files or discounts. Dressing for success is truthfully a low-hanging fruit marketing tool that can really make an impact whenever and wherever you show up - in your website photos, on social media and most importantly related to this article - in person.
P.S. It doesn’t have to be expensive to look expensive. Investing in a few key pieces may be a good idea, but you can even find some nice stuff while thrifting. Look for pieces with nice structure, nice fabrics, and that fit well. We are creative, so let’s pass some of that creativity into our clothing options!
P.P.S. I’m not saying we all have to wear tuxedos or ball gowns. If your brand is grungy, gritty, hard light style photography, your wardrobe should reflect that. If your brand is soft and romantic, then your wardrobe should reflect that. However, even in being in alignment with your brand, ensure that there is thought put into the outfit and that it’s well put together. Showing up wearing dirty sneakers because they’re comfortable is not the right call.
I go into more detail about clothing in the Brand Capsule Wardrobe chapter of my Luxury Playbook, available for purchase here, along with 9 other elements to make your business stand out instantly from the saturated market. Here is what one photographer said specifically about a shift in her mindset about what she wore to sessions. And her work takes her outdoors in nature photographing pets! Attractive outfits for her could still be very functional for her type of work:
“Last year, I set a goal to increase my average sale and improve the client experience in my dog photography business. The Little Luxuries book gave me simple, actionable strategies to try. One small change I made was swapping my ripped jeans and old t-shirts for more attractive outfits during sessions to appear as a trusted professional. The results speak for themselves—I just had my best year in revenue!” ~ Amanda Engel Photography
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