CHAPTER 10
Vision: The Client’s
Perspective
For the last several years the photographer’s vision, his
or her visual approach, has become the major defining tool
for buyers. Shockingly, most photographers are still unaware
of how important it is to define, develop, and market their
vision.
Many still feel that their current relationships and their
technical skills will win assignments. Look at your perception of
why clients hire talent. Do you feel that your personality, tech-
nical abilities, and professionalism are the key elements that
you are selling? Or are you clued into the truth that your clients
are demanding that you define and market a specific vision?
Assignment buyers now look to each photographer’s visual
approach to clearly show them if the shooter is “right” for a par-
ticular project. While “the fit” was previously defined by the
relationship with talent as much as by the photographer’s
abilities, it now seems as if the fit is defined by vision.
One of the reasons that this shift has taken place can be
summed up in two words, corporate branding.
Corporations have spent and continue to invest tens of thou-
sands of dollars to define, identify, and sell their “brand.” The
brand is their value message to consumers and that is what is
clearly front and center in each annual report and ad campaign.
In addition, companies have identified and defined their audi-
ence. They know who they are, what publications they read, what
TV shows they watch, and what types of music they listen to.Chapter 10.qxd 6/25/07 7:17 AM Page 57