Your photography business name is your introduction. It sets the tone of what to expect of you, your services, and the images you deliver. This is why in our experience it is so hard to come up with one–sometimes photographers don’t want to limit the idea of what they offer, other times it’s so niche that they really have to hit their specific demographic. It’s also a process complicated by external factors to consider; many photographers have agonized over the joy and devastation of finding just the right fit, only to discover it’s already been taken.
There are definite ways to go about finding a name, and making sure it can be yours before you start putting it out there. Beginning with an understanding of all of those considerations can put you on the right path in ideating on your brand identity.
A Step-by-Step Guide
Figuring out the name of your photography business is a lot like finding a home. You start out with a list of requirements, areas you want to be in, and then research, put in an application, ask everyone you know what they think, and then put down the deposit. Then there’s the second stage where you move and decorate and make it your own.
Many photographers choose to use their own names in their business name. This is a great strategy, provided it follows most of the guidance below. A good business name is one that is distinctive and versatile and lends itself to a wide range of photography. You may also be drawn to this option if you don’t want to have to worry about changing your business name as your photography career progresses.
The Requirements
Don’t Get Lost
- Easy to pronounce and spell
- Simple enough to be memorable to potential clients
- Avoid overly complex or trendy spellings
Know Your Audience
- Reflects your style
- Speak to your specific client demographic
Keep Longevity in Mind
- Keep it timeless & evergreen
- If you are niche and limited in scope, reflect that
- Keep it open if you plan to expand
Advanced Marketing
- It should be distinct if you want direct meaningful traffic
- It should involve a common keyword if you want to cast a wider net
- Consider if you need reference to location for SEO, ie Icon Photography NYC
- Avoid brand-confusion by looking or sounding too much like another business
Mental Mapping & AI ideation
- There are no stupid answers in this process. Get it all out, throw it on the board and see what you come up with. Look to AI to help you with words and combinations that work for search.
- Say it out loud, it may look good in writing, but sound awkward when you say it, or maybe there’s a high-risk it’s misheard.
- Imagine it in a logo or represented by a logo.
Now imagine saying it one hundred times. Seeing it every time you open up your socials. Ask yourself: do I want to live here forever?
Research
Check the name thoroughly across all channels–the domain may be available but the Instagram username taken. Buying usernames is against terms of service, so you have to decide if this kind of scenario would be a dealbreaker. In the case of domains, there are instances in which a company or entity has purchased domain names based on keywords. The cost for these can range so widely that you could come across a reasonable price or be completely out-maneuvered.
This is the most painful stage, if the name is taken, move back to the start. If it’s not? Move forward to the next step.
Move
If you find your business name available across all channels, snap them up immediately.*
- Instagram, LinkedIn, Facebook, Tik Tok, YouTube (many professional photographers offer videographer services), Pinterest, Bluesky.
*Domains are relatively cheap, even if you decide on a different name later, it’s better safe than sorry. Some of the entities buying domains are keeping an eye on search terms, so stake your claim or risk ransom.
Get Opinions
It may seem counterintuitive if you’ve already opened accounts with the name, but get opinions now. There’s no point of getting an enthusiastic yes if the name is already taken, or worse, trademarked, or worse still, the name of something you once saw but forgot now incepted into your mind like you came up with it yourself.
When surveying for sentiment, it’s better to poll your target audience than family or friends who aren’t involved in the photography business.
Move IN
If the name you got your hands on across all channels is market-approved by the demographic you polled, it’s time to make it official.
- Open a Google Business Profile
- Register your business
- Consider trademarking the name
- If you need permits–for instance you are opening a physical studio, get those licenses
Marketing & Design
This really is the fun part of the process, like decorating your home, the marketing and design of your photography business is an opportunity to reflect who you are. This impression is fast, and can make a massive difference to a person clicking on your site and moving through it, or closing the tab, or, to stick with the analogy, coming in for tea or telling you they have to go walk a dog you know they don’t have.
There are two main components in the marketing process for any business
- Design a website
- Create a logo
If your logo comes first, it might be a good idea to create a website that integrates it well within the style so that there’s a sense of cohesion, but that doesn’t mean you can’t start your website first to get a good idea of of your sense of style–On Format you can change themes any time without losing your work.
Building a beautiful, mobile-optimized website quickly is effortless on Format. There are over 90 themes to choose from, and endless customizations to really make your site a distinct reflection of what you do.
Build Your Portfolio With Format
Rated #1 online portfolio builder by photographers.
You Can Do This
The name you choose and the time and effort you spend on the process of arriving at it is an investment in the future of your photography business. It may feel daunting, but when you have a striking business name and stunning portfolio site to point to, you’ll forget all the tough work of moving, instead appreciating the home you’ve made.
