It’s been a good few years since I carved out the important work of really digging into my website and my brand positioning with a critical and objective eye.

After 3 years of pivoting my services dramatically over Covid, my portfolio and original brand messaging was all over the map serving multiple markets and genres in order to survive and navigate an uncertain time.

While the net result proved to be a win in terms of new revenue and establishing a range of new and loyal customers, my creative edge and original vision for my Commercial biz had taken a back seat.

Fast forward 3 years, and with a renewed sense of creative optimism and deep desire to lean into the niche that originally launched my career, I knew it was time for a soft rebrand of sorts.

And with it, I knew a major overhaul of my website was needed to align my messaging (and my portfolio) with the type of client relationships I want to nurture more of in the active lifestyle space.

So with that, the last month or so has been a beautiful and sometimes stressful deep dive into my creative roots and into the work over the years that really ‘speaks’ to my visual language and the work that I want to put front and centre on my site - stripping out the noise and stepping into the art of detachment to give my point of view the breathing space it needed to shine.

All of that said - a refreshed and pretty website is nothing without functionality or easy navigation for visitors to your site, so I wanted to share some of my learnings and my tips if you yourself are considering refreshing your own website and brand positioning.

Note that I’ve written in the context of a photography website refresh, but many of my points can be applied to just about any genre of services.

Let’s dive in!

What is Brand Alignment?

Your photography website is more than a portfolio—it’s your brand’s digital storefront, your handshake with potential clients, and a reflection of your artistic identity. If your site feels disjointed or outdated, you might be sending mixed signals about who you are and what you offer.

That’s where brand alignment comes in.

Brand alignment means ensuring that every aspect of your online presence—visuals, messaging, and user experience—works together cohesively.

A well-aligned brand - and portfolio - conveys your professionalism, builds trust, and creates a memorable and cohesive experience for visitors. It’s primary goal is to articulate exactly who you are serving and what creative challenge you might solve for them through your work.

Why Brand Alignment Matters

Consistency Builds Recognition
When people visit your website, they should immediately recognize your brand. If your website’s colors, fonts, and tone of voice are different from your social media or print materials, it creates confusion. A cohesive look reassures visitors that they’re in the right place and reinforces your brand identity
Your Website Tells a Story
Photography is a visual storytelling medium, and your website should reflect that. The way your images are displayed, the language you use, and even the navigation should guide visitors through a compelling experience that aligns with your artistic style and business goals.
First Impressions Matter
A cluttered, outdated, or off-brand website can turn potential clients away before they even see your work. Your site should not only showcase stunning images but also provide a seamless, enjoyable user experience that mirrors the quality of your photography. Make it clean, simple to navigate and easy on the eye.
Attract the Right Clients
Your website’s aesthetic and messaging should resonate with your ideal audience. If you specialize in luxury weddings but your site feels casual and unpolished, you may struggle to book high-end clients. Clear, intentional branding helps you connect with the people who appreciate and value your work
Boosts Credibility and Professionalism
A well-aligned brand makes you look like a pro. Clients are more likely to invest in photographers who appear established and put-together. From your logo to your pricing page, every element should communicate quality and confidence.

SAY HELLO

How to Ensure Brand Alignment in Your Website Refresh

Define Your Brand Identity: Start with your core values, mission, and unique selling points. What do you want people to feel when they visit your site?

Use Consistent Visual Elements: Choose a cohesive color palette, typography, and layout that align with your brand’s personality.

Refine Your Messaging: From your homepage to your blog, your words should reflect your voice and target audience.

Optimize User Experience: A sleek, easy-to-navigate website keeps visitors engaged and encourages them to explore your work.

Keep It Updated: Trends and technology evolve, so refresh your site regularly to stay relevant.

IN SUMMARY:

Your website should be an extension of your brand, not just a collection of images. When everything works together seamlessly, you create a powerful, unforgettable impression that attracts the right clients and helps your photography business thrive.

Keep Creating, Ben

BEN OWENS PHOTOGRAPHY

Active. Lifestyle. Branding.

Live Well. Make It Count.