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How to Start a Photography Business

Lesson 30 of 87

Create the Logo & Branding

Pye Jirsa

How to Start a Photography Business

Pye Jirsa

Starting under


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Lesson Info

30. Create the Logo & Branding
Build a logo that represents your business. Learn the qualities of the ideal logo. Then, jump into additional branding materials.


Class Trailer
1 Class Introduction 13:12 2 Common Myths & Unknown Truths 11:42 3 The Road Ahead 13:03 4 Find Your Passion 06:06 5 The Lin & Jirsa Journey 13:54 6 Part-time, Full-time, Employed, Partners? 03:51 7 Stop Wasting Time & Money 06:07 8 Your 12 Week Roadmap 04:33
9 Great Plans Still Fail 06:01 10 Strategy Vs. Planning 04:16 11 Mind Mapping 07:25 12 Select a Focus 14:16 13 Competitor Research 09:34 14 S.W.O.T. Analysis 13:54 15 Strategy & Long Term Goals 03:50 16 Values, Vision & Mission 27:49 17 Effectively Managing Your Time 15:05 18 Artistic Development 07:30 19 Create Your Plan 13:12 20 What's Your Product 10:51 21 Luxury vs Consumer Products & Experiences 11:44 22 Quick Break for Econ 101 16:31 23 Your Target Market & Brand Message 21:25 24 What's in a Name 09:20 25 Your Client 'Why' 05:43 26 Crafting the Why Experience 24:17 27 Document the Client Experience 08:29 28 Business Administration Basics 27:03 29 Book Keeping Management 06:51 30 Create the Logo & Branding 07:04 31 Portfolio Design 15:11 32 Design Your Services & Packages 18:51 33 Pricing Fears & Myths 08:46 34 Three Pricing Methods 25:39 35 Package Pricing Psychology & Design 06:15 36 Psychology of Numbers 07:29 37 Pricing Q&A 23:51 38 Grass Roots Marketing 09:36 39 The Empty Party 07:03 40 Friends & Family Test Shoots 16:28 41 Join Groups 04:32 42 Second Shooting Etiquette 07:44 43 The Listing & Classified Hustle 14:10 44 Make Instagram Simple 13:55 45 Your Automated Pinterest Plan 08:01 46 Facebook Because You Must 07:37 47 Giveaway & Styled Shoots 12:17 48 Content Marketing & SEO 08:12 49 The Monster: SEO 07:26 50 Selecting Your Keywords 05:45 51 Testing Your Keywords 07:53 52 Grouping Main & Niche Goals 12:39 53 Your Content Road Map 11:47 54 Content Marketing Q&A 10:45 55 Inspiration to Keep Working 07:45 56 How to Craft Your Content 15:03 57 Internal Linking Basics 05:30 58 Back Link Building Basics 04:55 59 Link Value Factos 14:38 60 Measuring Link Value 04:24 61 Link Building Strategy & Plan 06:10 62 Link Building Plan: Vendors & Guest Writing 06:45 63 Link Building Plan: Features, Directories, Comments 03:11 64 Link Building: Shortcuts & One Simple Tool 14:44 65 What is Sales? Show Me! 12:58 66 Your First Massive Failure 05:17 67 The Sales Process 07:31 68 Your Second Massive Failure 05:23 69 Understand Buyer Psychology 10:00 70 Step 0: Building Rapport & Trust 15:14 71 Step 1: Identify Need or Want 15:39 72 Cognitive Dissonance 12:01 73 Steps 2 & 3: Value Proposition & The Solution 14:21 74 Step 4 : Close, Make the Ask 04:32 75 Step 5: Follow Up & Resolve Concerns 06:13 76 Family Photography Hot Seat 12:06 77 Business Example Hot Seat 15:52 78 Boudoir Photography Hot Seat 16:09 79 The Best Sales Person 07:45 80 Your Mindset, Vibrations & Frequency 06:56 81 Always Positive, Always Affirming 11:55 82 The Second Money & Dual Process 07:39 83 Chumming the Price Waters 03:57 84 Creating Want or Scarcity 09:54 85 Timeless Advice on Being Likable 11:53 86 Selling Over The Phone 10:59 87 Forbidden Words in Sales 11:40

Lesson Info

Create the Logo & Branding

Product development, we're back to this. We need to create the logo under branding. Where again, week five, we know what we want, right? You've put together your persona. You have a vision of who you are. You understand your brand identity, what you're trying to achieve. Those are things that you need to have in place before you can find a logo that actually fits what you're looking for. So on the roadmap, we're at this week five place, product development. We're now putting down on paper and creating the assets for our business. This is the funny part. How many of us here are already in business? Raise your hands. How many of us have figured this stuff out? Okay, we've got some work to do, let's go back and do it. It's totally fine. This is an evolutionary process. As I've said to you in all the previous segments, don't think of this as perfection, I have to have all of this stuff set up. No, you don't. You can be doing business, you can be successful, without a proper logo. I'm gonna...

show you guys, exactly, right now. But we've got our Positioning in check. We've got Brand Message in check. We've got Client Personas. We have the Why, we have the Experience. This is where we can go and look at a logo and say, "That fits." Up until now, you're looking at a logo and probably doing this, "Oh it's cool. "That's cool, I like it." You're smiling 'cause you did that. You did that, don't lie to me. Okay, so complete the Client Experience, ideas behind it, you're gonna revise it over time. Now create the logo, brand assets and products. This is what a logo should do. It has to fit our message and that's why that had to be defined prior. It needs to appeal to our target client personas, which is why that needed to be identified, prior. It needs to be simple, timeless. Scalable, is a big one that a lot of us don't even think about. I know it's really popular right now to get your name in the form of a signature and slap it on your images. It even looks great. The problem is it doesn't fit any of these criteria, like scalable. You can't recognize it when it's small. It's tough to read even when it's large. It's not unique and identifiable, because everybody's got that signature. Its popular now, everyone's got a signature. How do you identify one signature from another one without actually reading the two, right? Ideally, it contains some sort of simple element vector, some sort of a graphic that is identifiable. That piece is something you can use as an accent throughout all of your materials. Throughout your books, your branding, your messaging, your website. This is what I want you guys to do. It's worth your time and a little bit of your capital. I'm gonna put you guys right into this slot. If you DIY it, you better be a designer. I'm gonna show you the sucky logo that we created at first. If you DIY it, it needs a lot of time, a lot of patience, and good design skills to get to someplace that's great. Don't go there. If you design source it, this is like sites like Design Crowd, where you spend 250 bucks, 500 bucks, and 30 designers submit different designs hoping that they win the money. Okay, you generally get a lot of... I mean just think about it. If you're a photographer and someone is like, "I've got 500 bucks to do this. "Bid on my project." Most of you wouldn't spend your time there because you're good, that's really the plain, simple truth. Your time is better spent elsewhere and same thing with designers. Unless you're spending a lot of money on those sites, you're not gonna get good designers doing it. So it can be very hit or miss. And a custom design, it's expensive. Two, three, four, five thousand dollars to get a logo and a branding package is very common. Up to 10 thousand dollars to get a logo branding package. And you still might not be happy with it. So what I'm gonna say is if you go to Creative, search logo templates, you'll find for 30 bucks, a whole host of different templates that have different branding assets. I know what you're gonna think, you're gonna go, "I don't want a brand or logo "that's gonna look like anybody else's." You're not cause they come with tons of different assets inside of these, okay. Now, the probability of another photographer picking the exact same template set and then choosing the exact same logo with a similar name is very, very rare. That's not gonna happen. So you can get a professional-designed logo by simply getting a template, selecting it out, choosing a nice typeface, putting a little bit of your own sweat labor, sweat equity into it, and get to a really great professional result without spending a lot of money. That make sense? (laughs) We can't show brands here and this particular thing would be like nuclear meltdown here on Creative Live. Go and Google the Logo Color Emotion Guide. It's gonna give you a whole list of different brands and colors and how they emote or what those colors emotionally mean. This is gonna be how you set your colors and your brand preference and all that, okay. It would have been funny to put it up on the screen. Just to watch your face kinda... This is the evolution of our logo. So this is me going, "Okay, I'm just gonna try "and put this together myself" from 10 years ago. And eventually I was like, "You know, "that really doesn't look good. "I'm gonna try something else. "Let me try and create some sort of..." I actually found this floral piece on a stock-photo site. I was like, "I'm gonna take that. "I'm gonna trace it into a vector, "and hopefully we'll have something with branding element." And then it eventually evolved, again, think evolution not perfection. It eventually became this and it fits the criteria. Is it scalable, to an extent. If we go too small, the flower gets a little bit too crazy. So, it's not fully scalable down to like very small platforms, like resolutions. But when anybody sees that flower vector in Orange County, they know it's us, they know it's... This isn't an example of the best logo, just a logo that will work and it's good. But it conveys what we kinda talk about, right? The simple, refined nature. We talked about it fitting traditional. It has this Serif font that fits a very traditional, kind of luxury look. It fits all of our brand messaging with things that we talked about previously.

Class Description

The content and opinions expressed in this course are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem

Short on time? This class is available HERE as a Fast Class, exclusively for Creator Pass subscribers.


  • Start a photography business
  • Develop the ideal business structure and business plan
  • Research competitors and the market in your area
  • Build a short-term and long-term strategy
  • Create a marketing plan and marketing materials on a budget
  • Confidently conduct an in-person or phone sales session
  • Manage small business tasks from accounting to strategy


Professional photographers aren't just people with a knack for photography and a good camera -- because launching a small business on nothing but passion is a sure-fire way to fail spectacularly. Layer business savvy, marketing know-how, professional grit and more onto your existing passion and learn how to start a photography business. Take your hobby, vision, and creativity and build a career -- whether you are looking to run a full-time business or just a side gig.

Led by a photographer that's also a certified public accountant, Pye Jirsa, the class teaches the ins and outs of launching a photography business from the ground up. Along with three full days of instruction, Pye shares a 12-week plan to get your business up and running, a business expense calculator and more inside the class workbook. Understand what gear and skills you need before you launch and how to build a portfolio by photographing family members or organizing a stylized shoot.

Stop feeling overwhelmed by the monumental task and tackle one task a day in a 12-week plan. Brainstorm names for your business and learn the different types of business licenses available. Secure a domain name and build a website that's easily searchable. Develop a marketing plan with little investment. Master in-person sales and book your first session.

Whether you want to venture out in portrait photography, commercial work or any other client-based type of photography, learn the "business" in photography business with Pye Jirsa.


  • Photographers ready to launch a business
  • New professional photographers looking to grow a young business
  • Photographers interested in working in weddings, portraits, newborns, maternity, families, seniors, engagements or commercial photography


Pye Jirsa is a wedding photographer with Lin & Jirsa photography -- but besides running a successful photography business, he also has a background in accounting, creating the perfect blend for teaching the ins and outs of running a photography business. Along with working as a photographer and educator, Pye is also one of the founders of SLR Lounge, an online resource for photographers.

Learn from a founder of a photography business that photographs more than 300 weddings a year. Pye's Los Angeles and Orange County wedding photography business has been named among the top 100 wedding photographers by Brandsmash.


Armstrong Su

This class and materials are to the point and eye-opening on the business side of photography. Pye Jirsa is an amazing and fun teacher as well! Most photographers need more business classes offered to bring us who love to create art back to reality for a more successful business that makes a living on it's own. This course will definately get you started in the right direction and so cheap too! Great investment! armstrong outdoor tv case outdoortvcase Pye Jirsa is one of the best instructors that I have the pleasure to learn from. He and his team have given me so much more than they'll ever realize. Knowledge, wisdom, training, friendship, mentoring, inspiration, joy... I cannot thank Pye enough for changing my life for the better. I owe them more than they'll ever realize. Thank you, Pye Jirsa!!!

Angela Sanchez

This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!

Yenith LianTy

Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!