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The Pillars of Branding

Lesson 27 from: Fine Art Photography: The Complete Guide

Brooke Shaden

The Pillars of Branding

Lesson 27 from: Fine Art Photography: The Complete Guide

Brooke Shaden

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Lesson Info

27. The Pillars of Branding

Lessons

Class Trailer
1

Class Introduction

19:06
2

Storytelling & Ideas

27:34
3

Universal Symbols in Stories

03:19
4

Create Interactive Characters

02:16
5

The Story is in The Details

04:13
6

Giving Your Audience Feelings

05:49
7

Guided Daydream Exercise

04:20
8

Elements of Imagery

02:19
9

The Death Scenario

01:47
10

Associations with Objects

03:01
11

Three Writing Exercises

06:39
12

Connection Through Art

30:35
13

Break Through Imposter Syndrome

07:40
14

Layering Inspiration

23:13
15

Creating an Original Narrative

07:42
16

Analyze an Image

04:12
17

Translate Emotion into Images

04:31
18

Finding Parts in Images

06:02
19

Finding Your Target Audience

04:05
20

Where Do You Want Your Images to Live?

12:01
21

Create a Series That Targets Your Audience

32:43
22

Formatting Your Work

06:08
23

Additional Materials to Attract Clients

07:24
24

Which Social Media Platforms Will be Useful?

04:17
25

How to Make Money from Your Target Audience

11:27
26

Circle of Focus

07:55
27

The Pillars of Branding

06:18
28

Planning Your Photoshoot

09:05
29

Choose Every Element for The Series

07:38
30

Write a Descriptive Paragraph

09:37
31

Sketch Your Ideas

17:27
32

Choose Your Gear

02:50
33

How to Utilize Costumes, Props & Locations

26:18
34

What Tells a Story in a Series?

13:06
35

Set Design Overview

01:43
36

Color Theory

19:50
37

Lighting for the Scene

12:05
38

Props, Wardrobe & Time Period for Set Design

06:00
39

Locations

04:31
40

Subject Within the Scene

07:26
41

Set Design Arrangement

05:46
42

Fine Art Compositing

03:46
43

Plan The Composite Before Shooting

10:29
44

Checklist for Composite Shooting

18:52
45

Analyze Composite Mistakes

12:11
46

Shoot: Black Backdrop for White Clothing

10:42
47

Shoot: Black Backdrop for Color Clothing

08:36
48

Shoot: Black Backdrop for Accessories

08:17
49

Shoot: Miniature Scene

09:59
50

Editing Workflow Overview

01:57
51

Add Fabric to Make a Big Dress

08:35
52

Edit Details of Images

08:09
53

Add Smoke & Texture

10:47
54

Blend Multiple Images Into One Composite

24:58
55

Put Subject Into a Miniature Scenario

17:55
56

Location Scouting & Test Photoshoot

22:10
57

Self Portrait Test Shoots

22:30
58

Shoot for Edit

04:21
59

Shoot Extra Stock Images

10:01
60

Practice the Shoot

25:07
61

Introduction to Shooting Photo Series

03:33
62

Shoot: Vine Image

10:40
63

Shoot: Sand Image

09:50
64

Shoot: End Table Image

04:59
65

Shoot: Bed Image

06:18
66

Shoot: Wall Paper Image

05:54
67

Shoot: Chair Image

08:02
68

Shoot: Mirror Image

06:57
69

Shoot: Moss Image

05:48
70

Shoot: Tree Image

07:33
71

Shoot: Fish Tank Image

04:09
72

Shoot: Feather Image

09:00
73

View Photo Series for Cohesion & Advanced Compositing

07:35
74

Edit Multiple Images to Show Cohesion

36:55
75

Edit Images with Advanced Compositing

29:33
76

Decide How to Start the Composite

09:35
77

Organize Final Images

21:37
78

Choosing Images for Your Portfolio

08:19
79

Order the Images in Your Portfolio

16:28
80

Why do Some Images Sell More Than Others?

16:03
81

Analyze Student Portfolio Image Order

11:42
82

Framing, Sizing, Editioning & Pricing

02:19
83

Determine Sizes for Prints

16:44
84

How to Choose Paper

13:56
85

How to Choose Editions

07:18
86

Pricing Strategies

18:59
87

How to Present Your Images

13:26
88

Example Pricing Exercise

09:39
89

Print Examples

08:23
90

Licensing, Commissions & Contracts

04:44
91

How to Keep Licensing Organized

06:07
92

How to Prepare Files for Licensing

07:28
93

Pricing Your Licensed Images

12:33
94

Contract Terms for Licensing

12:07
95

Where to Sell Images

04:55
96

Commission Pricing Structure

08:23
97

Contract for Commissions

12:17
98

Questions for a Commission Shoot

08:45
99

Working with Galleries

08:58
100

Benefits of Galleries

07:39
101

Contracts for Galleries

10:32
102

How to Find Galleries

05:22
103

Choose Images to Show

08:53
104

Hanging the Images

03:38
105

Importance of Proofing Prints

08:04
106

Interview with Soren Christensen Gallery

21:59
107

Press Package Overview

04:35
108

Artist Statement for Your Series

18:20
109

Write Your 'About Me' Page

09:04
110

Importance of Your Headshot

03:55
111

Create a Leave Behind & Elevator Pitch

20:19
112

Writing For Fine Art

04:44
113

Define Your Writing Style

14:49
114

Find Your Genre

06:41
115

What Sets You Apart?

02:25
116

Write to Different Audiences

05:10
117

Write for Blogging

39:57
118

Speak About Your Work

14:21
119

Branding for Video

07:37
120

Clearly Define Video Talking Points

14:27
121

Types of Video Content

31:45
122

Interview Practice

13:22
123

Diversifying Social Media Content

22:32
124

Create an Intentional Social Media Persona

24:48
125

Monetize Your Social Media Presence

18:46
126

Social Media Posting Plan

04:01
127

Choose Networks to Use & Invest

02:57
128

Presentation of Final Images

19:13
129

Printing Your Series

09:16
130

How to Work With a Print Lab

13:39
131

Proofing Your Prints

10:11
132

Bad Vs. Good Prints

03:32
133

Find Confidence to Print

10:50
134

Why Critique?

06:55
135

Critiquing Your Own Portfolio

10:39
136

Critique of Brooke's Series

16:18
137

Critique of Student Series

40:07
138

Yours is a Story Worth Telling

02:09

Lesson Info

The Pillars of Branding

This is what we've talked about, so this is just a recap. What do you stand for? Literally, what is it that you are all about? What is your brand? What is it that you want people to understand about you, if they were to walk into your first gallery show and see your work on the walls, and see your artist statement, and see you standing there, what should they feel from that? What should they take away from that? What is it that you are trying to put out there? How do you want to make people feel? That is so important, is it not? The idea of making people feel something. You know, sometimes we get so all about us, me, me, me. What am I trying to do? How am I gonna make money? How am I gonna get clients? What about those people? How do you want them to feel when they walk away from looking at your work? So important, and then what is your story? What is it that you're trying to tell people? What is the narrative that you're creating over time? I mean, this is the beauty of social media, ...

is that we can create a narrative arc. We can create a story for ourselves that people are interacting with on a daily basis if we want to. This is how I answer these questions personally. I stand for free imagination, for people to tap into their most creative selves. That's what I want. I make people feel like their weirdness is worthy. This is what I want to make people feel, that darkness is okay, that whatever you're feeling is okay, that you need to express that and my story is about expressing my imagination so that I can live in my own reality. So when you see me posting online, this is the story that I'm telling, that this is my world. I'm making up the rules and I'm creating this art and I'm doing this because I love it, and what better way to create that because you love something so much. I believe that if you communicate these things, then those who are in alignment with you will be loyal to you, and I have found that to be true over and over again, that if I can look back at these things, standing for imagination, being my totally weird, freaky self, whatever, and then, creating my own reality. If I am true to those things, then the people who like those things, who are into what I'm doing are so loyal. It's like we're all best friends. I suppose I do have friends. This is, this is so great, okay. I wrap this up very nicely. So, action, I think, is how we do that the most. Through what we're selling is how we put that out there. We've got our persona, who we are literally, and then, the services that we can provide people, and if you can infuse who you are and what you do and how you want people to feel, into all of those things consistently, it's very likely that you're going to have a brand and a business that's just pulling in the exact right target audience. Finding your target audience is all about creating expectation for them. It's about creating original works for them, and for yourself, and for finding people who are like you. I mean, that's what we're really trying to do here. If you create from within, if you speak your mind, that's how you do it. So just to recap this Content Plan. Hone in on what you love, first and foremost. Find where those creations are being celebrated. Share yourself openly, as much as you can. I never would want to tell you to do that if it's not good for you. Engage with others who have a similar opinion, and I really mean engage, like actually engage with them, not just like, okay, I'm gonna post my photo in this group and then, run away and not say anything. No, no, no, engage with those people. Create on a schedule that works for you. Create backup materials, while you're making your main content, I should say. And share a few different types of content. I recommend three. I share videos all the time. I share photos of myself creating all the time. I share a lot of stuff, but I think three is pretty good. And then finally, care about the people that you're interacting with. Really care about those people because they matter so much, and sometimes we forget that. Show them that you care in any way that you can. I mean, sometimes it's hard. Sometimes you lose track of things, but you know, write them a message, or give them something that you have to offer that maybe they could benefit from. Surprise your audience, which I think is great. Do something unexpected every once in a while. Do something that keeps them on their toes, because here's the thing. People can steal your images all the time. People can say whatever they want about you, but if you're one step ahead of everyone, then you have nothing to worry about, and I really am empowered by that thought, that if I can just be one step ahead by being authentically myself, then you'll always be surprising your audience in some way. Okay, last thing that we're gonna talk about. Sample branding questions. List three of your greatest interests. I think that I was going to use the word, passions, but I don't know that everyone has three passions, and in fact, some people get really scared of that word, and they don't want to talk about that, so interests. What are three of your greatest interests, and then, which of those three has the most valuable audience? I know that this is a really terrible word, valuable, but what I mean is if you have three interests, if you love three different things, and you're like, you know what? I don't even know which one to pursue because I love all three of these things. Well which one has the audience that's going to allow you to keep creating that type of work in the most authentic way possible? So really, who's gonna pay you for it? What type of work is going to allow you to keep creating, and if you don't have multiple interests, then pick the one that you love the most and just go with it and it doesn't matter who has the most valuable audience. How can you turn that interest into revenue? These are questions that you'll ask yourself. How can you bring yourself into your work in a unique way? So how can you actually infuse who you are into what you do? And how often do you think that you can realistically create art? Like, what is your timeframe? What makes you feel like you can do it? And then, these three questions. What do you create? How do you create it? And why is it important? I think that those are super, super important questions to ask yourself.

Class Materials

Bonus Materials with Purchase

Guided Daydream & Writing Exercises Workbook (Lessons 1-11)
Creating an Original Narrative Workbook (Lessons 12-18)
Finding Your Target Audience Workbook (Lessons 19-27)
Planning Your Series Workbook (Lessons 28-34)
Set Design Workbook (Lessons 35-41)
Compositing Workflow Checklist (Lessons 42-49)
Editing Workflow Checklist (Lessons 50-55)
Location Scouting Workbook (Lessons 56-60)
Stock Image Downloads for Practice (Lessons 61-72)
Organizing Your Portfolio Workbook (Lessons 77-81)
Pricing & Editioning Your Work Workbook (Lessons 82-89)
Writing Contracts & Licensing Images Workbook (Lessons 90-98)
Gallery Best Practices (Lessons 99-106)
Pitch Package Workbook (Lessons 107-111)
Writing Your Brand Workbook (Lessons 112-117)
Marketing Workbook (Lessons 118-122)
Social Media Workbook (Lessons 123-127)
Printing Methods Checklist (Lessons 128-133)
Self Critique Workbook (Lessons 134-137)
Bonus Materials Guide
Syllabus
Image Edit Videos

Ratings and Reviews

April S.
 

I tuned in for most of Brooke's lessons in this course and watched some of them more than once as they were rebroadcast. First I want to say that Brooke is a very good instructor. Her easy-going, friendly, down-to-earth, somewhat quirky manner cannot be mistaken for unprofessional. She is very prepared, she speaks well (not a bunch of hemming and hawing), she is thoughtful, she is thorough, she is very relatable and at ease, and she is definitely professional in her presentation. I really thought when I first tuned in that it would mostly be background noise while I was at work, sound to keep me company. Not because I didn't like Brooke but I really didn't think I was into fine art photography nor did I think I cared about the business side of things much. Not now anyhow. I was really wrong. Brooke sparked a deep interest in me to delve into fine art photography, to consider creating images for myself, from my imagination. In fact, I realized that this was something I'd been thinking about for a couple of years though I hadn't put a name to it (the idea of creating pre-conceived images based on my own creative goals). I gleaned many little treasures from her about image sizes, working with printers, different types of paper, selling, interacting with galleries, and so much more. I may not need all of what she taught right now because I'm definitely headed in another direction at the moment, but she planted ideas and information in my head that I know will be useful at some point. Things I may not have thought of on my own, but that seed is in my head now so when the time comes, I'll know. I'd really like to buy her course but at the moment, with the holidays right around the corner, it's not in my personal budget. I'm grateful to have caught the live and rebroadcast lessons though, and her course is on my list to own. I think it's a great reference to be consulted over and over again, not watched once and forgotten. Kudos Brooke for really putting together an excellent course.

Ron Landis
 

I'm retired now, but spent decades in the people and training business. Brooke is extraordinary! Even though this course is extremely well organized and she's left nothing unattended, she moves through it with friendly conversational manners and without a sense of it being stilted. It's as though we are all her friends, not students, as she shares her heart and passion with us. What a joy it is to listen to her. And what a clear, unambiguous command of her subject. Wow! She explains it with such ease using explanations and techniques that won't overwhelm artists just starting their portfolio or the Photoshop-squeamish among us; but despite its simplicity her resulting art is breathtaking and beyond original. I wish more of my professors at school were as engaging. This was by far my best buy at Creative Live yet.

Angel Ricci
 

When the title says comprehensive, it means comprehensive! I loved every part of this course. It's inspirational, motivating, and insightful towards creating art work. Even if you are not necessarily considering a fine art specialty, the concepts discussed in this course are applicable to many areas! I find this super useful as a videographer and photographer and look to apply all of these exercises and concepts for my personal and business work moving forward. It is lengthy, but you will not regret a single minute. Brooke Shaden is an amazing artist and educator. I recommend keeping up with her work, presentations, and any future courses that may come in the future.

Student Work