Alexis Meschi is a personal branding photographer who works with women business owners to create personalized branding assets to grow their businesses.
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In This Episode You'll Learn:
How Alexis accidentally fell into photography and when she knew it was going to play an important roll in her life
What Alexis struggled with most when starting out
The difference between marketing and branding photography
The job description of a branding photographer
What you need to capture to start building your personal brand
Premium Members Also Learn:
The most common objections from someone looking to hire a branding photographer
How to use branding assets and turn them into bookings
The secrets behind Alexis’ top social media posts with the most engagement
Resources:
Did you enjoy this episode? Check out more recent interviews with other great guests!
Full Episode Transcription:
Disclaimer: The transcript was transcribed electronically by Temi.com and may contain errors that do not reflect accurately what the speaker said. Because of this, please do not quote this automated transcript.
Raymond Hatfield: 00:00 You kind of accidentally fell into photography when you needed images of clothes that you were making and that you were selling. I want to know from the photography standpoint of it, when did you think to yourself, like, Oh my gosh, maybe photography is going to play a larger role in my life, then simply documenting the things that I'm making.
Alexis Meschi: 00:22 Gosh, it really wasn't a defining moment to be honest. And frankly, it was pretty recently up until a few years ago, I was still doing the photography stuff like family shoots or things when, when people needed it and I enjoyed it. And, but I really wasn't passionate about who I was serving as passionate about photography. I just wasn't passionate about, I mean, I love the families and all of that. It just wasn't career wise, a passion of mine. And it really wasn't until I started working with female entrepreneurs. Like they, I feel like that connection made me realize that this is something that I am passionate about because it was more people centered as opposed to just the product that I was giving them. And I realized like what's important for me is connection. So that's when I realized it honestly, probably like two years ago, maybe, maybe even in the last like 18 months that it was like, clicked, like everything came together. So I had the components. It was, it just really wasn't until very recently when, when the women that I worked with helped brewed my passion.
Raymond Hatfield: 01:33 Okay. So let's, let's step back even a step further, further back because as I said earlier, from listening to you on other podcasts, learning as much as I can about you that you started manufacturing clothes yourself as a, as a stay at home mom, correct? Yes. Okay. So then you got the camera to document or not to document, but to photograph your clothes as essentially marketing material. And then you mentioned there that in between there and where you're at today doing brand photography for female entrepreneurs, you're also shooting some families and stuff. So how did that come if you were, you know, busy creating clothes and creating this brand over here, when did you start thinking, Ooh, maybe photography can be a form of income over here with, with family.
Alexis Meschi: 02:22 So I had stopped doing the design work and because things were getting to a pinnacle where I had to eventually was looking into manufacturers and which was an amazing problem to have was that I couldn't move along and do the design and in smelling myself. But then I had this like revelation that I wanted to be a teacher. And so I went, so I stopped the design work, not because I did not love it because I wanted to be a teacher more than that. And so I stopped the design work, went back to school to do teaching, but I still had the kids at home with me. So I used my photography. I still loved the photography because it allowed me that creative expression, but also for me with editing as I'm sure photographers, it is very analytical as well. It's like creative and analytical, which is the way my brain works. And so during that time that I went back to school and then it started teaching was when I, I brought the photography with me and transitioned. I started doing yeah, families, people around me that needed their babies photographed. Like it was really a playground for me to use my photography skills that I did really enjoy. But figure out which line of passion I was most interested in.
Raymond Hatfield: 03:34 Oh, I like that figure out what line of that. That makes a lot of sense because it, well, I mean, obviously it's easier to look back and kind of see your journey than it is to look forward and figure out where it is that you're going. But during that time, was there anything in particular that you were, while you were still trying to learn the technicals of photography right. In your head, you can kind of figure out the creative, but while you're still trying to figure out the technical side of the photography, was there anything in particular that that you struggled with?
Alexis Meschi: 04:04 I think I struggled with finding my own style. I think that during that time as an emerging photographer, and I don't know if, you know, I'm assuming people listening to this as well, some clients have a really distinct view of what they want, but that isn't always aligned with you. And you're really trying to figure out who you are as a photographer and you're experimenting during those early phases. And I think that that was that's. That was the struggle for me. Not as, I don't know if that was a struggle, it was just a growing period for me, was figuring out who I wanted to be, what my style was, as opposed to just just hearing about what the people around me were doing. I think developing my own style was probably the biggest growth period during that time.
Raymond Hatfield: 04:58 So for those who are there right now, that's primarily the people who are listening to this podcast, those people who are feeling that exact same thing. How did you get over that? How did you find your style?
Alexis Meschi: 05:10 Oh, I think, well, I'm not going to answer this directly yet. I think that one of the biggest challenges now, which was not a challenge when I was starting out is that there are people, I mean, you can look around you at every which way. And it's so easy to get distracted with everybody else's style around you. Right. And it's like, you look here and like, Oh, but I liked that. And maybe I should go this way. And then you're comparing yourself with the person next to you. I mean, there's like a plethora of inspiration, but also distraction. And I think that one of the best things that we can do is sometimes, sometimes put our blinders on a little bit and to go with your intuition and your gut and your style and look what you find the most that feels truest to you.
Alexis Meschi: 06:04 And so for me, like a lot of that I learned was about making sure that whoever I was photographing, there was like a really deep connection. I'm going back to this idea of connection. Like, I didn't want anything that would take away from making sure whoever that was viewing the photograph felt connected to the subject, which has led me to where I am today. But I think just like thinking about it more, more than just style, more than just the way an image, the tones and the depth and the colors and the exposure and all of that, but like evoking the emotion and the image. And, and what does that, what does that transfer into you as the, how does that transfer to you as the photographer? So I think it's just playing and looking, but also not continually being distracted and swayed by people around you. It's a fine line. Isn't it really fine line.
Raymond Hatfield: 06:59 It is especially now with social media. Now I know that obviously I I've had social media basically since I got into this. But it was nowhere near, especially with Instagram, it was nowhere near, you know, what it is today and how much kind of businesses rely on Instagram to look at these images and post their own images. And I know that I personally get distracted when I go on Instagram, right? Like you go to post something and then you're like, Ooh, but look what this person did. And then you get excited about that stuff. So do you have any tips for anybody like me, who, who, you know, gets on and very easily just wants to continue to straw and then 45 minutes later, you realize that you haven't even posted the image that you went on there to to post in the first place.
Alexis Meschi: 07:42 Okay. So yes, definitely. Number one, I think that planning your actual posting is totally essential. I don't think that people should post on the fly for a million different reasons. One of them is because most often when you go on, you get sideswiped and you've lost valuable time. Number two, you're not being intentional about your content in that way. Often if you're thinking about it, I do think that planning content either for your business quarterly, every couple of weeks, it helps you keep in mind and future goals. And it helps you work towards posting and creating, working with your audience to connect working towards those goals. So number one, I think planning is really important. So, and then also I think being so intentional, like when you're deciding to pick up your phone to use social media, what are you using it for? Are you going on to support other people? Are you going on to engage with your audience? Are you going on to get inspiration? Like before you pick up your phone, take five seconds and set an intention for yourself. What am I doing right now? And stick to that because it is so easy to get distracted, but then you get down the rabbit hole of oftentimes not feeling great about yourself and your own work. So I think intentionality is really important for sure. I love
Raymond Hatfield: 08:56 That. Thank you so much for, for sharing. And now obviously we have a, I think just last week or something Instagram announced that now you can natively schedule things on Instagram from your computer, which is, which is definitely going to help for those of us who, who have, who have that problem for sure. When it comes to, you know, you talked a lot there about being, you know, planning and being intentional with your photos in the beginning when you're first getting out there and you're still trying to figure out what it is that you shoot and how you shoot and all that stuff. How intentional should you, how intentional can you be at that point? Is there any tips that you have to kind of move people to being more intentional when they're still trying to figure out who it is that they are?
Alexis Meschi: 09:43 Are you talking about intentional on social media or, yeah.
Raymond Hatfield: 09:46 So, so, you know, you talk there about, you know, possibly planning out an entire quarter's worth of content. And to me, somebody who, I mean, I have enough images to do that. That still is a daunting task. So to somebody who's brand new, I can only imagine that that feels overwhelming when you don't even know exactly who you are in the first place.
Alexis Meschi: 10:08 So yeah, that is really challenging. And I know that, and I think it's really hard for photographers because we have the con, we have the images don't necessarily have the images, but I think that that's the difference with social media for photographers is we oftentimes want to post a beautiful images, but I think that it's pretty flat because most other photographers are doing that. So in regards to standing out in a world of photographers, it's never going to happen in that way. Like harshly stated your beautiful images are getting thrown into a pool of other beautiful images. And they're getting thrown into a pool of other people who aren't even photographers that are taking beautiful images on their iPhone and stuff. So really it's about content. It's not about the images. And I think that I like to break content down with my clients into three basic categories, who you are, what you do, how you do it.
Alexis Meschi: 11:11 And this is where we get into branding, right? Like your content. Ultimately, if you're even thinking on like a very baseline, especially for beginning photographers, you kind of want to go through those categories, like who you are. You need to show people who you are. And I don't just mean your picture, but your content should, should, should just bleed your brand voice. I mean, it should be out and seep out in everything that you say and do, you should show people, obviously what it is that you do, and you should show people how you do that. What are the experiences you offer? Like what are some show before and afters, editing, testimonials, those types of things. So on a baseline content really flow through those through three things and be audience focused. Like you should focus on serving your audience, not just showing the picture, like showing a picture, doesn't serve them in any way. It doesn't build connection. Does that help?
Raymond Hatfield: 12:10 Yeah, that does help. I think that's, that's very I don't want to say discouraging to a lot of new photographers, but I know that when I first started, it was like, well, I can take the picture. Like, you know, what else does there need to be? And now as more and more people are able to take great pictures, we still need a way to differentiate ourselves from everybody else. And I mean, as you said, I, my last week my mom flew in from Arizona and we went down to Gatlinburg with the family and just rented a cabin and to spend some family time together. And she took a photo that I remember thinking like, Oh, wow, this is a great photo. And she took it with, you know, an iPhone seven or whatever it is. And the fact that she was able to do that with no knowledge of technology means that other people also know how to do that.
Raymond Hatfield: 12:55 So I think that sharing that kind of image versus content idea right there is going to be super helpful to a lot of people and trying to figure out what it is that they should be posting and how to, how to stand out. But right before we move forward with more of that, and kind of that theory of, of, of the whole business side of things right there, I, I want to kind of slow down and talk a little bit more about the photography side of things. Because I know that you went from essentially it's marketing material when you're taking photos of the garments that you were creating and then where you're at today with branding. Now, if I, if I were to say those two words to, you know, 99% of the people, they would think that the two images are probably the exact same thing. So how does a marketing image or an image made from marketing and an image made for branding diff how are they different from each other?
Alexis Meschi: 13:45 Yeah. So an image for marketing is really to like sell a specific product, right. Or sell a service, or sometimes like an idea and a branding image is about building connection. How many times I'm going to say that word, but it truly is what it is. It's about this. It's about experiencing the person behind the image. So people have an understanding of who they are, not just what they do. So I don't care what industry you're in as an entrepreneur. You should be branding yourself because people crave connection. I mean, that's what social media is. And, Oh my gosh, like in a pandemic world now, like we are going to come out even more so craving connection. And whether we're getting that one-on-one in person or digitally and virtually connection is something that everybody wants. And that's why it's so important to brand yourself to build that connection with your audience. And that's what a branding image does. Yes.
Raymond Hatfield: 14:54 Yes. So from, from a photographer standpoint, say if somebody is listening, I mean, to me, that makes, that makes perfect sense, but I like to sometimes I like to just break things down as if I was five years old, because I'll tell you I'm not the smartest part. That's why I started a podcast so that I could talk to people smarter than myself. Right. so if you, if there was a job description for a, you know, branding photographer, what would that job description?
Alexis Meschi: 15:23 Okay. So for I think a successful brand photographer needs to fully understand their client's business and brand. So just essentially, I don't just show up and take pictures of entrepreneurs that have businesses. I spend hours working with them before to outline elements of their business. So I understand what they're trying to create with their consumer audience. So I need, as the photographer, I need to understand the backend of their business. I need to understand who they are. We talk about EV truly like anything in regards to their business, their brand tone, how they're using the images. So at a brand photographer needs to understand their client's brand. And sometimes they need help building that brand and representing themselves. Then with that information, then you have the type of understanding to create images that represent their brand. So I need to understand their brand and then know how to visually represent it. So it's usable and successful for their needs.
Raymond Hatfield: 16:33 So obviously that's, that's a huge difference between photographing a shirt or a blouse or something like that, where multiple people could be buying the exact same thing. But the garment is still the same. So no two branding sessions for you are like, is that right?
Alexis Meschi: 16:51 Never, I don't ever, I don't, I don't actually photograph I don't photograph anybody. I actually stopped doing any just straight photography sessions because I find that for me, I can't represent somebody well, so I have to do my whole, I have a method. We have the cold consultation, we do everything beforehand. I have to invest in that way or else I can't visually help people create visual assets that really represent their business. So no, everyone is completely different.
Raymond Hatfield: 17:23 So let's say somebody right now, as I was saying earlier when it comes to branding and marketing, they, some, a lot of people see them as interchangeable terms, which obviously we know they are not. But to those new photographers who are listening and they're thinking, okay, marketing branding, these are very businessy terms. But in a study that I did of the audience, more than half of the listeners have no intentions of going into business for themselves, starting any sort of business for them, for those listening right now, how important is it for, for them to do, to essentially continue listening to this interview? How important is branding for them and where should they start?
Alexis Meschi: 18:05 Yeah. So branding for you as a photographer is essential for your growth. Because like I said before, you're putting content out there into a pool that is over saturated. And I, if I'm a consumer and let's say you're a wedding photographer, and I am going on Instagram to look at 10 different wedding photographers in my area, let's just say five. I can assure you, I will spend the next 15 minutes doing that. After that 15 minutes, I will not at all. Remember whose images are who? And you've lost me as a consumer. I'm not hiring you because I cannot tell one wedding photo from the next, let's say, let's just say I gleaned down to the 10 to the top three to five. Okay. And then, then maybe I'm going to think about costs and then even to think about all those things, but if you've made a point to stand out to me and I feel connected to something about you, whether that's an email about, or a detail about your personal life or your process, or if it's a specific testimonial, or I found out that we both grew up on a farm or that you're Italian too, or that you've come from like a big family, guess what?
Alexis Meschi: 19:19 That's going to ring in my brain over any image that I saw. So if you want to be a successful photographer, no doubt. You have to pursue branding yourself if you want to grow and be successful. So I think it's absolutely essential if you want to thrive.
Raymond Hatfield: 19:39 Yeah, absolutely. Essentially, if you want to thrive, that is yeah, that's something that I mean, I kind of got stumbled there. I had like nine different thoughts going in different directions, but I like it. I like it. It's something that, you know, is kind of scary to a lot of photographers, but the way that you kind of broke it down there, I don't think it makes it as scary anymore. So I appreciate you sharing that for sure.
Alexis Meschi: 20:05 I think it's and let me just say, like, I hear, I hear you photographers. I think it's scariest for us because we're behind the camera all the time. So the thought of being in front of the camera is something that is totally terrifying, especially as a photographer, because, you know, let's just throw in all of our normal, like human nature, insecurities on getting our picture taken that we have to work through with all of our clients, but then all of a sudden, like your in front of the camera, it, it oftentimes just doesn't feel right. But I have to say again, it's like absolutely essential to be successful. Put yourself in that spot if you want to stand out amongst all your competition, which is plenty.
Raymond Hatfield: 20:54 Yeah. That's an understatement. So let's say let's use the example of a wedding photographer. All right. Many established wedding photographers may have the resources to go out and hire a you know, a branding photographer to get all these images that we're talking about here today. But maybe some of the new photographers who are just getting started in their, you know, business journey here, they don't have the same resources and they just simply have to make, do with what they got. So with where they're at right now, what branding material should they be focused on?
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Raymond Hatfield: 21:54 Oh my goodness. First of all, thank you so much for sharing. You know, not only going in depth there about what it is that you do share on social media, but obviously what some of your highest engaged posts star. And it's crazy to think that almost nobody's doing that, like nobody wants to post those things. So sharing that is definitely something that I'm going to be looking into and hopefully the the listeners will as well. So again, thank you so much for sharing that. So taking a step back and thinking more of the photography side of things, again, let's say you today have convinced somebody they're like, you know what, this sounds great. I definitely want to try out branding photography. I want to get into this myself obviously currently because of, you know, restrictions as far as being with others and, and trying to start new ventures right now, maybe has a lot of people wanting to slow down on that front. Is there anything that we could be doing around the home that we can use to practice our branding photography so that when the time comes, we can get out there and now we're ready for, for paid work.
Alexis Meschi: 22:59 Yeah. So if you're interested in brand photography, I think that one of the, and I'm going to say specifically personal brand photography. So we're making sure for beginner clients or for beginner photographers, we're not talking about marketing photography, right? So for personal brand photography, I think one of the things that you need to develop first is an understanding of how someone's personal brand works. What is the personal brand do? So this is before photography work, but I think it's totally essential is making sure you have a good understanding of what a personal brand is and what to include, even though you're going to include different things in a personal brand. So possibly working on developing a framework of different questions that you could ask a client before you have a photography brand session, how can you get to know them? What kind of rapport can you build about them?
Alexis Meschi: 23:52 What do you need to know about their business? What might you want them to bring to a photo shoot? So really thinking about an onboarding, the onboarding and the pre brand planning is totally essential to brand photography before. So you don't just show up and expect them to have it figured out brand photography really is about serving them and not just offering them the product of photography. So that would be my first step for you is, think about what you would want to know about your client beforehand and how to build that connection. And then in regards to photography itself, even before we get into the actual photographs, like doing some research, like, what are some of the strongest, like brand photography images out there, what kind of props do they involve? How did they create connection? What about their composition? Thinking a little bit about those things, and then in regards to photography itself, if you don't have like a subject to, to practice with or do those types of things, what do you want to include in the photographs?
Alexis Meschi: 25:00 So what kind of different settings holistically represent a brand, a brand photo shoot should be a whole representation of the brand. So those are different, different locations in places, different props, different outfit changes, those types of things. So you could kind of outline some of those components, like even though those are going to be really different for every client, what are some different settings that you could build? Could you build a portfolio of different places? So again, you can have a whole representation of someone's business. So maybe those are a few things to do on the back end. In addition to just practicing, continuing to practice your photography skills with people around you.
Raymond Hatfield: 25:39 Oh, that was so great right there. So many new photographers just stay at the park or whatever to take, to take photos. You know, it sounds like just venturing out maybe downtown or going, you know, maybe doing something in, in house and using the park, just having that that different experience in those different locations really would be super helpful.
Alexis Meschi: 25:59 Yeah. And you know, I'm sure that in case this is a great tip. If you're driving around, you can do some location searches, take a picture. And then, you know, if you have an iPhone, you can use your phone to pin the spot and you can create different folders in your iPhone of like beach settings, nature settings, commercial settings coffee shops, you can create different folders. So that way, when your client cause, you know, especially for a branding client who should hopefully, and hopefully you'll guide them to shoot at a bunch of different locations, you need a portfolio of different places you want to give them. I like to think of as a bank of content, it's a savings account of like all this different kind of type of content for them to draw upon. So you really want to create that kind of diversity them. So using your phone to store different ideas. So you're able to often offer them the best type of service is a great thing that you can be doing right now.
Raymond Hatfield: 26:54 You know, oftentimes I get asked from photographers, how do you find, you know, new locations to go shoot in? And I think that that is it right there. You just kind of have to go out and find a spot. And if you like it, save it to your phone. That is such a great tip. Such a great tip. Well, Alexis, I know that we are coming to the end of our time here. I wanted to obviously give you a chance to share where listeners can find you online. Keep up with you, learn more about who you are and what it is that you do.
Alexis Meschi: 27:23 Yeah. So Instagram, I'm very active on Instagram and you can find me at Alexis Mesquite underscore photography. My website's pretty extensive with all my different services classes that I offer. I have a blog there where I share just some deeper things in regards to growing your own personal brand and some of the, the personal effort and work that comes in there. But those are the two places that I'm most active. And I do have a course launching November 10th on how to build your personal brand. It's a self-paced course that strategically walks you through six different components of building your own personal brand. So that's going to be live for a week in November to purchase for that time. And then in the next six months, I'm also going to be offering some things specifically working with photographers, building their personal brand. So I'm really excited about that too.
Raymond Hatfield: 28:18 Oh my gosh. That sounds, that sounds wonderful. And who who better to, to learn from. So thank you. I'm excited. I'm going to post links to all of those things in the show notes so that if anybody's driving right now or they're at the gym, just really putting a lot of work they can go ahead and check out the show notes. They don't have to write it down. So again, Alexis, I got to say, thank you so much for coming on and sharing everything that you did. And I'm excited to keep up with you in the future and see where this goes.
Alexis Meschi: 28:42 Thank you so much for having me. And it was a great time being here with you.