I wrote an article on branding for The Photoletariat: "A brand isn’t pretty decoration, it’s a pattern of behavior. It’s the way a person feels about a product or service. This feeling about you, and your business, influences their purchasing decisions. It determines whether or not they trust you and, ultimately, whether or not they hire you. For most photographers, you are your brand. Everything you do, from how you respond to inquiries to how you act at a photo shoot, communicates the character of your brand. So how can you get the most out of your brand?"