"The Present" Vision Board: Marketing results for my business
With a lot of changes in my life this past year, a few weeks ago I was inspired to follow my own guide and do a “present” vision board. How does this differ from a traditional vision board? The main difference is that you do the exercise with your thoughts focussed on the present - who you are now, what is attracting and repelling you, where you sit in the context of your environment. Then, the goal is to examine the board from a marketing perspective - to uncover discrepancies between where you’re at versus what you’re projecting, and to provide insights as to how to come into that alignment.
So how did I do? A few things surfaced:
My colour scheme for my business no longer matches. As I mentioned, this year particularly, I’ve gone though some heavy life changes. Recently I redecorated my master bedroom, and while I already know that blue is my colour and it’s already everywhere in my house/decor, I found myself even more deeply attracted to it. I already had a darker blue ready for my feature wall, yet my intuition led me deeper to layer several blues together (which I hadn’t intended when I started out) for a look that’s calming, relaxing, textured and rich. My vision board clippings reflect this, as I was very attracted to this same look, and with textured mustards thrown in. I used to think that orange was my complimentary design colour, having a lovely vintage rocking chair and ottoman in orange, as well as my office chair and my years-old orange couch (some of these seen in the photo above!) But right now, I realize that I chose a subtle graphic mustard wallpaper as the opposing feature for my bedroom wall, and that I’m currently wearing a blue hoodie with a woven mustard-and-grey blanket on my lap. My current office (that I painted years ago) has one blue wall and one darker mustard/gold coloured wall. So I’m now realizing that there is another colour that’s important in my life.
My style of shooting is evolving. I’ve always been attracted to imperfect, but haven’t been fully immersed in it. I’m moving more heavily into movement, blur, playing with reflections, odd angles, non-traditional elements, offbeat compositions, light leaks, contrast and harsher light, grain. The clippings I was attracted to contained some of these elements.
Travel was well represented in my clippings. I want to enrich my life with interesting places and shoot more for my personal blog, Lucy, Noir.
Terms like “black magic” and “dark rebel” attracted me, and I think that goes well with the darker, moodier colour palette I identified with my first point, as well with the direction of my shooting. I want there to be a sense of magic in my work, and rebellious notes - specifically around shooting in non-traditional ways that catch people’s attention.
Terms like “Art Director” and “My Design Stories” cement that I have to continue creating my work - every detail and element are considered and I’m not just shooting to shoot. I want to be the master of my domain and invite people into my world.
I was repelled by a few photos that represented rigidity, being tightly wound, and that represented aging and disease.
There was one image that represented a small, creative, beautifully designed business space.
References to music were lacking in my selection of clippings and that was a surprise for me, since I feel music is a big part of my life. Not sure why, but worth some reflection as to why it was missing. There’s a message somewhere.
I’m always amazed at this process. It has helped me understand myself better and that will lead to a more authentic representation in my work and my marketing. Some concrete marketing takeaways:
Update my website to better reflect the colour scheme I feel fits more deeply with my brand and style. For a few years I haven’t been fully happy with my provider but I’ve put it off because migrating everything is a big task. I think the universe it telling me that now is the time to finally do this!
My portfolio needs an overhaul - to ensure the body of work is what reflects truly what I want to shoot. This summer I introduced more documentary work for families. Given my insights on my style, I’m not sure I need to offer separate lifestyle and documentary portfolios, but perhaps move into a bigger, more cohesive portfolio of a term that came out of this exercise for me “Documentary-styled”. I need to explore this further to see if it works as one, as a style that both fits me and fits clients I want to work with.
I learned more about my ideal client. In realizing that my work is moving more heavily into experimental, offbeat and non-traditional techniques, I’ve also realized that all of my clients this year really trusted me and told me basically that they are coming in with no expectations and I have carte-blanche. And they have loved their results. Thus, that’s a big part of who I will continue to seek. Those asking for highly posed shoots, who come with large Pinterest boards or very specific shot lists are not my client, and those who appreciate creative liberties will be.
That I need to lean in deeper into why I want to add these offbeat elements to my work, and that they make sense. Over the last few shoots I realize that in some cases, adding these elements didn’t add to the photo, whereas in others, they made the photo. This is something for me to examine more deeply - to understand the intent of an image and ensure it’s an element meant to reinforce the message and to truly reflect something within the clients.
That I shouldn’t be afraid to step into myself more fully - I think this will be a key point in helping find the clients who resonate with me and my style.
That I want to be more deliberate in shooting and not being afraid of directing where needed - but because my style is also relaxed, it has to be subtle so that the clients don’t feel overly directed.
That I need more self-care. Usually that’s last on the list, but with unexpected health issues this year, my body sent me a clear message. This means downtime, good sleep, good food, activity, regular massage, time in nature, time with my family and filling my creative cup. When I do these things, it will make me a better photographer and business owner. A tired, sick, person doesn’t get much done, and I have lots to accomplish.
That I will schedule travel - small trips where a bigger one isn’t possible, and make it a non-negotiable to plan a bigger trip at least once a year. I feel travel will really inspire my client work, via my personal work.
That I want to continue profiling interesting people and eclectic business spaces for my personal blog, Lucy, Noir.
Is that enough of a to-do list? This process has been invigorating, and can be especially helpful if you feel in a rut. Sometimes we are bogged down by invisible things - and because they are invisible we can’t resolve them. Now, I can tackle them and move forward, and I feel excited to work on these elements. If you’d like to kick-start your own process, pick up a copy of the guide here. For the price of less than 2 cups of coffee at Starbucks, you can embark on your own creative process and spark some new life into your business. And I’d love to hear in the comments what insights you uncovered!
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