If you’re a brand photographer stuck in a cycle of Googling “how to price photography” and second-guessing your proposals, you’re not alone- I’ve been there, too! But after nearly a decade in the personal brand photography niche, I’ve picked up some valuable strategies for pricing that I’m excited to share with you in this post!
I’ll be real right off the bat: there’s no “standard”, one-size-fits-all, or magical approach to pricing photography (as much as I wish there were!). Every photographer’s situation is unique because of factors like lifestyle goals and work style.
Recently, a local brand photographer copied my website and packages down to the exact wording and pricing. My rates and offerings are rooted in my individual experiences, the needs of my clients, and my strengths as a photographer and business owner. So how could someone else possibly replicate that? Keep this in mind when pricing your photography: it’s a blend of your experience, the unique value you offer, personal goals, and relationships with your clients.
But, I totally understand the desire to feel confident that your prices aren’t pulled out of thin air. To help you out, I’ve rounded up 10 pricing strategies that go beyond simply setting rates based on your business expenses and income goals. These strategies will help you define and refine your photography pricing, so you can confidently present your value to potential clients. Ready? Let’s get into this!
P.S. I think you’ll like this free resource!
How to Price Photography in the Brand Photography Niche
01. Stay Out of People’s Pockets
Don’t make assumptions about what your potential clients can afford. When your pricing is rooted in the value you provide, it’s not your job to decide if someone can afford it or not. Stand firm in your rates and focus on communicating your value. The right clients will see the investment as worthwhile, and you won’t have to worry about undercharging. Every time I’ve updated my pricing, I’ve narrowed in on my ideal clients. In fact, I’ve never regretted a price increase! When you price yourself higher, you attract clients who are serious about their brand and willing to invest.
02. Publish a Starting-At Rate
Make it easy for potential clients to understand your pricing by including a starting-at rate on your website and contact forms. This not only helps pre-qualify leads but also sets clear expectations. By displaying your starting rate, you attract clients who are aligned with your pricing structure and are genuinely interested in investing in your services. It also filters out those who might not be ready to meet your pricing, saving you time and ensuring you focus on prospects who value what you offer. This has been a game-changer in how to price photography for me!
03. Create Value Without Burning Out
It’s possible to add value to your packages without adding stress to your workload. Think about what simple additions can enhance your client experience—things like offering wardrobe guidance, shot list creation, or a post-shoot marketing strategy meeting. Just be sure these are things you enjoy doing and don’t eat up too much of your time and energy. By focusing on value, you give your clients a better experience without burning yourself out with extra work.
04. Choose Between Volume or Exclusivity
Do you want to work with a large volume of clients, or would you rather serve fewer clients at a higher rate with a premium experience? To me, this strategy ultimately comes down to your lifestyle goals. Determine how often you want to be shooting in your calendar and which types of clients you enjoy serving most.
If you prefer exclusivity and high-touch experiences, price accordingly and take on less clients, allowing yourself the time to serve them at a higher level. If you enjoy more frequent shoots with less time spent per client, setting a lower rate can help you achieve the volume you’re aiming for.
05. Understand Your Client’s Needs
To set the right price, knowing your clients and what they’re looking for is essential. Are they looking for a single headshot to update their LinkedIn profile, or do they need a full branding session for a website launch? The scope of work should dictate your pricing, and when you understand their goals, it’s easier to set your rates. Make sure your packages align with what they need most—without overcomplicating things.
As you gain experience, you’ll discover which types of clients you enjoy serving the most and where you can provide the greatest value. Experiment with different price points and shooting styles to find what suits you best.
06. Focus on Client Relationships
Nurturing client relationships leads to long-term partnerships and consistent income. When you position yourself as a partner in your client’s business, they see the long-term value in working with you. My most fulfilling client projects are with clients who work with me on a retainer. I provide valuable content for them throughout the year and secure consistent income for myself.
These clients don’t hesitate to invest because they know the impact your photos have on their brand. Consider how you can strengthen relationships with clients you truly enjoy working with.
07. Create Add-Ons for Custom Pricing
For special requests like expedited editing, booking locations, hiring models, or sourcing unique props, custom pricing is the way to go. Start with a “starting at” price to set expectations, and then adjust based on the scope of the project. This flexibility allows you to meet clients’ needs while ensuring you’re compensated for the extra work.
I’ve set up “packages” for common add-on items not included in my main Signature Brand Shoot package in Dubsado. This streamlines the process of adding these extras to client proposals and helps me communicate their costs clearly.
Get 20% off your first month or year of Dubsado here!
08. Charge for Licensing
Licensing is often a confusing topic for clients (and photographers!), but it’s crucial to include usage rights in your pricing. Your images are valuable assets, and clients need to pay for the the ways they plan to use them. I include licensing for website and social media in my standard packages, but anything beyond that—like digital ads or print campaigns—requires additional fees. This ensures you’re compensated fairly for the value you’re delivering.
09. Be Transparent About Pricing Changes
When you update your pricing, don’t beat around the bush. Be upfront and let your clients know what’s changing and why. Transparency builds trust, and clients are more likely to accept price increases when they understand the added value. Also, consider placing a “starting at” rate on your website to pre-qualify clients before they reach out.
10. Follow Your Gut Feeling
And finally, learning how to price photography isn’t always about numbers and formulas—sometimes, it’s a gut feeling. A year ago, I knew my pricing needed to reflect the value I was providing. I was burnt out doing half-day shoots that stretched into full days. I bumped my pricing to $5k, simplified my offerings, and I haven’t looked back. Adjust your pricing when it feels right, and tweak it every 6-12 months based on what feels good to you and your lifestyle.
Final Thoughts: Brand Photography Pricing Strategies
I hope these 10 strategies for how to price photography give you the clarity and confidence you need to take control of your pricing and grow your brand photography business. Pricing can feel overwhelming, but when you’re intentional and strategic about it, you can attract the right clients and create a business that aligns with your goals. Remember, pricing isn’t just about numbers—it’s about reflecting your value, refining your approach, and building a sustainable business. I’m excited to see how these tips help you price your brand photography with confidence!
Additional Resources
If you need some extra help with up-leveling your brand photography business, here are some resources I think you’ll love!
- FREE! 4 Email Templates to Attract Brand Photography Clients: Save time and streamline your outreach with these ready-to-use templates!
- The Resource Shop for Brand Photographers: Download my Client Questionnaire, Brand Shoot Canva Planner Template, and more.
- Plan Your Perfect Brand Shoot in 1 Hour Workshop: Learn how to plan a strategic brand shoot for your clients
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