Breaking Into Brand Photography with Karen Williams

Podcast: This Can't Be That Hard
Host: Annemie Tonken
Guest: Karen Williams
Episode: 326 – Breaking Into Brand Photography with Karen Williams
Release Date: July 22, 2025

Introduction

In Episode 326 of This Can't Be That Hard, host Annemie Tonken welcomes Karen Williams, a seasoned creative director, photo editor, and industry insider with over 15 years of experience collaborating with renowned brands such as Netflix, Airbnb, Wired Magazine, AARP, and Masterclass. Karen brings a wealth of knowledge from her pivotal role behind the scenes, where she influenced hiring decisions and budget approvals. Now, through her book, Photo An Insider's Guide on How to Book Clients, Get Paid, and Master the Business of Photography, Karen aims to empower photographers to navigate and excel in the business aspects of their craft.

Notable Quote:
“A lot of systems, strategies, and mindset shifts that she shares apply whether you are shooting national campaigns or a family session right down the street.” – Annemie Tonken [00:00]

The Myth of the Magic Formula

Karen emphasizes that success in photography doesn't hinge on a one-size-fits-all formula. Instead, it revolves around understanding your unique purpose and consistently delivering quality work.

Key Points:

• No Magic Formula: Many photographers believe that talent alone guarantees success, but Karen dispels this notion by highlighting the absence of a universal success blueprint.

• Understanding Your Why: She insists that photographers must define their artistic purpose to make informed decisions about their work and business strategies.

Notable Quotes:
“There is no magic formula, right.” – Karen Williams [04:26]
“Know who you are as an artist, understand what you're trying to do with your photography and put in the work.” – Karen Williams [05:00]

Portfolio Curation and Presentation

A pivotal discussion revolves around the strategic curation of portfolios to attract desired clients. Karen outlines actionable steps for photographers to align their portfolios with the expectations of their target market.

Key Points:

• Targeted Research: Identify and study the portfolios of photographers who successfully work with your desired clients or brands.

• Visual Audit: Assess your current work to identify gaps and areas for improvement based on your research.

• Distinct Visual Style: Develop a unique visual signature that sets you apart from others, avoiding the trap of becoming a "copycat."

• Social Proof: Ensure your portfolio demonstrates consistent quality and relevance to the clients you aim to attract.

Notable Quotes:
“Presentation is everything.” – Karen Williams [08:12]
“You have to make it literal. Like you were saying. Literally, part because people... they just want to see a boy holding a red ball.” – Karen Williams [21:28]

Pricing Strategies and Financial Literacy

Karen delves into the complexities of pricing in the photography business, advocating for a well-informed and strategic approach to ensure profitability and sustainability.

Key Points:

• Know Your Numbers: Photographers must have a clear understanding of their financials, including taxes, expenses, and net income.

• Justify Your Pricing: Be prepared to explain each line item in your estimates, demonstrating the value behind your pricing to clients.

• Avoid Blanket Pricing: Instead of setting a flat rate, tailor your pricing based on the specific requirements and scope of each project.

Notable Quotes:
“Understand your finances. Of you're running a business. I always say your starting point and it times it like by two or something or whatever.” – Karen Williams [22:30]
“Art is very subjective. You know, maybe I don't like it, but someone else likes it and they're willing to pay a trillion dollars for it, you know.” – Karen Williams [23:01]

The Importance of Business Systems

Karen and Annemie discuss the three critical systems every photography business must master: marketing, sales, and delivery. Effective management of these systems is essential to maintaining trust and fostering sustained business growth.

Key Points:

• Marketing System: Attracting potential clients through targeted strategies.

• Sales System: Converting leads into paying clients by effectively communicating value and building relationships.

• Delivery System: Ensuring that the work delivered meets or exceeds client expectations to maintain trust and encourage repeat business.

Notable Quotes:
“You have to work backward if that follow through isn't there and if it doesn't make good on the promise that you're selling up front, you're worse off than you were before.” – Annemie Tonken [13:11]

Overcoming Industry Challenges

Karen shares personal anecdotes illustrating the challenges within the photography industry, including gatekeeping and the impact of external factors like societal movements. Her experiences underscore the importance of resilience and continual self-improvement.

Key Points:

• Vetting Photographers: Karen recounts a failed shoot due to unvetted talent, emphasizing the necessity of thorough evaluation to maintain professional standards.

• Reputation Management: In a closely-knit creative community, one bad experience can significantly impact future opportunities and industry relationships.

• Navigating Social Changes: Karen discusses the repercussions of events like the George Floyd movement on her career, highlighting the need for adaptability and mental fortitude.

Notable Quotes:
“Your reputation follows you.” – Karen Williams [12:10]
“...but I continue to push through and be like, okay, not everyone is going to be that photographer, right?” – Karen Williams [11:06]

Conclusion and Final Insights

In wrapping up the conversation, Karen imparts motivational advice emphasizing the importance of leveraging one's unique talents and maintaining perseverance despite challenges. She encourages photographers to remain authentic and proactive in their professional journey.

Key Points:

• Embrace Your Gift: Recognize and utilize your unique abilities to create meaningful work.

• Persevere Through Adversity: Stay committed to your passion, even when faced with setbacks or industry upheavals.

• Seek Knowledge and Support: Continuously educate yourself on business fundamentals and seek professional advice when necessary.

Notable Quotes:
“Use your gift. Use that gift. Because again, someone might be waiting for you. You don't know it yet.” – Karen Williams [34:09]
“Don't waste that gift. We need you. Someone needs you.” – Karen Williams [35:20]

Where to Find Karen Williams

For listeners eager to delve deeper into Karen's insights and access her resources, she can be found online:

• Website: Black Visual Queen
• Book Purchase: Available on Amazon, Barnes & Noble, Bookshop.org, and more.
• Social Media: Black Visual Queen

Notable Quote:
“You can follow me, Karen, aka the Black Visual Queen at blackvisionqueen.com There’s a link for the book...” – Karen Williams [35:46]

Final Thoughts

Karen Williams' episode on This Can't Be That Hard provides a comprehensive guide for photographers aiming to break into brand photography. Her emphasis on understanding one's artistic purpose, strategic portfolio curation, financial literacy, and robust business systems offers invaluable insights for both emerging and established photographers. Moreover, her personal experiences and resilience serve as a powerful reminder of the importance of perseverance and authenticity in the creative industry.

For more resources and to listen to this episode, visit thiscantbethard.com. Don't forget to leave a review on iTunes or Spotify to support the show!