It's what you present as "the total package" - and way more than just the visual elements of your brand (though those are WILDLY important)... It has to be how you communicate with your ideal clients.
It's about how you make them feel... how they think of you when you're not there... How they'd describe you when talking to their friends.
I find it's best to come up with a person (can be real or imagined) who embodies ALL of the traits of the types of clients you MOST want to work with... Then give her a name.
Now determine, how old is she? Is she married? Does she have kids (majorly important since you want to do family photography), and how many? How old are the kids? Where did she grow up? Where did she go to school? What does she do for a living? How much income does her family bring in? What are her personal values? Where does she shop (also important since you want to do lifestyle)? Does she have any hobbies? Does she exercise? What are her favorite movies, tv shows, books, etc.? What does she look like? Make her as REAL as possible...
Then, once you have her firmly fixed in your mind's eye, talk to her... tell her about who YOU are, what YOU do, and how you can SERVE her.
Choose words that will have meaning for her, while still being totally yourself, because she will TOTALLY spot a phony and be turned off by it.
If you're really formal and well-spoken when you write, but want clients who are more casual, then try to relax a bit and sound more like when you SPEAK.
If you're totally laid back and like swearing like a drunken sailor (married to a Navy man, I know of what I speak!), consider if that's what you want for your dream clientelle... And if not, (WHY not?) can you still be YOU if you're having to watch your language when you write and talk to them? If so, and you want to "clean up your act" just make sure you still try your best to be your authentic self, just with a language filter.
Everybody talks about authenticity, and then you see their instagram feeds mimic all of the other ethereal pinks and golds their competitors do. Find what speaks to YOUR soul and helps you communicate YOUR message with YOUR ideal client and you'll be truly golden.
If you would like to discuss branding in depth and how I can help you further, I would love to schedule a brand discovery call.

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