Susan sits down with Amanda Hutchinson from AKP Branding Stories to explore the fascinating journey of brand photography. Amanda shares her unique background in crisis management and how it shaped her meticulous attention to detail in photography. The conversation delves into the transition from wedding photography to brand photography, highlighting the importance of planning and preparation for successful shoots. Amanda discusses the significance of professional brand photography in today's digital landscape, the psychology of colours, and how to create a cohesive visual identity. KEY TAKEAWAYS Transition from Crisis Management to Photography: Amanda transitioned from a career in crisis management, where she dealt with emergencies for corporate clients, to brand photography. Understanding Client Comfort: Amanda prioritizes understanding her clients' insecurities about their appearance. By asking about specific features they may be self-conscious about, she can adjust poses and angles to ensure they feel good about the final images. Brand Photography vs. Casual Photos: While casual photos taken with smartphones can be useful for content creation, professional brand photography is essential for high-quality images that convey a polished and trustworthy brand image. Colour Psychology in Branding: The choice of colours in clothing for photoshoots is crucial. Amanda explains that colours can influence perceptions and emotions, and while clients may want to wear their brand colours. BEST MOMENTS "Photography was my creative outlet because every day I was thinking, what's the worst that could happen? The wedding photography was like the polar opposite of me spending my weekends photographing people in love." - Amanda "If you can plan and prepare for that situation, you feel more confident because you know what to expect." - Amanda "A brand photographer brings all of that whereas a friend with a camera may not have that marketing and psychology side of it." - Amanda "It's just something magical when everyone's all together... I'm very proud of Beauty Directors Club and what we've created." - Susan HOST BIO Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive. Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars. Susan's expertise continues to shape and elevate the beauty industry worldwide. USEFUL LINKS https://susanroutledge.com https://www.instagram.com/susan_routledge/ www.akpbrandingstories.co.uk www.instagram.com/akpbrandingstories https://akpbrandingstories.co.uk/work-with-me

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