In this episode of the BrandWhys Podcast, I’m chatting with Jenna Shriver, a brand strategist and photographer, about her rebranding journey from wedding photography to brand photography. Jenna shares the ups and downs of her rebrand, how she built a new portfolio, and the impact it had on her confidence and business success.
If you want to hear Jenna Shriver‘s rebranding story in her own words, here’s the full podcast episode for an in-depth discussion.
Why Rebrand? Shifting from Wedding Photography to Brand Photography
For the first decade of her career, Jenna Shriver worked as a wedding and family photographer. Over time, she realized that her passion had shifted toward serving business owners. This change prompted her to let go of weddings and family sessions, but the visual side of her brand lagged behind for nearly two years.
“I knew that visually, my brand wasn’t in alignment with who I was serving anymore,” Jenna explained. It took her two years from deciding to shift her services to finally launching the visual rebrand.
The Challenges of a Long Rebrand Process
Jess pointed out how difficult it can be for quick action-takers to endure a long rebranding process, and Jenna agreed, saying, “It drove me nuts too.” She reflected on how, at the time, there wasn’t as much guidance available on rebranding in the creative industry.
Jenna described the process as twofold: figuring out who she was called to serve and ensuring her services aligned with her new mission. While this took longer than she anticipated, she emphasized that laying a solid foundation was essential before tackling the visual elements of her brand.
Aligning Visual Identity with a New Audience
One of the biggest hurdles Jenna faced was transforming her brand’s visuals to resonate with her new audience—creative, service-based business owners. “My old brand was still very ‘wedding pretty,’ with soft, feminine elements. I needed something more professional and neutral, while still reflecting who I am.”
Jess and Jenna discussed the common misconception that femininity in branding must involve pinks and script fonts. Jenna chose to move toward a more modern, professional aesthetic without losing her personal touch.
Building a New Portfolio: Free vs. Discounted Sessions
Rebranding meant Jenna needed a strong portfolio to showcase her new services. To do this, she offered discounted sessions and trades with friends and mentors who fit her ideal client profile. While she didn’t offer free sessions, she stressed the importance of recognizing the value of her work: “I’m a really good photographer—I deserve to be paid.”
Immediate Impact Post-Rebrand
Once Jenna officially launched her new brand, the response was overwhelming. “I was blown away by how many inquiries and bookings I got. 2022 was packed for me,” she shared. She attributed part of this success to market timing but emphasized that aligning her services, brand strategy, and visuals made a huge difference.
Jess noted how rewarding it is to see positive results from a rebrand after such a long process. However, Jenna offered a word of caution for those who may not see immediate results: “If you’re not getting instant gratification, don’t feel discouraged. Sometimes it takes time, but if everything is in alignment, stay the course.”
Avoiding Audience Confusion During a Rebrand
One concern many business owners have during a rebrand is confusing their audience. Jenna shared that her gradual approach—shifting her services first and building her portfolio over time—helped minimize confusion. She stopped marketing her old services immediately and focused solely on brand photography.
“I think shifting my services first helped eliminate confusion when I finally launched the visual rebrand,” Jenna explained.
Doing It Yourself vs. Hiring Help
Jenna took a DIY approach to much of her rebrand, except for purchasing a website template from a friend. “I knew exactly what I wanted my website to look like, and when she launched a template that matched my vision, I knew it was worth the investment.”
Despite customizing everything herself and writing her own copy, Jenna acknowledged that outsourcing certain tasks could have sped up the process. For her, the DIY route worked because she had a clear vision and the skills to execute it.
Advice for Anyone Considering a Rebrand
To wrap up, Jenna offered practical advice for anyone thinking about rebranding:
“Make sure the unseen components of your brand are in alignment—who you’re serving, how you’re serving them, your mission, vision, and core values. Without that foundation, your rebrand won’t have the same impact.”
She also emphasized the importance of defining your brand structure—whether you’re a personal brand or a team—and ensuring your brand voice reflects that.
Final Thoughts
Jenna’s story is a testament to the power of patience, clarity, and alignment in rebranding. While it may not always be a quick or easy process, taking the time to build a strong foundation can lead to lasting success. If you’re considering a rebrand and want guidance on aligning your brand strategy with your visual identity, check out my rebranding services!