The Business of Photography & Video: Brand Positioning & Finding Your Niche — Intermediate, Part 3

Who Are You For — and Why Should They Choose You?

Having great photography or video skills is one thing. Knowing exactly who you are creating for — and why they should choose you — is what turns creative work into a recognisable business.

In Part 3 of The Business of Photography & Video, EP Group Founder and Managing Director Eric Peng takes a practical look at brand positioning, finding your niche and understanding where your business sits in the market.

This intermediate session is about moving beyond simply asking "How do I get more clients?" and instead asking:

"Which clients do I actually want, what do they value, and how should I position my business to attract them?"

Drawing on Eric's experience across professional photography, luxury retail, global brands, marketing, PR, e-commerce and business leadership, we'll explore how different brands position themselves — and how photographers and videographers can apply these principles to their own businesses.

What We'll Explore

Brand Positioning — Where Do You Sit?

Positioning is about more than what you do. It's about how the market perceives you.

We'll explore how photographers and videographers can think about:

• What you want to be known for
• Who you want to work with
• What makes you different
• What you offer that others don't
• How your portfolio communicates your positioning
• How your pricing, presentation and client experience reinforce your brand
• Why trying to appeal to everyone can make it harder for anyone to remember you

Local Brands vs International Brands

What does a local brand expect from a photographer or videographer compared with an international brand?

We'll explore the differences in expectations, budgets, processes, brand standards and decision-making, and what this means for how you position and present your business.

We'll discuss how working with a local business may require a different approach to working with a global or multinational brand — and why understanding the commercial context of your client is critical.

Finding & Targeting Your Niche

"Photography" and "video" are enormous categories.

Your niche might be based on:

• Industry
• Client type
• Creative style
• Location
• Product
• Service
• Audience
• Budget
• Brand positioning
• Personal expertise

We'll look at practical ways to identify where your strengths and interests intersect with real market demand.

The goal isn't necessarily to become the most niche photographer possible. It's about finding a space where your skills, interests, positioning and the client's needs align.

One Size Generally Does Not Fit All

A common mistake is trying to sell the same thing, in the same way, to every client.

We'll explore why your approach, offering, communication, pricing and client experience may need to change depending on who you're working with.

A small local business, an established Australian brand and an international luxury brand may all need photography — but their expectations, objectives and definition of value can be completely different.

Understanding this allows you to become more client-centric without losing your own creative identity.

Premium vs Culture-Driven

What does it mean to be a premium brand?

And is premium positioning always the right strategy?

We'll explore different approaches to positioning, including businesses that compete through:

Premium — exclusivity, quality, expertise, service and perceived value.

Culture-driven — community, identity, relevance, authenticity and belonging.

We'll look at how cultural relevance can be just as powerful as traditional premium positioning, and why understanding your audience is critical before deciding how your business should show up.

Expensive vs Accessible

Being expensive isn't the same as being valuable.

We'll explore the difference between price and perceived value, and how businesses can position themselves at different points of the market.

We'll discuss:

• Premium vs accessible pricing
• Perceived value
• Exclusivity
• Accessibility
• Quality vs quantity
• Experience as part of the product
• Why some clients actively seek premium providers
• Why other clients prioritise accessibility
• How your positioning influences what clients are willing to pay

The key question isn't simply:

"How much should I charge?"

It's:

"What does my brand promise, who is it for, and does the value I provide match that position?"

Putting It Into Practice

By the end of the session, we'll bring these ideas together to help you start defining:

Your Market — Who are you trying to reach?

Your Niche — Where do your strengths and opportunities intersect?

Your Position — How do you want to be perceived?

Your Value — Why should someone choose you?

Your Client — Who is the right fit for your business?

Your Experience — What does it feel like to work with you?

Your Price — Does your pricing support the position you're trying to own?

Who Is This For?

This intermediate session is designed for photographers and videographers who have some experience working with clients and are ready to become more intentional about who they serve and how they position their business.

You don't need to have your niche figured out before attending.

This session is about understanding the principles behind positioning so you can make better decisions about the clients you target, the work you pursue, the way you present yourself and the value you create.

About Eric Peng

Eric Peng is an experienced senior business leader, entrepreneur and creative with more than a decade of experience managing, leading and innovating for some of the world's leading global brands.

Combining his commercial acumen, sales and marketing expertise with a creative approach to understanding the unique strategic needs of organisations, Eric's impact on brands and people is outstanding and long-lasting.

Eric is the Founder and Managing Director of EP Group, one of Australia's leading boutique media, events and marketing firms. His professional history began in brand management, sales and marketing strategy across FMCG, luxury, retail and e-commerce, including experience with Red Bull, LVMH, Louis Vuitton, Tiffany & Co., Logitech and Catch.com.au.

Eric is an industry expert in luxury retail, specialising in client development, marketing and PR, change management, consumer experience and retail excellence. Having led markets generating $65M+ and $100M+ in annual sales within LVMH, he understands the complex expectations of today's luxury consumer and brings this expertise to delivering outstanding brand and commercial performance.

As a professional photographer by trade, Eric has also served as a Sony Australia Ambassador and Digital Imaging Advocate. More recently, Eric presented for Visual Communication Victoria at the National Gallery of Victoria on Visual Communication Design and Industry.

Previously, Eric worked as Account Manager – Consumer Electronics at Wesfarmers/Catch.com.au, managing the Consumer Electronics portfolio at one of Australia's leading online shopping destinations. Eric combines his understanding of the Consumer Electronics industry, commercial strategy and Australian Competition & Consumer Law to deliver outstanding results within a large-scale organisation.

Passionate about transformation and development with a solutions-oriented mindset, Eric uses his diverse experience combined with a human-centric approach to create outstanding value for businesses and brands.

Eric holds a Bachelor of Business from Monash Business School, with a particular interest in marketing strategy, business law and management.

• Introduction to Starting Your Creative Business

• Laptop and Pen