The Journey Behind The New Brand Strategy


[vc_row css=”.vc_custom_1504298738864{background-color: #ffffff !important;}”][vc_column width=”2/3″][vc_column_text]Last summer I had finished my second year at Normandale Community College, with plans to attend the University of St. Thomas in the fall. I was accepted (for the 2nd time), I had a $17,000 scholarship PER YEAR for my good grades, I paid the fees for my dorms, and I had even registered for my classes. Then, it came time for my meeting with financial aid since even with my scholarship, I would STILL be paying $25,000-$30,000 out of pocket.

I sat down with my parents, I talked to lots of people, and I did my research. But no matter the angle to tried to push, I just couldn’t comfortably afford it. I was crushed. Devastated. I wanted this SO BAD. I even put a St. Thomas sticker on my car! (Which is still on there by the way)

I prayed about this for a long time, but in the end, I decided to withdraw from my classes and get a refund on my deposits. From there, I decided to get another job to really work hard on saving everything I could. I began serving at Olive Garden (those breadsticks though) and still working hard on my photography business.

With all of this extra time on my hands, I knew I had to make the most of it! I did online courses from other photographers, I arranged styled shoots, I reached out to local business people and made collaborations, and I did tons of business research to soak up everything I could! However, as I learned and my mind shifted perspectives, I began to look at myself and my business in a new way.

Through my research and evaluation of what my business is, who my ideal client is, how I want to serve them, and how I want to make a difference, I learned that I wasn’t properly representing myself. As I’ve grown as a person and a business owner, my values were growing and developing in a new direction too. I realized that my brand and the person behind Lindsey White Photography wasn’t being represented properly anymore and thus, the rebranding journey I began!

First and foremost, I knew I needed to determine the foundation of my brand.
– Who is my ideal client?

  • What are their needs?
  • How do I best serve them?
  • How do I stand out and offer a unique experience?
  • What message and impression do I want to give them?
  • What are the values I have that are important for me to represent in my business?
  • And the list goes on…

Once I determined my foundation, I knew my brand needed a makeover. While I value and respect the work of graphic designers and web designers, I knew I couldn’t afford the site I dreamed of. I did research, asked around, and worked my butt off. Eventually, I came up with a new logo, new tools to serve my clients that complimented my brand, and I now have a new website to match!!

The website process took wayyy longer than I had anticipated, but I am glad I invested in something more high quality than my original Wix website.[/vc_column_text][vc_column_text]


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Hey friends!

I’m Lindsey White

A wedding and senior portrait photographer based in Burnsville, Minnesota. My style is genuine, timeless and fun. I have a passion for capturing love stories all around the world for couples who want a marriage more beautiful than their wedding, and high school seniors’ personalities through photographs as they transition into the real world.

I’m a purple-obsessed, full moon gazer, and spontaneous traveler who melts in the presence of beautiful details, romantic moments, and a morning cup of coffee brought to my bedside.[/vc_column_text][vc_btn title=”More about Lindsey” style=”outline” color=”black” align=”center” link=”|title:Meet%20Lindsey%20||”][/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_masonry_media_grid grid_id=”vc_gid:1504298828089-6ef199b0-3dcb-7″ include=”1403,1404,1405″][/vc_column][vc_column width=”1/3″][/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_column_text]


[/vc_column_text][/vc_column][vc_column width=”1/3″][/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_masonry_media_grid grid_id=”vc_gid:1504298828094-4ffccda9-555a-10″ include=”1417,1419,1416,1415,1414,1413,1411,1410,1409,1408,1407,1406″][/vc_column][vc_column width=”1/3″][/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_column_text]My goals for my new website:

  • Showcase my personality through my brand image.
  • Create a professional, beautiful, and eye catching website that was easy to navigate through.
  • Be clear and concise with my message and how I serve my clients.
  • Provide information about who I am, so they can get to know me as I try to get to know them (like when you social media stalk people and feel like you know them!), which creates a more comfortable connection and results in a better long-term relationship that becomes more like a friendship versus a transactional interaction.
  • Develop the means to better communicate with my clients.
  • And have the means of improving my SEO, having a beautiful blog, and being able to grow from a professional platform that is used and trusted by many.

Unfortunately, I lost a lot of time while my website was being created, which means that I didn’t blog any of the sessions I had this year. Yikes! Therefore, you may see me post random blogs of old photos this winter as I play catch up! After I get caught up, I hope to develop a routine blogging schedule so we can hangout more and learn lots from each other! 🙂

Thanks sooo much for being patient as I redefine myself and my business! Get ready for a whole new Lindsey White Photography!

As a side note, I would love to have you share some love and tell me what you’d love to read, what you’d love to learn to help prepare for sessions, anything photography or business related, or any fun personal things you’d love to see me post! 

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