Building a photography career as a young entrepreneur, Audrey Tappan

Gary Pageau of the Dead Pixels Society talked with Audrey Tappan, branding photographer. In this interview, Tappan talks about her journey to become a working photographer, using tried-and-true networking techniques. 

Tappan grew up in rural Florida with two entrepreneurial parents who taught her what hard work looked like and how networking is king. Based out of NYC, Tappan specializes in fashion and product photography and loves helping freelancers find their brand and vision. She constantly explores the latest trends in visual branding, ensuring her projects are “scorching hot, and has consulted many fellow entrepreneurs on how they can also find their fire.” While Tappan has her own otherworldly aesthetic, she listens to her clients and collaborates on vision.

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Transcript

Erin Manning  0:02  
Welcome to The Dead Pixels Society Podcast, the photo imaging industry's leading news source. Here's your host, Gary Pageau. The Dead Pixels Society Podcast is brought to you by Mediaclip, Advertek Printing and IP Labs.

Gary Pageau  0:18  
Hello again and welcome to The Dead Pixels Society Podcast. I'm your host, Gary Pageau. And today we're joined by branding photographer, Audrey Tappan, who comes to us today from the East Coast. Hi, Audrey, how are you today?

Audrey Tappan  0:31  
I'm doing well. Gary, how are you?

Gary Pageau  0:33  
Good. Good. So first, before we get into your expertise, and areas of branding and marketing, let's hear the Audrey Tappan story of growing up in rural Florida.

Audrey Tappan  0:46  
Sure, yeah, I grew up on a tree nursery farm. So parents were kind of in the landscape world, wrapped with animals and all that fun stuff. So taking photos of cows kind of just turned into taking photos of models. I am in between there. I've lived in a couple of different places, Georgia, Texas until I made my way to New York. That's kind of a short version of it.

Gary Pageau  1:15  
So tell me about the business side of what your parents did. Because that sounds to me like it would be almost a bootcamp for becoming an entrepreneur yourself is to watch what your parents did.

Audrey Tappan  1:30  
Absolutely. I went to expos with my mom. So I was always the one running around giving out business cards to other exhibitors bent, and I was her right hand woman and really learned a lot from her. And being on the farm as well, you had to work hard. It was the only way to live and get things done. It was just a great, like, a great boot camp. Yeah.

Gary Pageau  1:58  
I mean, that's one of the things about entrepreneurship is, you know, people seem to think they know what it is until they either try to start a business or work in a family owned business than they realize this is way harder than then Shark Tank makes it look on TV.

Audrey Tappan  2:15  
Absolutely. And when things go wrong, you have to figure out how to get out of that rut. You know, housing crash came around in the early 2000s. And they had to think about what they were going to do and change their business plan. And they, you know, chose having an organic blueberry farm. So finding a way to accept your failures and just keep on going was a really important lesson.

Gary Pageau  2:39  
Wow, that's quite the pivot. Yeah. What was that? What was that? Like? I mean, I don't want to spend all the day talking about this. But I think it's kind of interesting, because, you know, clearly they had expertise. They were interested in growing and growing, growing a business that can use the pump. And then they realized something happened. So conditions in the market have changed, and how do they identify organic blueberries as the opportunity?

Audrey Tappan  3:03  
I'm not sure how they came to the conclusion, but they were always in the plant business. And it was just kind of like, I love blueberries. And maybe there's not as much of a market, there was a market but they weren't other farmers growing blueberries in the area. So she, she found out the sweet spot of what people wanted.

Gary Pageau  3:25  
So to speak the sweet spot. Yeah,

Audrey Tappan  3:27  
she found them tomatoes and oranges.

Gary Pageau  3:32  
Yeah, but you didn't choose to go into the family business, which and you just chose to get into the visual arts? Was that always something you were interested in? And how did that lead you through your path of tear to the various places you went?

Audrey Tappan  3:48  
Sure, I grew up very creative. And always thought I was going to do or knew I was going to do something creative. But in high school, decided that, you know, maybe I'll go into the Air Force and I was in the JROTC program. And I remember I went to my superior like the first sergeant in the program, they said, Hey, I need a recommendation letter. I want to go to Annapolis. And he kind of looked at me and was like, Are you? Sure that's kind of odd for you? And I just kind of like, That's interesting that he would put it that way. And it would take a pause and went to community college, realize that was good to taking photos, and then transferred to SCAD in Savannah, Georgia, and just flourished. So it was when I looked back on my art, I realized I've always been an artist. And then I tried to go a little left brain try and be like, Oh, I'll go into the military. And I'm glad I didn't. So it's just kind of been a natural flow for me. Oh, it always just worked out and like I want to do photography. Do you know kind of step after step little goals? I think.

Gary Pageau  4:57  
So that's interesting that you actually try I something different though like JROTC, which I think is interesting. And it's, it does show I think, how important it is for people to try out different things, maybe outside their comfort zone that, you know, and if it doesn't work out, that's fine.

Audrey Tappan  5:18  
Yeah, the program was a leadership program as well. So not only was I experimenting what with what my interests might be, I was inadvertently becoming a better leader. And as a student, even though I knew it was leadership program wasn't thinking about that, necessarily. I just knew I was having fun. I was doing the teams outside of the class, right. And it's a really instilled structure. Again, it's the hard work of being on a farm and then getting the high school during this program and learning organization and structure and how to lead other people. And even though I didn't go into the military, I been able to carry that over into my professional life and career, because I can help other people and lead them to be a better version of themselves as an entrepreneur.

Gary Pageau  6:09  
So then you end up at SCAD, which for those who don't know, is the Savannah College of Art and Design. Why did you choose them, and that is a very intense program.

Audrey Tappan  6:22  
I thought I was going to apply to the Ringling College of Design in Sarasota, Florida, because it was local. And I thought, you know, that's easy enough, I guess. And my mom had a friend whose son went there. She said, You know, if he could do it over again, he would want to go to SCAD. I never even heard of it. And I just thought, Well, I mean, Ringling sucks now, apparently, and I should go to SCAD I applied and got in. Like that was it? You know, because I was transferring. I think the process was a little different for me. But it was just someone, you know, vetting the college and me being like, that looks like a great place to go. It's only five miles away from home. Yeah,

Gary Pageau  7:06  
it is one of the best places in that region. And I think on the East Coast for that. So. So you went to school at SCAD. And then you embark on a photography career. And you're and it looks like you've taken, you know, fashion and product photography and those types of things. Was it what was that something that you were initially interested in, or you just something you just discovered you were good at?

Audrey Tappan  7:28  
I discovered I was good at it. While I was at SCAD, I was actually very nervous to take pictures of people

Gary Pageau  7:36  
took pictures of cows,

Audrey Tappan  7:37  
right? It was cows and trees and things that were around on the farm like old tractors, and in my class, you know, in the fashion photography class, that was an assignment, you had to photograph models. And then, and our, you know, more master photography class, you would do products. And I was like, wow, this is really fun. I can play around with colors a lot more. And again, it was just kind of a progression of my life and career that I didn't know. It's gonna happen, it wouldn't have happened if I hadn't gotten to SCAD. I don't think I would be doing fashion photography today.

Gary Pageau  8:17  
So what do you have a I type of fashion photography, we like to do? Is it more the runway stuff? Or is it catalog? Or what is the type of photography that you feel is your Hallmark?

Audrey Tappan  8:32  
I do a lot of b2b photography, so commercial business to business. So I work with them to elevate their brand. And for me, that's my favorite part about it. It's not just that I'm doing photos, it's that I get to work with them on building a brand and a creative idea that they can level up their brand with.

Gary Pageau  8:53  
So you've had to kind of learn the branding side of it, I guess, is that something that comes naturally to you? Or is this something that they taught in the business side of SCAD?

Audrey Tappan  9:04  
I think it comes naturally to me as a creative thinker. Being at SCAD, again, reinforced that structure and being able to move forward into different niches than forcing me to photograph models and products. And I had to think of my own branding. So I think in the process of me learning who I was as a photographer, I'm now able to translate that to other entrepreneurs and help them with the process and give them those tips and tricks that I took years to learn. accelerate their process.

Gary Pageau  9:39  
So from your standpoint, as the child of entrepreneurs and running your own business, what do you tell people a brand is because a lot of people have different definitions. What when you're talking to people when you're consulting with people, what do you tell them? Their brand is and how do you help them find their brand?

Audrey Tappan  9:59  
Sure. Have a brand is something that is easily recognizable, you might have a product and it is a brand. But if it's in the store, people going to recognize it is it going to give them an emotional reaction. And when I see a photo of a favorite photographer, or even just business person, graphic designer, an accountant, I can see their work on social media and instantly go, oh, that's, that's Daniel Wallace. That's Lindsey Adler photography. So that's what a brand really is being able to tell people what you do, how you do it, and what problems you're gonna solve for them really quickly.

Gary Pageau  10:41  
So is it a distinct look or a feeling?

Audrey Tappan  10:47  
I would say it's more of a feeling those go hand in hand, you need that unique look to evoke the feeling. But I think starting on the feeling side is the important part. When I work with a client, we create a creative deck for their project, and it's what colors are we going to use? What emotion and style are you trying to get to? Who are you trying to sell to write knowing your target market is the most important thing. So your brand needs to have a look and feel to be cohesive, because I think part

Gary Pageau  11:24  
of what happens in the photography world is there's a lot of photographers who just try to go to an exhibition or a conference or a show. And they'll try to copy like a lighting setup, or something like that, without realizing they're not really putting themselves into it. They're just doing what another photographer is doing.

Audrey Tappan  11:47  
Exactly and going exactly what the look and the feel. So for me, as a photographer, I have a unique look, you learn by copying other people and going, Oh, that setup, I can do that. But then it's now how can I put my style and my feel into it? And that goes for all of my clients, because they're not photographers, my clients sell products or do completely different professional services. And I do I think I've ever actually helped a photographer in their marketing plan, if you will, or knowledge of how to market themselves. It's always that people in different professional fields.

Gary Pageau  12:30  
Do you find that photographers when it comes when it comes to branding discussions taking place, let's say for example, you've got a client, they're gonna roll out a new colored ping pong balls, for some reason, do you feel that photographers are brought in at the end of the process when they should be brought in at the beginning, that's where I think there's some disconnect there.

Audrey Tappan  12:54  
Sure, I agree with you, as a photographer that gets to work with an agency that those brands come to, we work hand in hand. So the client will tell the agency, this is kind of what we're going for. And they bring me in and our here's their creative deck or their brand guidelines, and let's think about where that's gonna go. And working with clients outside of the agency, I am coming in after the product has been made, they have a bit more of an established brand. And they have those guidelines already that were made, you know, a year ago, two years ago. So take that, and then elevate it with the visuals. So he might not the agency there to do a whole website revamp. How can we elevate their branding without touching any of those other structures that have been built?

Gary Pageau  13:46  
So as a person who is hired to work with these with these folks, ie, you obviously have to kind of do what they say. But I imagine there are times where it's like, you're looking at what's being handed to you, like you said, it's been worked on for two years, then it's like, Oh, my goodness, that is not effective.

Audrey Tappan  14:02  
Correct. times they give me the reins completely. I've had companies go here are the guidelines in terms of you know, our colors, and maybe some past ads that they've run, but they go just give us whatever, whatever you feel, do it and then there's clients that are a little bit more rigid. It's it's just kind of about seeing what they need it no product has ever been the same.

Gary Pageau  14:27  
I imagine you want some sort of guidelines? I imagine it would be it's almost counterproductive just to have someone say, Well, here's the product, do whatever you want.

Audrey Tappan  14:37  
That is true. A little bit of structure always helps. And if they don't give it to me, I kind of have to squeeze it out of them sometimes, right. But in the end, it's always worked out. I think at the end of the day, they hire me because of that look and feel that they've seen my portfolio. They might grab a photo of mine and say hey, I loved this. Now do something like that with my product. Right, but also be directed it, you know, their brand.

Gary Pageau  15:04  
But on the other hand, you probably also that people say, Can you do it like that photographer? Mm hmm. And that's got to be very, not insulting but annoying, I guess is.

Audrey Tappan  15:19  
Sure it can be I don't know if disheartening is too heavy of a word, but it's like a whole, I mean, I want to do my work. But thankfully, because of my ability to elevate my branding, or niche down and focus on what I love to do, I'm now able to let those clients go or say, Hey, I don't do that. But I know someone who's amazing at doing photos like that they love black and white, it my portfolio is a kaleidoscope of a bunch of shit. So it is, um, it's nice to be able to let those clients move on someone better suit them. That must be

Gary Pageau  16:01  
a challenge, though, especially when you're earlier in a career because, obviously, letting clients go is the antithesis of making money. Yeah, so when did you reach that point where you're more comfortable saying, I don't need this gig so much that I don't am going to not be able to do what I want to do? How long did it take you to do that? How many really bad gigs did you have to do before you were able to do that?

Audrey Tappan  16:30  
Oh, man, let's see. So I graduated in 2018. But I was you know, few years behind everyone else, because I had a bit more of the community college aspect of it. So I'm, I'm out of it a few years late, if you will. And I spent about three or four years doing terrible weddings, real estate, photography, shots, family photography was terrible. And I finally was like, Alright, I have an opportunity to make a move. And I did. So I came up east coast. And I've been here almost two years. And I would say like a year year and a half in is when I finally was able to let those clients go. But it was a year, year and a half of boots on the ground networking events, cold pitching brands, email lists. So it wasn't easy. But it was, you know, all in all, I could I probably spent six years from the time I picked up a camera and got my first page and then you throw

Gary Pageau  17:33  
COVID in there. Right? Right. That was right, you're you're getting out you're doing develop your brand, you're building your business, and then why pandemic comes into play. Now fortunately, I guess in some ways, people weren't shooting so many weddings and things. So you could find products there to photograph.

Audrey Tappan  17:51  
Yeah, and at the time I was doing products, but also the real estate photography. So I worked through the pandemic a lot because they were empty homes. And we were able to do that. So I did have a bit of a buffer in terms of getting that income I needed. But still the products I was working with were not the ideal brand. Yeah, not

Gary Pageau  18:15  
exactly. You know, clothing. Yeah, beauty products or etc.

Audrey Tappan  18:18  
I mean, that's right. The east coast is is where it's at, if you are somebody who wants to products and work with brands, East Coast, West Coast, that's where you want to be if you want to be in the marketing world,

Gary Pageau  18:31  
we can talk about putting your boots on the ground in networking, what are some tips you suggest for someone who is wants to you know, use in person networking and things like that to grow their business, I find a lot of creative folks, that's something they struggle with, in the fact you know, working a room, and not just being social and hitting up the bar and the hors d'oeuvre table but actually making an effective what what suggestions do you have for someone who, you know, needs to build their business through networking, which I trust you have to do on the east coast? It's all business referral type business, right?

Audrey Tappan  19:10  
Absolutely. I think something I learned from going to events is showing up with a goal. Now I have a goal of getting at least two new contacts. And when you start doing that, it becomes so much more natural that you know you could come out of an event with four or five contacts and the more you get, the better your ratio because you have to get 20 noes to get one. Yes. So showing up with a goal and just talking. I know it's hard as someone like myself who finds it hard to walk up to a person and say hey, I'm Audrey, what do you do? You know, after the first time it gets a lot easier. So having a goal and then ideal client for me. It's people that are in marketing and representing brands. So I find the person in the room that does Is that maybe you have to talk to three people to find out who that person is. But it's just practice. And the worst thing that could happen is someone says no. And

Gary Pageau  20:11  
if that's the worst thing that could happen, right,

Audrey Tappan  20:14  
you know that you're still in the same place. You haven't lost anything. Right? Right.

Gary Pageau  20:17  
Right. Yeah. Because it can think it can, because I find that in this day and age, when you're talking to people about marketing and things like that, they always talk about things like email, and, and newsletters, and social media. And I've got an insert page and all that, but but they kind of don't push the in person networking piece, which I think is overlooked in this post COVID world almost to an extent, because that used to be how you got business back in the day was you met people, and they met people, and they told you about other people. And then COVID, kind of put a big pause on that. And I think it's coming back, but it's coming back more slowly, is that what you're seeing?

Audrey Tappan  21:02  
Where I'm at, it has been much better recently, I would say, you know, eight months ago, it was still hard to find in person events. And a lot of them were virtual, they'd be a zoom call. And that's great. But it's still not the same as standing in front of someone and saying, This is who I am in 3d, you will probably remember me much more than being one of 20 people on the screen, right. And there's nothing better really, because they're going to remember you and show up dressed to represent your brand. Try to stand out a little bit, even if you're a lawyer, and suits are what you will wear something that will make you different, you have to be memorable. And you know, the first five seconds that you meet someone, right? So social media is great. But I can tell you as someone in the b2b world, I have never gotten a client off of social media, right? As a portfolio. But those in person networking events are where I gain actual clients coming into

Gary Pageau  22:08  
the photography business. Have you branched out into video or anything else? Or is that something you've really not wanted to touch? Because video seems to be hot right now, especially in, you know, short explainer videos for products, and things like that have you had to branch out into that at all?

Audrey Tappan  22:27  
I have. And even when I was in college years ago, I guess almost five years ago, my professor told me, you all need to be knowledgeable in video, because not only do they make a lot more money than you will, but people always need a video, when you say look and feel video really makes you feel. And with my clients, I've only had to do one or two kind of full scale video shoots. But at the moment, I'm focusing more on the kind of reels and gifts I do a lot of animation. Yeah. So it's more of taking their product and animating it and making exciting to see media versus the actual video of the product or someone using it. Right. And that's a

Gary Pageau  23:15  
whole different level of visual literacy. Right?

Audrey Tappan  23:19  
Yeah, definitely. Because it's one thing to show the product in use, but saying how can I take this still image and making make it just as exciting and evoke emotion that makes someone want to buy it? That's where I think I have a lot of fun because I can be creative and I can make things that aren't real on my computer versus you know, I only have this model and this product to work with. And we don't have money to source a studio for this to be Oh, really grave. I can do that right here on my computer.

Gary Pageau  23:56  
So have you had to do any animations for organic blueberries? Is that something that's come up?

Audrey Tappan  24:02  
No, I haven't but I was in the logo of my family's business. So no video but I was the face of the business for a little while. But now my mom and sister actually do dehydrated kale chips which are amazing slow foods kitchen, but I'm there photos and video. And though I don't get paid as much for those gigs.

Gary Pageau  24:26  
You get all that you get all the kale you can manage right?

Audrey Tappan  24:29  
Yes. So I've done some fun stuff with kale at the moment, that is all.

Gary Pageau  24:36  
Well, Audrey, if people want to reach out and learn more about you and your work, where can they go?

Audrey Tappan  24:43  
They can see my portfolio at Audreytappen.com And you'll find all of my links and email on there. So check that out and see and let me know if you love it

Gary Pageau  24:56  
and You especially want to hear from up and coming entrepreneurs in The Visual Arts. True?

Audrey Tappan  25:01  
Absolutely. I love building a network networking is king. And I love hearing other people's stories. Supporting them. It's all about supporting each other because we can't grow if no one knows who we are.

Gary Pageau  25:16  
Well, thank you, Audrey for your expertise and your story today and best wishes on future success.

Audrey Tappan  25:24  
Absolutely. Thank you so much, Gary.

Erin Manning  25:28  
Thank you for listening to The Dead Pixels Society Podcast. Read more great stories and sign up for the newsletter at www.thedeadpixelssociety.com

Transcribed by https://otter.ai