Uganda Press Photo Award
Stop being “Just a photographer”: Build a brand people actually recognize!
Let's get real: your photos might be stunning, but in a world where people scroll faster than they think, no one cares unless you make them stop. Less than a second—that's how long your masterpiece has to grab attention. So, are you just taking pretty pictures, or are you building a brand that actually sticks?
I had the privilege of joining the conversation "Photographers on the Hustle," hosted by UPPA and Fotea. Alongside the incredibly talented Edwin Nyaika, I shared tips, tricks, and hard truths about standing out and securing work in a competitive industry.
Because here's the deal: if you're not actively building your brand, you're just another person with a camera. Harsh? Maybe. True? Absolutely. Let's change that.
Insights from the Photography on the Hustle conversation on communications and marketing from Maren Hald Bjørgum.
1. Be the photographer everyone recognizes.
Imagine this: You're scrolling Instagram and see a photo. No watermark. No credit. But you know who shot it. That's brand recognition. That's power.
Take William (@picturesthatwilliamtakes on instagram), for example. His event portraits are so distinct—crisp, warm tones, beautiful people, vibes—that you'd recognize his work anywhere. That's not luck. That's intention. He's honed his niche and made his style unmistakable. Your takeaway? Consistency in style, colors, and subjects makes you recognizable, even when people remove your watermark.
2. Specialize beyond the lens.
When I was younger, I wanted to become a journalist. My mum, a very wise woman, told me: "If you want to be a journalist, don't study journalism."
At first, it sounded counterintuitive, but her point was brilliant: mastering journalism isn't about knowing how to write—it's about having something to write about. The same applies to photography.
Knowing your camera's functions and how to take spectacular, colorful photos is just your toolkit. To stand out as a photographer, you need to know more than just photography—you need to understand your subject deeply.
Take sports photography. If you specialize in marathon running, you know what makes the sport special, which moments are iconic, and where to position yourself to capture the action. You'll know which lenses to pack and which angles bring the story to life. That kind of expertise doesn't necessarily translate to wedding photography or street photography—it's niche-specific knowledge that sets you apart.
So, the lesson is simple: specialize. Learn the world you're shooting, not just how to shoot it. The best photographers don't just take photos; they tell stories of environments and industries they know intimately. That's what makes their work extraordinary.
3. Show your work—and your process.
Social media isn't just your gallery; it's your business card, resume, and portfolio. But here's the thing: it's not enough to post polished images. People want to know you.
Show the messy middle—the behind-the-scenes moments where you're figuring it out. Your failed shots, your experiments, even the weird prop you thought would work but didn't. (Yes, fail publicly.) That's how you build a connection.
Let people be part of the process, and they will feel a closer connection to you.
Note: Don't mix your personal life and your professional account. No one wants baby photos of your niece stuffed in between shots capturing the street life of Kampala, Gulu and Arua.
4. Know your value—and communicate it.
When someone asks, "Why should I hire you?" what do you say? If your answer is, "I take photos," you've already lost the gig.
Your value isn't your camera. It's what makes you, you. Maybe you capture emotion in a way no one else does. Maybe your shoots are effortless for the client, requiring minimal input from their side to make it work. Maybe it is your deep understanding of the subject matter that makes you see what others miss. Whatever it is, find your pitch and stick with it.
In the startup world, founders spend hours, days, and months practicing their 2-minute pitch for those critical few minutes when they meet a potential client, investor, or partner. We don't leave it to chance; we practice so we know what to say when the opportunity presents itself. You need to do the same.
5. Hustle harder than you shoot.
Let's be real: Talent without hustle gets you nowhere. The best photographers aren't always the most talented—they're the ones who market themselves fearlessly. Share your work. Network. Slide strategically into DMs (yes, professionally). Hustle like your career depends on it—because it does.
Final thoughts: Clicks are great, but clout is better.
The photography world is noisy. Building a brand isn't about yelling louder—it's about speaking so clearly that people can't help but listen.
About Maren
Maren Hald Bjørgum is CCO for the award-winning agri-fintech Emata.
Originally from a small Norwegian coastal town, she’s lived, worked, and studied her way through Norway, the US, South Korea, and Uganda. Along the way, she earned a B.A. in English Literature, an M.A. in Communication, and an M.A. in Global Affairs & Policy, while collecting credits in Political Science, Art History, Religion, Linguistics, and Journalism. A lifelong internet enthusiast (Geocities, anyone?), Maren thrives helping brands and businesses navigate the digital world.
In her free time, she runs, climbs mountains, and organizes the internationally accredited Tusker Lite Rwenzori Marathon in Uganda. An outgoing introvert with a love for coffee, her Kindle, and a good pair of sunglasses, Maren thrives at the intersection of creativity, strategy, and storytelling.