Alright – so today we’ve got the honor of introducing you to Jamie Vandewinkle. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Jamie thanks for taking the time to share your stories and insights with us today. What do you think it takes to be successful?

To be successful requires an incredible amount of self belief. An amount I wasn’t fully prepared for the first time I started photography, which was [almost] 6 years ago now. I set out with my camera hoping success would just sort of appear. And when it didnt, I was hyper critical of myself, told the same “I’m not good enough” stories I always have and my work reflected this attitude. Nothing felt or looked inspired and as a result I could never quite hit the mark.
When people asked me what it is I did for a living, I’d always give them my day job and *maybe* id mention photography on the side. The confidence wasn’t there. It wasn’t until I actually took charge of the belief that I could begin on the discipline. I had to believe I was worthy of success before I could chase after it!

The shift in my mindset put the train in motion. From there I took the time to figure out what I wanted my business to look like, from both a creative standpoint and within the balance of work/life. I think if you don’t have a clear vision, you’re not working towards anything and therefore have no mark or direction. Its okay to not have your path figured out yet, but you need a destination (that can change once you’ve arrived!).

When you can be clear on your vision, your audience/client/customer can see it too and understands what to expect when working with you. It’s your brand and what they come to recognize you by.

Jamie, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I was posting pictures of my son on IG, as most mothers do. Wanting my feed to look Pinterest worthy, I started to pay attention to what made the images better – the natural light, his clothes and poses, the background. When I started taking the pictures with more intention it caught the eye of my friends and they asked if I could take them of their families. Once 5 or 6 asked I decided to take it as a sign that maybe I had an eye for photography and upgraded from my cell phone to a starter camera. It was really special because it was actually my husband who invested in me first.

I watched Youtube videos, found some mentors and practiced, practiced practiced!
I’ll never forget the feeling of taking on my first paid session, or the first time I built a full gallery I was proud of, or the first time I completely ruined one. Photography has been an amazing source of self discovery. I enjoyed every moment, including the tough lessons.

I named my initial business Lennon Lukas Photography, after my children’s middle names. And for 4 years I focused on bettering my skills in my free time and taking on any session that came my way. In 2020, I LLCd and made things official. In 2021 I attended my first women’s networking event and debuted a whole new side of the lens – female branding. That night would change everything for my trajectory. I opened a second separate business called Her Brand Photo and the almost overnight success allowed me to quit my day job and focus 100% on photography.

I have found zeroing in on what I want these businesses to look like was the key to keeping the joy, creative spirit and success alive.

In my family photography I shoot “Lifestyle” and more child-led, meaning the kids are encouraged to play and not worry about looking at me and smiling . I like things to flow as if I am a fly on the wall. I try not to heavily pose my families, but instead put them in little scenarios and allow them to be themselves. They cook pancake breakfasts, have beach days, play family games, read books.. its more about catching the little moments and real laughter and love. I like the images to look warm and romantic. I aim for these families to look at the images on the wall, years from the session, and recognize themselves and that moment in time; It’s about feeling.

On the branding side of things I want the woman in front of my camera to feel empowered. I feel my job, as much as taking the images, is to provide a comfortable space where she can explore and step into (or continue) her authentic self and the women she wants to truly be within her business. From the moment these women inquire about a session to the gallery delivery I am helping her build the brand she holds a vision of. Sometimes that means giving the permission so many women struggle to give themselves to “go for it!”. I truly enjoy watching them relax and own the attitude. Again, it’s about feeling!

Ultimately, my past experience in customer service nags at me to ensure a positive client experience and an appreciation in their investment in me and their galleries. Photography is a delicate trust, as its all an artform. My interpretation is what they will receive. Which is why I stress consistency and maintaining an open line of communication right from the start. I care!

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Failure = the end. I fail a LOT. And I expect to continue to. I have come to find failure to not be a destination, but a checkpoint, a chance to learn and pivot. If I fail, that just means I am one step closer to getting it right.
I often do wonder what would have happened if I gave up at my 1st, 2nd or 22nd failure. Obviously I wouldnt have these 2 amazing businesses that allow me to [for the most part] live on my own terms, but all of the personal growth I would have missed out on as well. Crossing over the line of fear, failure and self limitation is where you often find the answer to achieving your goal. And the secret is, you will walk up to that line over and over and over in your business journey. It never goes away, you just push it back a little further each time.
My mantra to overcome is “I want it more”. Each time something comes up that worries me, I ask myself if the fear outweighs my desire to achieve. If I can say “I want it more” then, no matter the outcome, the decision to go after it is worth the result.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Creating an ideal client avatar and speaking to it! When I started both business’s social media accounts I wrote all of my captions in the voice of what I thought sounded “professional”. In return, I got inquires from all sorts of people, some not a good fit. I struggled to figure out how to attract only the clients I knew would appreciate the way I do things and bring me the most joy to work with.
I read a book called The 1 Page Marketing Plan (by Allan Dib) that introduced the idea of a client avatar. I made up a client for each business, gave them a *full* backstory with as much detail as possible, and now when I post to social or even talk about my business in person, I speak to “them”. This allows whoever is meant to hear my message to hear it. And those who it does not resonate with aren’t meant to work with me and I can stop trying to speak to the masses and only speak to one. It changed the entire marketing game for me and now, over and over again, that client shows up in front of my camera. It also allows me to remain authentic to myself. By calling for the clients *I* want, I know they are appreciating me for me and my work for my work.

Contact Info:

• Instagram: www.instagram.com/herbrandphoto
• Facebook: www.facebook.com/herbrandphoto
• Other: www.instagram.com/lennonlukasphotography www.facebook.com/lennonlukasphotography

Image Credits
all images were photographed by and belong to @herbrandphoto & @lennonlukasphotography