If you’ve ever wondered how to make big changes in your life, shift your business model, or align your work with your true purpose, this episode is packed with wisdom. Read on for key insights from our conversation, and don’t forget to tune in to the full episode!

Why Erica + Jon Chose to Do Life Differently

Erica and Jon were both wedding photographers in Arizona, living a life that looked successful on the outside. But something was missing. They were working long hours, missing family events, and ultimately feeling disconnected from their true selves.

After a pivotal conversation during a photography conference, they realized they wanted more—more time with their children, more alignment between their work and values, and more freedom to pursue what mattered most to them. This realization led them to make bold moves, like pulling their kids from traditional school and transitioning from wedding photography to brand photography.

From Corporate Careers to Brand Photography

Jon had spent over a decade in a comfortable corporate job at Caterpillar, but the desire for freedom and a different life drove him and Erica to take a leap of faith. They sold their house, saved six months of income, and committed to making their photography business work. Their decision to “burn the boats” paid off when they transitioned from wedding photography to brand photography—a move that completely transformed their lifestyle and revenue.

“We had the dream to do life differently, but we had no idea how to get there,” says Jon. “We knew it was possible because we’d seen it modeled by others. So we took the leap.”

The Pivot to Brand Photography: More Freedom, More Purpose

The transition to brand photography didn’t happen overnight. It was a process of trial and error, including some mistakes—like photographing the Chicago White Sox in a style that didn’t quite match their brand. However, it was these mistakes that taught Erica and Jon the business side of brand photography, including the importance of image licensing, understanding market value, and how to deliver images that align with a brand’s story.

Unlike wedding photography, where photographers sell memories and emotional moments, brand photography revolves around tangible business outcomes. Jon explains, “With brands, you’re selling on ROI. It’s about how the images help increase brand awareness and drive sales. It’s a completely different world.”

This new approach not only allowed them to work fewer hours (and weekday hours!) but also significantly increased their income. They now homeschool their kids and have the freedom to enjoy the lifestyle they always dreamed of.

Key Lessons for Aspiring Brand Photographers

1. Image Licensing Is a Game Changer: One of the biggest lessons Erica and Jon learned was the value of image licensing. When you work with brands, you can issue licenses for your images, which can be renewed after they expire. Jon shared how they received a $6,000 check for renewing a license—without picking up their cameras again. This ongoing revenue stream makes brand photography a highly scalable business model.
2. Confidence Is Key: Transitioning into brand photography can feel intimidating, especially when you’re used to working with wedding or lifestyle clients. However, with the right mindset and confidence in your abilities, you can propose five-figure deals and command higher rates for your work. Erica emphasized the importance of trusting your skills and understanding the value you bring to the table.
3. Different Marketing for Different Clients: Wedding photography and brand photography require completely different marketing strategies. While wedding photography appeals to emotions and memories, brand photography is all about results—return on investment, brand awareness, and consistency. Erica and Jon had to run their businesses independently and market their services to businesses differently than they did to brides and grooms.

The Power of Doing Life Differently

One of the most powerful takeaways from Erica and Jon’s story is the importance of authenticity. Early on in their career, they tried to follow a path that wasn’t true to who they were. Erica shared how she wore pink dresses and Jon sported bow ties, trying to fit into a mold they thought was necessary for success. Once they embraced their true selves—both personally and professionally—they found greater success and fulfillment.

“We do photography, but that’s not who we are,” Jon says. “We were created for more than just the outcome of a photo shoot.”

Are You Ready to Do Life Differently?

Erica and Jon’s story is a testament to the power of taking risks, trusting your instincts, and aligning your work with your values. If you’re feeling the tug to make a change—whether it’s in your business, family life, or even your daily routine—this episode will inspire you to take that first step.

Ready to dive deeper into their journey and learn how you can make the shift to brand photography? Listen to the full episode of Doing Life Differently here.

Want to learn more about making the shift to brand photography? Check out Erica and Jon’s free training on the 3 pricing mistakes photographers make when transitioning into brand photography. Sign up here and take the first step towards doing business differently!