"Branding" is the new term. For Photographers it has always been called your Style. My style is People, or should I say, Happy People. The comment on my About page was writtten by someone who came across my website and linked to it on their blog. It pretty well describes my Style. Being photographed is not what most people look forward to in their daily life. I want the people in front of my camera to enjoy the experience. To know that they are the most important thing in my life at that moment and that all the camera gear, lights, time and fuss is a investment in them for that moment.