Navigating Brand Identity: Why I Split My Photography Business into Two Distinct Entities

When I started Refined Influence Photography, my vision was clear: to build a high-end brand focused on family, senior, wedding, and equine photography with a polished, elegant feel. Over time, my business evolved, and by 2025, I found myself doing a growing amount of commercial photography, including headshots, real estate, and videography. This shift brought a challenge—how to keep my original brand’s identity intact without confusing my existing clients. The solution was to create a second company, 417 Media & Co, dedicated solely to commercial work. This decision helped me maintain clarity for my clients and strengthen both brands in their own right.

Why Brand Clarity Matters

When you offer multiple services under one name, it can dilute your message. My original brand, Refined Influence Photography, was built around typical client based photography with a refined, timeless style. Introducing commercial photography and videography under the same name started to create confusion. Clients looking for family portraits might hesitate if they saw the brand also heavily promoting commercial headshots or real estate images.

Keeping the two types of work separate allows each brand to speak directly to its target audience. Refined Influence Photography remains a trusted name for clients wanting beautiful, personal photos. Meanwhile, 417 Media & Co is positioned as a professional, business-focused brand that understands the needs of commercial clients.

The Rise of Commercial Photography in My Business

By 2025, commercial photography made up the majority of my projects. This included:

• Headshots for professionals and entrepreneurs

• Real estate photography showcasing homes and properties

• Marketing images for various companies

• Videography services for business promotions and events

  
  

This growth was exciting but also meant I needed a brand that felt right for these services. Commercial clients often look for a brand that conveys professionalism and reliability, which is different from the warm, personal vibe of family photography.

Creating 417 Media & Co gave me the freedom to develop a brand identity tailored to commercial work. The name itself suggests media production and collaboration, which fits perfectly with the range of services offered.

How Rebranding Photography Business Helped Me Focus

Splitting the business was a form of rebranding photography business that allowed me to:

• Avoid client confusion by clearly separating family and commercial services

• Build stronger brand recognition for each company in its niche

• Tailor marketing efforts to the right audience without mixed messages

• Maintain the high-end feel of Refined Influence Photography without compromise

  
  

For example, when a family visits the Refined Influence website, they immediately see a portfolio full of warm, beautifully edited portraits and lifestyle images. They don’t encounter commercial headshots or real estate photos that might feel out of place. On the other hand, 417 Media & Co’s website showcases sleek, professional images and videos designed to attract business clients.

Practical Steps I Took to Separate the Brands

If you’re considering a similar move, here are some practical tips based on my experience:

• Create a new company name and logo that fits the commercial market

• Develop separate websites and social media profiles for each brand (I instead have been reworking my website to funnel into what feels like a different website becuase websites are so expensive to host, create, and manage.)

• Clearly define the services offered under each brand to avoid overlap

• Communicate the change to existing clients so they understand where to find the right services

• Adjust marketing materials to reflect the new focus of each company

  
  

This approach helped me keep my existing family photography clients happy while attracting new commercial clients who appreciate a brand designed just for their needs.

Why Videography Fits Better with Commercial Work

Videography became a significant part of my commercial offerings. It complements commercial photography well because businesses often need both photos and videos for their marketing. Including videography under 417 Media & Co made sense because it aligns with the professional, business-oriented brand.

Trying to offer videography under Refined Influence Photography might have confused clients who expect family portraits. While I can do videography for familys and weddings, Keeping videography with commercial work strengthens the brand’s message and makes it easier to market these services effectively.

What This Means for Clients and Photographers

For clients, this split means they can find exactly what they need without sifting through unrelated services. Families can trust Refined Influence Photography for their personal moments, while businesses know 417 Media & Co is focused on their commercial needs.

For photographers, this example shows the value of clear brand identity. If your services cover different markets, consider whether one brand can serve them all or if splitting into distinct entities might help you grow each area more effectively.