When I first started Studio 29 Photography, I thought success meant keeping up with everyone else.
Buying presets that were trending. Naming my packages something cute I saw on another site. Redesigning my website every time a competitor’s looked “cooler.”

Spoiler Alert: none of that actually made me stand out. It just made me look like… every other photographer.

Because here’s the truth, copying what other photography businesses do well is the slow lane to blending in. And what you should be doing is jumping in the fast lane by sotting what everyone else is ignoring… and owning it.

Think of Trader Joe’s. They don’t try to be Costco. Their stores are smaller. The aisles are tighter. You won’t find 27 brands of peanut butter. But what do they have? Quirky seasonal snacks you never knew you needed, friendly employees who actually talk to you, and that fun little “you’ll always find something new” feeling.

They didn’t try to beat Costco at bulk. They picked the gaps and made them unforgettable. You can do the same in your photography business.

How to Do It In Your Business

Step 1: Identify Table Stakes

Every photographer needs to meet the basics. Don’t try to outshine anyone here—just be solid.

• Deliver high-quality edited photos in online galleries

• Keep your website clean and functional

• Offer standard turnaround times

This is the price of admission. Do it, but don’t obsess over being “better” than the next person in these areas.

Step 2: Spot the Gaps

Here’s where the magic happens. Block off 45 minutes and dig in:

• Read competitor reviews. Are people constantly frustrated about slow turnaround? Confusing booking processes?

• Scroll their socials. Does their personality feel stiff? Are they never showing client love?

• Ask your incoming clients what annoyed them before working with you. Their answers = gold.

Step 3: Pick Your Spikes

Now, choose 2–3 gaps you can absolutely crush. Make them so good that people talk about them in every review.

Step 4: Brand Them

This is where most photographers stop short. Don’t just do the thing.
Give it a name. Highlight it in your prep guide. Make it part of your identity.

Real World Examples

Southwest Airlines

No first-class cabins. No fancy lounges. But… free checked bags, fun flight crews, and reliable service.

Photography tie-in: Maybe you’re the “Southwest” of family photos. No nickel-and-diming, just simple packages, transparency, and a vibe that keeps people coming back.

In-N-Out Burger

Tiny menu. But consistent, fun, and the “secret menu” keeps fans obsessed.

Photography tie-in: You don’t need 10 confusing packages. Offer fewer options, but make every session flow unforgettable. Maybe you create a little “secret menu” perk only clients know about.

Warby Parker

They didn’t out-design Ray-Ban. They created home try-ons and affordability. They owned the gap.

Photography tie-in: While others brag about galleries, maybe you’re the one who sends sample albums, or offers a “try-on wall” preview for prints.

Where Many Studios Fall Short (And How You Can Shine)

Here are some gaps you could grab right now:

• Speed: Same-day replies. Sneak peeks in 48 hours. Final galleries in 7–14 days.

• Clarity: Pre-session checklist. Wardrobe guide with links. Clear delivery timeline.

• Kid-Friendly Directing: Tips for toddlers, shy kids, or neurodivergent families.

• Prints & Albums: Album mockups delivered with the gallery. Wall art suggestions included.

• Post-Session Care: One-year cloud backup. Birthday mini perks. Anniversary print credits.

Steal This: My “Own the Gaps” Mini Worksheet Questions to Ask Yourself

1. Table Stakes (meet them, don’t obsess):

2. Gaps I’ve Noticed in Competitors:

3. Gaps I’ll Own + Make Signature:

4. What I’ll Call It (brand the process):

5. How Clients Will Know About It: Website? Social captions? Email sequence?

Wrap Up

You don’t need to out-edit, out-shoot, or out-spend every photographer in town. You just need to pick the weak spots in your market—and make them your strongest suit.

So here’s my challenge for you: This week, choose one gap. Create your fix. Roll it out. That’s how you stop blending in and start building raving fans.

Author Bio

Ren Lenhof is the award-winning photographer behind Studio 29 Photography in Milwaukee, Wisconsin. For over 15 years, she has captured families, brands, and newborns with a focus on candid storytelling and seamless client experiences. Beyond the camera, Ren mentors photographers through her Momtographer Method and coaching programs, teaching creatives how to build profitable, sustainable businesses with systems, workflows, and smart use of AI. When she’s not photographing families or coaching photographers, Ren is a new mom, plant lover, and writer who shares business tips, clean living insights, and the realities of balancing entrepreneurship with motherhood.