Creating a brand for a business is nothing new, but most photographers don't understand the importance of creating their own brand first. When starting a photography business most people just take on jobs without an end goal. I'm not talking about an end goal to satisfy the client. This is first and foremost important aspect. But truly respecting what the clients needs are and aligning those needs with YOUR own photography brand.
A photographers portfolio should be unique and represent who they are, but be connected visually. So always think about what you can give to a client, but always know your brand. You are not always the right photographer for every client.