© Camilla Rutherford - who walks the talk when it comes to repetitively showing up with a strong brand and visual voice.

Your North Star for 2026

4 January, 2026

Throughout 2025 I’ve heard from hundreds of advertising, commercial and editorial photographers, and in some form or another, I reckon there’s one habit that separates the successful ones from the unsuccessful.

Consistency.

  • A consistent and clear visual voice and brand.
  • Consistently sharing that work, so that across platforms and promos it completely aligns.
  • Consistently reaching out and staying in touch, regardless of replies (or lack thereof).

It sounds easy but I know this kind of repetition can seem tedious, and daunting, and kind of scary.

I get it. As a photographer you’re a creative. A visual person who likes diversity, who doesn’t particularly relish working for a boss. You enjoy the freedom (and sometimes the stress of living on the edge of a roller coaster – hello you ADD folk), and consistency feels like it could kill your creative mojo and trap you. And let’s face it, if no one replies or responds, you start questioning yourself.

But the problem with lack of consistency is it can cause confusion to the people you really do not want to confuse. The people who want to work with you, but don’t.

Why?

Because a confused mind says NO.

If I’m to leave you with any advice as we begin 2026, it’s to keep showing up, repetitively, consistently, and RELIABLY.

This says so much about who you are as a commercial photographer.

You are not just selling beautiful pieces of work to hang on someone’s wall. You’re being hired as a human, and half the job is being a good communicator; someone who shows up, can take a brief, deal with all the people involved in the process, remain calm, and STILL deliver great imagery.

You and your work can be as wacky as you like, but delivery has to be consistently reliable.

Every year I choose a word as a kind of North Star. In 2025 my word was ‘Simplicity’ and every time I had a decision to make I asked myself – Is this the simplest solution? What would keep things easy?

I propose that one word you consider for 2026 is CONSISTENCY. When you’re editing and sharing your work, or planning your emails and outreach, ask yourself if you’re being consistent. What can you to to communicate your brand clearly and avoid confusion?

Consistency is an awesome way to build trust and inspire confidence, and then the sky’s your limit.

Happy New Year and may this next year be full of consistent and amazing work for you!