Cousins, Clients and the Secret to Connections

“Cousins are connected heart to heart. Distance and time can’t break them apart.”

— Pinterest Saying

 Let’s talk about client relationships for a minute.

 How do you connect with yours? Are they more like casual acquaintances, or do you consider them close friends?

 I’ll be honest—in the early days of our careers, we probably would have said “just acquaintances.” If we ran into a client at the mall, we might not have remembered their name. Ouch, right?

 But times have changed. With the rise of social media and loss of the privacy we used to hide behind plus the endless options for clients to choose other photographers, we have a culture that craves connection and keeping distance just isn’t possible anymore. 

Today’s clients don’t just want a product—they want a relationship. And we, as professionals, have to figure out what that looks like without crossing into “too much information” territory.

So here’s the perspective shift that changed everything for us: think of clients as cousins.

Cousins are special. 

They’re family, but not immediate family. You love them, you celebrate with them, you laugh and make memories with them—but there’s also a natural boundary. You’re close, but not so close that you’re wrapped up in every detail of their daily lives.

When you start treating clients like cousins, something magical happens. The balance is built in.

• Yes, you’ll remember their kids’ names and send handwritten notes when something wonderful happens.
• Yes, you’ll pop onto their Facebook or Instagram and drop a comment.
• Yes, you might grab dinner together—or at the very least, share a hug when you see them in person (especially here in the South!).

We found that this level of connection is warm, genuine, and just the right distance. It makes your clients feel seen and valued, while still keeping your professional boundaries intact.

And here’s the best part. It strengthens your brand in a way that marketing alone never could. Because at its core, branding isn’t about logos, fonts, or color palettes—it’s about how people feelwhen they interact with you.

True branding is bonding. And cousins know just how to do it.