Even if your business sits within in a saturated market, it’s possible to set yourself apart from the competition and create a brand that stands out to your ideal clients. One of the most effective ways to do this is through professional brand photography.

Executed well, brand photography can tell your brand’s story, forge a deeper connection with your audience, and put you in a class of one.

Whether you’ve realised your current headshots are outdated or starting a business from scratch and need imagery for your website and socials, you’ll need a solid visual identity representing you and your brand.

Choosing a brand photographer that not only understands your brand but you can trust is key. But where to start?

As a fellow business owner, I know the dreaded, overwhelming feeling of adding yet another task to your to-do list. Especially if you are a little camera-shy like me.

In the lead-up to my first brand photoshoot, I wasn’t happy with my appearance; I didn’t know what to wear, how to pose. I was dreading it.

Luckily, I had chosen a fantastic brand photographer, Eadaoin from Firechild Photography, who put me at ease. Before our shoot, we had a strategy call to discuss locations, finalise our shot list and confirm the logistics for the day. Eadaoin also touched base with my brand designer to discuss the essence of my brand and compare notes to ensure brand consistency throughout the shoot.

As the photoshoot loomed, I began to get a little excited. I got my hair and make-up done, and armed with way too many outfits & jewellery choices, I headed to my shoot at the Mont Hotel in Dublin’s city centre.

Everything was going well…until a few weeks later I saw my photos. I am not proud of this but I burst into tears (and not tears of joy); I absolutely hated what I saw! Not the photos themselves, but me! Poor Eadaoin didn’t know what to say.

After a little reflection and reassurance from Eadaoin, I took a deep breath and dove into the photos files. I spent time looking through all the shots (there were lots!). I did find some I was happy with, and those are the images you see all over my online platforms today.

While I found the experience a personal challenge, working with a brand photographer has been one of the best investments I have made for my business.

If, like me, you’re dreading the thought of a brand photoshoot or feeling completely overwhelmed by the process, here’s everything I’ve learned, along with some practical tips to get you started.

What is brand photography?

Brand photography is more than a set of pretty photos. It’s a strategic approach to visually telling your brand story through high-quality images – showcasing who you are, what you do, who you do it for, and what sets you apart.

Whether you’re selling a product or service, there’s only so much legwork your website and social media can do without high-quality photographs to back them up.

Your audience wants to see you.

Why? Well, the thing is – people invest in people.

As humans, we love to put a face to a name.

Personal brand photography lets you tell your story visually, gain deeper trust and connection with your audience, and attract those all-important dream clients.

Types of brand photography

Brand photography is so much more than pretty headshots. Today it includes a diverse portfolio of images covering anything from product shots, your team, your workspace, your interactions with customers, and any other feature that makes your business unique.

While brand photography can vary depending on the business, there are common types that almost every business owner will need at some point in their journey.

Professional headshots - great for personal branding, bios & profile photos
Lifestyle headshots - a more relaxed candid version of your professional headshot, allowing your audience to get to know the real you.
Client interaction- a.k.a shots of you working with your clients. This could be online, via Zoom or, of course, in person.
Behind-the-scenes- a sneak peek into the world of your brand. These are fantastic at making your audience feel part of the process.
Detail- shots that highlight and explain specific elements of your process, e.g. showing a particular tool you use
Location- shots that show your workspace, office or bricks-and-mortar business
Logo & Branding - great for showing off any branded collateral, e.g. pens, notebooks, mugs
Product- various shots of your products (primarily e-commerce specific)
Hobby/ Personality- a.k.a shots of you “in the wild” doing what you love. These are great for showing off your unique brand personality & the “human side of your brand”.

Why is brand photography important?

They say a photo is worth a thousand words, but the value is even more remarkable when it comes to brand photography.

Brand photography serves so many functions for your business. It introduces the face behind your brand (aka you!). It weaves elements of your visual brand identity into emotive and compelling imagery and tells a visual story of who you are, what you do and how you can help your audience.

As well as that, brand photography can help your business:

Create that crucial first impression: Did you know that people tend to form a first impression in just 50 milliseconds?! Branded photography can help set the tone and make an excellent first impression. With the right imagery that shows your audience what they can expect when they work with you, you can reassure and build trust with your potential customers.
Boost brand recognition & awareness: A consistent brand identity, including your brand photography, allows clients and potential customers to instantly recognise your images from a competitor.
Establish brand consistency: People trust brands that are consistent. In fact, research has shown that 90% of consumers expect their experience to be consistent across all channels and devices when interacting with a brand. From your logo and colour palette to your fonts and photography, having your visual elements work together cohesively is vital in maintaining brand consistency.

Where can I use brand photography?

One of the most exciting parts of investing in brand photography is you will have endless possibilities in terms of use cases and content repurposing opportunities.

Brand photos can be used in the following creative ways:

Social Media (personal & business)- profile, feed posts, stories etc.
Website Pages & Blogs
Landing Pages
Sales Pages
Portfolio (online & print)
PR - headshots, media pack/ press packages
Print materials (pricing guides, brochures etc.)
Business cards
Online ads (Google & social media)
Email signature
Video/ Podcast thumbnails
Webinars/Masterclasses/ Online course bios
Lead magnets
Throughout a PDF opt-in
For a client thank you note

The options are endless!

Tips for picking a brand photographer

Choosing a brand photographer can be an overwhelming process. One simple google search and you’re presented with a multitude of options. To help narrow down your search and provide some clarity, here are a few of my top tips based on my personal experience working with a brand photographer.

Know what you want – first!

Before you start researching brand photographers, I recommend creating a clear plan of what you’re looking for.

Get clear on your goals: Make a list of goals before your photoshoot. What do you want the images to convey? What story do you want them to tell? What does success look like at the end of your photoshoot? What are some key deliverables your photographer should be aware of? Think about the strategy and goals behind your brand photography session and share them with your brand photographer, so you’re on the same page.
Suss out the market: What are others doing in your space? What styles are being used? How are your competitors using brand photography? How can you stand out and do things a little differently?
Identify your brand style. Your brand photography will be a natural extension of your brand story and visual identity. And so the aesthetic style you go for is important. Since your brand photography creates the first impression of your brand, think about what kind of impression you want to make. Write down any descriptive words that describe how you want people to feel and what you want people to see. This can help you create a clear direction for your brand photoshoot. You should have already done a lot of this work in your work with your brand strategist. Bonus tip: Don’t be swayed by current trends or styles. Instead, go for a timeless style that speaks true to your brand.
Create a mood board: Choose images representing the colours, fonts, and mood you want people to associate with your photography. Pinterest and Canva are free and great places to start. You can also create a physical mood board by cutting images out of magazines and pasting them onto a large piece of poster paper; however, I recommend a digital version that's easier to share with your brand photographer.
Map out your shot list: Think about what photos you specifically need. Make a list of all the platforms and areas where your brand uses imagery, and use this as a guide when approaching your brand photographer.

Do your research (it’s worth it!)

While it may be tempting to contact the first couple of brand photographers that show up on the Google research page, taking the time to research before you invest will save you any potential hiccups or headaches in the future. During the research process, I recommend the following steps:

Check out client reviews/testimonials. This is a simple tip, but it can have a massive impact. The best way to know whether a photographer can deliver what you’re looking for is to see what past clients have said about their experiences.

Review their portfolio Every photographer has a unique style. Make sure you check their previous photos. Do you resonate with them? Can you request to see the full galleries of previous clients? Does their style align with yours? Is their style consistent?
Consume their content: To help get a sense of a brand photographer’s personality and approach, I recommend investing a little time to dive deep into their online content. This could be reading their blog, signing up for their mailing list or checking out their content on social media. What kind of content do they share? How do they interact with their audience online?

Bonus tip: The research process can be overwhelming and can get a little muddled without a system to track potential candidates. I recommend grabbing your notebook or opening a new google document and creating one column for the photographer’s URL, one for their contact information, and one for notes. When you see a branding photographer you like, copy their info into this list and refer back to it later when narrowing down your options.

Choose a specialist, not a generalist

Branding photography is so much more than taking good photos. It’s about being able to communicate the personality and essence of a brand through visual images.

A fantastic wedding or family portrait photographer is not necessarily the right fit for a branding photography project. Instead, I advise researching photographers who specifically specialise in brand photography and who can demonstrate experience and expertise in this area.

Before investing, you must feel confident that your photographer understands how to create photos that can be used across all of your marketing platforms, how your audience may perceive these photos, and what will truly represent your brand and bring in new leads.

Capitalise on the consultation call

Most brand photographers will offer a free discovery call or consultation before you book. This is not only so the photographer can find out all about you but also so you can get a feel for each other. An in-person or phone interview will help you get a feel for your potential photographer’s personality and whether or not you will mesh well together. After all, you want to feel comfortable with the person taking photos of you!

Take advantage of the time to really get to know the brand photographer. Share your vision, your hopes and your worries. Talk about your goals and share inspiration for what you are looking for to ensure that you are aligned from the beginning.

Clarify their process

When working with any freelancer, communication is crucial.

Setting expectations ahead of time and making a list of questions in advance can help avoid potential disappointment or difficult conversations in the future.

Before you reach out to potential brand photographers, consider what key details you need to make an informed decision. When it comes to your brand photography, what is most important to you? Link back to your brand goals for guidance here.

For some inspiration, here are some suggested questions you can ask to gain a better understanding of their process and specific work style:

Do they offer a pre-shoot consultation. If yes, what’s included?
Will you receive guidance regarding location, styling, shot list etc.?
Does the package include strategy or photography only?
How many photographs will you receive? What sizes? And how will they be delivered?
How quickly will you be able to view your image gallery, and are your chosen images edited and retouched?
How long will the process take from initial consultation to final delivery?
Are they insured, and will they provide a contract before working together?
What are the usage rights of the images, and will you have full access to use them however you’d like?

Key Takeaway

As a business owner starting out, it can seem like there’s more money going out of your business than coming in. And justifying the cost of a branding shoot can be tough.

Yes, DIY-ing your photos or making do with stock imagery can be a necessary first step and keep you going for a while. But as your business grows, outdated or low-quality images won’t fly, and it will be time to invest in brand photography that truly reflects you and your brand story.

If you’d like to discuss your brand story and what that might look like across all your customer touch points, including your brand photography, get in touch by booking a free discovery call with me today.

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