Hi! I’m Maddie and I’m a graphic designer who specializes in branding, brand strategy, and Showit web design. I work with entrepreneurs and business owners to establish cohesive, beautiful and effective branding and websites that are always custom and backed by strategy.
I always strongly encourage my brand and web design clients to book a brand photo shoot. Having those stunning new on-brand photos to go with the roll-out of your rebrand and new website ties everything together so beautifully.
I think of brand photos and brand design as an inseparable team. Through the brand design process, we solidify the story your brand is trying to tell. So when you’re planning your brand photo shoot, you can make intentional decisions about everything from your wardrobe and location to your expressions and poses. In the end, your photos won’t just look beautiful, they’ll actively reinforce your brand identity.
When most entrepreneurs start planning a brand photoshoot, they tend to focus on the fun stuff first: finding a photographer, choosing a location, shopping for new outfits, or saving inspiration to Pinterest. But before any of those decisions happen, there’s one thing that deserves your attention first: your brand strategy.
Why Brand Photos Matter
Your brand photos are often one of the first impressions potential clients have of your business. Long before they read your website copy or hop on a discovery call, they’re already making assumptions about your expertise, personality, values, and the experience of working with you just from your brand photos. The question is: are those assumptions the ones you want them to make?
That’s why entrepreneurs should pause before booking a photo shoot and ask a few foundational questions. When you have clarity around your brand first, everything else becomes much easier, and much more cohesive.
Instead of thinking of the process like this:
Book photographer → Buy clothes → Take photos → Build website
Think about it more like this:
Brand Strategy → Messaging → Styling → Photography → Website
1. What Do You Want to Be Known For?
Before you can decide what your brand photos should look like, you need to get clear on what you want them to communicate. Ask yourself: What do I want people to remember after they visit my website? What am I truly an expert in? Your answers should go beyond your job title.
If you’re known for creating a luxury experience, your photos should feel elevated. If you’re known for being approachable and collaborative, that should come across too. This will also make decisions about your website design and even copywriting a lot easier, because all of these elements should be telling the same story.
2. Who Are You Trying to Connect With?
Your brand photos are obviously fun for you to have and to post, but ultimately they aren’t for you. They’re for the people you want to work with.
Think about your ideal client. Who are they? What stage of life or business are they in? What do they value? The goal isn’t to appeal to everyone, it’s to make the right people feel like they’re in the right place. When your photos resonate with your ideal client, they’ll begin to picture themselves working with you before they’ve even read a word of your website.
3. How Do You Want People to Feel When They See Your Brand?
One of my favorite questions on my brand questionnaire for my clients asks them to choose a handful of words that describe the look and feel of their brand, aka how they want to be perceived.
Maybe it’s
- Trustworthy
- Creative
- Refined
- Warm
- Bold
Those words can become a filter for every design decision we make.
The same should be true for your brand photos. Everything from your location and the colors of the clothing you choose, to your posing and expressions should reinforce these feelings so your brand communicates one clear vibe.
4. Is Your Brand Ready for Photos?
This might be an unpopular opinion, but I recommend booking brand photos AFTER you’ve established your brand strategy and visual identity. If your logo, colors, messaging, or positioning are about to change, your photos should be created with those decisions in mind. One simple reason is so you have a brand color palette and can choose clothing that fits within the world of your brand design. You could also include a logo in your brand photos in a creative way.
Without your brand identity established ahead of time, you risk investing in images that no longer fit your business six months later. Your photos shouldn’t necessarily lead your rebrand, but they should support it.
5. Does Your Wardrobe Tell the Same Story as Your Brand?
Once you have clarity around your brand, it’s time to think about what you’ll wear. This is where working with a personal stylist can make such a difference. Rather than simply choosing outfits you like, a stylist helps you choose outfits that support the story your brand is trying to tell. This often goes beyond the photo shoot and can influence a real-life style guide for the new era you’re entering in your business.
Abby, founder of Abby Young Styling, asks every client thoughtful questions before a brand shoot like:
- How do you want your audience to perceive you?
- What message do you want to send?
- What are your brand colors?
- Where will these photos be used?
She also considers practical details like your photographer’s shot list, your preferred silhouettes, and the level of formality you’re aiming for. Are you a casual girl-next-door solopreneur, or a C-suite professional? It’s a much more strategic process than simply adding a new outfit to your cart, and the end result feels much more intentional and cohesive.
Audience & Perception
- Who is your audience?
- How do you want them to perceive you?
- What message do you want to send?
- What words describe your brand?
Visual Consistency
- What are your branding colors?
- Show me your website.
- Where will these photos be used?
Practical Styling
Includes:
- necklines
- jewelry
- heel height
- preferred silhouettes
- comfort
- photographer’s shot list
- degree of formality
6. Where Will These Photos Actually Live?
Your website is probably the first thing that comes to mind, but chances are these images will end up everywhere.
Think about what that might include:
- Your Home page
- Your About page
- Podcast features
- Email newsletters
- Speaking engagements
- Marketing materials
… and more. Having a plan ahead of time helps your photographer capture a variety of images that will actually serve your business for years to come. The more intentional your shot list is, the more value you’ll get from your investment in a brand photo shoot.
Final Thoughts
A successful brand photoshoot starts long before you step in front of a camera. When you’ve taken the time to define your brand strategy, understand your audience, clarify your brand messaging, and thoughtfully plan your styling, your photos will be so much more than beautiful images. Your brand photos are now one more way your brand builds trust and tells a consistent story.
When every piece of your business is working together, from your website and messaging to your wardrobe and photography, attracting your dream clients becomes a whole lot easier.
Brand strategy is only one piece of the puzzle. To share about how to choose a wardrobe that reflects your brand just as intentionally as your website and brand photography, I partnered with Abby Young Styling. Check out her blog post on my site, “Your Website, Brand Photos, and Wardrobe Should Tell the Same Story”, linked here!
