When you think of your ‘brand,’ what comes to mind? Maybe you picture a logo that’s been sitting in your files for a while, or a colour palette that doesn’t quite feel like you. We’ve all been there—sometimes it’s easy to fall into the trap of just going with what’s “good enough,” right?

The reality is, standing out feels harder than ever. Whether you’re a coach, consultant, or service provider, chances are, there are others out there offering similar services. In my own personal experience, I see at least half a dozen other photographer’s claiming to specialise in Personal Branding in every Facebook group and virtual networking circle I’ve joined!

So, how do you make your brand feel fresh, unique, and—most importantly—memorable?

In this post, I’m going to walk you through the 3 most common mistakes I see entrepreneurs make in their branding, and, more importantly, how to fix them. So if your brand is blending into the background like a beige sweater at a corporate retreat, buckle up—it’s time for a makeover.

Mistake #1: You’re Using the Same Stock Photos as Everyone Else

Maybe you can relate: You’re scrolling through stock images, trying to find that perfect shot that’s going to wow your audience and explain what you do. So you end up picking the one of a smiling woman holding a coffee cup, because, well… isn’t that what every coach or consultant does?

Here’s the thing—your brand needs to be unique to you, and stock photos just aren’t going to cut it. Sure, they’re convenient, they’re fine, and sometimes they’re even free. But they’re also overused, impersonal, and—let’s face it—boring. And guess what? Your clients can tell when you’re using the same tired stock images as everyone else. It's like showing up to a party wearing the same dress as the other guest—awkward, right?

The Fix: Stop relying on stock images and start creating photos that reflect you. Authentic, custom imagery speaks volumes about your brand and makes it stand out. When your audience sees real, high-quality photos of you—your personality, your style, your vibe—they immediately feel like they’re connecting with the real you. This builds trust and makes them more likely to engage with your brand.

Investing in professional brand photography isn’t just about looking “nice”—it’s about showing up authentically and letting your true personality shine. After all, your brand is you. Let’s make sure your photos reflect that.

Mistake #2: You’re Not Consistent with Your Visual Identity

Alright, let’s talk about visual consistency. It’s something I see a lot of entrepreneurs overlook, but trust me, it’s one of the most critical elements of building a strong brand.

Picture this: You land on a website and it’s got that vibe you want—beautiful colours, a stylish layout, and the fonts combos are *chef’s kiss*. Then you click over to their Instagram, and it’s a hot mess—images in random colours, fonts everywhere, and a mix of polished photos and blurry selfies. Which version of that brand is the real one? It’s confusing, right?

Here’s the truth: If your brand looks like it’s being run by a bunch of different people with a bunch of different ideas, you’re doing it wrong.

Consistency isn’t just about looking “nice”—it’s about building trust with your audience. When your brand looks cohesive across all platforms, your audience immediately knows what to expect from you.

The Fix: Create a brand style guide and stick to it. This is your go-to playbook for everything from colours and fonts to your logo and photography style. Your visuals should all work together to create a unified brand experience.

I created my own brand guideline in Canva starting with one of their existing brand guideline template as a guide. It’s simple (and fun!) to do. Canva also have some great resources on their website to help you find a colour palette you like and to pair fonts that work well together.

Make sure the tone of your visuals aligns with your brand personality. If you’re fun and quirky, show that in your photos. If you’re more polished and professional, your visuals should reflect that, too. The goal is for your audience to immediately recognise your brand—no matter where they see it. It’s like walking into a room and instantly knowing who’s there because of the way they carry themselves. That’s what visual consistency does for your brand.

Mistake #3: Your Brand Doesn’t Reflect Your True Personality

Here’s the big one: You’re not showing up as you. And that’s a shame because the best thing about your brand is—well, you. Your energy, your quirks, your passion for what you do.

If your brand feels like a generic service provider who could be swapped out for any other consultant in your niche, you’re missing the mark. Competitors can copy your logo or your colours, or even your content to a degree. They can mimic how you do things. But they can’t copy YOU. You’re the one unique element you have.

And clients aren’t just buying your service—they’re buying you. People want to work with people they like and trust, and the only way to build that trust is to let your true personality shine through in your branding.

The Fix: Be unapologetically you. Your brand should be an extension of who you are as a person. What’s your story? What do you stand for? What makes you different from everyone else in your industry?

Incorporate elements of your personality into your brand photos, colors, and overall aesthetic. Are you quirky? Use fun props or bright colors. Are you more refined? Go for a minimalist vibe with muted tones and chic designs. The more you embrace your authentic self in your branding, the easier it will be to connect with the people who are meant to work with you.

And if you’re stuck? Start by asking yourself: “What makes me different?” and “What do I want my audience to feel when they look at my brand?” Once you have those answers, translating that into visuals becomes a whole lot easier.

Conclusion: Time to Make Your Brand Pop

There you have it—three simple mistakes that might be holding your brand back from reaching its full potential. But the good news is: you’ve got the power to fix them.

Let’s break it down:

1. Ditch the stock photos and embrace custom, authentic imagery.

2. Get consistent with your visual identity—make sure all your platforms speak the same language.

3. Show up as your true self—your clients want to work with you, not a robot version of you.

Ready to make your brand stand out in a sea of service providers? If you’re looking for a professional to help bring your brand to life with images that reflect you, I’m here for it. Let’s chat about how custom brand photography can elevate your business and make sure you’re seen (and remembered) for all the right reasons.

Drop me a message or click the link below to book your session. Let’s make your brand unforgettable.

About the Author

Hey, I’m Aimee, a lifestyle photographer based in Auckland, New Zealand, who’s obsessed with helping you look amazing and feel even better. I specialise in personal branding photography (because let’s face it, your brand deserves better than awkward selfies and stock photos). With over 10 years of previous marketing and brand strategy experience under my belt, I’ve got the skills to create powerful personal brands. Oh, and did I mention I’m internationally published? No big deal, just a casual flex.

Oh, and did I mention I’m a mother of two? So I’m all about juggling (and surviving) the chaos with a sense of humour.

I’m also one of those rare photographers who actually gets you. Thanks to my background in psychology, I’m a pro at making you feel comfortable in front of the camera—even if you usually hate photos of yourself. I’ll make you laugh, forget you’re being photographed, and capture the real you—no awkward poses, promise.

If you want a personal brand that actually feels like you—authentic, confident, and totally kick-ass—I’m your girl. Let’s make it happen.