When you’ve poured time, love and money into building a business and brand that is uniquely you, those efforts deserve to be rewarded with on-brand images that show your expertise and boost your confidence.

Great personal branding photos will help you to book more of your dream work by appealing to your ideal clients. Sounds great right? But what exactly is personal brand photography and who is it designed for?

In this post I aim to answer these questions:

• What is personal branding photography and how is it different to headshots?

• Why do we need personal brand photos?

• Who can benefit from personal branding photography?

• How do I prepare for a personal brand photoshoot? Including tips on wardrobe, mental prep and selecting props.

• How much do I need to budget for a personal brand photoshoot in Auckland?

Welcome to your ultimate guide to personal branding photography.

What is a personal branding photoshoot and how is it different to headshots?

When you think “headshots” you probably think about a close-up, posed and smiling portrait against a plain backdrop. The kind you see in every real estate office or on a corporate ‘meet our team’ page.

Unlike that more limited headshots shoot, a longer Personal Branding photo session will typically include a range of lifestyle portraits and photos of you “behind the scenes” or working on your business. This might include photos depicting your daily routine, an example of you working through a process with your client, or you on location somewhere that is meaningful to your business.

Depending on the package you’ve booked, a personal brand photoshoot may also include product images and photos of you with your team. This gives you a plethora of images to use across your website, marketing materials and social media accounts.

Importantly, a good personal branding session will always begin with your photographer making sure they understand your business goals and brand values so that they can create imagery that speaks your language. For example, when you book a personal branding session with me I send a detailed pre-session questionnaire to make sure I completely understand your values and goals.

Why do I need Personal Branding photos?

Personal branding photography communicates your brand story and it positions you as an expert in your field. It helps to set you apart from your competition and book more work.

It also gives you the opportunity to create authentic portraits that let your clients know exactly who they can expect to work with - so that you’re attracting the right people, and repelling those that aren’t a great fit.

Personal branding helps to make you and your offer irresistible to your dream client.

When should I book my personal brand photoshoot?

The longer you leave it to book a session, the more rushed you’ll feel. So if you’re currently in the process of planning a new website, re-doing your marketing materials, or considering a brand or product launch, make sure “booking a photographer for brand photos” is at the top of your to-do list.

Many great photographers will book up 2-6 months in advance, so don’t leave it too late or you will find yourself settling for inferior work.

How should I prepare for a Personal Branding Photo shoot?

In advance of your session try to answer these questions:

• Who am I and what do I want to say?

  What is your brand vision and mission? What are your core values? How do you like to talk to your clients? What do you want to be known for?

  These are all critical questions to have clear answers for as you go into booking any branding work, including Personal Brand photos.

• What are my brand colours & icons?

  Be specific. Have a list of your brand colour hex codes or a mood board with swatches. Think about the shapes in your logo and website icons (if you have these already).

  If you know these things you’ll be able to think about how to incorporate them into your wardrobe and props for your Personal Branding shoot.

• Who is my dream client?

  Whether you call it an ideal client avatar, or a dream client, or a target market be very clear on exactly who you serve. Where do they hang out (literally and virtually)? How old are they and what do they do for a living? How do they talk (what phrases are a recognisable part of their vernacular)? Do they have kids? What do they value in life?

  Being very clear about who you’re talking to will help you to refine how you want to come across in your photos. Do you need to project chic, smart and sassy? Or friendly, approachable and down to earth? Are they looking to connect with someone who appears professional and driven, or someone who is intrepid and free spirited?

What to wear for a personal brand photoshoot

This is your time to shine! Choose outfits that make you feel a million bucks. Look for your favourite colours, best cut jacket or most flattering dress. Think back on those questions you just asked yourself - does this outfit suit my brand and what I’m trying to project in order to attract my dream clients?

When you book a Personal Branding shoot with me I send you a detailed Preparation Guide, with lots of specific tips, suggestions and inspiration for wardrobe. Here are just a handful of the tips that are included in that guide:

1. Make sure your clothes fit properly and flatter your shape (always try them on before hand)!

2. Aim to have at least a couple of different looks to add variety to your images. This can be as simple as having two different blazers or jackets to swap over two different tops/shirts/dresses.

3. Simple is usually better. Avoid logos and words on shirts (they can be attention grabbing, and they can date your images). Avoid busy patterns and fluorescent colours that will reflect onto your face.

4. Accessorise to add character but don’t go too over the top (think about either a statement necklace or earrings, but probably not both). At the end of the day we want clients to connect with you and remember your face, not your jewellery.

5. Get plenty of sleep, drink water before your shoot and have your hair cut, coloured or styled before hand.

6. You don’t have to have your hair and make up done professionally, but you do want to look your best. Check out this blog post for more specific hair and make up tips. And if you know that hair and make up isn’t something you do well yourself, consider bringing in a professional who will create a natural but polished look for you on the day. If you book a session with me I can organise a professional hair and make up artist for you (one less thing for you to worry about).

What props should I bring to my brand shoot?

Props can help to make a scene feel more authentic, but if they’re not done right they can look downright cheesy. Consider adding props to the scene if you need to show what sort of products your company works with or if you need to make an impersonal location feel more realistic.

Props might include: flowers, soft furnishings, stationery or books, your own product or craft. The more cliched coffee mug, laptop, and candles should be used with caution - only do it if it makes sense for your brand and feels authentic to your environment.

Choose props that are in your brand colours to add a pop to a neutral location, or props in complimentary colours if your location already ticks the ‘brand colours box’.

Think about the story you’re trying to tell. What props or supporting elements set that scene? For example, if you’re a real estate agent, does it make more sense for you to be holding a folio in a lovely kitchen dressed with flowers, rather than sitting and sipping coffee with a laptop in a cool cafe?

If you’re struggling to sift through ideas I encourage you to put a “props box” somewhere in your home or office and add items to it as you think of them. Then you can look at what you’ve collected right before shoot day and filter anything that doesn’t feel 100% right for your brand. Bring the box along to your shoot and let you photographer help you to refine further.

How do I choose a location for my personal brand photos?

Your personal branding photos should take place somewhere that makes you feel relaxed and confident. Think about what locations will captivate your ideal client and tell the right story about your brand. Location ideas include: your favourite cafe, an urban streetscape, the beach, a chic hotel lobby, a local park, your office space or workshop, somewhere architectural, your kitchen or lounge.

As a natural light photographer I rely on the best available light to flatter you and create images that pop. So if you’re shooting with me I will choose spaces with plenty of natural light.

If you’re considering an outdoor location then weekday mornings are best to avoid crowds and photo-bombers. If it’s somewhere public your photographer will also need to check that you don’t need a permit to shoot there.

Luckily if you’re based in Auckland and considering a shoot with me there are so many great locations to choose from - and I provide all of my clients with a location guide to start the inspiration!

How to pose naturally in photos

Even the most relaxed and “natural” looking images require direction. It’s one of the many reasons that hiring an experienced professional will make your shoot easier. An experienced photographer will be able to tell you what to do with your hands, how to position your body and how to relax your face so you don’t look like a deer in headlights.

The key to looking natural in your photos is really to trust your photographer and to remember that you are a kick arse business person who deserves this shoot! If your confidence is seriously low, try some power poses before you start shooting. Stand tall. Put your hands on your hips and your head up and feel powerful for a moment. Then relax, and listen to your photographer as they guide you. Remember to breathe!

Posing tips

Resist the urge to “stand up straight” by puffing out your chest, this will make you look stiff and uncomfortable. Instead, elongate your upper body and relax your shoulders. To help with this, imagine someone gently pulling on a string that is attached to the inside of your belly button and runs all the way up and out through the top of your head (like a Marionette).

If it bends, bend it. If it twists, twist it. That is to say don’t sit or stand exactly front on to the camera. This makes you look wide and flat. Instead, turn 30-45 degrees and put a soft bend in one leg. This will look more organic and dynamic (less stiff and static).

Practice the “Turtle Neck” to avoid double chins. This means pushing your forehead forward and slightly down (like a turtle craning out of it’s shell). It looks silly from side on but perfect from the front.

Bring your elbows slightly away from your body to make a gap - this makes your waist appear smaller and gives you a shape.

If you’re not sure what to do with your hands, try putting one hand in a pocket and one resting on the side of your thigh. Or lightly clasp your fingers together (as if you’re twiddling with a ring on your finger). Always remember to keep your hands relaxed. No fists or claw hands.

To smile or not to smile? I think you should get photo with both, but I lean towards the bulk of images being happy and approachable. I avoid the term ‘serious face’ because that can lead to people scowling or trying to look tough in a photo. But I think a couple of images with a more neutral or relaxed expression can be useful, particularly to include in a media pack if you’re interviewed for something where a smiley photo might not be as appropriate.

How colour and light impacts the mood of your brand photos

Whether you have a studio session with artificial lights or a natural light session next to a big window or outdoors, you’ll want to ensure your photographer knows how to find and use the right light to flatter you. So have those conversations before you book. Ask the photographer whether they use natural or artificial light and look through their portfolio to see if you like the look that it creates.

Colour has the ultimate power to affect mood, tone and energy. Think about how the colours of your wardrobe, backdrops and props come together to project the mood you want. Colours like red, pink and orange are vibrant, passionate and energetic. Blues and purples are calmer, but can be perceived as cold. Greens and browns are often associated with nature and eco-causes, or with money and finance.

If you’re not sure how to use colour, or what sort of colours would create the right look for you, opt for a neutral palette in your wardrobe and just let little pops of your brand colours come though in your props or accessories.

Retouching & editing for authentic personal brand photos

We all want to look younger, fresher and smoother than we do, right? But what extent you go to with skin smoothing, retouching or augmentation will come down to the look you want and the post-processing style of your photographer.

This is another one of those times where you want to ensure that you have looked through their portfolio and you’re comfortable with the way they will edit your images.

Personally, I opt for a naturally polished look. My goal is to make everyone look their best, but not obviously “photoshopped”.

How you can use your new brand images (digitals & prints)

Under New Zealand copyright law, the copyright for your photos remains with the photographer that created them. So they will need to issue you with a “print release” in order for you to use them online and print them.

Most photographers include the print release as a clause in a client service agreement that they will ask you to sign when you book. Make sure you check the terms your photographer has laid out. Will you need to apply to them every-time you want to re-use your images in a printed marketing campaign? Or have they granted you unlimited usage rights in perpetuity. Read the fine print!

How often should I refresh my Personal Branding images?

This is sort of a “how long is a piece of string question” and it will depend on the volume and frequency of marketing materials you’re pumping out. But my general rule is that a good Personal Branding photo shoot should provide content that last at least year. So I would only consider updates or refreshes when you need something specific for a campaign or re-brand, or if you’ve dramatically changed your physical appearance and want to make sure you’re accurately reflected.

Otherwise I think that Personal Branding Shoot should be on your “business to do list” at least every second year.

How much does a Personal Brand photo session cost in Auckland?

This can vary wildly depending on the experience of the photographer you hire and how heavily involved they will be with the planning phase of the shoot (e.g. will they create a mood-board for the shoot, offer you clothing suggestions and location scout, or will they just turn up on the day). Your investment will also vary depending on your location (small town vs big city) and whether you also want to include things that might be considered add-ons - such as product photography, video or branded content for your social media.

At one end of the scale you’ll find professionals that will do a basic Personal Branding session for $600-700. Full service Personal Branding sessions can cost anywhere between $900 and $3000.

But remember, if you book the right photographer, this is one of those investments you hopefully only have to make once a year. And if it secures you another dream client, or five, then isn’t it worth it?

Head on over to my Personal Branding information page to learn more.

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