March 26, 2018

Over the years, I have worked with large and small business owners and employees, models, actors, musicians and athletes. I have helped create branding imagery for many different types of people and companies. One of my main goals is always to show real personalities. This includes not only lifestyle type of imagery, but also the small details that help create the look and feel of the branding and/or their image.
Here are some things you should think about. If you work for a company, you are representing them, so you have to think about how you are being shown and if it fits with the overall company mission and branding. If you are on your own and own your own business (or even an actor/model), YOU are your brand. You are the spokesperson. What you show people about you is your brand. When you are on social media and online, you have to be aware of how you are portraying yourself.
My background is in advertising and publicity so I think about branding all the time. There are so many things to think about when you are thinking about branding yourself and your business (whether it’s yours or not).
Here are some of the main things I like to find out about prior to the day of the session:

  1. What is the brand all about and is it an established or newer business? Established businesses tend to want more control over the imagery and have branding more set in place.
  2. What is the goal of the imagery? 
  3. How do they want to be perceived? Do they want their brand images to show themselves as being serious or relaxed? Are they wanting to be seen as upscale or someone who is more down-to-earth and relatable?
  4. Where are the images going to be used? Will it be online, printed, etc?
  5. Do they want more lifestyle imagery (real life images of them doing real things) or just a headshot (with them sitting in front of a backdrop) or a mix?

You might not be able to get any information prior to the session (especially if it’s someone higher up in a company or due to any timing constraints or the actual nature of the shoot), but I have found the best way to photograph branding images is to find out who the people are and what they like. Talk to them while you are shooting so they are relaxed. Try to make them laugh. Ask them questions about their life. People love to talk about themselves (true story).
Hope this helps some of you and your goals for your branding images. Here is some of my work over the years. Contact me if you are looking into branding for yourself. I would love to chat!