I spent several thousand dollars on brand photos and made the same mistake- TWICE.

I have spent more than four thousand dollars on branded photos and headshots in the past three years. And you know what… I use only a small handful of them. Not because the photographers were anything less than wonderful, but because I showed up with zero preparation and absolutely no strategy for how those images would be used once I had them in my inbox.

As a brand photographer, I committed the very mistake (a cardinal sin, really) I warn my own clients about. I booked shoots without first doing a full audit of my content and branding needs. I do not mean a quick glance at your current headshots and website’s About page. I mean a complete review of what you have, what you do not, what you need, what you want, what you feel unsure about, and a vision board of what inspires you.

I skipped that entire process for my last two brand shoots.

I told myself I wanted to look serious, professional, and polished. The problem is that my brand, my message, and my audience are not familiar with that version of me. Not that I can’t show up polished and professional, but they are looking for the real me in athleisure gear and a pony tail, not blazers and lash extensions.

They want honesty, comfort, and personality.

I rarely wear much makeup, and when I do, I feel most like myself when I apply it myself. Both times I hired makeup artists, the results were beautiful but did not feel like me at all. My hair is another story. I almost never curl it. I usually wear it straight or in a ponytail. Yet in both photo galleries, there I was with curled hair that I normally reserve for the occasional special event.

Then there was the wardrobe. I feel confident in athleisure, denim, and anything comfortable and casual. My brand photos showed me in blazers, pant suits, and sleeveless mock turtleneck tops. They were lovely, but they were not my usual look and did not match how I speak or show up for my audience.

On top of all that, most of the images were laid out in portrait or square. I never told the photographers I needed landscape-formatted images with room for marquees, text overlays, and big-textheaders. 

But believe it or not, brand photographers do not read minds. And little ol’ me, a fellow brand photographer, arrived without any plan or innate direction.

So all of this happened… not once, but  twice. When I received the images, I appreciated the talent behind them, but I felt disconnected from the final result. Not because the photographers missed the mark, but because I walked in without a plan that reflected my brand and my personality.

Fast forward a year, the photos that perform best for me now are the ones I take with my tripod in the backyard or the ones of me running races and training at the track with friends. They show me as I am. They are relaxed and honest. They feel right. I see my straight hair pulled into a high pony and my own makeup and I think, yes, that is the person behind the business. This is what I look like when I feel my best, and my most confident.

I share this for every small business owner, entrepreneur, and even families preparing for portraits. Choose the locations, outfits, and actions that speak to you. If you love the outdoors and your people do too, there is no reason to force a corporate studio setting or a monochrome studio. If your audience loves elegance and refinement, that polished environment will serve you better than sneakers and a field of tall grass.

If you want help reviewing your business before booking your next brand shoot, I created a checklist you can use. Pretty easy and straight-forward- check it out here!

And hey, if you prefer to ask questions directly, just hit “reply” and shoot your questions my way.

Brand photos are a BIG investment. You should never feel like you wasted any time or money on this investment. 

You deserve to walk in with clarity so you can use every single image with confidence!