How to plan a creative brand photography shoot (and why getting it right is so important)

I’ve previously written about the importance of authentic brand photography and how it can elevate your brand’s visual presence.  

With that in mind, I introduce you to my ultimate guide to prepping for brand photography (cue 🎉). Recently, I went through the brand photography process myself and felt a little overwhelmed and anxious beforehand. However, now that it's done, I’m absolutely obsessed with the results and want to share everything I’ve learned about preparing and making the most of working with a professional photographer.

And if you (like me) are a deeply anxious soul, rest assured that there’s a downloadable workbook at the end of this article to help you extrapolate your creative direction and plan your shoot- it truly will leave you feeling confident and in control. 

Before the shoot

Try and feel confident 

I (like many people) do not love being photographed- I feel awkward and have no idea what I’m doing. What helped the most in working through this was to step back and talk to myself like I would a client (so meta). I always tell my clients that brand photography is an essential ingredient in a cohesive brand identity, especially for service-based businesses. It helps your audience connect with you (the person) and is one of the most effective ways to communicate the vibe of your business. It’s hard to argue with your own advice and this perspective of ‘the images aren’t about me but are for my business’ helped take the pressure off.

As a side note- I’ve worked with (and chatted) with so many photographers and the one thing they all say is that ‘you’ll regret the photos you don’t take’. It’s not about being perfect or looking a certain way, it’s capturing you as your authentic self now. You can always get more photos in the future so don’t let fear block you from taking action. 

Find an aligned photographer 

A HUGE part of a standout brand shoot is finding the right collaborator who will understand your vision and more importantly- make you feel comfortable and confident.

I’ve worked with a couple of photographers over the last few years- you can see the work of Catguts in the tinsel jacket images below and a snap from Elderflower Ephemera of me in front of a yellow sheet in my house. 

With my new rebrand, I really wanted to get photography that captured a specific mood rather then just ‘depicted me’... something that I had been putting off for years. All the imagery here (and throughout my website and socials) was created with Jill Kerswill and I can’t recommend her enough- if you’re hunting for a Brisbane brand photographer who will experiment with you, there’s no other. 

Plan your look and feel

I’d highly recommend creating a moodboard that captures who you (and your brand) are and what you’re looking for. It’s perfect for briefing your photographer and visually explains what you’re looking for. Like the moodboards I use as part of my branding process, I’d recommend ‘function over form’- it can be tempting to add beautiful textures or lush stock imagery BUT it’s far less helpful than specific posing examples or written direction. I’d recommend aiming for a mix of portrait photography as well as interior and settings that you like to best communicate your vision. 

Consider your brand tone

Creative brand photography should be so much more than an image of you- it should convey the tone of your brand and how you want your target customer to perceive you. (Much like your brand identity), your brand tone isn’t just conveyed by one element- it’s all about the supporting details. How can props be utilised? How can your pose tell a story? Is your brand only serious or are you playful? Is your brand personality slightly different to yours? 

I find coming up with a list of keywords really helpful when planning. For example some could be warm, friendly, welcoming, professional, creative, clean. Try and make these feel unique to YOU, not just what is expected of your industry. 

For me: I really wanted to capture the dark, mysterious and artistic feeling of my branding while also communicating the fun, clever, playful (but still professional) parts of my own personality. I wanted imagery that felt really creative, but also wasn’t ‘inappropriate’ or too overwhelming to a potential client- I want people to connect with me but also ‘get’ what my brand is all about. 

Exhale 

Take the pressure off. If you (like me) have been putting this off for… awhile, don’t hyperfixate on this being ‘perfect’. Shoots should be fun and creatively fuel you- they shouldn’t feel like an oppressive chore. 

To relieve some pre-shoot anxiety (what if it’s not perfect?!), just remember- you can always do another shoot if needed. I spent a lot of time NOT doing things until I had the right brand (and photography) but iteration is key to growing your business. 

Logistics and details

Make a list of image types

Having worked with so many brands (in my own business and in agency), I’m really picky about the image formats and cropping I want to work with. I know having LOTS of clear space around an image to put design elements on (such as typography or a logo) offers the best flexibility and that sometimes you need very specific formats (eg. a long horizontal image for a website banner, a tightly cropped portrait image). 

It’s also important to think about how you may want to use your images- will you add any filtering or embellishment (such as illustration or collage)? Think about your brand colour palette and how it will look next to your images- a minimal neutral brand will have very different needs to an extremely colourful one. I’d recommend planning images that have flexible uses and can be used across all kinds of print and digital touchpoints. 

One thing many people forget is posing! Will you need a full body shot? One of your holding your product? A casual BTS style imagery of you at work? Detail imagery of your workstation?

As a designer, I had a pretty clear idea of what images I needed and in what style. If you’re not the one that will be working with your brand photographs, I’d highly recommend reaching out to your designer (brand, social, website etc.) to chat to them about what formats are important to consider.  

For me- You can see in my moodboards, I only included fairly standard ‘upper body’ poses as that’s all I was looking for. I also didn’t really fancy any traditional designer images (eg. at a computer, in my studio) as my studio doesn’t visually align with the look I was after. I also knew I’d need at least a couple of ‘standard headshots’ for things like press or media, so having some images that were more ‘basic’ was essential. 

Find a shoot location

Obviously, you should chat with your photographer about this! But think about if you want to be able to control the elements (eg. the light and people around you) or if you want to be captured outdoors. 

I’d also recommend thinking about spaces that best align with your brand personality. Chat to local businesses or consider using a friend’s house if it’s the best fit for your brand or alternatively research studio spaces you could hire. 

For me- Having previously had a photographer work with me in a public setting (and knowing I felt pretty awkward at that!), I really wanted an indoor or studio shoot. From my moodboards, there was a lot of dark colours, shadow and light/ glitch effects which meant an indoor setting was non-negotiable. We actually shot in Jill’s home studio and it was PERFECT- the casual vibe helped eliminate stress and meant we could employ all manner of disco lights and smoke machines. 

Think about colour, wardrobe and props

This goes without saying but refer to your brand identity to see what visual elements should be referenced in your brand photography. Using your brand colours (or ones that complement them) means everything will visually work together far easier when creating social graphics or your website. 

I recommend resisting the temptation of being hyper matchy matchy to every single one of your brand colours. If you exactly (and exclusively) use only your brand colours, it can feel a little contrived and mean that casual or off the cuff content feels off. We want to craft images within our brand ‘vibe’ that can be flexible and adaptable across any of the potential uses. 

While I wouldn't recommend overthinking your wardrobe, it is helpful to think about what your choices say about your personality and brand tone. For example, if you only ever dress casually in colourful clothes on video calls, styling yourself in a black blazer may mean your customer or client is surprised when they meet you.

Talk to your photographer about what outfits you're thinking of styling (especially if there’s to be more than one) so they can plan for your clothing to look its best. Being organised not only saves time (and money) when working with a photographer, it makes for less stress on the day.

In my shoot- Rather than using the exact blues and greens of my branding (which I knew would be heavily featured in brand touchpoints), I opted for outfits in deep jewel-tones and black from my existing wardrobe. This helped take the pressure off and also meant that my images felt united with each other and could be used throughout my brand. I also chose to NOT use any props. Most of the objects in my house didn’t match my brand tone and the ones that did felt random and in opposition to the tone words I established. I threw in some generic ‘holding laptop’ images just to have on hand, but don’t let curating the perfect prop stop you from booking a shoot.

Feeling creative? Your images can evolve and be adapted

While not a concern for every brand, know that your images don’t have to STAY as they are. Techniques such as collage or illustration can be a great element to introduce to your images to provide even more flexibility and customisation. 

In my shoot- Going into my shoot, I knew I wanted to have collage be a significant part of my brand’s visual language. I sourced examples of the kinds of image treatments I wanted to create which helped in my planning- while my photos are fairly simple, it means they’re the perfect source material for more intricate experiments. 

I also asked my photographer to supply my images both ‘standard’ as well as with creative treatments of light effects, blur and light leaks. This way I can customise images to my own needs (and certain design contexts) while also having images prepared and be ready to go. 

Overwhelmed? Remember, this isn’t *the end*

Yes, it’s great to maximise your shoot (and the investment). But don’t the pressure of ‘a perfect shoot’ get in the way of you feeling relaxed or ready. By carefully planning for a branding shoot, it’s more likely that any future images will also feel aligned and work together. An image library is a constant work in progress.   

For me- it was important to get a good ‘baseline’ of images that were flexible but fairly simple (in terms of props and posing). I plan to eventually capture more imagery but knowing I have the look ‘established’ means I feel confident that my brand photography library can be cohesive and build brand recognition over time. 

Feeling ready, but want some help?

I’ve got you! You can download my Brand Photoshoot Workbook below which contains more information for extracting your brand tone and creative direction as well as a detailed preparation checklist. You’ll be sure to feel inspired, empowered and confident ahead of your brand photoshoot. 

I hope this article has been helpful and taken some of the anxiety away from your shoot. Remember- running a business should be fun and creative, so don’t let fear get in the way of moving your business forward.