Behind the Lens - Bring your Personal Brand to life through photography [A step-by-step guide]
Since starting my business in 2016 and officially going all in in 2017, I’ve had 22 shoots myself and 76 shoots to date with clients so I’ve got quite a bit of experience in terms of what works and what doesn’t and since I truly believe that having the right marketing assets can do the heavy lifting for you in terms of authority and likeability building, I want to show you behind the scenes how I organise my own shoots and how I work with my clients on getting the best shots they absolutely love.
First things first - what is the difference between a personal brand shoot and headshots?
Well - they are literally worlds apart and hardly anyone gets it right.
Headshots are the stick standard ‘look in the camera from a slightly turned angle’ and smile - but not that much. It’s very staged and almost artificial because how often do you show up that polished and ‘correct’ in life?
And this is also why I truly believe that - in order to build trust, credibility and likeability, showing you in your natural self is a non-negotiable. In the end, we make up our mind with what we see online and since we still judge books by its cover, taking control over this image is very much in what we can do.
Personal Brand shots are images that tell your story, get your personality across, and establish a connection with your audience - without you having to say a word. If you're anything like me and an awkward introvert, you will appreciate this.
Besides - people are nowadays more interested in the behind the scenes and ‘making of’ content rather than just the polished versions. And whilst you may argue that a shoot is still staged, it is about capturing the candid moments whilst looking good, There are a few things we are looking for: the light (natural light for the win), proper accessories to create context for the content you are working in and on, the angles - yes, straight on face to camera shots are still included but then the fun begins. We always capture every pose and set up from every angle because this is what gives the true ‘behind the scenes’ and candid shots that people are interested in. Think of it like that - your images are usually the reason why people stop the scroll - may it be because it simply looks stunning, there is something interesting in the background or on the screen or you are showing how you use the tools of the trade. This is what makes you and your content unique and what other people want to know.
Now this leads me into the preparation: as the saying goes: if I have 2 hours to cut the trees, I spend the first hour sharpening the ax.
Same goes with your shoot. Especially if you are fairly new to it, you want to do as much homework as you possibly can do. It starts with putting together a mood board based on where and what you want to use the images. So let’s say you want to update your speaker kit - this requires very different angles and shots than a website does. Not only portrait vs landscape format but also how much accessories vs white space you need in the images. If you haven’t heard of white space - it’s basically the space next or above or below you that can be used for text overlay. This is why everyone recommends the ⅓ rule - meaning that you as the focus only take up ⅓ of the image - you are either to the left or right side so any text overlay can stand alone and isn’t crammed in the image or goes over you as this is distracting. With that said, speaker and media kits usually don’t require text overlay images and more ‘in action shots’ so this is where we’d usually need portrait images that show more of you and how you do what you do.
So again- it starts with knowing what you want to use the shots for, for which platform and in which context. This is what you will need from your photographer. If you are working with a brand strategist like myself, this is what we determine and plan as we know already where we need the images for and how we will use it for your branding and marketing assets.
Now besides putting together a mood board, there are a couple more steps to consider in the prep stage:
Your outfits as you want to avoid taking either the wrong outfits, outfits that don’t go together with your brand colours and the platform you want to use the images for, the location you are shooting at and of course, any wrinkles, holes or other unpleasant surprises that can’t be fixed on the day. I’ve seen and had it all - from missing an undershirt that’s required to wear a certain blouse, otherwise we would resemble more like a playboy shoot, to forgetting formal wear like blazers to having the most crinkled shirt anyone could ever see. We do have a steamer at our shoots just in case but if you do your own shoots, this is what you need to consider.
The other prep work that I’d highly recommend and hardly anyone does because it sounds and also feels awkward and silly is posing and looking at yourself in the mirror. Now hear me out because I can see your eyes rolling and you may be thinking ‘oh god - what is she on … I’m not an influencer nor do I ever want to be that vein’. Ok- I hear you and now it’s my turn: As I said in the intro - I've had more photoshoots in the last 8 years alone than most people would do in their lifetime so I already know what looks good and why and also what feels comfortable in the moment. But on the shot, it looks like a shrunk sack, quadruple chins, or a missing limb because of the angle your shot was taken. I always say ‘ the more awkward you feel posing, the better it usually looks and it might not be as extreme but think about it- what photos and images look good? Any that have an interesting angle, symmetry or captivating composition. This is what makes us stop and pay attention and this is what we usually use images for - for social media, for media and speaker kits or for websites. Touch points that redefine how we are perceived. So do yourself a favour and pose in front of the mirror with some of the images you found and have saved on your moodboard. You will also see that some outfits make the poses look even better and with some, you wish that you could hit the undo button in real life!Most photographers tell you the truth and help with poses but if you don’t feel comfortable and in control, you can see it on the shots.
Final prep you need to do is to get accessories ready! Everyone’s got their special things, may it be a mug, a particular pen, a fancy notepad, working sheets, any other tools of the trade - take them with you. I always have the standard set of accessories from a microphone to post- it notes, laptop and ipad as well as cups and glasses. What I either use from the location or bring myself are plants and bottles. I have Pellegrino and Voss water bottles at the shoots because they pop and we stage them together with a small green plant and trust me when I say - it makes all the difference to how a shot looks. Even when it’s just in the background and blurred - it has a premium feel to it.
Now let’s move on to the actual shoot day - depending on whether you get professional makeup done or do your own - you again want to have a bit of an idea what the style you’re going for should look like. I’ve had it all - from being super natural to being very styled. There is no right or wrong - as long as it represents your brand personality, and supports the look & feel you are going for.
I have been working with a stylist for many years and most of my clients get their hair and make up done by her. There are a few including my male clients that don’t do professional makeup and that’s also ok. I still recommend bringing a bit of powder and or lip gloss in case you’re sweating or getting dry lips. There is only so much photoshop can do haha
When you arrive at the location, make sure you buffer in some time to set up, get your clothes ready and take a deep breath as you don’t want to come rushing to a shoot and then straight into posing when you’re still out of breath and starting to sweat. You can see it on your clothes and also your face colour.
I always check what my clients bring and coordinate the outfits and accessories for them but if you are only working with a photographer, make sure you lay out everything you have and also tell clearly what are non-negotiables you want to shoot. I also always have B-shots included, so any shots with just the accessories and / or where you are only minimal in the shot but if you don’t plan for it, you won’t get that.
Last but not least, make sure that the photographer takes shots from all angles of every pose - from a straight on shot to an overhead and from the side one as well as a zoomed in one with the focus on the accessories and not on you. Simply leveraging the set ups will give you so much more content you can play with and also avoid any bad angles or unflattering poses because you can use a different angle shot of that outfit and set up.
Finally - Congratulations, you've survived and completed your personal brand photoshoot!
Now, it's time to leverage your images to enhance your brand presence.
Start by updating your website, social media profiles, and professional headshots with your new photos, ideally use the same headshot across all profiles and with the same size and set up. So if you have a look at my LinkedIn profile for example, I cropped the background out and put my headshot on my brand colour so this background pops and makes you easier to recognise online.
Incorporate them into your marketing materials, email newsletters, and presentations to create a cohesive visual identity. Remember to engage with your audience by sharing behind-the-scenes stories and insights about the photoshoot process to foster deeper connections.
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