Business owners, this one’s for you.
If your business were a person, what would they be like?
Would they wear a three-piece suit and spend their weekends playing golf?
Would they live in a converted warehouse full of plants and drink iced coffee all day long?
Would they spend every spare penny on books (I think this one might be me)?
Would they own eight black jumpers and claim they’re all different?
Would they drive a classic car, ride a motorbike, or only ride a pedal bike or walk?
Because this is one of the easiest ways to figure out what your branding should look like. A lot of people come to me saying they need business photos, but they don’t know what they want. The first thing they usually say is they want to look ‘professional’. The problem is, that means absolutely nothing.
A tattooed mortgage advisor is going to look very different from a yoga teacher. A gothic florist is completely different from a corporate accountant. A personal trainer who spends weekends at heavy metal festivals is going to be different from a personal trainer who spends every spare moment running ultra marathons. There's no right or wrong, people are just different.
And that’s exactly why your photos should reflect who you are, not who you think you’re supposed to be.
Where would your business hang out?
This is usually a much more useful way of thinking about where your photoshoot should happen.
If your business was obsessed with history, we’d probably find it wandering around a castle.
If it loved the outdoors, we’d find it in the woods or up a mountain taking in the views.
If it was creative and colourful, maybe it would be in an art studio surrounded by half-finished projects.
The location should feel like a natural extension of your personality, not just act as a pretty backdrop.
What would your business wear?
This is another one people over think. I see so many business owners trying to dress like they think business owners should dress. But why? If your whole personality revolves around bold colours, why would you suddenly wear beige for a photoshoot.
Here’s where you can get really creative:
Wear your leather jackets and Doc Martens
Wear your lingerie with a faux fur jacket
Wear the floor length sparkly ballgown
If the 118 men are your fashion icons, wear those short shorts and red headbands.
But ultimately, wear whatever you feel comfortable in, whatever makes you feel sexy, that makes you feel glamorous. However you want to feel, wear whatever embodies that. One of the quickest ways to make photos feel disconnected from your brand, is to dress like somebody else.
What would your business’ passion be?
Everyone has something they love; plants, books, skulls, classic cars, paint brushes, power tools, climbing, scuba diving, books, music, cycling.
Those little details tell people far more about you than a generic headshot ever will. They’re conversation starters, they’re personality visualised, and they’re why people will remember you.
The most engagement I’ve ever had on a social media post was from my cat choosing my outfit… nothing to do with photography. But it resonated with people. So show your pets, your family, your loves, even your hates.
Nobody falls in love with a logo.
They connect with the people behind the businesses. Small businesses are able to compete with giant companies because people are more likely to buy from someone they like, someone they connect with, and who they remember.
That’s why I spend time getting to know my clients before a shoot, because I don’t want people to see the photos and think ‘Oh look, there’s another generic business owner I’m going to forget in about 5 seconds’. I work out what makes them different, because that will attract the right clients for them.
So, what would your business look like?
Have a think about it. Where would it live? What would it wear, what car would it drive, what books would it read, and where does it go on a Saturday out?
The answers to those questions are a much better starting point than ‘ I just need some professional headshots’.
Looking professional is fine. Being memorable is better.
