So you’ve booked a brand photoshoot (cue the champagne 🥂) and now you’re thinking: Okay but… what exactly do I need photos of?
Totally normal. Every client I work with asks this question, and honestly, it’s one of the most important things to figure out before you ever step in front of the camera. Because brand photos aren’t just about looking cute (though yes, you’ll look cute). They’re about creating a gallery of images that tell your story, represent your services, and—most importantly—give you actual usable content for your website, socials, and launches.
Here’s how to plan the photos you’ll actually need.
Start with the Energy
Before you even think about outfits or locations, let’s talk about the energy you want to bring to your shoot. Because here’s the thing—photos aren’t just about what you look like, they’re about how people feel when they see you.
Picture this:
✨ The Cozy Confidante – You’re a therapist, coach, or healer, and your whole brand is about safety and trust. Your clients come to you with their biggest fears and messiest life stuff. The energy you want to capture? Calm, grounded, warm. Think soft smiles, gentle eye contact, and light pouring in from a window while you’re curled up with a notebook or a cup of tea. Your photos should feel like a deep exhale. The energy is: “You’re in good hands.”
✨ The Hype-Woman – You’re the business coach or fitness instructor who is basically a walking shot of espresso. You cheer louder than anyone, you’re the first one to pop champagne for your client’s wins, and your energy is contagious. Your shoot should reflect that—big laughs, motion shots, maybe you literally tossing confetti or doing a little victory dance. These are the photos that make people feel like working with you will be FUN (because it will).
✨ The Creative Visionary – You’re a designer, photographer, artist—someone who’s part strategist, part daydreamer. Your brand vibe is confident but approachable, stylish but a little offbeat. Maybe you’re captured in your “creative chaos”—sketching on the floor, moodboards taped to the wall, coffee in one hand, laptop glowing in the other. You want photos that feel a little editorial, a little artsy, but still accessible.
✨ The Professional with Personality – Maybe you’re in real estate, law, or consulting, and your clients expect a certain level of polish. But polished doesn’t mean boring. You can be buttoned-up and approachable. For you, energy might look like strong, confident poses in a suit paired with warm smiles, a candid laugh, or a coffee-in-hand shot that softens the edges.
See how different those vibes feel? That’s the whole point. When you show up for your photoshoot, you’re not just “smiling for the camera”—you’re stepping into the version of you that your clients already love.
Outfits That Work (and Work for You)
Let’s be honest: showing up with one outfit is a rookie mistake. Nothing says ‘I own one shirt, and one shirt only’ louder than an entire instagram feed or website in the exact same black flowy blouse. You’ll thank yourself later if you give your gallery range. I always suggest 2–3 looks that cover these bases:
- Everyday Cute – The casual-but-intentional outfit you’d wear to coffee with your dream client. Something you feel confident and comfortable in.
- In-Action Uniform – What you actually wear while working. This could be scrubs, a blazer + jeans, an esthetician coat, or your favorite apron. If a client showed up tomorrow, what would they see? That’s what we want on camera.
- Elevated-On-Brand – A “dress to impress” outfit that matches your vibe. Maybe it’s a hot pink boss-babe suit, maybe it’s a beachy dress, maybe it’s sleek neutrals. The point is: it’s on brand.
✨ Quick tip: Think about your brand colors when you’re pulling outfits. Are you a neutral palette? A bold brand? Pops of color? Whatever your brand identity is, let it show up in what you wear.
Poses & Props: Tell the Story of You
If your gallery ends up being 72 versions of your face smiling at the camera, you’re going to be so bored six months from now. (And your audience will be too.) Your photoshoot isn’t about filling a headshot quota—it’s about capturing the whole story of your business.
👉 Headshots are the appetizer, not the main dish. Yes, you need a few cute headshots. Polished, front-facing, approachable. But once those are in the bag, loosen up. Laugh, look away, walk toward the camera. These are the photos that feel alive.
👉 Give me more lifestyle photos. Think beyond the desk. Do you talk about your Yorkie like they’re your business partner? They should make an appearance. Are you a plant mama? Surround yourself with greenery. Love working from coffee shops? Bring the latte. These aren’t random extras—they’re the photos that make people feel like they know you before they ever work with you.
👉 Show what it’s actually like to work with you. This is where we capture the “work with me” moments. For me, it was photos of me mid-Zoom call, typing at my laptop, or sprawled out sketching in ways only other creatives understand (lol). For a therapist, maybe it’s leaning in and listening intently, jotting notes in a pad. For a beauty pro, it’s putting on gloves, using your tools, or—better yet—bringing in a model so it looks like you’re actually in session. If you’ve got a salon or office, let’s grab shots of you straightening products or adjusting your space. These are the bread and butter of your services page and your process content.
👉 Think about where you’re using these photos. Maybe you’ll want a celebratory “cheers” shot for launch day (yes, pop that champagne). Or a waving photo for the “Hey, it’s meee” section of your website. Maybe one of you holding your phone for your Contact page. If you’re in real estate, that cute SOLD sign with confetti practically markets itself. Planning where photos will live—on your website, social, emails—means you’ll actually have the shots you need when those moments come up.
👉 Don’t forget the B-roll. The behind-the-scenes detail shots: your hands typing, the texture of your products, your laptop glowing, your tools neatly laid out, even your shoes on the studio floor. These make killer backgrounds for text overlays, graphics, and social posts when you need “something” that still feels totally on-brand.
Because at the end of the day, the goal isn’t just “cute photos.” The goal is a gallery that works—photos that show off your process, tell your story, and give you endless variety to pull from across your website, social, and everything else you’re building.
Choose the Right Photographer (Seriously, They Make or Break It)
Here’s the thing: you could show up with the best outfits, the cutest props, and Beyoncé-level energy, but if your photographer isn’t the right fit? Your photos won’t land.
So, how do you know if they’re right for you?
First, look at more than one or two “wow” shots on their Instagram feed. Scroll their full galleries. Do the people in their photos look comfortable—or like they’re holding their breath? That comfort level is probably what you’ll get too.
Next, pay attention to their editing style. Some photographers lean light, bright, and airy—lots of crisp whites and colors that pop. Others are moodier—shadows, richer tones, a more dramatic vibe. And then you’ve got the earthy, neutral editors whose work feels warm and natural. None of these are wrong—it just depends on your brand. If you’re a bubbly hype-woman coach, moody shadows probably aren’t your thing. If you’re a holistic healer, earthy neutrals might be perfect.
Also, check the colors. Do skin tones look true-to-life? Does the editing make everyone look like porcelain dolls or Oompa Loompas? That’s a red flag.
And maybe the biggest question: do you feel like you could actually be yourself with them? A photographer who makes you feel relaxed, seen, and supported will capture better photos than the most technically talented person who makes you feel stiff. Comfort = better photos. Always.
Location, Location, Location
Your location sets the stage for your brand story—and it’s about so much more than just “where has a cute backdrop.”
Think about variety. A great space gives you multiple “mini sets” without ever having to move. A kitchen for coffee shots, a desk for laptop moments, a cozy chair for lifestyle vibes, a clean wall for more professional looks. In one house or studio, you can knock out five different scenes just by moving from room to room.
Natural light is your best friend, so look for big windows and bright spaces. If you do choose a studio with limited natural light, make sure your photographer knows how to work with artificial lighting. (Otherwise, you’ll get shadows in places you don’t want them.)
And most importantly: choose a space that feels aligned with your brand. A white-box studio might be perfect for a minimalist brand, but if your vibe is cozy and warm, a styled Airbnb or your actual studio space will feel more authentic.
Prep Like a Pro
Here’s the unsexy but game-changing part: preparation. The more you handle ahead of time, the more you’ll be able to relax and enjoy your shoot.
- Outfits: Try everything on in advance, steam or iron them, and bring at least one backup.
- Props: Pack anything you actually use in your business (tools, laptop, notepads, products). And don’t forget the fun extras: champagne, coffee mugs, plants, signage—whatever makes sense for your brand story.
- Beauty details: Schedule your nails, touch up hair color, get your brows done—whatever will make you feel polished and confident.
- Shot list: Have a plan so you’re not winging it. (Nothing worse than getting your gallery back and realizing you forgot the “contact page” shot you wanted.)
- Day-of kit: Toss in a lint roller, blotting papers, safety pins, snacks, and water. Tiny things, but they’ll save you big stress.
Basically: control what you can beforehand, so once the camera’s on, you can show up fully present and ready to shine.
Anddd let’s be real here.- if you’re reading this thinking “WTF even is my brand?
“WTF even is my brand? I don’t know how I want to show up, what my vibe is, or what colors I should even be wearing in these photos…” then you don’t actually need a shot list yet.
You need clarity.
That’s where a Brand Strategy Session comes in. It’s a 1:1 call where we dig into your brand foundation—your vibe, your message, your colors, your overall direction—so that when you do show up for your shoot, you’re not second-guessing yourself. You’re walking in confident, knowing exactly how you want to be seen.
So whether you’re ready to plan your photoshoot or you’re still figuring out the whole brand thing, I’ve got you. Send me a message and let’s get you booked in—because nothing feels better than finally feeling confident in your brand.
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