The Ultimate Guide to Planning A Brand Photoshoot

A strategic, stylish, brand designer-and-photographer-approved breakdown of what to do before you step in front of the camera

Let’s be honest: planning a brand shoot can feel like a lot.

What photos do I even need? What do I wear? Where do I shoot? How do I make sure I don’t look like an awkward potato? (Spoiler alert: you won’t.)

At least… not if you approach it with intention, and this guide will show you exactly how.

As a brand designer and creative strategist, I’ve helped dozens of entrepreneurs not just look good in their photos, but actually use them strategically to show up, sell, and connect. This isn’t just about getting pretty pictures — it’s about creating content that works for your business.

So whether this is your first-ever brand shoot or your fourth, this guide will walk you through everything you need to feel prepared, aligned, and (dare I say?) even excited to get in front of the camera.

And because I love bringing in trusted collaborators to help you get the best results, I teamed up with [Ann Marie of AMG Photos] — a photographer who’s all about helping entrepreneurs feel confident, natural, and fully themselves on camera. You’ll find her pro tips sprinkled throughout this post 👀

Let’s get into it.

👇 Skip Ahead to What You Need

Click to jump to each section:

1. Brand Strategy & Creative Direction Comes First
2. Plan Your Shot List with Strategy (Not Just Aesthetics)
3. Build Your Creative Dream Team
4. Choose a Location That Matches Your Brand
5. Wardrobe, Props, and All the Extra Details That Matter
6. Prep for the Camera (Yes, Even If You Hate Photos)
7. Final Reminders + Your Prep Checklist

1. Brand Strategy & Creative Direction Comes First. Always.

Before we talk outfits or locations, let’s start with the foundation: your brand.
This shoot isn’t just about getting pretty photos — it’s about creating visuals that say something. It’s your chance to show your dream clients who you are and what it feels like to work with you — long before they read a single word on your site.

It shows that you care about how you show up. That you’ve thought about your message, your presence, and how you want your business to be experienced.
And when done right? It gives you a library of assets that you can actually use — to grow your audience, elevate your offers, and reach those big business goals.

So what exactly is brand strategy?

It’s the behind-the-scenes clarity that makes every visual decision easier and more aligned. It’s how you define the heart of your brand — your personality, your positioning, your audience, and the feeling you want your business to evoke. And once you’re clear on that? Every creative choice (from what props you use to how you pose) becomes more intentional and impactful.

When you skip this step, you risk ending up with photos that look good… but don’t do anything for your business.

Here’s where to begin:

• Start with a brand strategy session (I always recommend this before any visuals!)
  
• Define your brand personality, color palette, tone, and a few keywords
  
• Get clear on the mood + intention: Is your brand high-end? Grounded? Playful?
  
• Start dreaming up scenes or moments you want to capture — think storytelling: journaling, meeting with a client, sipping coffee, or walking your dog while sending voice notes

✨ Pro tip: Don’t just wing it — a shared Pinterest board is a great way to get on the same page with your photographer. And if you’re not 100% confident in your brand vibe or visuals yet, I’ve got you. My brand strategy sessions are designed to help you define your aesthetic, messaging, and mood so your shoot actually feels like you.

👉 Curious? [ You can book one here. ]

2. Plan Your Shot List with Strategy (Not Just Aesthetics)

Let’s not start with Pinterest — let’s start with purpose.

Every single photo you take should be able to do something for your business. Whether that’s showing off your personality, illustrating how you work, or giving you a banner image for your homepage — this is about more than just having pretty content. (Although yes, we want it to be pretty, too.)

So before you even book a shoot, map out where and how you’ll be using these images:

• Website needs: Hero sections with room for text? Vertical shots for mobile? Neutral backgrounds for layering design elements?
• Social content: Reels covers, storytelling posts, graphics, behind-the-scenes shots, content that invites engagement
• Marketing assets: Email headers, Pinterest graphics, course platforms, lead magnets, sales pages — all the places where visuals support your message

Once you know the what, it’s time to plan the how — meaning the actual shots you’ll need:

• Wide shots that show space and setting
• Detail shots — hands typing, your tools, your favorite mug, the good stuff
• B-roll style movement — walking, working, creating, laughing, pouring tea, talking with your hands — the things that make you feel alive

And now we get to the fun part: the scenes.

Your business is made up of tiny rituals and repeated moments — and those are gold for visual storytelling. Ask yourself:

• What does a real day in your work life look like?
• What moments do your clients never see, but should?
• Where do you feel most in flow?

Maybe it’s your morning matcha and journal. Maybe it’s packaging orders. Maybe it’s coaching someone over Zoom or pulling out sticky notes to plan a launch. These are the moments we want to capture — because they don’t just show what you do, they show how it feels to work with you.

🌟 Pro tip: This is exactly the kind of thing I guide my clients through in brand strategy sessions. When you build your shoot around real moments and brand-specific storytelling, your images become tools — not just decor.

3. Building Your Creative Dream Team

You don’t need a Hollywood-level production team—but having the right people in your corner makes a huge difference. Depending on your budget and goals, your dream team might include:

• Photographer – Choose someone whose editing style, personality, and communication style match your vibe. You’re going to spend a few hours with them, so you want it to feel like a creative collaboration. 

P.s. if you need help choosing a photographer, here’s a full guide from one of my favorite brand photographers, Ann Marie with AMG photography on how to find someone whose style, vibe, and storytelling ability align with your brand. She breaks down everything from how to evaluate their aesthetic to what questions to ask—and what it means to work with a photographer who’s truly a creative partner.

• Videographer – If you’re launching a product or program, creating a course, or want short-form content for Reels or your website, adding video is a smart move.
• Hair & Makeup Artist – Not a must, but can be a total confidence boost. If showing up on camera makes you nervous, this is a game-changer.
• Stylist – If visual storytelling isn’t your strong suit (or you want help pulling everything together), a stylist can help you choose outfits, props, and accessories that align with your brand.

📍 Pro tip: Ask your photographer if they have a go-to team they love working with. It’ll streamline communication and make the whole day flow better.

4. Choose a Location That Matches Your Brand

Let’s talk about the one decision that can quietly make or break your entire shoot: the location.

Your setting does way more than provide a cute backdrop. It sets the tone, determines the lighting, and influences the overall vibe of your photos. Are you giving cozy, lived-in softness? Elevated, editorial polish? Creative and quirky chaos? Your location choice sets the mood before you even show up with your iced latte and perfectly steamed outfits.

Here’s what I mean:

• Shooting in a modern studio with white walls and clean lines? That’s going to give you something super polished, professional, and minimal.
• Shooting in your living room with layered textures, books, and plants? That’s cozy, grounded, and super personal.
• Shooting in the wild (hi, mountain girls)? Expect movement, wind, and a touch of magic — but also less control over light, weather, and random passersby.

Your location is the container that holds the energy of the whole shoot. So let’s pick one that actually supports the vibe you’re going for — not one that fights it. . A gorgeous outfit or pose won’t save you if the lighting is bad or the space doesn’t reflect your brand’s aesthetic.

Here are a few location styles to consider:

• Studio: Great for clean, minimal visuals or brands that need controlled lighting. Studios are reliable and often have a variety of backdrops or sets to work with.

📍Pro Tip: Sometimes photographers have their own studios already included in the price! This can bring your costs down, AND it’s helpful because the photographer will already know exactly how the lighting works in the studio, what props / furniture they have available, and will be even more prepared.

• Lifestyle/Home: Your home or workspace can offer a natural, intimate setting that feels like you. If your space is on-brand and has good natural light, it can be a perfect fit.

📍Pro Tip: If you’re looking for something in this realm, there’s lots of great sites to rent out homes such as Peerspace or HomeStudioList and of course, Airbnb. Will all have stunning spaces in your area. Renting a home gives you several different atmosphere options which means a larger variety of photos (you know, so it’s not SO obvious that all your brand photos were taken on the same day).

🚨 Airbnb note: Always request written permission from the host before using a short-term rental for a photo shoot. Not all allow commercial use, even if the space looks perfect.

• Outdoor/Destination: Ideal for nature-loving or travel-adjacent brands. Think beach, forest, desert, or city street—just be mindful of crowds, weather, and time of day.
• Unconventional/Public Spaces: Want to break the mold a little? There are so many unexpected spaces that can bring color, character, and interest to your photos. Think: coffee shops, vintage stores, arcades, rooftop bars, gardens, laundromats, flower fields, or even your favorite quirky diner. Just make sure the space has good lighting and allows photography (always ask permission!). With the right vision and prep, unexpected spots can become the most memorable images in your gallery.

✔️ Tip: Don’t choose a location just because it looks cool in someone else’s shoot. Pick a space that aligns with your color palette, lighting needs, and the overall mood of your brand.

📸 Photographer Insight from Ann Marie:

“The location you choose for your photo shoot is crucial. Beautiful images depend on good light and intentional color and texture choices. Without good light, your images will look flat, dull, and unprofessional. Does your location have windows providing soft, natural light? Do the colors and vibe of the location allow you to achieve the style that best reflects your brand? In some scenarios, your location may require bringing in artificial lighting sources, and making sure your photographer is comfortable and confident with that is key.”

5. Wardrobe, Props, and All the Extra Details That Matter

Let’s be real — this is the part everyone gets way too stressed about. But choosing what to wear (and what to bring) doesn’t have to feel like prepping for the Met Gala. The goal is to show up looking like you — just the slightly more styled, on-brand version.

Here’s how to think about it:

• Stick to your brand color palette (but add a few neutrals to balance things out)
• Bring a mix of outfits — one that feels elevated and polished, and another that’s more casual and relaxed. Variety is your best friend here.
• Think about textures and silhouettes. Movement looks amazing on camera (hello, flowy dress or oversized button-up).
• Props = your besties. What do you actually use in your business or life? Laptop, coffee mug, journal, tools of your trade, crystals, tarot deck, sunglasses, fresh flowers — these little things tell a story.

📦 Bonus tip: Pack everything the day before. Try it all on. And yes, bring more than you think you’ll need — but don’t overcomplicate it.

📸 Photographer Insight from Ann Marie:

“Just like location, your wardrobe plays a huge role in setting the tone. The colors and textures of your clothing are like the paint in your photos — they help create a cohesive feel. After your pre-session consultation, your photographer can help you build a style board that reflects your brand and keeps everything visually consistent. Skipping this step often results in photos that feel out of place — instead of seamlessly blending into your brand world.”

6. Prep for the Camera (Yes, Even If You Hate Photos)

Let’s go ahead and normalize this now: not everyone feels like a natural in front of a camera. That’s okay. In fact, that’s most people. Confidence isn’t something you either have or don’t — it’s something you build with the right preparation and the right photographer.

Here’s what I recommend:

• Do a quick warm-up the day before or morning of. Try a few mirror poses. Move around. Shake it out. It’s not about being perfect — it’s about getting comfortable in your body.
• Choose a photographer who guides you with prompts, not stiff poses. Someone who can actually make you laugh (on purpose).
• Practice a few expressions or angles that feel like you — not an influencer you saw on TikTok. Your natural smile and your focused-in-your-zone face are gold.
• Remind yourself why you’re doing this: because having photos that truly represent you and your work matters. You’re investing time and energy into visuals that help you communicate what you do, attract the right people, and move your business forward. That’s worth showing up for.

📣 Reminder: You’re not there to be a model. You’re there to show up — honestly, confidently, and in alignment with who you are.

📸 Photographer Insight from Ann Marie:

“In addition to building rapport and communicating beforehand, I always walk my clients through what to expect on session day. So much anxiety comes from the unknown. We usually ease into things with a little conversation, maybe coffee or tea, and I lay out the plan so it doesn’t feel overwhelming. The session itself is super relaxed — we chat, we shoot, I’ll gently guide you through movement or prompts as we go. Most of the time, people don’t even realize we’ve started! My goal? For you to walk away saying, ‘That was actually kind of fun.'”

7. Final Reminders + Your Prep Checklist

Okay, you’ve done the strategy, mapped the shots, picked the outfits, booked the dream team — now it’s time to actually show up for the shoot. Here are a few practical things I always recommend in the final 24–48 hours:

✅ Final Prep Checklist:

• Review your shot list and share it with your photographer
  
• Pack your outfits, props, accessories, and backup options
  
• Confirm the address, arrival time, and parking situation
  
• Hydrate, sleep, and eat something nourishing — yes, really
  
• Load up your hype playlist or bring a friend for moral support
  
• Bring a lint roller, a water bottle, and anything else you might need to feel your best
  

This doesn’t have to be a stressful experience. It’s just a series of intentional choices — all designed to help you show up feeling prepared, grounded, and proud of what you’re building.

If you’ve followed this guide, you’re already 10 steps ahead of where most people start. So take a breath, trust the prep, and let it be fun.

You’ve got this.

📸 Photographer Insight from Ann Marie:

Your photo shoot is a special event for you and your business.  It is meant to be a blessing to you and to bring your passions to life for others to see!  Don’t approach your session day with stress, but view it as a day to feel special and even pampered!  If available, select a photographer who works with hair and make-up stylists or visit your trusted stylist the day of your session.  Have music as a part of your session to help you relax or bring a friend or even a pet along to be a part of your session!  Your session is about you!  People or pets that are important to you can be a valuable part of bringing your story to life in your images.  

Final Thoughts: Let This Be a Creative Collaboration, Not Just a Checklist

Here’s the truth: a great brand shoot isn’t about nailing the perfect pose or having the most Pinterest-worthy setup. It’s about showing up as the real, aligned, grounded version of you — the one who’s building something meaningful and is ready to be seen.

Whether you’re the type to plan your outfits to a T or just show up with your favorite mug and your best energy, the key is intention. And when you pair that with a photographer (and designer 😉) who gets you? That’s where the magic happens.

So here’s your invitation:
💬 If you’re ready to map out your shoot with intention, strategy, and a whole lot of creative energy, let’s talk. I’d love to help you build a brand that not only looks good — but actually feels like you and supports where your business is headed next.

Let’s book your brand strategy session.
Or reach out and tell me what you’re dreaming up. I’m always down to co-create something amazing.