What is personal branding photography?

Written By John Armato

This phrase, “Personal Branding”, it seems to be popping up all the time now. You see it online on Linkedin and Facebook a ton, especially if you’re building your brand online or running a business. But, what does it actually mean, and what does it look like in photography?

It’s more than just headshots

Personal branding photos are an image strategy for your brand that tell a story. These images should show your audience what you do, how you do it, what the process looks and feels like, and it should give potential clients a chance to visualize themselves as part of the process.

So what’s the difference between a headshot and branding photos?

Headshots are typically shot form mid-chest up so the focus is on your face. These are used on LinkedIn, bios and resumes.

Branding images go way deeper than that one single shot. The whole series of images work together to tell your audience a story. Headshots are just one part of a branding session, I also incldue:

  • Promotional Portraits-these are 3/4 and full body portraits of you looking at the camera with a variety of expressions. I shoot them with you standing, sitting, leaning in different places.

  • Using technology-These portraits include images of you using your phone, laptop, tablet, any special apps or programs that you use for your work.

  • Moments of reflection-Remember the story telling aspect? Well, running a business isn’t always rainbows and butterflies, we want to see images with expressions ranging from victory to defeat. These are shot while not looking at the camera and they go a long way with creating relate-ability with your audience.

  • Brainstorming- How do you come up with ideas? How do you figure out how you’re going to solve your clients problems. Do you make notes on a pad, whiteboard or digital notebook? Do you use a voice recorder or sticky notes?

The goal of all this is to create a variety of images that show the story of how you work, what your process looks like and start to build trust with your audience.

Why do personal branding photos even matter?

Now a days, we want to know who we’re hiring or who we’re working with. This is why I think using stock images in your marketing is doing a huge disservice to your people. Show them who you are, who your team is, what it looks like when you problem solve. Give people an opportunity to see themselves sitting in your environment working with you.

Having a portfolio of images to use across your socials and marketing will allow you to:

  • Show up more consistently to your audience.

  • Build trust before you’ve even met

  • Stand out from your competitors who are using stock images.

  • Illustrate YOUR story

Most important though, they help your audience connect with you.

who is personal branding photography for?

Living in the D.C. area I get to work with all kinds of people from all kinds of backgrounds, everyone with a unique story to tell. Here are some people that could benefit the most:

  • Entrepreneurs

  • Executive and leadership coaches

  • Small business owners

  • Keynote speekers

  • Authors

  • Doctors

Really, anyone that is the face of their brand and has an online presence will benefit from having personal branding photos.

Okay, I’m in, but, how does it work?

I like to keep things simple, this doesn’t have to be a major production. But, preparation is key in anything we do. So it works like this:

  • We’ll have a discovery call, or meet for coffee and go over what you do, who you serve, how you serve them and how you want to be seen by them

  • Then we’ll discus what items should be included in your session and what your wardrobe might be. A couple of outfits is great!

  • We’ll go over where the session will be. I’ve shot in private home offices, public places and co-working spaces. My common spot is at Pike and Rose in a co-working spot.

  • I’ll walk you through what the session flow will look like. I’ll guide you through every step of the session including pose, expression, posture, everything you need to look amazing on camera.


So is it really worth the investment?

YES! I’ve had clients report back to me that after posting content with their new branding images that they’re seeing more engagement, more profile clicks, and more connections being made. These images will help you show up more consitently, more confidently and will give your audience something to connect with.

When you’re ready to elevate your brand, reach out below and let’s have a conversation.

John Armato
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