I’m sure you’ve noticed that influencers in your field often have pictures of themselves on social media. And they look beautiful. Those are branded photos.

So many of us aren’t fans of how we look on camera. Comparison is a hard habit to get out of.

I have a lot of experience with camera-shy professionals, having coordinated hundreds of branded photo sessions. So many of us are our own worst critic.

But on the flip side, having great photos of yourself do make potential clients more inclined to work with you – usually subliminally – because the human brain is hardwired to be drawn to faces and expressions. We want to build rapport and relationships, right? You can’t do that with a meme or graphic.

So, I’m a big fan of investing in a professional photography session at least once. First, if you haven’t done it before, know that it can be an energizing and fun experience! You want someone who spends a lot of time with you to capture YOU. This is way more than just a headshot you may have gotten at a department store or quickie studio session from years ago.

To help you figure out what to look for, I asked a few photographers, brand designers and brand photographers for their top tips.

They all prefaced their suggestions by saying branding is way more than photography and a color palette. It’s a full package of elements that create customer loyalty, develops a sense of trust and purpose, and instills a deeper meaning to a business, said Jess Poon of Grace & Oak Studio in Ottawa, Canada. The idea is to get your brand to express itself like it was a person with personality traits. Is it fun, adventurous, serene, ambitious, matter-of-fact or something else?

Tip #1: Plan Before Taking Branded Photos

Preparation for your photo session starts way before your appointment with your photographer. Create a private Pinterest board of photos you find attractive, and that have the right vibe and convey the feelings you want to convey, said Becca Ellison, a photographer based in Seattle. Share that with your photographer to make sure you both have the same vision and concept for your branded photos.

Collaborate with them to create a list of shots you want to take – indoors, outdoors, candid working shots, portraits smiling at the camera, etc. Also, create a timeline for your session to ensure everything goes smoothly, Jess said. Include time for breaks, to change outfits and maybe locations.

This may feel weird, but I think it’s a great idea: practice your poses before your session! In front of a mirror, or with a friend or loved one who will give you honest feedback. It will help you feel more relaxed and confident when you’re really in front of the camera.

Jess has a pretty cool guide on this topic on her website, plus a handy list of 40+ poses to consider. Check it out!

Tip #2. Match Your Messaging and Your Branded Photo Needs

Part of the planning process is also to make sure you’re taking branded photos that match your messaging and will fit in the places you need them – square shots for Instagram plus long, narrow images for your website or social page banners. Get vertical and horizontal shots. Make sure your compositions complement your programs and packages, said Brianna Spause of BS Productions in Philadelphia.

Personally, I’ve had too many experiences where we didn’t get the types of images we needed during the photo session. So we just had to improvise when it came time to design and place the pictures. Lesson: Make sure the photographer knows your needs.

“This way, you know how to create the exact images you need versus just getting some pretty photos that don’t end up being useful,” Becca said.

Also, keep in mind your needs for the next four to six months, Jess said. Are you planning a webinar you’ll need images for? Do you need pictures of your products for blog posts? Do you want headshots of your staff on your website?

Tip #3: What to Wear

Is this the fun part or scary part for you? Either way, it’s OK! That’s why we’re here to provide some guidance.

Pick out a number of outfits that are simple, classic and timeless, but still feel like “you.” Show some personality! That’s the whole point of branded photography, right? That may mean an accessory that adds a little pop, but make sure it’s not too distracting. These photos are about you (unless the accessory is your product and you’re just the model)!

Since you’re taking pictures to last you for at least several months, “you want to choose looks that make you feel confident and are versatile through the seasons,” Jess said.

Additionally, think about what makes sense to wear for where you’re taking the pictures. A t-shirt and jeans may not be right for the corporate boardroom. And a fancy suit is probably not what you wear if you’re a solopreneur working at a coffee shop, right?

Something else to think about: try to choose colors on top that compliment your skin tone, Brianna said. Ask your photographer for more details on this. Brianna’s other pro tip: your skin will look better if you avoid alcohol and greasy foods for a few days before your photo session.

I’ve seen some suggestions to match your clothes to your branding colors, but I think that depends on your business and where you’re using the image. If you’re a designer and market mostly on Instagram, that may be worth considering so that your bio page looks coherent. But if your whole business isn’t about design, and you’re not concerned about that field of images on your Instagram page, then ignore this. Wear what you love and feel good in. That comfort and confidence will shine through in your photos – and to me, that’s far more important.

Tip #4: Where to Take Your Branded Pictures

I noticed some differing philosophies here! I think it may depend on what kind of business you have – if it’s a personality-driven service, like coaching, or a tangible product.

Ashleigh Smart of Citrine and Sol in Windsor, UK, suggests choosing the location that your audience aspires to. Are they seeking freedom? Choose the outdoors. If they want adventure, pick somewhere rugged. If they want cozy, go with a warm, inviting indoor space.

Conversely, Jess said to pick a location that makes sense for what you do as a business. For example, if you’re a florist, take photos in a flower shop or greenhouse.

For me, the overarching priority is to be yourself. Be authentic! If your business is mostly working at home, then the “laptop in the living room” shot is realistic. If you’re an outdoorsy person, speaker or fitness buff, then your images should show that.

Tip #5: DIY Advice for After the Professional Session

I hope you’re thrilled with the results from your branded photo session and you got images that prove useful for months to come!

However, at some point, you may want more pictures (especially if you’re on social media a lot). But what if it’s too early to book another professional session?

We all have decent cameras on our phones, and you probably know someone who always seems to take really good pictures as an amateur. Ask them to help you!

Without question, the most important element of any good photo is lighting. Make sure you’re in a well-lit environment. Use a flash or other light source (like a window in front of the person — don’t be backlit or your face is in shadow). In general, outdoor natural light is more flattering than artificial lights. Try to find good light and avoid using a flash, which can create shadows. If you have portrait mode on your camera, use it! Blurring the background focuses the viewer’s attention on your face, which is what you want.

And like we said in Tip #2, get a wide variety of angles and compositions. Shoot your subject or scene from different angles, especially relative to your light source. Even small differences can result in a more flattering image, like holding the camera slightly higher. Try it!

And still get vertical and horizontal images so you have what you need for social media posts, Instagram or Facebook Stories, your website, brochures, emails and any other marketing collateral.

Ready to take this on? You’ll be glad you did!

If you have any questions, ask me in the comments!

And if you need help finding a photographer, send me a message! I have worked with hundreds of great photographers around the world (though mostly in the U.S.) who I would be happy to recommend.