Before every personal branding session, I hop on a quick Zoom call with my client to get to know who they really are. It’s one of my favorite parts of the process. I always ask a few simple but powerful questions like: “Why do you do what you do?” “Why should someone choose you over other realtors?” and “What lights you up when you’re not working?”

These questions help me start building a visual story long before I ever pick up my camera. Their answers guide everything—from the locations we choose to the energy, lighting, and overall mood of the photos.

During one recent call, after sharing her answers, my client leaned in and voiced what had clearly been on her mind from the moment she reached out: “I just want to make sure these photos feel authentic.”

That made me smile, because authenticity is at the heart of every branding session I create. But I understood what she meant. She didn’t want the typical “realtor with a coffee mug and laptop” photos that show up everywhere. (And yes, I’ve taken those shots—they can be useful!) What she wanted was something deeper: images that truly represent her personality, connect with her audience, and set her apart in a crowded market.

Once she shared her story, her brand values, and her ideal clients, I couldn’t wait to start planning. The session we created together was full of intentional, storytelling-focused images—none of them the standard realtor photos you’re used to seeing. Each image has a purpose and can be used beautifully across her website, social media, and blog posts to strengthen her personal brand and speak directly to the people she wants to reach.

The Problem with Cookie-Cutter Branding Photos

Let me tell you what I see happen all the time. A creative entrepreneur invests in branding photos (which is amazing!), and she gets a beautiful collection of images. But six months later, she’s still only using the same 2-3 photos because those are the only ones that feel useful. The rest sit in a folder, unused.

Why? Because they all look like they could be for anyone’s business. They’re generic. Interchangeable. And deep down, she knows they don’t really capture what makes her business special.

What Authenticity Actually Looks Like in Branding Photos

Authentic branding photography goes beyond staged “working” shots and captures the real essence of how you run your business and what makes you unique. Here’s what I mean:

1. Show Your Actual Work Environment

Yes, we might take some photos at a beautiful coffee shop or a scenic outdoor location. But what about where you actually work?

If you work from a home office with your dog at your feet – let’s photograph that. If your “office” is your kitchen table where you balance your laptop, notebooks, and probably yesterday’s coffee cup – that’s real, and your ideal clients will relate to it. If you meet clients at your favorite local spot where the barista knows your order – let’s capture that relationship.

I’ve photographed clients:

• In their messy-but-creative studio spaces
• Walking the trails where they get their best ideas
• At the farmers market where they source materials
• In their gardens where they find inspiration
• At networking events where they’re genuinely connecting with others

These photos tell a story that “woman with laptop” never could.

2. Capture What You Actually Do

This is where I see the biggest disconnect. Your branding photos should show you doing the work you actually do, not just looking pretty while pretending to work.

If you’re a coach, let’s photograph you mid-conversation with a client (with their permission, of course). If you’re a maker, show your hands working with your materials. If you’re a writer, capture you scribbling notes in that journal you always carry, not just typing on a laptop with perfect posture.

For me, that means showing the real process: consulting with a client over coffee, adjusting lighting during a shoot, reviewing images together, even the not-so-glamorous editing work at midnight when inspiration strikes.

The images that resonate most with potential clients are the ones where they can picture themselves in the scene with you.

3. Include Your Personality Quirks

Here’s what I tell every client during our consultation: “What makes you weird is what makes you memorable.”

Do you always wear bold lipstick? Let’s make that a signature element. Do you have a collection of vintage cameras on your shelf? That tells a story. Do you prefer working outside whenever possible? Let’s shoot in natural settings that reflect that.

I have a client who’s a business consultant, and during our brand consultation, she mentioned she does her best thinking while walking. So instead of just shooting her at a desk, we captured her walking trails, sitting on a bench with her notebook, even standing by a creek looking contemplative. Those images communicate something that “professional woman at desk” never could – that she’s a thinker, that she values nature, that her process is different.

4. Show Your Community Connections

One thing that sets my approach apart is that I’m deeply connected to my local community. I attend Chamber events. I support local businesses. I collaborate with other women entrepreneurs. And these connections are a huge part of my brand story.

If community is important to your business (and let’s be real, for most small business owners, it should be), your branding photos should reflect that. Photos of you:

• At networking events, actually connecting with people
• Inside or in front of local businesses you love
• Collaborating with other entrepreneurs
• At community events or volunteering
• In locations that are meaningful to your local area

These photos do double duty – they show who you are and they help you build relationships when you share them and tag the businesses or people involved.

How to Plan for Authentic Branding Photos

When you work with me, we start with a brand consultation before we even talk about what you’ll wear or where we’ll shoot. Here’s why:

I need to understand:

• What makes your business unique
• How you actually work day-to-day
• What your ideal client needs to see to trust you
• What locations and settings are meaningful to you
• What you want your photos to communicate

Then we plan a session that captures all of that. Sometimes that means:

• Multiple locations in one session
• Props and materials from your actual work
• Outfit changes that reflect different aspects of your business
• Spontaneous moments alongside planned shots

I call it “strategic authenticity” – we’re being intentional about showing the real you, not just hoping we accidentally capture something good.

The Transformation I See

Here’s what happens when clients move beyond generic branding photos to authentic ones:

They actually use their photos. All of them. Because each image tells a different part of their story.

They post more confidently on social media because they have images that truly represent who they are.

They attract better-fit clients because the right people see themselves working with the real version of them, not a polished facade.

And most importantly? They feel good about being visible in their business. They’re not cringing every time they need to post a photo of themselves because the images actually capture who they are.

I had a client tell me recently, “For the first time in my business, I’m actually excited to update my website photos. These feel like me.”

That’s the power of authentic branding photography.

It’s Time to Tell Your Real Story

There’s nothing wrong with having a few classic “professional working” photos in your collection. You’ll probably need them for certain platforms or purposes.

But if that’s all you have, you’re not giving potential clients a real glimpse into who you are and how you work. You’re not standing out from every other entrepreneur in your field. And you’re not building the kind of genuine connection that makes people say “Yes, I want to work with her.”

Your business has a unique story. You have a unique approach. You serve a specific type of client for specific reasons. Your branding photos should reflect all of that – not just show that you own a laptop and can smile at a camera.

Ready to Create Branding Photos That Actually Tell Your Story?

If you’re a creative entrepreneur or small business owner who’s tired of generic branding photos that could belong to anyone, I’d love to talk with you.

My approach is different because I combine my marketing expertise with my photography skills and work with each client individually to understand your business, your brand, and your story before we plan any images. Then we create a collection of photos that authentically represents who you are and what makes your business special – not just another version of the “laptop and coffee” shot.

Let’s schedule a free consultation to talk about your brand and how strategic, authentic photography can help you attract the right clients and feel confident being the face of your business.

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Melissa Maillett is a brand photographer in [your location] specializing in authentic branding photography . She combines her marketing expertise with her photography skills to create strategic brand images that help small business owners feel confident being visible in their businesses. When she’s not behind the camera, you can find her hiking local trails, walking her 2 golden retrievers, or shopping locally, supporting local businesses.