How to Plan a Successful Brand Photoshoot
The moment has come when you know it’s time. Time to do a photoshoot, but it’s not “just a photoshoot”. It’s making sure you’re being seen for who you truly are, that your business objectives are being communicated in a creative and intriguing way, that your personality shines through, that your brand identity is present…there’s a lot more than what meets the eye to an engaging photo. Let’s face it, your photos can make or break your online presence. And that is why taking these important steps will lead you to a successful shoot and the imagery you dreamed of.
Here’s my Top 5 Checklist for preparing your successful brand photoshoot.
1. Photo implementation
Know exactly where/how You’re going to be using your photos
Make sure you and your photographer know exactly how you plan to be using your photos. Not only will this give you an idea of scope, and inform your shot list and mood board, but it will determine the context in which your message will be shared.
Photos for a website? You probably require mostly landscape photos to fill out banners. Maybe you require some negative space for text on top of banners. Start thinking about what imagery you need for each page of your website. For example, your about page might require a headshot. On the contact page perhaps you want a photo of yourself working. Make an outline of your pages and what type of photos you’d like on them.
Photos for social? Portrait format (vertical vs horizontal) is great for social. Do you need a mix of detail shots for variety? Is it important to show you “at work”? Brainstorm the types of shots you need to sustain and speak for you on social.
Photos for Pinterest, banners, brochures…whatever it may be, do a current audit and inventory of the photos you have and voice what worked great, also what didn’t serve you, and what you need more of. Envision exactly where you want to be seen and how you want to show up. Your photos should directly serve your personal aesthetic branding vision as well as your marketing plan.
2. Message
EXPRESS YOUR BRAND VOICE and goals for messaging
Perhaps you’ve done the work of identifying your brand identity and it’s already presentable to send directly to your photographer. Superb! Either way, as a photographer, we should know these details and value them as much as you do.
Put together some keywords that you can springboard off of on a shoot call. How do you want your potential clients to feel when they see your imagery? Who is your key demographic, and what are they seeking? How are you different than your competitors? How do you want to show up in your imagery? How do you NOT want to shop up in your imagery? What is your main goal for your online presence? What is the main goal of this shoot?
Think about the answers and communicate them with your photographer.
3. Mood Board
Where the intention meets the vision
Start by creating a collection of imagery online. I prefer Pinterest boards as you can upload pins from your phone or computer and also pin from all over the internet. Not to mention, Pinterest’s algorithm is pretty dang intelligent so it will start recommending you similar imagery once you get going on a board. It doesn’t need to be organized to start off, just start and it will distill as you go.
HOW TO MAKE A SHOOT MOOD BOARD USING PINTEREST
Start broad by curating images that you envision for the shoot. Think of the interior/location, color palette, general aesthetic, wardrobe/styling, still life/flatlay imagery (if you need), shots with props you’d like to use, and of course-posing ideas.
Once you have a collection going you can start dividing it into sections. I like specifically to separate posing ideas and shot list imagery from the rest of the general mood board. A detailed and abundant mood board is THE BEST way to communicate your vision to your photographer and for me personally, it speeds up a shoot while on set and provides valuable inspiration for types of shots.
Check out my Creative Female Entrepreneur Branding Shoot board on Pinterest for an example of how to break down a Pinterest board into categories. And I mean hey, go ahead and save some of pins for your own shoot cuz they cute.
On a side note, if you’re feeling nervous about posing DON’T WORRY! I got you! This is something I’m verrrry skilled with and I do take charge in shoot directing and demonstrating for you how to pose. You can trust me in this domain. I also have great suggestions when it comes to wardrobe styling your shoot and location selection.
4. SHOT LIST
Beauty in the details
Depending on the scope of your shoot, your shot list may be a part of your mood board, OR it will be separate. Working with me for example, commercial shoots +3hrs require a separate shot list that’s timed out in a timeline, has details on props, location, etc. But for most personal branding shoots, the shot list is part of the mood board and does not need to be timed out.
Your shot list should be communicated visually and verbally. It should look like a mood board of imagery and a list of shots. Ex: The shot list includes: Headshot for About page (so on the mood board there is some inspo poses for headshots), Working on laptop (correlating inspo pics of working on laptop on mood board), Casual lifestyle at home…etc.
Having a shot list means you’ll get what you want and the photographer can direct you there. There’s intention behind each shot, and time is being used for ultimate efficacy meaning the best bang for your buck. Breaking down the shoot into bite-size pieces so you can have an idea of what needs to be accomplished will give you and the photographer an idea of scope for time and deliverables. Maybe you’ll realize you need two shoots or a whole shoot day with two locations. Coming to your photographer ready with what you need will often lead to the opportunity for a uniquely you and customized experience. We LOVE when you know what you want!
5. Props, HMUA, location, oh my!
Who, what, where?
Now that you can see the end goal more clearly, there’s some final logistics to arrange. What else do you need to bring with you to make this photoshoot complete? Do you need to bring props? Should you invest in an HMUA? And where is the perfect spot to shoot? Luckily, you made that mood board.
Props - With your vision now more clear than ever, you can start making your prop list based on your marketing goals and mood board vision. What do you need to bring? Laptop, magazines, decor things, stationery, branding materials, your fav mug…check your board, what do you love about those photos that you want to incorporate. Also, check which studio you rent, the studio may be equipped with some of these props already so one less thing for you to bring/curate.
Location - One of the first decisions you’ll need to make after booking a photographer is this choosing a location. It’s almost as integral as choosing the right photographer for the job. A location can make or break an image. Decide what type of space suits your needs best. Furnishings, aesthetics, space, amenities, props, LIGHT, and do your research on what’s available. Always consult with your photographer first before booking a studio-it is after all their area of expertise. I wrote a whole article on how to choose a photography studio that is on-brand because that’s how important it is! Check it out here!
Wardrobe - There’s no arguing that your wardrobe communicates your vibe. Do you want a classy but laid-back look, a more corporate look, a polished fashionable look? Well, you can have a mix as usually shoots allow for wardrobe changes (but also know those changes do take time). You just need to be intentional with what you want and how you want to be seen here. Take cues off the mood board. Select colors and cuts that are harmonious to your brand aesthetic and when in doubt, go for timeless over trendy. Never has a soft white button-down blouse and high-rise denim done a woman wrong in my experience. Plan out your looks, shop them (and keep the tags on if you plan to wear and return), and consult with your photographer on your styling choices as they may have great tips of what does not photograph well. If you’re working with me, I love helping direct and decide this part. You can also hire a professional stylist which is a major way to elevate your look and offload some work. A stylist is also like having a personal shopper as you can often then purchase outfits they choose for you off them if you end up loving them.
HMUA - Hair and Makeup Artist. This is a personal one. I would always recommend investing in this service as you want to look your best and HMUA professionals are really great at their job, I’m happy to make recommendations. However, for some individuals, showing up authentically means doing their own hair and makeup. Know your options, and know how you want to be seen and what best suits YOU is all I have to say here. I will be working my magic and doing my part by putting you in your best light from the most flattering angles no matter what.
Next Steps
You are ready to consult with your photographer and make moves towards a successful photoshoot
Is the prep time-consuming? Yes. Worth it? Absolutely yes! 100% necessary if you ask me. I know, I know, I wrote this. But truly, this is the exact process I take with my clients and it puts so much clarity and intention behind the shoot and makes for such a great shoot day and beautiful results, and ultimately a satisfied you! After you’ve done this planning you can arrive knowing you’ve done the behind-the-scenes work and can relax knowing your photographer will take the lead from there.
Need help? I try to be as supportive as possible when it comes to the creative side of this as I know not all who come to me are skilled aesthetic or visual communicators. Making a stellar mood board can be really hard and laborious. If this is something you’d like me to perform for you based on your brand goals and identity, I offer it as an additional service I can provide for you. This is my language, I’m here to bring your brand to life.
Welcome!
I’m Ashley, a Toronto/Montreal Based Editorial Personal and Brand Photographer. Curious about services? Check out my ABOUT page here.