The Number One Investment to Make in Your Personal Brand
When I was first getting started building my business, there weren’t very many personal brand strategists.
Social media was still relatively new. At that point, most people who had built a personal brand had done it through YouTube. Instagram was growing quickly, TikTok was just starting to gain traction, and short-form video was becoming a bigger part of the conversation.
The industry was still forming.
I was pretty new to it all, but I knew one thing: if I wanted to get my business off the ground, I needed professional photos for my website.
The problem was, I didn’t really have the money to invest in them yet.
So I got creative.
I bartered with a friend of mine who was a photographer. She agreed to take my brand photos in exchange for help with some of her brand strategy. I also bartered with a Peerspace host who had a beautiful studio he rented out for photoshoots. I couldn’t afford the rental fee, so I offered to build his website in exchange for using the space.
Looking back, this was one of the best investments of my time I’ve ever made.
Those photos were what helped me land my first few clients.
They gave my brand credibility. They made my website look professional. They helped people understand who I was and what I did before they ever spoke to me.
And that leads to something I tell almost every client now:
If you are building a personal brand, personal brand photography is one of the best investments you can make upfront.
Whether you're working with a strategist or doing it yourself, great photos can take your brand from good to exceptional.
They become the visual foundation of your website, your social media, your press features, and your marketing materials. They are often the very first impression someone has of you.
And first impressions matter.
How to Find a Personal Brand Photographer
The best place to start is usually Instagram or TikTok, followed by Google.
Try searching things like:
personal brand photographer Austin
personal brand photographer Boston
personal brand photographer Chicago
Look through their portfolios and pay attention to whose work immediately stands out to you.
You're looking for someone whose photography style feels appealing and aligned with how you want your brand to look.
If you don’t have experience working with photographers, this part can feel intimidating. But I always encourage people to trust their gut.
Your first impression usually tells you a lot.
Pro Tip: Look for “True-to-Life” Editing
One thing I personally look for is photography that feels true to life.
This means the photos are not overly edited or filtered.
The colors look natural. Skin tones look real. The lighting feels soft and balanced. The images don’t feel artificial or overly stylized.
When photos are edited this way, they tend to age better and work across many different platforms and contexts. They feel timeless instead of trendy.
Of course, this is just one style preference. Some people prefer more dramatic or editorial editing. But whatever you choose, make sure it aligns with the overall feeling you want your brand to convey.
Work With Someone Who Can Guide You
The best personal brand photographers don’t just take pictures.
They guide you through the process.
Look for someone who:
makes you feel comfortable in front of the camera
helps direct poses and movement
understands your story and your goals
can help bring your message to life visually
Before the shoot, it’s also helpful if you have clarity around your brand.
Ask yourself:
What is my message?
What story am I telling?
What do I want people to feel when they see my website?
When you go into a photoshoot with this clarity, the photographer can help translate it into imagery.
Choose Your Location Carefully
Your location matters more than people think. The setting becomes part of the story your brand is telling.
If it’s within your budget, renting a Peerspace or studio can be a great option because it gives you a clean, intentional environment to work in.
If that’s not within your budget, that’s okay too.
Some great alternatives include:
a beautiful coffee shop
your home or office
a local bookstore
a quiet outdoor space
I personally love getting a mix of indoor and outdoor shots.
If you live somewhere with four seasons, I recommend prioritizing indoor photos first. Outdoor winter photos don’t always translate well year-round on a website.
Indoor shots tend to feel more timeless.
Plan Your Clothing Ahead of Time
What you wear should support the visual identity of your brand.
Before your shoot, think about:
your color palette
the feeling you want your brand to convey
what colors photograph well
I often encourage clients to wear colors that complement their brand palette and make them feel confident.
It doesn’t need to be overly coordinated, but the pieces should feel cohesive.
Also, a practical tip that people overlook:
Press all of your clothes the day before. Have everything laid out and ready in garment bags if possible. You don’t want to be scrambling with an iron the morning of the shoot.
Preparation makes a big difference.
Bring a Few Simple Props
Props can make photos feel more natural and personal.
Some simple ones I often recommend include:
a laptop
your phone
a journal
a pen
books from your personal library
These small details help tell a story and make the images feel more like a real glimpse into your work and life.
Why This Investment Matters
The photos on your website are often the first impression someone has of your brand.
Before they read your words or learn about your services, they are absorbing the visual cues you’re giving them.
Strong personal brand photography communicates:
credibility
professionalism
clarity
personality
It elevates everything.
If you’re deciding where to spend money early on in building your brand, this is one of the places where the investment really does go a long way.
Especially for:
authors
service-based entrepreneurs
speakers
coaches
creators
Great photos won’t build your business alone.
But they make everything else you do look more intentional, more professional, and more trustworthy. And sometimes, that’s the difference between someone clicking away — or deciding to reach out.
