Recently, I handed over the keys to my office for a morning to Lee Dobson Photography, who used the space for a branding shoot with his client, Moira Barnes. Watching the process unfold was a great reminder of just how much impact a set of well-planned, high-quality images can have on a business. (A huge thank you to Moira for giving us permission to share some of her fabulous photos!)
In an age where smartphone cameras are better than ever, it is tempting to rely on quick phone snaps for your marketing. While phone photos have their place for everyday updates, the difference between a smartphone shot and the work of a professional photographer is night and day. Lighting, composition, depth, and clarity all come together to create an image that immediately elevates your brand and builds trust with potential clients.
What surprises many small business owners is just how cost-effective a branding shoot can be. Investing in 20 or 30 high-spec photographs gives you a library of images that can be used across your website, social media channels, print flyers, and promotional materials for months or even years to come.
To get the absolute most out of your photoshoot, preparation is essential. When a photographer understands how and where you plan to use your images, they can stage each shot to fit those exact needs.
Here are key things to think about and prepare for your shoot:
1. Map Out Where the Photos Will Be Used
Before camera lenses even come out, list the platforms where these photos will appear. A banner at the top of a website homepage requires a wide, horizontal shot with space for text overlays, whereas an Instagram reel cover or grid post often requires vertical framing. Telling your photographer where images will live ensures they shoot in the right aspect ratios.
2. Plan Shots for Specific Pages and Contexts
Think beyond standard headshots. If you need images for a case study or testimonial page, stage a photo of you interacting with a client. If you sell physical products, plan shots of you sitting alongside your range or in the middle of your work process. Matching the photo concept to specific pages on your website makes your site look deliberate and cohesive.
3. Create a Shot List in Advance
Write down a list of essential shots you know you will need. This might include a welcoming headshot for your About page, detail shots of your workspace, team interactions, or behind-the-scenes actions. Having a shot list keeps the shoot structured and ensures you do not leave without the exact images your brand requires.
4. Factor in Props, Location, and Brand Aesthetics
The location and props set the tone for your brand identity. Think about what background elements, clothing colours, and physical items reflect your work. Bringing relevant props—such as notebooks, laptop setups, specific tools, or branded items—helps the photographer build a realistic environment that tells the story of your daily work.
5. Communicate Negative Space and Layout Needs
If you plan to use your photos for website banners, social media graphics, or printed flyers, you will often need empty space (known as negative space) within the photo to place text or logos. Let your photographer know this beforehand so they can frame shots off-centre, leaving clean backgrounds for your design work.
6. Get the Right Photographer for the Job
Getting the right photographer is just as important as the shoot itself. A lot of people don't realise that photographers often specialise in specific niches. Some might focus purely on wildlife photography and not offer commercial work at all, while others specialise in sports, business PR, or studio headshots. Each discipline brings completely different skill sets and equipment to the table, so it is always worth asking a photographer about their main area of expertise to ensure they are capable of delivering the exact style and type of images you need.
Investing in professional photography is one of the most effective ways to make your business look established, reliable, and polished. With a bit of planning beforehand, a single photoshoot can supply you with all the visual content you need to represent your business properly across every platform.
