Photographing People to Align with Your Brand: How to Do It Right

Capturing the essence of your brand through portraits and lifestyle shots can take your visual storytelling to the next level. Here are a fw ways you can photograph people to align with your brand. 

1. Understand Your Brand’s Visual Identity

Why It Matters: Your brand has a unique personality, and your photos should reflect that.

Pro Tip: Before you start shooting, clarify your brand’s visual identity. Is it vibrant and fun, or sleek and professional? Understanding this helps in making creative decisions about lighting, poses, and settings.

Example: If your brand is all about luxury and elegance, your photos should feature sophisticated poses and high-end settings. Think Chanel ads—every shot screams elegance.

2. Choose the Right Subjects

Why It Matters: The people you photograph should embody your brand’s values and aesthetics.

Pro Tip: Select models or subjects who reflect your target audience. If your brand caters to adventurous millennials, choose subjects who exude energy and confidence.

Example: Outdoor gear brands like Patagonia often feature real adventurers and athletes, showcasing their products in action-packed, natural settings.

3. Plan Your Shots

Why It Matters: Spontaneity is great, but planning ensures you capture all the necessary elements.

Pro Tip: Create a shot list and storyboard before your shoot. Outline the different poses, expressions, and scenarios you want to capture. This helps you stay organized and ensures you don’t miss any important shots.

Example: A beauty brand might plan shots that include close-ups of makeup application, before-and-after shots, and lifestyle images showing the products in everyday use.

4. Nail the Lighting

Why It Matters: Lighting can make or break your photos. It sets the mood and highlights your subject’s best features.

Pro Tip: Use natural light whenever possible, but don’t be afraid to use reflectors or diffusers to soften harsh shadows. For indoor shoots, softbox lights or ring lights can provide flattering, even lighting.

Example: Lifestyle shots for a skincare brand should use soft, diffused lighting to highlight smooth, glowing skin, creating an aspirational feel.

5. Use Complementary Backgrounds

Why It Matters: The background should enhance, not distract from, your subject.

Pro Tip: Choose backgrounds that complement your brand’s colors and aesthetic. Keep it simple to ensure your subject remains the focal point.

Example: A tech startup might use sleek, modern office spaces with clean lines and minimalistic decor to highlight their innovative, forward-thinking brand.

6. Direct with Confidence

Why It Matters: Your subjects will look to you for guidance on how to pose and express themselves.

Pro Tip: Give clear, confident direction. Encourage natural, relaxed poses that reflect your brand’s personality. Use positive reinforcement to make your subjects feel comfortable.

Example: For a fitness brand, direct your models to adopt active, dynamic poses that convey strength and vitality. Think of Nike’s iconic action shots.

7. Capture Genuine Emotions

Why It Matters: Authenticity resonates with viewers and builds trust in your brand.

Pro Tip: Engage with your subjects to elicit genuine emotions. Ask them to think about a joyful moment or tell a funny story. Candid shots often capture the most genuine expressions.

Example: A family-oriented brand might capture playful, loving interactions between parents and children, showcasing the warmth and closeness they promote.

8. Pay Attention to Details

Why It Matters: Small details can have a big impact on the overall quality of your photos.

Pro Tip: Watch out for distracting elements like stray hairs, wrinkled clothing, or awkward hand placements. Make adjustments as needed to ensure everything looks polished.

Example: A fashion brand should ensure every detail of the clothing and accessories is perfect, from the drape of a dress to the placement of a handbag.

9. Edit with Care

Why It Matters: Post-processing can enhance your photos, but over-editing can make them look unnatural.

Pro Tip: Use editing software like Adobe Lightroom or Canva to enhance colors, adjust brightness and contrast, and remove any imperfections. Aim for a natural, polished look that aligns with your brand’s aesthetic.

Example: A health and wellness brand might use editing to brighten the image and enhance the natural glow of the subjects’ skin, promoting a fresh, healthy vibe.

10. Keep Consistency in Mind

Why It Matters: Consistency builds brand recognition and trust.

Pro Tip: Develop a photo style guide that outlines your preferred lighting, colors, compositions, and editing techniques. Stick to this guide to maintain a cohesive look across all your brand imagery.

Example: A sustainable fashion brand might focus on earthy tones and natural settings in all their photos, creating a consistent, eco-friendly aesthetic.

Photographing people in a way that aligns with your brand is both an art and a science. It requires understanding your brand’s identity, planning meticulously, and executing with precision. Remember, each photo is a chance to tell your brand’s story, evoke emotions, and connect with your audience. So grab your camera, get creative, and start capturing those brand-aligned masterpieces!