Okay, you’re a Calgary business owner who’s thinking about booking a brand photoshoot. (Or maybe you’ve even scheduled one already.) Awesome! 

What now? 

I know that you’re not just looking for pretty pictures. You’re looking to capture the essence of your brand, the energy that draws your ideal clients in. And yes, we’re going to do that with strategy and intention. We’ll blend intuition with practical steps to create a photoshoot that feels aligned and delivers results.

1 — Brand Identity

Okay, one of the first things we’ll do together to prepare for a brand photoshoot is dive into your brand identity. It’s the heart of your brand and having clarity here makes a world of difference in your photos. This isn’t just about slapping a logo on something; it’s about understanding who you are, how you’re currently perceived, and where you want to go.

First things first, we’ll get crystal clear on your mission, vision, and values. This is the foundation of everything. And yes, we’re going to talk about your target audience. Because “everyone” is not a target audience. Trust me on this.

Who are your current customers? Are you happy with them, or are we aiming for a new crowd? If it’s a new crowd, let’s get specific. Where do they hang out? What are their interests? What’s their personality like?

We’re going to create a character profile. Think of it like this: “Okay, we’re talking to Elise. She and her friends love brunching by the river on Sundays, and they’re regulars at the local yoga studio.” Now we know where to find her, and we know what resonates with her. This level of clarity is what we’re aiming for, because trust me, speaking to Elise and her yogis is very different than speaking to my mom, who’s 65 and lives in a rural community. We would use different visuals, different language, different colors.

Who’s buying what you’re selling? That’s step number one.

Next, let’s talk mission and vision. You might have a mission statement, but do you have a clear vision? And what about your core values? These are crucial. Because your values will dictate your visual style. Fishnets and Doc Martens might work for one brand, but if your business values are more on the wholesome side of the spectrum, we’re heading in a different direction. You might feel like a badass business chick (and frankly, you likely are one), but if that doesn’t align with your values and target audience, we need to adjust.

Essentially, we’re laying the groundwork to ensure your photoshoot truly reflects who you are and who you want to attract.

2 — Moodboard

Next, let’s get visual! While preparing for a brand photoshoot, we’re going to create a moodboard. I’m a huge fan of Pinterest for this. As soon as you book your session, you’ll get an invite to a private, shared board. Nobody’s going to see this aside from you and me.

I need to be super clear about this Pinterest board: it  isn’t about copying poses or recreating specific images. It’s about understanding the feeling you’re going for. You say you want your photos to look inviting? Awesome! But what does that mean to you? I want to see how that translates into the lighting, the poses you’re drawn to, the color palette, the overall vibe.

Think of it as visual inspiration, not a blueprint. We’re not plagiarizing anyone’s work here. And please, don’t ask me to exactly replicate a specific image – that is plagiarism, and we’re not going there.

The moodboard is also a fantastic place to pin things you don’t like. Sometimes, it’s easier to express what you don’t want visually. “I don’t want it to be backlit.” “I’m not comfortable with full-body shots.” “I don’t like that particular color tone.” Show me what you dislike, and I’ll understand what to avoid.

Essentially, the moodboard helps us translate your verbal language into a visual language. It ensures we’re both on the same page and helps you get inspired.

Note: If we have decided that a golden hour, backlit, outdoor shoot is the way to go – and then you fill the pinterest board with high key lighting, editorial vibes and dynamic, powerful poses in a studio – we need to get clearer on our focus.

3 — Wardrobe and props

Okay, let’s talk about clothes and props! This part can be super fun, but it can also feel a bit overwhelming. Don’t worry, I’m here to help..

For smaller shoots, we’ll have a casual conversation about it. I might send over some inspiration, or we might just talk through what you already have. If you’re investing in a larger, more comprehensive session, then we’ll create a full style guide.

For those bigger shoots, I might recommend bringing in a stylist. It’s totally optional, of course, but it can make a world of difference. If I see something in stores that screams “you,” I’ll send you the link.

The main thing is to understand that different clothes give off different vibes. A flowy linen pant says something totally different than skinny jeans and Doc Martens. Both are awesome, but they attract different people. 

So, we circle back to our initial brand identity work: Who’s your target audience? What’s your mission? What are your values? This helps us build both the prop and wardrobe guides.

Props and wardrobe go hand-in-hand, so we plan them together.

Now, let’s address the elephant in the room: this doesn’t have to be expensive! Don’t get intimidated when I mention stylists, wardrobe, and props. Wardrobe can be as simple as a quick Zoom call where you show me a few options, and we pick the best one. I’m happy to do that!

You don’t have to buy anything new, but if you have the budget and you’re feeling a little “blah” about your current wardrobe,  there’s something about wearing a brand new outfit that boosts confidence. It really just depends on your situation.

As for whether you should dress up or dress down, it’s all about your brand. 

If you’re a financial advisor who wants to come across as approachable but also professional, we’ll probably do a mix of business and business casual. But we’ll likely not go full-on casual. We can still show your approachable side by having you work outside with your laptop and an iced coffee.

If you’re a jewelry designer, we might go for yoga pants and a flowy top for a more relaxed vibe. It all depends on your brand and what we’re trying to achieve.

Remember, you can lean on me as your expert to ensure you feel confident and look your best.

4 — Shot list

We’re well on our way to being prepared for your brand photoshoot! After we’ve got the brand identity, moodboard, and wardrobe sorted, we’ll create a shot list. Your input is really important here. Planning this ahead of time lets us maximize our time during the shoot. That way, if you have any fantastic ideas for shots or props, we can make sure we have everything we need, and we’re not scrambling on the day.

I’ll also explain how I work. So, for example, if we’re doing full-body shots, I’ll say, ‘Okay, we’re going to step back and get a full shot. I’ll get you comfortable, then I’ll give you some prompts and ask you a few questions. Feel free to answer out loud or just move naturally. I’ll move around you to get different angles.’ 

After that, I’ll move in closer for head-and-shoulder shots, and I’ll also capture detail shots of things like hands or accessories. 

I do this all seamlessly, so we keep the flow going. I won’t stop and say, ‘Okay, now let’s get a shot of your belt.’ That really breaks the rhythm. 

We’ll talk about all of this before we start shooting, so that you’ll know exactly what to expect.

I remember shooting Kaylee, a financial advisor, at the central library. We had her shot list all set, but she was still a bit nervous. We were hitting a few different locations that day. Towards the end, I said, ‘Hey, how about we add one more shot? I’m going to have you sit on those stairs over there. Just relax, ankles together, looking right at me. It’ll be a nice, professional shot.’ And she was like, ‘You want me to sit on the stairs?’ I said, ‘Yep, and I’m going to back up.’ I saw the beautiful light and the lines of the stairs, but from a distance, the railing looked just like a stock market ticker—perfect for her brand. Those kinds of subconscious cues can really elevate a shot.

5 — Shoot location

Next, we’ll sort out where we want to shoot! The location is a huge part of the photoshoot, and we need to find a space that not only fits your budget but also perfectly aligns with the feeling we’re aiming for.

Imagine this: you’re envisioning those stunning, light-filled images with soft, flowing drapes and abundant natural light. But then we arrive at your basement office, where the only window is tiny. That’s not going to work, right? In that case, we have two options: we can either adjust our shot list and plans to fit the space, or we can find a location that truly captures your brand.

It’s completely understandable that sometimes, we don’t immediately think about the practical aspects of a space. You might think, “But my office is authentic!” And I totally get that. We often get attached to the idea that it has to be our workspace.

But honestly, the authenticity of your current space might not be as important as the feeling we’re trying to create.  If you’re leveling up your brand or taking a significant step forward, your space should reflect that growth.

And here’s the best part: finding the right location doesn’t mean breaking the bank with a fancy studio rental. We can explore a wide variety of options, from free public spaces to low-cost venues, and even consider trade agreements. It’s all about finding a backdrop that perfectly complements your brand and your budget, allowing us to create images that truly resonate.

6 — Physical & Mental Prep

This part is all about you taking care of yourself before the shoot. It’s about preparing both physically and mentally for the brand photoshoot, and it makes a huge difference.

During our planning call, we’ll discuss some self-care tips, but here’s a quick rundown:

• Pack early: If you can, pack your wardrobe and props a few days before the shoot. No last-minute panic! You’ll get a packing list to help you stay organized.
• Nail care: Give your fingernails and toenails some attention. You don’t need a professional manicure; a quick home touch-up will do. It’s just one of those things clients often regret forgetting.
• Hydration and rest: Get a good night’s sleep and stay hydrated. It’s not just for your comfort; hydrated skin looks better in photos and is easier to edit.

Now, let’s talk about the mental side of things. You’ll also get little mental pep talks, like repeating positive affirmations on the way to the shoot. If you’re feeling nervous, we can even do some breathing techniques together before we start.

We’ve also written up an amazing deep dive on energetic alignment for your brand photoshoot right here — read this to help you show up aligned, confident, and ready for your shoot.

During the shoot, we’ll take breaks if needed. If you’re struggling with a pose or feeling overwhelmed, we’ll step away, get some sunshine, and just breathe. It’s all okay. We’re not curing cancer here. Let’s have some fun.

We’ll also talk about any insecurities you might have. Do you have a favourite side? Is there a particular expression you don’t like? We’ll address those things head-on. For example, if you don’t like the way you look when you laugh, we can work on some techniques to capture a natural smile without feeling self-conscious.

And here’s my biggest piece of advice: don’t hesitate to reach out with any questions, no matter how small. I want you to feel completely comfortable before the shoot. Send me an email, no subject line needed—just ask away! Building that rapport is essential to you looking and feeling natural in your photos.

In conclusion — 

We’ve covered everything from diving deep into your brand identity to prepping your mindset for a successful brand photoshoot. We’ve explored how to create a moodboard that captures your vision, choose the perfect wardrobe and props, craft a detailed shot list, and find a location that aligns with your brand’s energy. Remember, this isn’t just about taking pictures; it’s about creating a visual story that resonates with your audience on a soul level.

Your brand has a unique vibe, a soul, and it’s time to bring that to life visually. And we’re not just going to wish it into existence. We’ll create a clear plan, infuse it with your authentic energy, and take action. This is about creating photos that not only look good but also resonate deeply with your audience!

Ready to bring your brand’s unique energy to life? Let’s create a photoshoot that captures your essence and attracts your ideal clients. Book your brand photoshoot today and let’s make some magic together!