One conversation I often have with Ottawa entrepreneurs goes something like this:
“I know I need new photos for my business, but I don’t know what kind of branding photos I should be getting, honestly.”
Does this sound familiar?
Here’s the thing—I’ve seen many business owners book a session with a photographer who doesn’t take the time to elaborate a strategy, because they’ll “figure it out on the day of the shoot”. The entrepreneur ends up with a series of beautiful images that never get used effectively. It’s a waste of time and money. That’s not just frustrating; it’s a missed opportunity for growth in Ottawa’s competitive market.
Having worked with entrepreneurs across the Ottawa-Gatineau region for years, I’ve learned that the most successful branding photo sessions start long before anyone picks up a camera. Let me share the three-step process that has helped my clients get maximum value from their personal branding photo sessions.
1. Define Your Target Market with Precision
The most common mistake I see Ottawa entrepreneurs make? Trying to appeal to everyone.
“My ideal client is anyone who needs my services and has money” isn’t a target market—it’s a recipe for generic, forgettable branding photos. Think about the businesses you remember most. Each one of them has a clear voice, a distinct style, and they speak directly to their people.
Your personal branding photos should do the same thing.
Take a step back and get specific about who you’re trying to reach. Are you targeting busy professionals in Kanata’s tech sector? Creative entrepreneurs in Hintonburg? Growing families in Orleans? Each of these audiences connects with different visual styles, settings, and messaging.
Once you’ve identified your ideal client, you can create branding photos that will reach them. The location we choose, the styling decisions we make, even the props we include—everything should help your target audience see themselves in your brand’s story.
When your audience feels like you understand them specifically, they pay attention. And when they pay attention, they buy.
2. Create a Strategic Plan for Your Personal Branding Photos
Before we even discuss lighting or locations, I need to understand how you’ll actually use your new branding photos.
Website Updates: Most business websites need at least one image per page, beyond header (aka hero) images. Your photos need to complement your copy and guide visitors toward your call-to-action—whether that’s booking a consultation, purchasing a product, or signing up for your newsletter.
Social Media Strategy: Do you have content planned for the next quarter? Are there campaigns or promotions coming up? Knowing this ahead of time helps us create images that align with your messaging rather than forcing you to retrofit beautiful photos to unrelated content later.
Print Marketing: If you’re planning magazine features, brochures, or event materials, we need to consider specific layout requirements. Vertical images work differently than horizontal ones, and some designs require negative space for text overlays.
Speaking Engagements: Many Ottawa entrepreneurs are asked to present at conferences or networking events. Having professional images ready for event organizers and media outlets positions you as the expert you are.
The entrepreneurs who get the most value from their branding photos are those who think strategically about usage before their session. This approach will help me create a comprehensive shot list that maximizes your investment.
3. Develop a Comprehensive Shot List
I’m not suggesting you direct every angle—that’s my job, and it’s part of the reason why you’re investing in professional photography. However, coming to your session with clear objectives helps ensure we capture everything you need.
Here’s what we should consider together:
Location Strategy: Where does your ideal client imagine you working? If you’re a consultant, that might be a sleek downtown Ottawa office or a contemporary home workspace. For a wellness practitioner, we might choose the Arboretum or Gatineau Park for a natural, calming backdrop. Whereas if you sell artisanal products, we might work in your studio space or at the ByWard Market to showcase the local connection.
Behind-the-Scenes Moments: People love getting a sneak peek at the process behind the product. Whether you’re working on a client’s financial plan late into the evening, crafting your delicious signature brownies, or writing the final chapter of your next novel, these authentic moments create powerful connections with your audience.
Detail Shots: The tools you use to ply your trade tell part of your story. A close-up of your hands knitting, your favourite coffee mug, the paint brushes you use, or the materials you create with—these details add depth to your personal brand narrative.
Product Integration: If you sell physical products, we’ll create lifestyle images that show them being used and enjoyed rather than simple catalog shots. Research consistently shows that images featuring human elements drive significantly more engagement than sterile product photography.
Authentic Expressions: Your personality is your biggest differentiator. We’ll capture you genuinely engaging with your work, interacting with clients (when possible), and showing the passion that drives your business.
Making Your Investment Work
The entrepreneurs who see the biggest return on their branding photography investment are those who approach it with clear intention and purpose. They understand their audience, they plan for specific uses, and they come prepared with precise objectives.
Your personal branding photos should feel authentic and appeal to the clients you want to attract. When done right, they become one of your most powerful marketing tools—working for you across every platform and touchpoint.
Converting browsers into buyers every day.
Are you ready to create personal branding photos that represent your vision and connect with your ideal clients?
I’d love to discuss your specific needs and explore how we can bring your brand’s story to life.
Get in touch today to plan your strategic branding session.
