Katie of Katie Krupa Creative is a talented, client-turned-friend who actually did a brand shoot for my business back in 2023! She’s a creative collaborator and all-around visual storyteller who helps entrepreneurs show up confidently and authentically online.

Katie has an incredible eye for capturing intentional, bright, and downright beautiful images and uses similar strategic approaches to help you curate your shoot to the practices we use to create your brand. Her approach to brand photography blends strategic processes and findings with artistry, helping business owners create visuals that truly feel like them and support their business goals.

In this guest post, Katie is sharing her expert advice on how to plan an intentional, on-brand photoshoot — from understanding your brand identity to finding the right photographer and planning every detail with purpose.

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For small business owners, visuals are often the first impression you give your audience. The right photos can communicate your values, build trust, and help you stand out. But here’s the truth: not all pretty pictures are on-brand. If your photos don’t reflect your personality, values, and message, they can leave your audience confused and disconnected.

That’s why I encourage business owners to plan their photoshoots with intention. Planning with strategy ensures you walk away with images that not only look amazing, but also tell your story and support your business goals.

Step 1: Understand Your Brand Identity

Understanding your brand is essential before your brand photoshoot.

• Brand values & personality – Are you playful or serious? Elegant or minimal? Bold or soft?
• Visual aesthetic – What are your core brand colors, textures, lighting style (bright/airy vs moody/dark), overall “look and feel”?
• Mood and tone – What emotion should people feel when they view your imagery? Trust, excitement, calm, authority?
• Ideal client – Who are you trying to attract? What styles, settings, props etc. will resonate with them?

This foundational work will guide every decision you make during your photoshoot, from location and wardrobe and posing.

And this is exactly why working with a branding expert like Kylie is so valuable. A branding expert and designer can help you uncover and define your visual identity, ensuring your messaging, colors, and brand elements are cohesive. When that groundwork is clear, your photoshoot becomes an extension of your brand strategy, not just a collection of pretty images.

Step 2: Find the Right Brand Photographer

Not all photographers are created equal and that’s okay! A photographer that typically shoots weddings or families might be excellent in their niche, but brand photography requires a different skill: the ability to understand your brand and tell your business story visually. 

The right brand photographer doesn’t just take pretty photos, they help you strategically plan your shoot and provide creative direction every step of the way. From aligning your visuals with your brand message to helping you find the perfect studio that fits your brand’s vibe, their role goes far beyond clicking the shutter.

Here’s what to look for when choosing your photographer:

• Portfolio: Do their images match the style you want to represent your brand?
• Specialization: Do they work with small business owners and brands specifically?
  Connection: Do you feel comfortable and confident with them? Your energy during the shoot will show in your photos.
• Support: Do they guide you with strategy, styling, or planning? Do they help you understand how to use your images after your shoot?

The right photographer will make you feel seen, supported, and empowered to show up as the best version of yourself.

Step 3: Create a Strategic Shot List

Winging it on shoot day often leads to disappointment. Instead, outline the key content you need in advance so your shoot is guided by intention rather than guesswork.

Ask yourself:

• What goals am I working toward in the next 6–12 months?
• What stories do I want to tell with my photos?
• Where will these images be used (website banners, social media posts, ads, emails, etc)?
• Do I need space in photos for text overlays or graphics?

These questions help your photographer create a strategic shot list—one that’s tailored to your brand, your business goals, and your marketing needs. The more clarity you have going in, the more likely you are to walk away with the right images that you’ll actually use.

When you don’t plan ahead or communicate your needs, it’s easy to end up with beautiful photos that simply don’t fit your content strategy, and those are the images that often sit unused. A thoughtful shot list ensures every photo has a purpose and a place in your brand story.

Step 4: Plan the Details

The small details tell the big story and they’re what make your brand photos truly yours. Each element you choose should reflect who you are, what you do, and how you want people to feel when they experience your brand.

Location: 

Your setting sets the tone for your entire shoot. A clean studio gives a polished, minimalist look, while a cozy café or outdoor setting creates a more relaxed and approachable feel. The key is to choose spaces that align with your brand’s personality. When your environment feels natural to your brand, your images instantly look more cohesive and authentic.

Wardrobe:

Your outfits should feel like you. When you’re comfortable and confident in what you’re wearing, it shows. Choose pieces that reflect your brand colors and aesthetic, but also represent your everyday style. It helps your audience connect with the real person behind the business.

Props:

Props add personality and depth to your images. Use items that are unique to your work: a laptop, tools of your trade, product samples, or even meaningful personal details. These small touches help your brand stand out from others in your industry by showing what makes your process and personality different.

Your photographer should help you plan all of these details ahead of time to ensure every choice feels intentional. Together, you can create a shoot that feels true to your brand and helps you visually stand out in your field.

Step 5: Prepare Yourself

Even the most carefully planned photoshoot won’t shine if you’re feeling unsure of yourself. Mental preparation is just as important as planning your outfits or locations.

As a brand photographer, I often hear women say things like, “I’m not confident,” or “I want to lose weight first.” You’re not alone in feeling that way. So many amazing entrepreneurs share these same worries. But the truth is, confidence doesn’t come from looking a certain way; it comes from within.

When I had my own brand photoshoot, I felt those same nerves. But that experience reminded me that your audience isn’t looking for perfection. They’re looking for you. The more you focus on your mission and the people you’re here to serve, the more naturally your confidence will shine through.

Before your session, take time to ground yourself. Practice posing, choose outfits that make you feel your best, and remind yourself what these photos are for.

If you want to dive deeper into overcoming camera nerves, I wrote a blog post on building confidence for your brand photoshoot where I share more about my own experience and practical ways to feel empowered before your session.

Why Intention Matters

Intentional photoshoots save you time, money, and stress. Instead of scrambling for usable content, you’ll have a library of cohesive images ready to support your marketing. Consistent visuals build recognition, trust, and connection with your audience, helping your brand stand out in a crowded market.

An intentional on-brand photoshoot goes beyond “pretty pictures.” It gives you purposeful, strategic visuals that feel like you and tell your story. By knowing your brand, finding the right photographer, creating a shot list, and preparing with intention, you’ll leave your shoot with images that empower you to show up confidently in your business.