Why Your Business Needs More Than Just a Headshot

(And What Branding Photography Actually Is)

© Eric O. Ledermann

You've nailed the headshot (read last week’s blog post). Your LinkedIn profile finally has a professional photo that doesn't make you cringe. Your headshot is now consistent across all your social media. Great start.

Here's where most business owners stop, and where they start losing potential clients without even realizing it.

Think about the last time you visited a business owner's website or Instagram. Did you immediately understand who they were, what they stood for, and why you should care? Or did you see a single professional headshot surrounded by stock photos of anonymous hands typing on laptops and people shaking hands in vaguely corporate settings?

If you're running a business where people choose you specifically, where your personality, expertise, and approach are part of what they're buying, then you need more than one good photo. You need a visual story that helps potential clients understand who you are before they ever pick up the phone.

The Problem with Generic Business Photos

Here's what happens when you rely on a single headshot and stock photography to market your business: you blend in with everyone else in your industry.

Your website looks like your competitor's website. Your Instagram feed could belong to any one of a dozen businesses just like yours. And when potential clients can't differentiate you from the pack, they default to the only metric that matters: price.

I see this all the time with smart, talented business owners. They've built something genuinely unique, whether it's their process, their personality, or their particular expertise, but none of that comes through in their visual presence online. They wonder why they're having trouble attracting their ideal clients or why networking conversations don't convert into consultations.

Usually, the problem isn't their actual business. It's that people can't see what makes them unique because their photos don't show it.

What Branding Photography Actually Does

Branding photography is about creating a cohesive library of images that tell your business story across all the places your clients find you. It's not just prettier pictures. It's strategic visual content that does specific work for your business.

Here's what a well-executed branding session gives you:

Photos that show your personality. Not just your face, but your energy, your style, your vibe. Are you warm and approachable? Polished and sophisticated? Creative and unconventional? Your photos should make that immediately clear so the right clients are attracted to you and the wrong ones self-select out.

Images of you actually doing your work. Potential clients want to see what working with you looks like. If you're a consultant, they want to see you in action, whether that's working with a client, presenting to a room, or deep in thought with your laptop and coffee. If you make products, they want to see the process, the details, your hands creating something beautiful. These images build trust because they prove you're the real deal.

Variety for different platforms. You need different images for different uses. LinkedIn requires something different from Instagram stories. Your website header is a totally different animal from your email newsletter headshot. A good branding session gives you options: vertical images for Instagram, horizontal images for your website, close-ups for testimonials, wider views for blog posts.

Photos that work together. This is the part most people miss when they DIY their business photos. Random photos taken at different times, in different lighting, with different vibes don't create a cohesive brand. They create visual chaos. Professional branding photography gives you a library of images that all work together, creating a consistent, recognizable visual identity.

Who Actually Needs This

Let me be clear: not every business needs extensive branding photography. If you run a company where you're not the face of the brand, or where clients choose you based purely on specs and pricing, you might be fine with a headshot and some product photography.

But if your business success depends on people connecting with you personally? You need this.

I'm talking about:

• Consultants and coaches who need to build trust before clients invest in their services

• Creative professionals who need to show their personality and process

• Service providers where the experience of working with you is part of what you're selling

• Entrepreneurs launching something new who need to establish credibility fast

• Small business owners competing against bigger companies who have professional marketing departments

If people are choosing to work with you (not just your company), then showing up consistently and professionally across all your marketing makes a massive difference in how quickly you can build that trust.

The Strategy Behind the Session

Here's what separates personal branding photography from just hiring a photographer to follow you around for an hour: strategy.

Before we ever pick up a camera, we need to talk about your business goals. Who are you trying to attract? What message do you need to convey? Where will these images be used? What's the feeling you want potential clients to have when they land on your website or Instagram?

Then we plan the session around those answers. We might photograph you:

• In your actual office or workspace, so people can see your environment

• Doing the hands-on work of your business

• Interacting with clients or team members (with their permission, of course)

• In locations that matter to your brand story. Maybe that's a local Phoenix coffee shop where you meet clients, or the hiking trail where you do your best thinking

• With the tools of your trade, whatever those happen to be

We also think through wardrobe changes, because you need variety. Your photos shouldn't all look like they were taken on the same day in the same outfit, even if they were. Multiple looks give you flexibility to use different images in different contexts without everything looking identical.

And here's the part that usually surprises people: we also capture some personal moments. Not everything has to be directly about your business. Photos of you with your family, enjoying your hobbies, or engaging with your community help potential clients see you as a whole person. That connection matters more than you might think.

What Happens After the Session

A good branding session doesn't just give you pretty photos. It gives you a content strategy for months.

Think about it: instead of scrambling for photos every time you need to post on Instagram or update your website, you have a library of professional images ready to go. You can batch-create social media content. You can finally send that newsletter you've been putting off because you didn't have a good photo. You can update your website without reusing the same three images over and over.

For some clients their branding photos last them two full years of marketing. That's two years of consistent, professional visual content working for their business 24/7. When you calculate the return on that investment, it's honestly a no-brainer.

The Difference Between Doing It Right and Doing It Cheap

I know what you're thinking: "Can't I just hire a photographer for a couple hours and get what I need?"

Sure. You could do that. And you might get lucky.

But here's what usually happens: you end up with a bunch of random photos that don't quite work together. The lighting is different from image to image. The vibe is inconsistent. You have eighteen photos of you sitting at your desk and nothing that shows the dynamic, interesting parts of your work. And six months later, you're back to using the same three images because nothing else quite fits what you need.

Working with someone who understands personal branding photography means you get strategic guidance throughout the process. We're not just taking pretty pictures. We're creating visual assets that do specific work for your business. Every image has a purpose. Every image supports your broader brand story.

Plus, and this is important: you need to work with someone who can help you relax and be yourself on camera. Most business owners aren't professional models. You need a photographer who can guide you through the process, help you feel confident, and capture authentic moments, not stiff, awkward poses.

Making the Investment Make Sense

Let's talk about money, because I know that's on your mind.

Professional branding photography is an investment, usually somewhere between a really nice dinner for two and a weekend getaway. For some people, that feels like a lot. For others, it's a rounding error in their marketing budget.

Here's how I think about it: What's the value of attracting your ideal client more quickly? What's it worth to show up consistently and professionally across all your marketing channels? How much time would you save by having a library of photos ready to use instead of constantly searching for (or avoiding) the visual content you need?

For most business owners, their branding photos pay for themselves many times over. Sometimes it's through the client who hired them because their website looked so professional and trustworthy. Sometimes it's through the speaking opportunity they landed because their promotional materials stood out. Sometimes it's just the mental relief of finally having this piece of their marketing dialed in.

What You Can Expect

If you're considering a personal branding session, here's what the process looks like:

We start with a consultation, a real conversation about your business, your goals, and your brand. I want to understand not just what you do, but why you do it and who you're trying to reach. This isn't a sales pitch; it's a strategy session.

Then we plan the actual photo session. We'll talk through locations, wardrobe, the specific types of images you need, and how we'll use your time together. By the time we get to the session day, you'll know exactly what to expect.

During the session itself, I'll guide you through everything. You won't be left wondering whether you're "doing it right" or what to do with your hands. We'll work through different setups, capture a variety of images, and make sure we get everything on your list.

After the session, you'll receive a gallery of professionally edited images, a comprehensive library of photos that covers all your needs. These are images you can actually use, across all your marketing channels, for the foreseeable future.

Ready to Show Up Fully in Your Business?

If you've been building your business with one headshot and a prayer, it might be time to invest in the visual content your business actually deserves.

Business branding photography isn't about vanity. It's about showing potential clients who you and your business are so they can decide if you're the right fit for them, before they ever reach out. It's about standing out in a crowded market by being unmistakably, authentically yourself. And it's about finally having the visual content you need to market your business effectively.

Let's talk about what this could look like for your business. I offer complimentary consultations to discuss your specific situation and whether a branding session makes sense for where you are right now. There's no pressure, no hard sell, just an honest conversation about what you need and how I might be able to help.

You can reach me at 480.257.6757 or schedule a consultation directly at www.ericoledermann.com/schedule.

Either way, here's the truth: you're already doing the hard work of building something meaningful. You deserve to have marketing materials that actually reflect the quality of what you've created.