Pre-Shoot Prep: How to Get the Most Out of Your Branding Session

Here’s the deal: a branding photo or video shoot can either be a smooth, confidence-boosting experience that makes your business look amazing, or a stressful blur that leaves you muttering, “Well, that could’ve gone better.”

The difference isn’t luck. It’s preparation.

Good prep doesn’t mean overplanning or pretending to be a model. It means showing up with intention so your visuals look like you, on your best day, with your best lighting.

If you’re a small business owner gearing up for a shoot, here’s how to make sure your time, money, and energy actually pay off.

Step 1: Know what you want your visuals to say

Before you think about outfits or locations, figure out your message.

Your visuals should tell people something specific about your business: who you serve, how you help, and what you’re like to work with.

Are you a friendly neighborhood expert? A high-end consultant? A creative powerhouse? Each of those stories looks completely different in photos and videos.

Write down three words that describe how you want people to feel when they see your visuals. Confident. Approachable. Sophisticated. Energetic. Whatever fits your brand.

Those words become your anchor. They’ll guide every choice that follows.

Step 2: Pick clothes that fit your brand (and your body)

The goal isn’t to look fancy. It’s to look like the version of yourself you’d want a client to meet on your best day.

Choose clothes that fit well, reflect your brand colors, and make you feel confident. Avoid busy patterns, big logos, or anything that fights for attention.

If your business leans classic and professional, stick with neutrals and clean lines. If your brand’s more creative or bold, color and texture can work in your favor.

Step 3: Choose a setting that tells your story

Where you shoot matters almost as much as what you wear.

Your background should match your message. A therapist might use a calm, welcoming office. A baker might choose a bright kitchen. A marketing consultant might go for a modern co-working space.

Think of your location as an extension of your brand personality. Does it look like the environment where your clients would expect to find you? Does it make sense for your work?

If you’re unsure, talk to me. I’ve seen what works, and what doesn’t, and can help you choose a space that fits your story.

Step 4: Bring props that feel real

Props help tell your story and give you something to do with your hands, which keeps things natural instead of stiff.

Use items that belong in your actual work life. Laptops, notebooks, coffee mugs, tools, product samples, even your phone. The goal isn’t to stage a scene, it’s to give context.

If you’re a designer, show your sketches. If you’re a realtor, hold a clipboard or keys. If you’re a business coach, jot something down while talking. Simple actions look authentic and make your visuals come alive.

Step 5: Don’t show up exhausted

You’d be amazed how many people roll into their photo session running on caffeine and panic.

Do yourself a favor: get sleep, drink water, and eat something that won’t make you crash halfway through. Block time on your calendar so you’re not rushing from one meeting to the next.

The camera sees everything… especially stress. If you’re relaxed and focused, it shows. And that’s what makes your visuals look confident, not forced.

Step 6: Talk to me before the shoot

A branding shoot isn’t a surprise party. The best results come when we’re on the same page.

Share your goals, your vibe, and any insecurities you might have. I’ll plan around that.

If you hate your left side, say it. If you want to highlight your team dynamic or your workspace, mention it. Communication upfront saves time and awkwardness later.

A great session feels collaborative, not performative. You’re not just being photographed, you’re co-creating your brand image.

Step 7: Think beyond the day of the shoot

The photos and videos you create aren’t just for your website. They’re assets you’ll use across everything: social media, ads, email campaigns, speaking engagements, maybe even that new press feature you’re hoping for.

When you plan ahead, you can capture a variety of shots and footage that give you flexibility for months. A mix of horizontal, vertical, posed, and candid options will stretch your content further and save you from scrambling later.

Professional visuals aren’t one-time expenses. They’re reusable marketing tools that keep working long after the camera’s packed away.

The bottom line

You can’t fake preparation. When you show up ready, it shows in every frame.

Your visuals will look confident because you feel confident. Your brand will look cohesive because you planned with intention. And your investment will pay off because you made sure it had direction.

So take the time to prep. Choose outfits that feel like your brand. Pick a location that fits your story. Communicate with your photographer.

You don’t have to be camera-perfect. You just have to be prepared.

(Robotically written by ChatGPT, lovingly edited by Bob.)

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View Open Aperture Photography’s photography and videography portfolios here.