Recently, I had the pleasure of working with a licensed therapist who came to me for help as she prepared to launch her own practice. She was in the middle of building her website and wanted her images to reflect who she truly is — vibrant, approachable, and deeply passionate about helping others.
Before we ever picked up the camera, we spent time discussing what message she wanted her photos to convey. Essentially her brief. This conversation allowed us to align on everything from location and setting to expressions, wardrobe choices, and color palette. Her goal was clear: to capture a series of images that communicated her genuine warmth and approachability. She wanted anyone visiting her website to get an immediate sense of the kind of therapist she is — compassionate, authentic, and trustworthy.
To bring this to life, we moved away from a traditional studio backdrop and opted for an environmental setting that felt more natural and inviting. We introduced warm tones and carefully selected outfits that struck the perfect balance — some casual enough to say, “I’m here with you, I’m accessible”, and others with a touch of polish to convey professionalism without sacrificing warmth.
In her book Cues, Vanessa Van Edwards explains that true charisma is built on a blend of competence and warmth. When you strike that balance, you project authenticity, capability, and connection — all within the first few seconds of someone seeing your image.
That’s exactly what thoughtful, intentional personal branding photography can do. Whether you're planning headshots, branding portraits, or lifestyle images for LinkedIn, your website, or social media, take the time to get clear on your message and intent before stepping in front of the camera. It makes all the difference — and helps ensure your images work as hard for your success as you do.
Takeaway - if your photographer is not asking for this - make sure to clarify your goals for them.