top of page


So you're a service business owner, a lifestyle brand, a blogger or an instagram influencer, you understand that professional photography is necessary for your business to thrive, but when it comes to understanding the type of photography that will best suit your brand, you're a little confused. The best way to get the most out of your investment with a photographer is to have a clear understanding of the different types of brand photography and the purpose of each.

(If you are a product business, you should head on over to my previous blog post where I talk specifically about types of product photography.)

So here we go, 5 types of brand photography coming at you...


Personal branding is basically how people perceive you online. Your online presence is your first method of communicating with your audience before you even know they are there, and before they may actively communicate with you directly via comments, messages or via your website. In short, personal branding photos are photos of you that are purposefully shot to illustrate your personality.


~ Authentically sharing the personality behind the face.

~ Gauging interest, connection and trust with your audience.

~ Holistic brand building.

~ Creating relatable elements for your audience and encouraging them to spend longer and engage more in your digital spaces.


Since this is about sharing your own life and your personality, include your family, pets or friends in these photos, write it off as a business expense and viola! - you've also got family photos ready for Christmas gifts.


Similar to personal branding, lifestyle photography is more about showing the life of the people or person behind the brand. These photos are taken as someone goes about their normal life.


~ Creating aspirations and emotions.

~ Creating connection and relatable content.

~ Illustrating geographic location.


This kind of photography is about life, so it can be literally anything! Don't limit your thinking here - getting a coffee at their local cafe, picking up some fresh food at the markets, playing with their kids, talking a walk on the beach, catching up with friends, hanging at home, the list goes on. Tagging the location in your photos may also encourage the business to share your photo for additional exposure.

Lifestyle photography


The obvious thought is that because you don't have products to utilise, photography for a service business is somewhat limited, but you couldn't be more wrong. The options for content are more varied than you might think.


~ Introducing the business founders and team members to your audience.

~ Visually illustrating what your service is.

~ Showing the team in action or your service being delivered.

~ Sharing customer stories.


Think about each aspect of your client's journey when using your service, map it out on paper and use that as the base for your brief to your photographer. Having an in depth understanding of how your service works and is delivered will ensure more impactful photos.

Service business photography

Service business photography


Also known as "profiles photos," the more traditional kind of photos of people in business. Not too much to really explain here, these are the basic, face to camera type photography, quick and easy.


~ Your website's about page.

~ Your Linked In, Facebook or Instagram profile photos.

~ Sending to a third party if you're doing a speaking gig or if you're pitching to someone.


This is a great way to start to get comfortable in front of a professional lens. If you think you're going to require ongoing content and be part of multiple shoots for your brand, this is a great starting point.


So, you've done a few shoots featuring people, but sometimes you need a little extra content to break up the back to back faces. Content creation is simply that - photos created to provide some extra content for your digital platforms, which may not necessarily be directly linked your service.


~ Helping to set the tone of your business.

~ Filling your digital platforms with prettiness.

~ Breaking up the sales type posts.


The best place to start with content creation is with your copy. Figure out what you want to say and then use the theme to figure out what you need to shoot. For example: you may be talking about taking time out to relax, so the photo setup may be a cosy blanket and cup of tea. If there's a specific point you are trying to make linked to your service, that point may be highlighted in a book, so a flatly of that book with some other interesting props would be perfect.

Content Creation - content photographer

So now that you are you a bonafide brand photography whiz, you've got zero excuses to not be getting your sh*t together and get in front of a camera - but if you are a tad nervous about it all, you might want to check out 6 ways to calm your nerves before a shoot.



bottom of page