One of the biggest mistakes I see people make when building a personal brand is saying their ideal client is “anyone, really.” Often, it comes from either the want/need to just want any business or a lack of direction. Or both.
But the thing is, no business is actually for everyone. And the brands that do this well know it.
Take McDonald’s, Louboutin, Sweaty Betty, Prada, Gucci or Hermès. None of them are trying to appeal to everyone. In fact, part of what makes them successful is that they don’t.
Some people love them. Others feel completely indifferent towards them.
I’m firmly in the second category when it comes to luxury fashion. Those brands could throw every marketing tactic at me and I still wouldn’t suddenly want a £3,000 handbag.
But put me in front of Lush, Oliver Bonas or a cute independent coffee shop with warm lighting, handmade ceramics and aesthetically pleasing packaging? That’s my kryptonite. If I had unlimited money, I’d probably spend half of it there. And that’s not random. Those brands know exactly who they’re speaking to.
It’s in their messaging, but also in their visuals. The colours they use. The textures. The tiny details. The atmosphere they create. The way they present themselves online and in person. I respond to it because I’m their ideal client.
And your business works the exact same way.
Your Photos Should Speak To The Right People
This is why I don’t just show up with a camera and hope for the best during a personal branding shoot.
Before we even take photos, I ask you to fill out a questionnaire. And this year, I’m taking that one step further by also giving clients an optional workbook to help them dig deeper into their business, messaging and ideal clients. It’s not that I enjoy giving you homework – I know you already have plenty to do – but knowing who you want to reach with your business is vital for images that help you do exactly that.
All of that information shapes the entire session. It informs:
- what we photograph
- where we shoot
- what details we include
- how the images feel
- where the images will actually be used
- and ultimately, who they will attract
Because photos alone won’t magically get you clients. Beautiful images without strategy are just… beautiful images.
The most effective personal branding photos happen when your visuals, personality, offers and messaging all work together. That’s when people start paying attention and when potential clients feel like your business was made for them. And interestingly, that also means some people won’t connect with your brand, which is completely fine.
Actually, it’s necessary. Because when your brand tries to appeal to everyone, it usually ends up connecting with no one properly.
The Goal Isn’t To Be Universally Appealing
The goal is not to make everybody like you. The goal is to make the right people feel seen, understood and drawn to your work. That’s what strong branding does.
And your photos should support that, not dilute it.
The people who are meant for your business should look at your photos and feel something. Familiarity, curiosity, trust, recognition. That’s not coming from perfect branding but happens when everything you put out feels intentional and honest.
That’s the difference between simply having photos of yourself online and building a personal brand that actually connects with people.
So, if you feel like you don’t really know who you’re speaking to yet but you know you need photos – my questionnaire and workbook can help you with both. Curious what that looks like? Get in touch and let’s talk about it!
