How to choose the right brand photographer in Edinburgh or elsewhere in Scotland
Finding the right brand photographer for your small business isn’t as simple as booking someone who takes “nice” photos. You need images that work hard for you – visuals that reflect your personality, express your values, and help your audience trust you enough to buy. And that takes more than just technical skill. It takes strategy, insight, and a photographer who really gets what you’re trying to do.
If you’ve been scrolling through websites and Instagram feeds wondering how on earth to choose, you’re not alone. Edinburgh and the rest of Scotland are full of talented photographers – but very few of them specialise in brand photography. And that distinction matters.
In this guide, I’ll share exactly what to look for when choosing a brand photographer, along with some insider tips from my time in the industry. Whether you’re planning your very first shoot or thinking about booking someone new, this will help you find a photographer who’s not just creative, but commercially smart, and who can help your brand truly connect.
Finding the right photographer for your personal brand photography can be overwhelming, can't it?
You know that you need professional brand photographs for your small business, and you know how it works.
But ... At first glance it may seem like everyone and her sister is a photographer, and trying to find someone who understands what imagery you need to help grow your business and connect with your audience can feel like looking for a needle in a haystack.
I want to help make that process easier for you, so I’m going to share five things you simply MUST be aware of when choosing a personal brand photographer.
I’ll share my industry insider knowledge plus give you some extra tops tips which will help ensure that you book the best personal branding photographer for your needs.
Let's crack on!
1
Make sure they specialise in brand photography (not just portraits)
Not all professional photographers are brand photographers – and that’s where a lot of confusion begins.
Many brilliant photographers have spent years honing their craft in portrait, wedding, or lifestyle work. They know how to make people look great in front of the camera. But brand photography is a different discipline entirely. It’s not just about capturing your face – it’s about capturing your business.
A true brand photographer takes time to understand your goals, your audience, and the message you want to communicate. They won’t rely on the same tired formula (coffee shop latte, anyone?) or expect you to show up with all the ideas. Instead, they’ll create a shoot plan tailored to your brand – with image types and storytelling moments that support your marketing.
This is about more than pretty pictures. It’s about creating a cohesive set of visual assets that reflect who you are and what you offer – and help you sell more effectively online.
If you’re investing in photography to grow your business, don’t settle for someone who “also does headshots.” You need a photographer who leads with branding expertise and has a proven process for turning your business into images that connect.
PRO TIP: Look for variety and ask to see a single client’s full gallery
Check your photographer has a wide variety of images that vary from client to client.
Why not ask to see a full gallery from a single client?
You’ll see more than just the best images that were posted on their website and you’ll get a better sense of how much variety you can expect from a single shoot and how well she captures a client’s brand.
2
Make sure they understand branding and marketing principles
The right brand photographer doesn’t just know how to use a camera – they understand how your business works.
Brand photography isn’t just about looking good. It’s about creating the kind of visual content that supports your marketing strategy, helps you stand out in your industry, and builds trust with your ideal clients. That means your photographer needs to understand more than lighting and lenses – they need to grasp branding.
Can they help you uncover your key brand messages? Do they ask about your target audience, your values, your offers, and your positioning? Are they able to interpret that into visuals that feel consistent across your platforms?
If they can't do that, you’ll likely end up with a gallery of nice images that don’t do much for your business. They might look lovely on your Instagram grid, but they won’t move the needle.
A good brand photographer will help you identify what your photos need to say, and make sure your final images align with that. They’ll shoot with purpose – thinking about where you’ll use each image, what it should communicate, and how it fits within your wider brand presence.
This isn’t just about aesthetics. It’s about strategy.
3
Ask about planning and strategy, not just about the shoot day
One of the clearest signs you’ve found the right brand photographer? They don’t just ask what time to meet – they want to understand your business first.
Strategic planning is what transforms a photoshoot from a rushed collection of headshots into a cohesive, conversion-focused image library. A brand shoot shouldn’t begin with your first photo – it should begin with a conversation. One where your photographer asks about your goals, your clients, your values, and how you plan to use your photos.
Do they offer a planning call? Do they send you a questionnaire or brand workbook? Do they help you shape your visual storytelling and create a proper shoot plan?
These are good signs you’re in expert hands.
At a minimum, your photographer should provide a detailed shot list, a structure for the session, and clear guidance on what to bring. This doesn’t limit creativity – it enables it. When everyone’s aligned, you get better results.
If you want to see what a well-planned shoot can do for your business, have a look at how I plan brand photography sessions strategically.
Because without a plan, you’re just hoping for good photos. With one, you’re making sure they work hard for your brand.
4
Understand your image rights and usage - what are you allowed to do with your brand photos?
This one’s not glamorous – but it’s vital. Before you book a brand photographer, make sure you understand exactly what you’re allowed to do with your images.
Many traditional photographers retain tight control over their photos. That might work fine for family portraits or wedding albums, but as a business owner, your needs are very different. You might want to crop, add text, overlay a logo, resize for Pinterest, or repurpose for Facebook ads – and not every photographer will give you permission to do that.
In the UK, copyright by default belongs to the photographer – not the client – unless otherwise agreed in writing. You don’t need to purchase full copyright in most cases, but you do need a licence that gives you the freedom to use and adapt your images for commercial purposes. If you’re not sure what that means, this GOV.UK overview on copyright is a good place to start.
The best brand photographers will be upfront about this. You should be able to use your images however you need to – on your website, socials, printed materials, digital downloads, and anywhere else your brand shows up.
Before you book, ask to see a sample contract or usage licence. A good photographer will clearly explain what you’re allowed to do with your images – and won’t make you jump through hoops just to crop or repurpose them. Your visuals should be flexible, usable, and designed to support your business wherever and however you need them.
5
Don’t let mandatory crediting damage your conversion rates
Crediting your photographer is a lovely thing to do, and most of us really appreciate it when it’s appropriate. But a professional brand photographer will never require you to give credit in places where it could cost you business.
Here’s why it matters.
Every time you include a credit link to another business – especially on high-converting pages like your sales page, booking form, or paid ads – you’re potentially sending your audience away from the action you actually want them to take. Even something as small as a hyperlink can cause distraction and reduce your conversion rate. (This article from the Nielsen Norman Group explains why.)
Your brand photographer should understand that. They should give you full permission to use the images wherever you need – no credit required. And they should never insist on credit as a condition for using your own business photos.
That said, you might also want to ask how they plan to use the photos they take of you. Some clients are more than happy for their images to appear in the photographer’s portfolio or social channels, but others – especially those with large audiences or confidential work – may want to limit that. A good photographer will be happy to discuss it with you in advance and find a balance that works for both of you.
(If you're hiring someone for headshots only, the same still applies – you can read more about what’s included in a headshot session here.)
6
Look for variety and brand alignment in their photography portfolio
A strong portfolio doesn’t just showcase beautiful images – it shows whether the photographer can visually interpret each client’s brand.
When you’re reviewing someone’s work, look for variety. Do all the photos feel like they could belong to the same business? Or is it clear that the photographer has taken time to reflect each client’s personality, values, and audience in a unique way?
One of the best ways to assess this is to ask to see a full gallery from a single shoot. This gives you a much clearer sense of how much variety they can create for one brand – and whether they’re capable of telling a full visual story, not just delivering a few strong hero images.
Pay attention to locations, styling, expressions, and energy. Do the images feel aligned with the type of business they represent? Are they genuinely useful across multiple platforms? Could you imagine them working in website banners, social content, or sales pages?
If location plays a key role in your own brand, it’s also worth asking whether they can help you find settings that fit your aesthetic. I’ve written a full guide to the best Edinburgh locations for brand photoshoots, if you’d like some inspiration.
7
Make sure you actually like them - you're going to be spending a bit of time in their company!
It might sound obvious, but it’s worth saying: if you don’t like your photographer, your shoot will be harder than it needs to be – and it will probably show in the photos.
Brand photography isn’t just about standing in front of a camera. It’s about feeling relaxed, confident, and seen. You need to trust the person behind the lens enough to let your personality come through – because the more comfortable you feel, the more natural and engaging your images will be.
This is especially true if you’re camera-shy, if this is your first shoot, or if you’re thinking about working with them on a regular basis (like a subscription package). That connection really matters.
Before you book, take time to explore their website, read their blog, watch their videos (if they have any), or book a quick discovery call. You’ll quickly get a sense of whether you’ll get on.
And remember – a good brand photographer will guide you every step of the way. From helping you choose outfits (like in this post on what to wear for your brand photoshoot) to choosing locations and props, they’ll support you so that nothing feels awkward or overwhelming.
You don’t need to be best friends – but a warm, collaborative relationship can make all the difference to how you show up on camera.
BONUS TIP
Consider a subscription if you need regular content
If you’re active on social media or regularly update your website, one brand shoot probably won’t be enough. A single session can give you a great foundation, but if you want to stay visible and relevant throughout the year, you’ll need a steady stream of fresh images that reflect the seasons, your services, and the evolving story of your business.
That’s where a subscription comes in.
Instead of scrambling for new content every few months or having to start from scratch with a new photographer each time, a subscription gives you regular shoots (usually quarterly), planned around your marketing calendar. Your photographer gets to know your brand deeply – and the whole process becomes faster, easier, and more effective with every session.
You’re not reinventing the wheel. You’re building on what already works.
My brand photography subscription package includes four shoots per year, with planning calls built in, so we’re always one step ahead. It spreads the cost, simplifies your content planning, and keeps your brand looking consistent and current all year round.
Find someone who gets you (and your business)
Choosing the right brand photographer is about far more than pretty pictures. It’s about finding someone who understands your goals, your audience, your values, and knows how to translate all of that into images that actually help your business grow.
So before you book, ask the right questions. Look for someone who specialises in brand photography, understands marketing, offers a strategic planning process, and gives you the freedom to use your images however you need to. Make sure you feel comfortable with them, and that their work reflects the individuality of every client they shoot.
If you're looking for a brand photographer in Edinburgh or elsewhere in Scotland – someone who blends creative storytelling with brand strategy, and who genuinely cares about your business – I’d love to hear from you.
Get in touch to book a free discovery call, or take a look at my full range of brand photography services to explore which package might suit you best.
Let’s create something that truly reflects who you are – and helps your audience see it too.
