I’m an Edinburgh branding photographer – and a huge planner. Are you like that too? Or are you secretly hoping your photographer will wing it, go with the flow, and let the creative juices guide the shoot?
There's possibly a place for both approaches ... maybe ... in a universe far, far away! And definitely not a universe I ever want to be in as I've got both feet very firmly in the "planner" camp.
Here's why.
Why planning your brand photoshoot matters
Brand photography is an investment – not just of money, but of time, energy, and trust. And like anything important in business, the more thought you put into it beforehand, the better the results will be.
Planning isn’t about being rigid or sucking the spontaneity out of your shoot. It’s about creating the conditions for clarity, confidence, and creativity to thrive. When you know what you’re aiming for – and why – you show up differently. You feel more prepared, more in control, and more yourself in front of the camera. (If the idea of brand strategy still feels a bit fuzzy, this guide from HubSpot offers a great overview of what it is and why it matters.)
And from my side of the lens? Planning means I understand your business. I know the stories we need to tell, the details that matter, and the kind of connection you want to create with your audience. That insight is what transforms your photos from generic to genuinely strategic – images that work as hard as you do.
A solid plan gives us:
- A clear sense of purpose and direction
- Confidence that nothing important will be missed
- A smoother, more enjoyable experience on the day
- The freedom to be creative because the essentials are already covered
Whether we’re shooting for an hour or a half-day, good planning means we can make the most of our time – and you end up with a collection of brand images that feel authentic, aligned, and genuinely useful across your marketing.
Why “going with the flow” doesn’t cut it
There’s a myth that the best photos happen spontaneously – that creativity needs to be unplanned, or that you should simply turn up and “see where the mood takes you.” And while that might work for relaxed family sessions or carefree holiday snaps, brand photography is a completely different beast.
This isn’t just about taking a few nice pictures. It’s about creating purposeful, personality-led images that help you build trust, connect with the right people, and make sales. That kind of clarity doesn’t come from winging it. It comes from knowing exactly what you want your photos to say – and having a plan to get there.
Without preparation, too much energy on the day goes into decision-making. You end up second-guessing what you’re doing, whether you’re getting the right shots, and if the time and money you’ve spent will pay off.
That’s not the experience I want for you.
I want you to feel supported and calm from start to finish. And that’s exactly why I bring structure, strategy, and forethought to every shoot. You can relax and enjoy the process, knowing everything important is already mapped out.
Introducing shot lists - and why they matter
A shot list is exactly what it sounds like: a list of the images we want to create during your brand shoot. But it’s so much more than a checklist.
Your personalised shot list is a visual to-do list rooted in strategy. It’s the outcome of everything we’ve discussed in your planning session – your brand personality, your audience, your values, your offers, and your content needs. It brings all of that together and turns it into a clear, practical plan for shoot day.
A well-planned shoot gives you more than just a gallery – it creates a cohesive collection that supports your marketing strategy. Here’s why having a curated brand photo collection matters.
Instead of just hoping we’ll get what you need, the shot list gives us a framework. We’ll know what types of images to prioritise – headshots, behind-the-scenes moments, workspace details, action shots, storytelling scenes – and where and when we’re going to capture them.
On the day itself, I’ll often have my folded-up A4 printout tucked into a back pocket or camera bag. It keeps us focused and efficient without ever feeling rigid. You won’t need to remember everything we talked about, and neither will I – it’s all right there, helping us stay on track.
In short, the shot list is how we make sure we get the images you need – not just the ones that happen to unfold. There’s good reason for this: visual content is proven to increase engagement and recall in marketing, making it one of the most powerful tools in your brand toolkit.
Does a shot list kill creativity? (Spoiler: it doesn’t)
If you’re someone who worries that too much planning might stifle creativity, you’re not alone – it’s a concern I hear more often than you’d think. But here’s the thing: a good shot list doesn’t restrict creativity. It supports it.
Think of the shot list as a foundation. It gives us something solid to build on, so we’re not scrambling to remember ideas or improvising under pressure. With the essentials mapped out, we’re free to respond in the moment – to the light, the space, your energy, and all those small serendipities that only happen on shoot day.
Some of the most natural, relaxed, personality-filled images I’ve ever taken have come from spontaneous moments within a well-planned session. The creativity isn’t lost – it’s just anchored. And that’s what allows us to strike the right balance between purposeful storytelling and authentic, in-the-moment magic.
Planning doesn’t mean you’ll feel stiff or over-posed. It means you can show up with clarity, confidence and the mental space to simply be yourself – knowing everything else is taken care of.
How much can we fit into a shoot – and why energy matters
One of the biggest misconceptions about brand photography is that you can cram a hundred ideas into an hour and still look relaxed, confident and composed in every shot. The truth? Your energy on shoot day matters just as much as your outfit or your location.
That’s why I build your shoot plan – and your shot list – around realistic expectations. We’ll be aiming for quality and variety, not quantity for the sake of it. I’ve been doing this long enough to know that most people hit a natural dip in focus and energy after a few hours (and no one wants their brand to be represented by a photo of them silently begging for a nap and a gin).
So whether you’ve booked a one-hour shoot or a longer session, we’ll plan accordingly. We’ll choose locations that make logistical sense, pace your outfit changes, and sequence the shoot so we capture the most important images while your energy is high.
Planning this way doesn’t just protect your stamina – it gives you the best chance of loving how you look in your final images. Because the camera picks up on more than just your clothes. It captures your energy, your confidence, and how you feel in the moment.
What goes into the shot list?
No two brand shoots are ever the same, and that’s exactly how it should be. Your brand is unique – so your shot list will be too.
After our planning session, I’ll know the practical details: where we’re meeting, what you’ll be wearing (here’s my full blog post on what to wear for your brand photoshoot if you’re still deciding), which props or tools you’re bringing, whether anyone else is involved, and how much time we have to work with. But just as importantly, I’ll have a strong sense of your goals, your audience, and the story you want your brand to tell.
From there, I take the flexible “template” I’ve developed over years of brand photography and adapt it just for you. We might focus more on storytelling sequences, or on showcasing your workspace, or on a range of headshots for different platforms. It depends entirely on what you need your images to do.
If location plays a key role in your brand, you might also enjoy my blog post on the best Edinburgh locations for brand photoshoots, where I walk through real-life examples and what each setting can convey.
You’ll always get a copy of the shot list before the shoot, so we’re on the same page and you can ask about anything you’re unsure of. It’s not a rigid checklist – more like a shared roadmap to guide us through the session and make sure nothing important gets missed.
How to plan a brand photoshoot
What happens once the planning’s done?
Once the planning session is complete and the shot list is finalised, everything starts to feel real. You’ll know exactly what to bring, what to wear, and how the shoot will unfold – no last-minute panic, no guesswork, no turning up hoping for the best.
If we’ve identified the need for any specific props, outfits, or locations, you’ll have time to gather those. I’ll take care of the rest – managing the timings, guiding you through the session, and making sure we stick to our plan while still leaving room for creativity.
You won’t need to hold the whole plan in your head. That’s my job. On the day, you can focus on being present, feeling relaxed, and letting your personality come through. I’ll gently direct and support you throughout, using the shot list as our guide while staying flexible to whatever the day brings. If you’d like ideas for how to make the most of those images once you have them, my guide on how to use your brand photos is full of practical advice.
When you’re not worrying about logistics, you show up differently. You feel lighter, more confident – and that’s exactly what makes your images sing.
How to know if a photographer’s planning process is right for you
Every photographer has their own approach. Some lean into spontaneity, others have a more structured process – and there’s no one-size-fits-all. What matters is finding someone whose way of working makes you feel supported, prepared, and confident in front of the camera.
If you’re someone who likes to know what to expect, who values clarity, and who wants to feel in safe hands from start to finish, it’s worth asking a few things before you book:
- Do they help you plan your shoot in detail?
- Will they guide you through brand clarity, locations, outfits, and props?
- Do they create a personalised shot list based on your business goals?
- Are they happy to share that list with you before the day?
The answers to those questions can tell you a lot about what your experience will be like. For me, good planning isn’t about control – it’s about care. It’s my way of showing you that I understand your business and I want your shoot to be as useful, enjoyable, and successful as possible.
Oh, and if you know you’ll need regular seasonal content, my brand photography subscription package offers quarterly shoots with planning built in – ideal for staying visible all year round.
Ready to plan your own brand photoshoot?
If you’ve been thinking about booking a brand photoshoot but weren’t sure where to start, I hope this has given you a clearer picture of what planning really looks like – and why it matters so much.
My clients often tell me that the planning process is what makes everything feel doable. It turns a vague idea (“Hmm, I should probably get some photos done”) into a confident step forward in their business. And it’s always tailored to you – your goals, your brand, your energy, and your audience.
Drop me an email or book a free call – we’ll have a proper chat about how to show the heart of your business through impactful, strategically designed brand photography. The kind that becomes one of your most valuable digital assets, quietly working for you around the clock.
Together, we’ll plan a shoot that feels relaxed and well thought-out – and leaves you with a set of images that work as hard for your business as you do.
Are you an Edinburgh or Glasgow-based small business needing professional headshots or brand photogaphy for your website, social media, or PR?
I work with local service-based small business owners who need to show what makes their brand unique and stand out from their competition. We work together to tell the story of your brand in images, so you'll attract the clients you'll love to work with and propel your business forward.
Drop me an email or book a call with me - we'll have a good chat about how we can show the heart of your business in high impact, strategically designed brand photography which becomes one of your most valuable digital assets, working for you round the clock.
