How to plan a brand photoshoot
As an Edinburgh brand photographer working across Scotland, I can tell you this: planning a brand photoshoot isn’t rocket science – but try winging it, and you’ll soon wish you’d had a plan.
I’ve seen what happens when there isn’t one. A good while ago, in the days before I got so obsessed with shoot planning, a client once turned up with three outfits. None of them matched her brand colours (or each other), and all of them were crumpled from being stuffed into a bag and thrown in the back of her car. Her hair straighteners blew a fuse that morning, and the “perfect location” she chose was a café that turned out to be hosting a very noisy toddler singalong.
It was all a bit grim, to be honest.
That’s why I’m borderline obsessed with planning. It’s not about rigid shot lists and military precision. It’s about removing stress, getting clarity on what you want your images to say about your business, and making sure that when you step in front of the camera, you don’t want to crawl back under a blanket five minutes later.
If you’re reading this and wondering how to plan a brand photoshoot that gives you confidence, clarity, and genuinely useful images (not just “nice” ones), you’re in the right place. In this guide, I’ll share my best advice – drawn from years of photographing brilliant small business owners across Edinburgh and Scotland – on how to prepare for your business photography without losing your mind.
Start with why (and not just because Simon Sinek told you to)
Before you start frantically Googling “photogenic poses” or ordering 17 new jackets in panic, stop and ask yourself one thing: why am I booking this brand shoot?
It sounds obvious, but you’d be amazed how many people dive into brand photography without a clear purpose – then wonder why their shiny new images don’t actually help their business grow.
A good brand photoshoot isn’t about “looking nice”. It’s about creating visual assets that become valuable, hard-working digital marketing tools. When you know exactly what you want your images to achieve, you can plan a session that works hard for your business, not just your ego.
A client once told me she wanted photos that made her “look approachable”. Fair enough. But once we dug deeper, it turned out what she actually needed was to stop attracting bargain hunters and start drawing in clients willing to invest in her expertise. The shoot shifted from “smiley headshots” to “confident expert in action” – and guess what? Her next three enquiries were all from her dream clients. That’s the power of starting with why.
Here are a few questions to get you thinking:
Knowing your “why” saves you time, money, and a whole lot of cringing later when you realise the gallery you got doesn’t reflect who you are or what you do now.
Choosing the right photographer (spoiler: it’s not about who owns a fancy camera)
Here’s a public service announcement: owning a “proper camera” doesn’t make someone a brand photographer any more than owning a KitchenAid makes me Nigella Lawson.
Choosing the right photographer is one of the most important parts of planning your brand photoshoot. This isn’t just someone snapping your face at flattering angles – it’s a partnership. A good brand photographer will help you tell your story, capture your personality, and create images that do the marketing legwork for you long after the shoot is over.
I’ve lost count of how many clients have come to me after the “cheap and cheerful” option went horribly wrong. My favourite (if you can call it that): a consultant who used a friend’s camera skills to get “a few quick shots for LinkedIn.” The results made him look less like a trusted advisor and more like he was about to sell a second-hand hatchback from a car park. Not exactly premium brand vibes.
When you’re comparing photographers, here’s what really matters:
Don’t be afraid to email photographers with questions before booking. A good one will happily talk things through without pressuring you to commit on the spot. (And if they get huffy about it, that’s your cue to run.)
One of my favourite clients admitted later that she chose me because I was the only Edinburgh brand photographer she'd encountered who didn’t make her feel daft for asking a million questions upfront. She told me, “If you hadn’t answered those emails so patiently, I’d probably have booked the guy down the road and regretted it forever.” Moral of the story: your gut instinct is usually right.
Moodboards, shot lists, and other planning wizardry
Planning isn’t just about diaries and logistics – it’s about vision. And nothing helps nail that vision like a good moodboard.
Think of a moodboard as your secret weapon for avoiding “meh” photos. It gives us a shared visual language so we both know exactly what you mean when you say you want your images to feel “light and airy, but powerful”. (Trust me, those words mean very different things to different people.)
I once had a client describe her dream shoot as “effortlessly chic”. Without a moodboard, I wouldn't really have guessed what that meant (what with me definitely NOT being chic, effortless or not!) With her board though, I could see what was in her head was chunky knits, earthy tones, and an oversized mug of tea. Not what I'd have guessed "chic" described, but it didn't really matter. Same words, completely different perceptions. That little board saved us from a wardrobe and prop disaster.
If you want the full lowdown on how to create one that actually helps, I’ve written a dedicated post on mood boards for personal branding photography. But in a nutshell:
Once you’ve got your moodboard put together, we can use it to shape your shot list. This is where we map out must-have images – the banner shot for your website, the relaxed storytelling images for Instagram, the authoritative “I know my stuff” portrait for LinkedIn. A clear shot list means you walk away with exactly what you need, no missed opportunities.
Props, outfits, and details that don’t scream "forced branding photo"
Props and outfits can make or break your brand shoot. Get them right, and your images feel polished, natural, and on-brand. Get them wrong, and you risk looking like you’ve raided the stock photo cupboard from 2009.
I once had someone show up to a brand shoot with seven mugs “because I couldn’t decide which one says CEO energy”. Spoiler: none of them said CEO energy. He said, “I panic-bought loads of them in Sainsbury’s.” We narrowed it down to two and everyone lived happily ever after – but a little planning beforehand would’ve saved the faff. That was on me, to be fair - I should have specified the number of mugs used. I learned to be very clear in my shoot plans after that.
The key is to make thoughtful choices. Your outfits should reflect your brand personality and support the message you want to send, rather than fighting against it. Think beyond generic “smart” or “casual” labels – what do you want people to feel when they see you? If you’re unsure, my post on what to wear for a brand photoshoot is packed with practical advice that’ll save you hours of outfit angst.
Props deserve the same scrutiny. A laptop makes sense if you’re known for online coaching, but a random vintage typewriter probably doesn’t – unless it ties meaningfully to your story. Everything in frame should have a reason to be there and say something about who you are and what you do.
Colour cohesion matters too. Your props and clothing should complement your brand palette, your shoot location, and one another. You don’t want your website banner to look like a jumble sale exploded across it. And when it comes to both clothes and props, less really is more. You don’t need 15 outfit changes or a suitcase full of accessories to get variety. Often a single well-chosen scarf, notebook, or coffee cup does more heavy lifting than a full wardrobe switch.
When you plan props and outfits with intention, your images look professional, purposeful, and – crucially – like you.
Locations: where you shoot is as important as what you wear
The right location can make your photos sing. The wrong one can make even the best outfit and most charming smile look awkward and out of place.
Think of your shoot location as part of your brand language. If you’re a high-end consultant, a cluttered kitchen table might not scream “investment-worthy expert”. Equally, if you’re a relaxed, outdoorsy coach, a sterile boardroom might feel like you’ve been kidnapped for a corporate headshot session.
One of my clients had a brand photo shoot done down south a few years ago and told me she'd insisted on shooting in a café “because that’s what all the cool entrepreneurs on Instagram do”. She and her photographer turned up to find sticky tables, fluorescent lighting, and a coffee machine that sounded like a jet engine taking off. She never used a single photo. We reshot here in Edinburgh in a quiet, sunlit space that actually reflected her brand – and those images still get her booked years later.
If you’re not sure where to start, I’ve put together a guide to the best locations in Edinburgh for brand photo shoots that covers everything from leafy parks to modern workspaces. You’ll find options to suit every vibe – professional, creative, laid-back, or luxe – without the stress of scouting last-minute.
A few quick tips:
A great location feels effortless, but it’s rarely an accident. Plan ahead, think about your audience at all times, and you’ll have a setting that elevates your images instead of distracting from them.
Timing is everything (and why last-minute panics are overrated)
Here’s a universal truth: trying to book a brand photoshoot last-minute is like trying to get a table at Edinburgh’s most popular brunch spot on a Sunday. Technically possible, but you’re going to be stressed, sweaty, and probably disappointed with the outcome.
Good brand photography takes time to plan properly – both on your side and mine. I recommend booking at least 4–6 weeks ahead, and even longer if you’re dreaming of a seasonal theme or a specific location that gets snapped up quickly (for example, spring and summer Airbnbs in Edinburgh are gone before you’ve even finished your coffee).
Planning ahead makes life easier for everyone. It gives you breathing space to choose outfits and props without panic-buying ten jumpers that “might work”. It leaves time for practical prep, like booking a haircut that doesn’t clash with your busiest week of the year. It also means you’re not left begging a photographer for a last-minute slot, only to find the only availability is 7am on a rainy Monday. And if you’re after those fleeting cherry blossom shots, no amount of wishful thinking will make May blooms appear in June – nature waits for no one.
Booking early is also kinder on your cash flow. Many photographers, myself included, offer staged payments over a longer lead time, which feels far less painful than having to pay everything upfront at the last minute.
I once had someone call me on 15 December asking if I could “just squeeze in a Christmas-themed shoot before Friday”. The only available options were either 6am in a sleet storm or after dark under some fairy lights. Neither screamed “festive joy”, so we sensibly pushed it to the following year instead.
And here’s the big picture: visuals don’t just make your website look nicer. They shape how clients think and feel about you. Done well, they’re processed faster than text, remembered for longer, and can create instant emotional connection. This Forbes article on why visuals are the key to building stronger customer–brand connections explains how the right images boost engagement, memorability, and trust – all the more reason to give your brand shoot the time and thought it deserves.
The secret ingredient: a photographer obsessed with strategy
You can plan your heart out – outfits, props, Pinterest boards, mood lighting – but if your photographer isn’t thinking strategically, you’ll still end up with a gallery of “pretty pictures” that don’t actually help you SELL.
That’s where I’m different. I’m not just there to make you look presentable in good lighting. I’m there to help you think about how these images will work for you – how they’ll connect with your ideal clients, support your positioning, and make showing up online feel less like a chore and more like a natural extension of your brand.
My clients don’t just leave with pretty portraits. They leave with a carefully considered image library that’s built around their goals, their audience, and their marketing plan. That’s why I spend more time on planning and strategy than I do behind the lens. It’s not overkill – it’s the reason the photos actually do their job.
One of my clients once joked that I should have been a brand strategist, not a photographer. We spent an hour mapping her services, messaging, and client journey before we even discussed locations or outfits. Her feedback a month later? “I’ve never felt so confident showing up online. My photos finally match how I want to be seen.” That’s the power of strategy-first brand photography.
If you’re ready for images that don’t just flatter you but also help your business grow, you can read more about my brand photography packages and services to see what’s possible. And if you’re not quite there yet but want a clear head start, get hold of my free brand shoot planner – it’s designed to help you pin down your purpose, plan your must-have shots, and walk into your session knowing you’ll get photos you can actually use.
Are you an Edinburgh or Glasgow-based small business needing professional headshots or brand photography for your website, social media, or PR?
I work with service-based small business owners across Scotland 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.
