Not long ago, I met a client for coffee here in Edinburgh. She’s a highly skilled coach, brilliant at helping others shift their mindset and show up more confidently in their lives and businesses.
But when we started talking about her own visibility, she said apologetically, “I’m not photogenic. That’s why I’ve never booked a proper shoot before now.”
It wasn’t the first time I’d heard that, and sadly it won’t be the last.
For many women, especially those running thoughtful, values-led businesses, not feeling photogenic is one of the biggest unspoken barriers to brand visibility. And while we don’t always say it out loud, the feeling lurks quietly in the background:
So we delay. We avoid booking shoots. We put off updating our websites and instead use old photos we don’t love, or crop ourselves out of group shots, or – more often than not – we just don’t show up visually at all.
Where the HELL does “I’m not photogenic” come from??
Usually, it isn’t something we’re born believing. It’s something we’ve internalised over years of bad experiences. School photos where your smile felt forced, being caught at unflattering angles in group pictures, friends tagging you in snaps you didn’t approve (thank god Facebook's taken a nosedive in popularity) ...
Or worse – no one ever showing you how to feel confident in front of a camera.
If every experience you’ve had with photography has made you feel stiff, judged, or uncomfortable, it makes sense that you’d believe the issue is you. But that's just plain wrong, Because it’s the environment that was wrong – not your face. There’s real psychology behind the belief that we don’t photograph well - this article from Psychology Today explains where that feeling often stems from.
You’re not unphotogenic. You’ve just never had a shoot where you felt truly supported.
What does ‘photogenic’ really mean anyway?
The word itself is unhelpful. It implies that some people are simply destined to look good in photos while others aren't. But in my experience – after nearly two decades of photographing women in business – the people who say “I’m not photogenic” are usually some of the most interesting, expressive, and engaging people I’ve ever worked with.
They just need to feel safe. They need gentle guidance. And they need a photographer who sees who they really are.
Feeling good in front of the camera isn’t about being born with the perfect features. It’s about trust, comfort, and how you’re directed. It's about how you’re encouraged, how you're framed, and how you’re reflected back.
Once those conditions are in place, you start to relax. You drop your shoulders. You stop trying to pose. And that’s when we start to see the real you.
Why this belief is holding your business back
I’ve worked with so many brilliant women who’ve built successful, purpose-driven businesses and still feel held back by the belief that they’re “not photogenic.” And because of that, they delay booking a shoot. They stick with low-quality or outdated photos. Or they disappear from their own marketing altogether – hiding behind their logos, their text, or generic stock imagery.
The problem is, we live in a visual world.
Clients want to see you. They want to connect with the person behind the business. They’re more likely to engage, trust, and buy from you if they feel like they know you – and that starts with a strong, authentic visual presence. This article from the Content Marketing Institute explains why showing your face builds trust with your audience - and how it affects their buying decisions.
If your photographs don’t reflect your current level of professionalism and confidence, it can create doubt, not just in your own mind, but in the minds of your potential clients too. There’s often a direct link between how we feel about ourselves and the images we use - see my blog post which explores how low-quality photos can quietly chip away at our self-esteem.
The subtle power of good brand photography
You might be surprised how often a new client finds me not through a referral or ad, but because they saw a photo of someone they liked and respected, then did some snooping to find out who took it. Great brand photography has a ripple effect. It positions you as credible, consistent, and compelling, often before you’ve said a word.
I talk more about how to use your images with intention in this blog post on how to use brand photos strategically, but the most important thing to remember is that strong brand photography isn’t a luxury. It’s a tool.
It helps you:
- Attract the right clients
- Save time on content creation
- Build brand consistency
- Feel more confident and visible in your business
And most importantly, it helps your audience see you the way you want to be seen.
The difference between “that’ll do” and “this feels like me”
When you’re in the early stages of business, a few quick DIY images might be enough to get by. But as your work evolves and your business grows, your visual identity needs to grow with it.
I see a lot of women hanging on to old, low-cost photos that no longer reflect their expertise – and the longer they go without updating them, the harder it becomes to feel good about how they’re showing up.
This is something I cover in my post on the hidden cost of cheap brand photography – because while bargain shoots might seem cost-effective at the time, they often lead to photos that are inconsistent, unflattering, or rushed. And that can damage your confidence just as much as your brand.
What happens when you work with the right photographer
A good brand shoot isn’t about standing still and smiling. It’s a collaborative experience. One that’s calm, spacious, and tailored to you.
We start with a conversation – about your business, your brand values, and the kind of clients you want to attract. From there, we build a shoot plan that includes the right location, outfit suggestions, and image ideas to support your specific goals. And during the shoot itself, I guide you gently – offering small adjustments and encouragement so nothing ever feels stiff or awkward. It’s natural, relaxed, and often a lot more fun than people expect.
The result? Photos that feel genuine. Images that reflect who you really are, in the very best light. And a brand presence that finally feels aligned with the work you’re already doing.
The transformation I see again and again
One of the most rewarding parts of my job is seeing that shift – when someone who arrived nervously at the start of their shoot leaves feeling uplifted and proud.
They came in saying “I’m not photogenic.” They end up with a gallery of images they can’t wait to use and a different story about themselves in their head.
They start showing up online more consistently. They stop hiding behind their business. And they begin to realise that their face, their expressions, their energy – all of it – is part of their brand’s power. If you’re still unsure whether professional images will make a difference, here’s why personal branding photography is one of the smartest investments you can make in your business.
Let’s change the story together
If you’ve been telling yourself “I’m not photogenic,” I’d love to help you see yourself differently. You deserve to feel comfortable in your own skin, and to have brand images that reflect the confidence and capability you bring to your work every day.
Whether you’re booking your first professional shoot or it’s time for an update, I’ll walk you through every step – so you feel supported, relaxed, and seen. This isn’t about perfection. It’s about presence.
Ready to book a brand shoot that finally feels like you? Let’s talk, on a no-obligation, no-pressure discovery call. We’ll talk through where you are in your business, what kind of images you need, and how I can help you show up confidently and comfortably – with visuals that reflect your true value.
Book your no obligation, no pressure, call here.
Because you are photogenic. You just need someone who knows how to show you.
