Why branding shoot(s) are about telling the whole story, not just showing your face.

"I don't know where to start with content."

"I can take decent photos, but I'm not able to be in them when I do so."

"I can do the posting, I just need help crafting the things TO post."

"I have headshots, but how is that different than branding?"

These are the common concerns I hear from business owners across Louisville. Headshots matter but they’re only one small piece of your brand. Your brand is what people feel when they interact with your business. It’s the experience. The energy. The details. The way your work shows up in the world.

What most people and business owners are really bumping up against isn’t lack of effort or creative ideas. It’s clarity on what exactly to capture, how they can also BE IN their own content, and simply just not having the time to "figure it all out."

That’s where brand photography and content creation come in.

So let's chat about what brand photography (and content) actually is, how it’s different from a standard photoshoot, and how it can support your business long-term.

Louisville-based spirits brand, Great Shearwater Rum

Branding Shoot(s) 101

A brand shoot is intentionally created content that tells the story of your business, who you are, what you offer, and what it feels like to experience your brand.

It goes beyond getting a few nice photos for Instagram or a couple of quick reels.

Instead, it’s built around:

• How you want people to perceive your business

• Where the content will actually be used (social media, website, menus, PR, ads)

• What your audience needs to understand quickly about your and/or your business

• Who you are talking to and who you WANT to be talking to

This kind of intention helps bridge the gap between seeing your business online and trusting it in real life.

A brand shoot is different from "just photos"

A traditional shoot usually starts with a main goal: “Let’s get some good pictures.”

A BRANDING shoot starts with different questions:

• What story are we telling?

• What questions does your audience have?

• How will this content be reused over time?

• Who are YOU?

• Who is your audience?

• What information do they need have to trust you?

That’s why brand shoots often include a mix of still images and short-form video for Instagram reels and TikTok...things like talking straight to camera, behind-the-scenes moments, b-roll, detail shots, and action-based content. All of it works together to give you options of telling stories, and building trust, instead of one-off posts.

Your brand photos/videos shouldn’t just be “you smiling at the camera.” They should show what it feels like to work with you, walk into your space, or use your service.

The end result isn’t a handful of photos. It’s a content library you can pull from again and again.

Capturing Video and Photo at Louisville-based brewery, Gravely.

Why a rotation of brand photos and short-form video matter

A lot of small businesses feel pressure to post constantly. But consistency alone doesn’t fix unclear or mismatched visuals.

Strong brand photos and short-form video give you:

• Variety without losing cohesion

• Content that supports your captions instead of carrying them

• Visuals that feel aligned with the quality of your work

• Different ways of taking in information for different people

People are choosing you based on trust, vibe, and experience (not just your offers and pricing)... so how do you showcase that? If you're having trouble coming up with what your business should specifically capture at a branding shoot, see below for some ideas!

Restaurant / Bar

• Cocktails & signature drinks

• Signature food items / plated dishes

• Interior vibe + seating areas

• Bartenders pouring, shaking, garnishing

• Guests enjoying the space

• Close-ups of textures (foam, citrus peels, glassware)

• Menu boards / signage

Food close up from Louisville-based restaurant, The Palm Room

Salon / Spa

• Services in action (blowouts, facials, nails, massages)

• Space & decor (chairs, mirrors, product shelves)

• Signage / exterior storefront

• Stylists interacting with clients

• Product flat-lays

• Before/after transformations

• Cozy details (candles, towels, coffee station)

Louisville-based Salon & Spa, Bourbon & Blush

Coffee Shop / Café

• Baristas making drinks

• Latte art close-ups

• Pastries / food items

• Interior nooks & seating

• Customers working or chatting

• Morning light through windows

• To-go cups with logo visible

Fitness Studio / Trainer

• Classes in motion

• Trainer coaching or correcting form

• Equipment + space wide shots

• Sweat, effort, high-fives

• Branded merch / towels

• Small group moments / community

Louisville-based fitness instructor offering sessions during Covid

Real Estate Agent

• You in a space (not just headshots)

• Lifestyle shots in neighborhoods

• Walking clients through a home

• Detail shots (keys, doors, staging touches)

• You working on laptop/phone

• City or neighborhood context

Branding session for a Louisville-based realtor, Sienna. The concept is that she's on a call with a potential client in one of the homes for sale.

Therapist / Lawyer / Consultant

• Workspace / office vibe

• You in session (posed, not real clients)

• Journals, tea, notebooks

• Laptop + notes / planning sessions

• Neutral, cozy details

• You listening / engaged

A staged shot of a Louisville-based local law firm engaging with a co-worker

Photographer / Creative

• You working behind the scenes

• Camera + gear details

• Editing at your desk

• Client interaction moments

• Your workspace / studio

• Finished images in context

Small Retail / Boutique

• Product flat-lays

• Shelves & merchandising

• Try-on moments

• Checkout counter

• Packaging + bags with logo

• Owners/staff styling products

• Window display

• Unboxing new merch

Louisville-based clothing brand

Service Providers (Plumber, Electrician, Cleaner, Contractor, etc.)

• You working (hands-on action shots)

• Before/after spaces

• Tools in use

• Branded vehicle or uniform

• Friendly client interaction

• Detail shots of clean finishes

Louisville-based handy-man, Justin installing floors.

Event Planner / Wedding Pro

• Styled table setups

• Detail shots (florals, place settings)

• You coordinating or adjusting details

• Happy client moments

• Venue-wide shots

• Behind-the-scenes chaos (the good kind)

Nonprofit / Community Org

• Volunteers in action

• Real moments of impact

• Events & gatherings

• Staff collaborating

• Close-ups of hands helping / connection

• Branded signage at events

Former Louisville nonprofit, Saving Sunny, Inc. Community Dog Resource Center

TIP: Using models or friends allows more control and freedom during the shoot, as opposed to capturing content with real clients & customers during real interactions. Always make them sign a release waiver so you have the rights to utilize the content for years to come!

How long does a brand shoot usually take?

Brand shoots can range depending on goals. Many businesses I've worked with are surprised by how much content can be created in just a couple of focused hours when there’s a clear plan, vision, and shot list.

In a relatively short, intentional shoot, businesses often walk away with:

• Weeks or months of usable content

• Assets that work across multiple platforms

• Visuals that grow with the brand instead of expiring after one post

A shared shot list is beneficial for the content creator and business owner. This allows both parties to go in with a shared goal and not forget anything in the midst of shoot day.

How often should brand photos be updated?

It depends on a few factors. Social media should be updated every couple months or more depending on your business, but also think about what you can achieve on a sustainable/realistic level.

Ask yourself this:

Are you a restaurant with a seasonal menu?

Are you a nonprofit with new employees?

Are you a business owner who looks different than you did 3 years ago?

Did you update your space with new equipment or decor?

Updated content should follow along with your business changes and to keep things new/fresh.

You are ready for a branding shoot if:

• You’re tired of feeling behind on content

• Your visuals don’t reflect the quality of your work

• You keep repeating yourself online without seeing traction

• You want your brand to feel cohesive instead of pieced together

• You're using content that is "expired" or no longer looks the same

Brand shoots (especially for social media) aren’t about looking or being "perfect". It’s about creating visual clarity for your clients and potential customers. Feeling relatable and inviting but also professional.

When content is created with strategy in mind, it stops feeling like another thing on your to-do list and starts working quietly in the background, supporting your marketing, telling your story, and helping the right people recognize you.

Whether you’re a Louisville-based business or operating anywhere in Kentucky, strong brand photography and videography can make showing up online feel simpler, more aligned, and far less stressful.

Contact me with any questions or if you want to set up a shoot!