A practical guide on how to brief a photographer to help you get the best from your headshot or brand shoot

The photos on your website, LinkedIn profile and marketing materials are often the very first impression someone has of you and your business.

Before they’ve read a word… they’ve already formed an opinion.

Do you look professional? Approachable? Credible? Like someone they’d want to work with? That’s the power of photography and why it deserves more thought than simply “booking a shoot and hoping for the best.”

If you’re investing in headshot photography or brand imagery for your business, the key to getting images that actually work for you isn’t just choosing the right photographer. It’s how you brief them.

Whether you’re planning a headshot session in Croydon, a personal branding shoot in Surrey, or a full corporate photography shoot in London, a clear brief will shape everything, from how the shoot is planned to the images you walk away with.

In this guide, I’ll walk you through exactly how to brief a photographer and write the perfect photography brief, so you get photos that don’t just look good, but genuinely support your business.

How to brief a photographer: Start with the “why”

(This is where most people go wrong)

Before we talk about outfits, locations, or poses, start here: Why are you having this photoshoot? What’s prompted it?

• Your current headshot feels outdated.
• You’re launching a new website.
• You want to look more professional on LinkedIn.
• You’re building your personal brand.
• You need consistent content for marketing.
• Your business has evolved.

There’s no right or wrong answer, but there is a difference between being vague and being intentional. Your photographer doesn’t need every detail from day one, but understanding the purpose of the shoot shapes everything that follows.

A headshot for LinkedIn will be approached very differently from a full brand shoot for a new website. So ask yourself:

• What do I want these photos to do for me?
• What will success look like once I have them?

Clarity here gives your photographer a strong starting point and ensures your shoot is aligned with your goals from the outset.

Define your goals (not just your shots)

It’s easy to think in terms of “what photos do I need?”

But when you write your photography brief, it’s far more powerful to think: “What do I want these photos to communicate?” For example:

• “I want to look approachable but still professional”.
• “I want to stand out in a crowded industry”.
• “I want my brand to feel calm, natural, and trustworthy”
• “I want to showcase the personality behind the business”
• “I want people to feel confident choosing me”.

Yes, you might need:

• A new headshot.
• Website imagery.
• Social media content.

But the goal behind those images is what shapes how they’re created.

The more clearly you can articulate what you want people to feel or think when they see your photos, the more intentional your photographer can be in bringing that to life.

Share your brand story: who are you?

This is what turns “nice photos” into the right photos.

This is the part that makes the biggest difference, and it’s often the part people skip.

Your photographer needs to understand:

• What you do.
• Who you do it for.
• Why you do it.
• What makes you different.

Because great brand photography isn’t just about how things look. It’s about how they feel. Without this context, even technically beautiful images can fall flat. They might look polished, but they won’t feel like you.

If you’re a small business owner or solo entrepreneur, this doesn’t need to be complicated. Just talk about your business in your own words.

Share your brand guidelines

…So your photos actually feel like your brand.

If you have brand guidelines, even if they’re fairly simple, share them with your photographer. This might include:

• Your brand values.
• Your brand personality.
• Your tone of voice.
• Your colours or visual identity.

You might be wondering what this has to do with photography, but it plays a much bigger role than most people realise.

Your photos aren’t just standalone images. They sit alongside your website copy, your social media captions, your messaging and your overall brand experience.

And if they don’t align, something feels… off.

Your brand values: What does your business stand for?

Whether it’s professionalism, creativity, honesty, attention to detail, or approachability, these values should come through in your images. For example:

• A brand built on trust and expertise might lean towards clean, structured, polished imagery.
• A brand centred around creativity and individuality might feel more relaxed, expressive and informal.

Your photographer can interpret this visually, but only if they know what matters to you.

Your brand personality

If your brand were a person, how would you describe it?

• Warm and friendly?
• Calm and reassuring?
• Bold and energetic?
• Professional and authoritative?

This directly influences how your photos feel. From how you’re posed, to how much you’re smiling, to how polished or relaxed the final images are, your brand personality shapes it all.

Your tone of voice

This might sound like something that only applies to written content, but it absolutely carries through into your visuals.

If your tone of voice is:

• Conversational and down-to-earth → your images should feel natural and approachable.
• More formal and corporate → your images may feel more structured and refined.

When your tone of voice and imagery are aligned, your brand feels consistent and cohesive. And that builds trust.

Why this matters

A good photographer can take beautiful photos without any of this. But without understanding your brand, those images risk feeling generic. And generic doesn’t connect.

When your photographer understands your brand values, personality, and tone of voice, they can create images that don’t just look good, but feel right.

Images that sit seamlessly alongside everything else in your business.

How to brief a photographer: Be clear on what you want

(and what you definitely don’t)

A good brief doesn’t need to be complicated, but it does need to be specific. This saves time and avoids disappointment. Start with the basics:

What are you actually shooting?

• Headshots.
• Personal branding images.
• Team photos.
• Behind-the-scenes content.
• Workspace or environment.

Then go one step further.

What don’t you want?

This is just as helpful.

• “I don’t want anything too stiff or corporate”
• “I’d like to avoid overly posed images”
• “I’m not drawn to dark or moody editing styles”

You don’t need to know photography terminology. Just knowing what you like (and don’t like) is enough.

Think about your audience

(Because the photos aren’t actually for you)

This is a subtle shift, but an important one. Your photos aren’t just about you. They’re about the people you want to attract. So ask yourself:

Who are you trying to attract?

The clearer you are about your audience, the more your images can be tailored to resonate with them. If you’re a small business owner in London or the South East, your audience might be:

• Local clients.
• Other business owners.
• Corporate decision-makers.
• Creative agencies.

Think beyond surface-level demographics and consider:

• What do they care about?
• What do they value in a service provider?
• What frustrates them about your industry?
• What would make them trust you?

For example:

A law firm targeting corporate clients might lean into authority, structure and professionalism.

A law firm targeting creative agencies might need to feel more relaxed, modern and relatable, while still being credible.

Same service. Completely different visual approach.

The more insight you can share about your audience, the more your photographer can create images that speak directly to them.

Where will the photos be used?

This is one of the most practical parts of preparing for a photoshoot and one that’s often overlooked.

Different platforms need different things.

• LinkedIn & social media often favour portrait format.
• Websites often need a mix of portrait and landscape.
• Banners & headers require space for text overlays.
• Print materials may need high-resolution images or specific crops.

If you’re investing in a corporate or brand shoot, think about the bigger picture.

If you’re refreshing multiple areas of your business (website, social media, marketing), mention the bigger picture. This helps your photographer:

• Plan compositions more effectively.
• Shoot with cropping in mind.
• Deliver images that actually fit where you need them.

It’s not just about taking good photos; it’s about making sure they work wherever they’re used.

Show what inspires you (a simple mood board goes a long way)

Sometimes it’s hard to explain a “look” in words. That’s where visual references help. A mood board doesn’t need to be complicated and can be incredibly powerful. This could include:

• Photos you like (and why you like them).
• Colours or tones you’re drawn to.
• Examples from other brands (even outside your industry).
• Previous photos of yourself that you like or dislike.

You don’t need to overcomplicate it. Think about why you like the images. Is it:

• The lighting?
• The colours?
• The energy?
• The level of formality?

This helps your photographer interpret your vision and translate it into something that still feels natural and authentic to you.

You might also think about the types of images you’ll need:

• Headshots.
• Candid moments.
• Detail shots.
• “In action” images.
• Hero images for key pages.

Variety gives you flexibility and ensures you’re not stuck using the same photo everywhere.

How to brief a photographer: don’t forget the practical details

Once the creative side is clear, the logistics bring everything together.

Deliverables

How many images do you actually need?

• One strong headshot?
• A small set of versatile images?
• A full library for your website and marketing?

Timescale

When do you need the final images? This is especially important if you’re planning a launch or rebrand.

Location

Do you have somewhere in mind?

• Studio
• Workplace
• Outdoor setting

If you’re planning a headshot or branding shoot in Croydon, Surrey, or the wider South East, your location can play a big role in how your images feel: professional, relaxed, creative, or somewhere in between.

How not to brief a photographer

“I don’t know… you’re the expert. Just take what you think is best.”

It sounds reasonable. But in reality, it leaves too much open to interpretation.

Yes, your photographer is the expert. But they don’t know your business, your audience, or your goals unless you tell them. And without that context, you might get lovely photos…

…but not ones that truly work for your business.

The best shoots are always a collaboration. You bring the insight into your business. Your photographer brings the creative expertise. That’s where the strongest results come from.

Final thoughts on how to brief a photographer

A good photography brief doesn’t need to be long or complicated.

But it does need to be intentional.

Because when your photographer understands:

• What you need.
• Who you are trying to reach.
• How the images will be used…

They’re not just taking photos. They’re creating images that actively support your business.

How to brief a Photographer – Download your free photography brief checklist

If you’re planning a headshot, personal branding, or corporate photoshoot, I’ve created a simple checklist to help you pull all of this together.

Use it to:

• Clarify your goals.
• Organise your ideas.
• Feel more prepared and confident before your shoot.

And ultimately, get better results from your photography.

Hi, I’m Ally. I shoot headshots, branding & marketing photography for individuals and teams throughout Croydon, London, Surrey, Kent and the South East. You can find out more about my headshot photography here.