From Concept to Camera: How We Plan Your Brand Session

You ever pack for a trip thinking you need three pairs of shoes, a full rain outfit, and that super sassy A-line dress “just in case” – and then end up living in your favourite jeans the whole week?

Planning a personal branding shoot can feel a bit like that. I’ve seen it time and again: we think we need an elaborate setup, five outfit changes, and a pristine studio environment… when the reality is that what we really need is clarity, a bit of breathing space, and a photographer we can trust to see the gold in the everyday parts of what we do.

Let me share a little story that sums this up beautifully. A little while back, I did a branding session in Alberta for a family-run farm with a micro-distillery. The shoot included products, the farm life, process shots, and – wait for it – even a horse who looked like he was drinking vodka. I’m not kidding. The horse nailed that candid shot like a pro. The whole experience showed how much magic can happen when trust, flexibility, and a little humour come together.

Now, you might not have horses or beekeeping in your brand… but the process of planning your session with me? It’ll still be uniquely yours.

So, what really goes into planning a branding shoot?

I know you’ve got big goals. You may be running a campaign. Pitching to donors or clients. Rebranding your website. Or maybe you just want your visual presence to match the heart of your organization. That’s where I come in. My job isn’t simply to take your photo – it’s to understand your story and help you tell it beautifully. In fact, it’s my favourite thing to do!

The thing is, a lot of people think they need more than they actually do. Big setups, carefully staged shots, or a whole film crew feeling. But what you really need is:

• A natural environment that reflects your values
• A relaxed window of time to work in
• A bit of good light
• Some real, honest moments

And let’s be real – some flexibility never hurts.

How We Bring Your Brand Session to Life

We’re not just ticking off a list here. This is a collaboration with intention. Let me break down how I approach every branding shoot with real organizations like yours.

1. It starts with your purpose

Before a camera ever clicks, I need to know what you’re using these photos for.

• Are they meant for social captions or print brochures?
• Is this for internal newsletters, grant proposals, or a website launch?
• What kind of tone are you trying to reflect – warm and welcoming, professional and polished, playful and creative?

When you share your purpose, it helps me capture the stories you want your audience to see. This isn’t about stiff poses or the same old headshot. It’s about visual content that works for you across your marketing channels.

2. Show up as yourself (not your Pinterest board)

You don’t need six outfits or a luxury venue (unless that’s your thing – then we’ll make it fabulous). What you do need is:

• A location that feels authentic (your office, clinic, farm, or favorite light-filled space)
• A few tools of the trade (your notebook, your hands in motion, your product in action)
• Clothes that make you feel confident and real (and make sense for what you actually do)

If you’re a social worker, don’t feel the pressure to dress like a real estate agent. And if you’re a carpenter, I don’t expect you in polished dress shoes. What matters most is that you feel good and that the photos reflect your true presence.

3. Let’s make space for laughter (and the unknown)

No matter how much we prep, some of the best shots come from the unexpected.

Like that Alberta vodka horse moment? Totally unplanned.

Or the time I found myself shooting headshots just off the side of a busy roadway in South America? They turned out to be some of my favourite shots of the day!

I love meeting people where they are and hearing how their work flows. I usually start the shoot by asking you to walk me through what you do and why you love it – because that authenticity matters. We’ll get the “must-have” shots, stay open to beautiful surprises, and make room for your spirit to shine through.

4. Give yourself time and trust the process

The number one piece of advice I give my branding clients?

Breathe.
Relax.
Prepare to feel a little awkward – then let that fade as we find our groove.

Most people don’t love being photographed. I get it. It can feel vulnerable, or maybe even a bit too spotlight-y. That’s why I lead sessions in a way that eases us in, includes moments to laugh, and never rushes the important stuff. Show up as you are. Tell me what makes you nervous. I’m on your team.

Oh – and turn off that voice in your head saying you need to fake a version of yourself to show up online. We don’t need that.

Why this kind of planning truly matters

Here’s the thing: anyone can take a photo. But telling a story? That takes listening, intention, and space.

That’s what makes your brand feel approachable, trustworthy, human.

Planning your branding session this way isn’t just about efficiency or checking a box. It’s about valuing the real work you pour into your days, the quiet wins, the everyday beauty of what your organization does. Whether you’re a non-profit, faith-based group, or community-centered business, I want to amplify that story for you – not rewrite it and definitely not embellish it.

Let’s tell your story – together

If you’re ready to stop overthinking your branding shoot and start focusing on what really works… I’d love to connect.

At Amy Holloway Photography, I specialize in storytelling photography that supports organizations who are doing good, reaching wide, and staying true to their values. Whether we shoot in your workshop, office, or community space, I’m here to help you feel at ease and walk away with images you’ll actually want to use.

Your story deserves to be seen. Let’s make that happen.

What are you most excited (or nervous) about when it comes to planning your branding session? I’d genuinely love to hear. Shoot me a message anytime or explore more on my branding portfolio page.