Versatile Branding Photography: A Rebranding Session at Forest Park and WashU

In the fast-evolving world of healthcare marketing, personal branding is more important than ever. Sabrina Cox, a healthcare marketing strategist specializing in pharmaceutical sales, recently reached out for a lifestyle photoshoot to reflect her professional growth and rebranding aspirations. Our goal was to capture a variety of looks and moods that aligned with her vision—images that could be used across platforms like LinkedIn, her professional website, and beyond.

Sabrina at Art Hill, capturing her in a relaxed yet professional pose.

Collaborative Planning: Aligning Photography with Professional Goals

Every successful photoshoot starts with understanding the client's goals. During our initial consultation, Sabrina and I discussed her vision: she wanted images that would reflect both her warmth and professionalism—traits essential in healthcare marketing. Our conversation helped us decide on looks that could convey confidence, approachability, and expertise.

It was clear that versatility was a priority. Sabrina needed a variety of shots that could be used in different professional contexts. This led us to choose two St. Louis locations: Forest Park’s Art Hill and Washington University’s Danforth Campus. Both offered the flexibility we needed, from natural outdoor settings to sophisticated, architectural backdrops.

The Perfect Locations: Forest Park and WashU

Sabrina framed by the collegiate architecture of WashU’s campus, blending classical elegance with modern professionalism.

Choosing the right setting for a branding photoshoot is about more than just aesthetics—it’s about conveying the right message. Forest Park, with its expansive greenery and iconic views, provided a more relaxed, approachable atmosphere. Here, we focused on natural light and open space to create images that felt welcoming and genuine.

WashU’s Danforth Campus, on the other hand, offered a more structured, formal backdrop. The classical arches and clean, modern lines of the university’s architecture gave us the opportunity to highlight Sabrina’s strategic, forward-thinking side. The contrast between the two locations allowed us to capture a range of looks, all within a 90-minute session.

Golden Hour: Capturing Natural Light at Its Best

Timing plays a critical role in photography, and for this session, we chose the golden hour—those two hours before sunset when the light is soft and warm. Golden hour light is particularly flattering, creating a subtle glow and adding depth to portraits.

During the shoot, we used the natural light to its fullest advantage. Shooting with the sun behind Sabrina added a beautiful rim light, creating a glowing edge to her silhouette.

Golden hour is often the best time for professional headshots or lifestyle branding sessions, as it produces warm, natural tones that can elevate the mood of the images without extensive post-processing.

Golden hour light outlining Sabrina’s profile as the sun sets, showcasing the natural beauty of golden hour.

Wardrobe and Preparation: Key to a Successful Photoshoot

Sabrina’s preparation was instrumental in the success of this shoot. She came ready with multiple outfits, each tailored to the specific environments we’d be working in. From relaxed, business-casual looks for Forest Park to more formal attire for the architectural shots at WashU, her wardrobe choices allowed us to create a cohesive yet varied collection of images.

Her attention to detail extended beyond her outfits. Hair and makeup were perfectly done, which helped us move efficiently from one location to the next. The end result was a set of photos that could easily serve her professional needs for years to come, offering a versatile portfolio without the need for multiple sessions.

The Outcome: A Versatile, Professional Portfolio

A clean, polished headshot of Sabrina, perfect for LinkedIn and professional profiles.

By the end of the session, we had created a comprehensive set of images that reflected Sabrina’s professional identity from multiple angles. Whether for use on LinkedIn, her website, or other professional networks, these photos will allow her to present herself as both approachable and authoritative—qualities essential in her industry.

The combination of location, timing, and preparation resulted in a portfolio that provides her with flexibility for years to come, as though we had done multiple photoshoots in one.

Final Thoughts: The Importance of Thoughtful Photography in Personal Branding

Photography for personal branding is about more than just taking pictures—it’s about telling a story that resonates with your professional identity. Sabrina’s session was a great example of how choosing the right locations, timing, and preparation can result in a versatile portfolio that reflects both your personality and professional goals.

For professionals looking to rebrand or refresh their image, thoughtful planning and attention to detail make all the difference. Whether you’re in healthcare, marketing, or any other field, investing in a customized photoshoot can help you elevate your brand and stand out in today’s competitive landscape.

The Buyer’s Journey: Building Your Know, Like, Trust, and Delight Factors

#branding #marketing #businessphotography

Introduction

Marketers use a term called "The Buyer’s Journey" to model how customers make purchasing decisions.

Why is the Buyer's Journey important? As a marketer, it helps you to understand your prospect and look for new ways to improve your marketing.

When a prospective client is considering your company, your goal is to help them experience four critical phases: KNOW, LIKE, TRUST, and DELIGHT. With an understanding of these stages, marketers can better empathize with their prospects and refine their marketing strategies for optimal results.

Know: Creating Awareness

If potential customers are unaware of your existence and the solutions you provide, the challenge is to stand out amidst the noise, capture attention, and ignite curiosity.

• Create engaging social media posts that spark curiosity and drive traffic.

• Conduct market research to understand your audience's pain points and tailor your messaging to meet their needs.

“Don’t Explain, Show.” Professional photography is a powerful tool that communicates in seconds. This visual storytelling not only creates an initial spark of awareness but also fosters a connection and trust with your audience.

• Show your team: Let people see who they might work with, from the receptionist and billing team to the sales people, and key leadership. This helps create a personal connection. If you are a marketer, you know that when it comes to sales, it's still about personal relationships.

• Share your workspace: What does it look like to work with you? Even if it's a normal office to you, your prospects will feel more familiar with your company by having a glimpse inside your office.

• Display what you offer: Show meetings, presentations, and behind-the-scenes work, to explain your services better.

Like: Establishing Differentiation

As you progress into the "Like" phase, you step into the spotlight where potential customers are curious to learn more. However, at this stage, they're also evaluating your competitors. This phase is about differentiation—showcasing why you're not just another option but truly the best choice.

What is your “Unique Selling Point” (USP)? Craft a narrative that highlights your unique strengths, value proposition, and resonates with your audience. This narrative helps create a preference for your brand and sets you apart from the competition.

• Highlight what makes you unique: Show why customers should choose you over others by focusing on your special qualities. Is it your product, your service, or your experience? Demonstrate this in your visuals.

• Show how it's like to work with you: Are you friendly, detail-oriented, or collaborative? Show that in your images to reinforce your brand.

• Craft compelling storytelling content that showcases your brand's personality and values.

• Offer personalized experiences or incentives to encourage engagement and loyalty

Trust: Building Credibility

Moving into the "Trust" phase, the focus shifts to fostering trust and confidence that your company will deliver. Your audience likes what they see, but they need assurance and credibility before committing.

Who else have you worked with? Share testimonials, success stories, and demonstrate authority and expertise to instill confidence in your ability to deliver on promises.

• Nurture relationships and showcase a track record of customer satisfaction, reinforcing the trust established in previous phases.

• Showcase industry certifications, awards, or partnerships to demonstrate expertise and reliability.

• Offer guarantees or warranties to alleviate risk and increase confidence in purchase decisions.

Delight: Ensuring Satisfaction

The final, but ongoing phase of the journey is the "Delight" phase, where the goal is to ensure satisfaction and inspire loyalty. Going above and beyond to exceed expectations, creating unexpected moments of delight, and reinforcing the value you’ve provided is key. This final phase is really a continual phase, one that transforms customers into loyal brand ambassadors who not only return but also want to promote your company to others, driving sustained success.

• Implement post-purchase surveys or feedback mechanisms to gather insights and improve the customer experience.

• Surprise and delight customers with exclusive offers, personalized recommendations, or loyalty rewards.

• Foster community engagement through user-generated content, forums, or events. Post collaboratively about your work on LinkedIn.

• Continuously innovate and update your offerings to exceed expectations and stay ahead of competitors.

• Encourage satisfied customers to share their experiences on social media or refer others to your brand.

Conclusion

"The Buyer’s Journey" isn't just a roadmap—it's a narrative of connection, trust, and satisfaction. By optimizing each phase with personalized content, including professional photography and compelling storytelling, you craft an experience that resonates with your audience, fosters loyalty, and drives continued success for your business.

Creating your own library of photographs that showcase your team in their real working environment can go a long way in developing long-lasting business relationships.

Targeting both logical and emotional aspects is crucial, but  if we only focus on appealing to the "logical side" of our audience's brain, our message may lack the emotional connection needed to drive people to take action.