Brand Photography and Why It’s Important: Interview with Bozena Voytko Photography

Let’s talk about brand photography—you know, those scroll-stopping images that make you pause mid-thumb-swipe and think, “Okay, wow. They really get it.” As a web designer, I’ve seen firsthand just how much strong visuals can make or break a website. The fonts, the layout, the color palette—all of that matters, of course. But without intentional imagery that reflects you, your story, and your brand essence? It can all fall flat.

Hi, I’m Jordin—creative director, designer, and firm believer that your website should work for you, not just look pretty. I spend my days building sites that connect, convert, and feel like home for your dream clients. But there’s one thing I always circle back to with my clients: your brand photos are not just “nice to have”—they’re foundational.

So, I reached out to a brand photography pro who is crushing it to dig deeper. I wanted to better understand how to help my clients show up even more confidently online—because when your visuals are rooted in strategy and aligned with your message, your whole site comes alive. Without further ado, let’s proceed with the interview I did with Bozena.

Hi Bozena! Tell us a little about yourself! How did you get started in brand photography, and what do you love most about it?

The first time I got into brand photography was actually by accident—and I loved it! A photographer friend of mine asked me to take some photos of her because, well, she couldn’t exactly photograph herself.  That was my first taste of branding photography, and I quickly realized how much I enjoyed the creative side of it. It was years ago and one of the first sessions I did that wasn’t wedding-related.

Over time, more clients started reaching out for headshots. At first, I didn’t even realize I was doing “branding photography”—I was just capturing their personality in a natural, lifestyle way. Some people did need more traditional, corporate-style headshots, but most of my clients were creatives or business owners who worked closely with their own clients. That meant they needed images that showed who they are and how they work.

What I love most about branding photography is that every session is different. Every person, every business, every story is unique. I love getting to know my clients and working together to capture their personality—and the heart of their business—through photos. It’s like telling their story in pictures, and I’m all about that.

 

What exactly is brand photography, and how does it differ from regular headshots or lifestyle photography?

Brand photography is very different from regular headshots or even lifestyle photography—though it often includes a bit of both!

The goal of brand photography is to capture the heart and soul of a business. It’s personal—not just to the person in the photo, but to the brand itself. Every image is thoughtfully planned to communicate something specific about the business: the vibe, the message, the personality behind it.

Unlike a traditional headshot, which is usually just a simple portrait, brand photos tell a story. They show what it feels like to work with you, what your process looks like, what your day-to-day includes. It’s about showing the person behind the brand and what makes their business unique.

So while brand photography can include headshots and lifestyle shots, it goes deeper—it’s all about connection and intention.

Who needs brand photography, and why is it such an important investment for business owners?

All businesses need strong images to showcase their brand. That’s how people remember you. We’re visual! Photos help make your brand stick in someone’s mind—especially if you are your brand, like coaches, creatives, service providers, and small business owners.

Brand photography is even more important today because people don’t always stop to read a website or flyer. They scroll fast. It’s the photos that grab their attention first. A great brand photo can stop someone mid-scroll, make them curious, and help them feel connected—before they’ve read a single word.

It’s not just about looking professional—it’s about being memorable, relatable, and showing up with confidence. That’s why brand photography is such a smart investment for any business owner who wants to stand out and attract the right clients.

How can business owners best prepare for their branding shoot to ensure they get the most out of it?

To get the most out of a branding shoot, business owners should start by knowing what kind of images they actually need—images that will grab their ideal client’s attention and help build trust.

Now, most business owners don’t always know this part on their own—and that’s totally okay! The key is to work with someone who can help figure it out. That could be a photographer who knows branding, a web designer, or a marketing expert.

It also really helps to know where the photos will be used. For example:

Website banners need wide shots with space for text

Instagram posts might need square lifestyle images

Printed flyers or even a billboard might call for bold, clean visuals
Even something like a park bench and would need a specific kind of photo!

So planning a brand shoot should be a creative process. It’s not just about looking nice—it’s about creating useful images. A web designer can guide you on what’s needed for different website sections. A marketing pro can tell you what works best for ads or social media. And a great brand photographer will ask the right questions to help you bring it all together.

When everyone works as a team, that’s when the magic really happens.

 

What are the key elements to consider when planning a successful brand photography session?

I believe the key to a successful brand photography session is starting with the end in mind. You have to know what the final goal of the images is. What do you want these photos to do for your business? If we don’t know what we’re trying to achieve, it’s hard to create images that truly work. But if we plan with purpose, we’re much more likely to create content that feels intentional and connects with the right audience.

For me, a strong brand session has three main parts: discovery, planning, and execution.

Discovery is where we get to know the brand. Who are you? What do you do? Who is your audience? What’s your brand voice, your vibe, your story? What are your goals? This step is all about understanding what makes your brand you—so the photos reflect that.

Planning is where the creative strategy comes in. We make a detailed plan for each image. This includes choosing the right locations, outfits, props, lighting, and creating a shot list that’s designed to support your goals. Every detail should serve a purpose—not just look nice, but work for your business.

Execution is the session itself. This is when we bring everything to life. We follow the plan with poses, expressions, and setups that are intentional and on-brand. It’s not just about snapping pretty pictures—it’s about creating content that tells your story, shows your personality, and speaks to your ideal client.

When we approach brand photography this way, it becomes a powerful tool—not just for visuals, but for connection and growth.

For someone wondering, ‘How do I find the right brand photographer?’ What qualities or factors should they look for?

If I were looking for a photographer to capture my brand, of course I’d start by looking at their images. I’d ask myself: Do I like their style? Do their photos feel like something I’d want for my own brand? But honestly, that wouldn’t be the most important thing.

What really matters is finding someone who can help me communicate with my audience through photos. That means I’d want to connect with the photographer—ideally over the phone or in a meeting—to learn about their process and hear their vision for my shoot. How do they guide their clients? Do they ask about my business, my ideal clients, my goals? That shows they’re not just snapping pretty pictures—they’re creating strategic images with purpose.

A good brand photographer is also a great communicator. They should have a clear process and be able to walk me through everything—especially when it comes to planning outfits, locations, and the types of images I’ll need. I’d want to know if they have experience, if they understand how to create content that truly supports a business.

There’s a big difference between someone who just wants to make some quick cash taking pictures—and a professional who knows how to create images that make me money. The right photographer will understand what works, how to capture it, and how to guide me every step of the way. That’s how I’d know they’re worth the investment—because their work helps grow my brand and drive real results.

What questions should a business owner ask before hiring a brand photographer to ensure they’re a good fit?

Well… honestly, I believe that if I’m interviewing a brand photographer, I shouldn’t be the one asking all the questions. A great brand photographer should already know what to ask me.

They should be the ones leading the conversation—asking about my business, my goals, my ideal clients, my brand vibe—even if I’m not totally sure what I need yet. By asking the right questions, they should help me uncover what kind of images will support my brand and answer some of my unspoken concerns along the way.

That being said, during the conversation, I should still walk away with clear answers to things like:

What is their photography style?

Can I see examples of their branding work?

How will they help plan my shoot?

What’s included in the session (time, outfit changes, image count)?
How should I prepare?

When and how will I receive the final images?

The biggest sign they’re a good fit? They guide the process, show their expertise, and make me feel like I’m in good hands—even if I’m new to all of it. That’s when I know I’ve found the right photographer.

How does a business owner know when it’s time to invest in brand photos? Are there any signs that indicate it’s overdue?

There are definitely some signs that it’s time—or way past time—to invest in brand photos. Here are a few big ones:

Your images are from… seven years ago (yep, it happens ).

You’re not showing up online, so your audience doesn’t really know who you are.

The photos you do have don’t match your brand anymore—or worse, they don’t even look like you!

You feel stuck every time you need to post. You’re reusing the same 3 photos over and over.

Your website feels outdated and doesn’t reflect your personality or your current business.

If any of that sounds familiar, it’s probably time to refresh your brand photos.

Good brand photography helps you show up with confidence, connect with the right people, and keep your content fresh and on-brand. It’s not just a photo shoot—it’s an investment in how your business shows up in the world.

How often should business owners refresh their brand photos to keep their visual identity up to date?

I’d say, at minimum, business owners should refresh their brand photos every 1 to 2 years. But if you’re a personal brand—and especially if you show up a lot online—you might need new photos more often.

If you’re constantly creating content, launching new offers, or your look and branding has changed, it’s a good idea to update your visuals so they match where your business is now. Fresh photos help keep your brand feeling current, consistent, and connected to your audience.

What are some common mistakes people make when getting brand photos done, and how can they avoid them?

One of the biggest mistakes people make when getting brand photos is not knowing what kind of images they actually need—or who they’re trying to speak to. If you’re a personal brand, you need to think about how you want your audience to see you, and what message you’re trying to send through your visuals.

When that part isn’t clear, the photos can end up totally mismatched with the brand. For example, if I’m a baker, it wouldn’t make sense for my photos to be taken in an office or a garden while I’m wearing a fancy dress. They should show me in the kitchen, wearing an apron, doing what I actually do. The setting, the outfit, and the vibe all need to match the brand’s story.

Another common mistake is not planning out the shoot properly. Without a plan, you might miss out on variety—like wide shots, detail shots, behind-the-scenes moments, lifestyle and action shots. If you don’t think ahead about how and where the photos will be used (like your website, social media, or printed materials), it’s hard to get the content you really need.

The best way to avoid all this? Take time to plan. Know your audience, your message, and your goals. Work with a photographer who can guide you and help create a photo strategy that fits your brand perfectly.

Any final tips or advice for business owners investing in brand photography for the first time?

If you’re investing in brand photography for the first time, my biggest tip is to find the right photographer—not just someone who takes pretty pictures, but someone who understands strategy.

Look for a photographer who asks the right questions about your business, your audience, your goals, and your brand message. They should be focused on storytelling and creating images that will actually help you market yourself, not just look nice.

It’s also important that they offer a clear process—from planning to execution—so you know what to expect. A great photographer will guide you through the prep, help with locations, outfits, props, and give you a good variety of images: headshots, behind-the-scenes, lifestyle, and detailed shots that truly represent your brand.

Don’t forget to:

• Check their reviews (Google, social media, etc.)

• Ask to see full galleries, not just highlights

• Ask how the process works from start to finish

A good brand photographer is an investment, but when you find the right one, the results can transform how your business shows up in the world.

Final thoughts:

Whew! I want to send a sincere thank you to Bonzena for sharing her insights and experience on this topic—her perspective is such a gift.

At the end of the day, your brand photos are so much more than pretty pictures—they’re a visual introduction, a first impression, and a powerful way to build trust before a single word is read. Whether you’re just starting out or refreshing an established brand, investing in intentional, strategy-led photography is one of the smartest moves you can make.

It’s about showing up as your fullest, most aligned self—and inviting your dream clients to connect with the real you. So if your current images don’t feel like you anymore, or if you’ve never done a brand shoot before, consider this your sign: it’s time. Your story deserves to be seen.