PROFESSIONAL PORTRAITS HELP BUILD BRAND IDENTITY

How to be actively involved in the creative process

In a previous post Facing up to social media - Why professional people need to post images on their social media profiles, I discussed the importance of posting your  image on social media such as LinkedIn and Facebook. 

But these professional portraits (also called business or executive portraits) can also be put to good use in a variety of ways - your website, business cards, advertising, press releases, company brochures, blogs, media articles and even your resume when applying for a job.

I also made a case for employing professional photographers to help you create high quality and appropriate images which portray you in the best possible light and which are aligned with your brand strategy.

Now let’s look at what happens during a professional portrait shoot and how to prepare for it.

Briefing the photographer

Once you have done your homework and selected the photographer with whom you feel comfortable and who has the professional and technical skills you require, it is time to brief him / her. Unlike for example fashion shoots where the art director and photographer make all the decisions and the model performs, you as the 'model' in a professional portrait are intimately involved in the conceptualisation and execution of the shoot.

Sending an email is fine but I prefer to discuss the shoot with my clients personally either over the phone but preferably in a face-to-face meeting. 

Either way, make sure you have identified your needs and requirements beforehand. A trial and error approach is neither an efficient way of going about it nor does it contribute to a stress free experience.The better the brief the quicker and more effortless we can do the job.   

Consider the following:

• Which audience would you would like to reach? Colleagues? Other professionals and businesses? Clients or consumers? All of the above? 
• What tone would you like to set?  Serious, less formal, powerful, friendly, approachable?
• What would you like the images to say about you?  This off course is also influenced by the type of company you represent as well as the audience you want to reach.  

A more formal, traditional portrait for a financial institution...

... compared to one for a company that manufactures

hand-crafted and hand-painted candles and ceramics. 

For this photograph I used two soft boxes and a reflector.

It was shot on location.

• For internal communications e.g. company newsletters and websites as well as official press releases you might have to follow an established style. To ensure continuity, find examples of other shoots done for your company to show the photographer.
• Look for images on other websites or in trade magazines that appeal to you. This will help you see what the latest trends are (yes, even portrait shoot styles follow fashion!) and it will help the photographer visualise what you are after in your portrait shoot. Do you prefer more traditional, formal poses? What about the photo-journalistic style that makes it look as if the person was caught in the moment? 
• Consider different lighting styles. Do you like darker, mood lighting or bright beauty lighting?  The photographer will work out the technical aspects and will probably change the lighting to give you a variety of looks but it helps to know what you prefer.

Using ambient light only ...

... compared to using one small soft box for more contrast but without making
it over-dramatic  and inappropriate for a professional portrait.
 Both portraits were shot on location.

• Give some thought to the location. Even though a portrait photograph is usually cropped to focus on the upper half of the body, the background and location can tell a story too. It gives context to the story you are telling. Would you prefer a studio shoot with more traditional lighting or would you rather have the photographer come to your office or in the garden outside your office? What about positioning you in your workplace or a section that tells the viewer what business you are in? Look around for interesting and appropriate locations. The photographer might have his own ideas but especially if I have never been to your offices before, it helps me a lot.

Without intruding on the photograph, the figure in the background wearing a hard hat and overall says industrial setting, not corporate offices. The model's choice of outfit confirms this.

  This image was shot using ambient light only.

• The backgrounds should complement the style and colour of your outfit and make-up. Usually neutral colours solid blocks of colour backgrounds are preferred but bright colours that say vitality and enthusiasm can work in particular circumstances. Avoid including objects that will divert the eye away from the face. On occasion however, I have included objects in the shot if it added context such as the stethoscope in the image of the medical practitioner. It can also help people as it gives them something to do wit their hands.  

Preparing for the shoot

I realise most professional people are not really keen on the photo shoot thing and can’t really spare the time either but as with any project, the better you prepare the better the results will be. Preparation starts a few days before the actual shoot.  Basic things that apply to professional models are also important for a professional portrait shoot.

Self care: 

• Make sure you eat properly and get enough rest the nigh before. The skin and eyes reflect our state of health and with the new generation cameras with 36.3 Mp resolution, every detail shows up including tired eyes and blemished, dehydrated skin. Yes I can edit the images afterwards but there is a limit to how much I can alter a professional portrait. It cannot end up looking like a fashion magazine shot.           

What to wear: 

• Choose a few outfits or variations on a basic outfit (different jackets, ties, jewellery etc.) that says what you want to portray. I suggest about three to five variations. Rate them and start with your least favourite. That way you leave the best for last when you are more comfortable in front of the camera.  

One blouse and one jacket, two different looks. Removing the jacket and slightly adjusting the hair style gives you a very different feel  in the second photograph. 
These images were shot in the studio using two soft boxes and a beauty dish. 

• Unless you are employed in a creative field, stick to classic, clean lines like a tailored blouse or jacket for women and a suit jacket or dress shirt for men.
• Long sleeves are more flattering than short sleeves and besides not being appropriate, spaghetti straps, halter necks and complicated designs may cause unflattering folds and lines. 
• Select shirts or blouses with visual interest around the collar and neckline but not so much that it divert attention from your face.

What colours to wear:

• Choose solid colours rather than busy patterns and colours to keep the focus on your face rather than your outfit.
• Avoid very bright colours such as orange, red and yellow. Also people with lighter skins should rather avoid white and flesh tones such as tan, pale pink, grey, peach and beige against the skin and darker skins should steer away from browns and black against the skin . Having said that, there are always exceptions to a rule so if you know you look good in bright green, go for it!

Despite the bright colour of the jacket, this portrait works

 as the garment has a classic cut. But also it complements  the model's

 cheerful smile and funky hair style. This images was created on location

 using two soft boxes, barn doors and a  reflector.

• Jewellery should not distract the viewer but if selected with care and worn with style, it can enhance your portrait. Less is more. Necklaces should follow the neckline of your blouse.

Make-up:

• Just like jewellery, make-up should not be distracting but it definitely enhances your photograph especially under photographic lights. The secret of good make-up is exactly that – it should draw attention to your face not to the make-up itself.
• Consider using the services of a make-up artist. Normal, everyday make-up is not appropriate under studio lights and MUAs know exactly how to enhance your strong features without making you look like you are going to a party.
• And it doesn’t only apply to women. Men can benefit from some subtle make-up to even out skin tones and imperfections.  Ask the photographer for the number of a good MAU. 

On the day of the shoot

Relax and take it easy! As business and professional people are not always comfortable posing in front of a camera, you might be nervous about the process. To make sure you are as relaxed as possible keep the following in mind:

• Take time to get ready for the shoot. Try not to rush from one appointment to the next and squash the photo session in between. The camera will pick up your frazzled frame of mind.
• Avoid interruptions. Phone calls and breaks to talk to colleagues disrupt the flow of a shoot and results in both of us having to spend longer on the job than necessary.
• I try never to schedule less than an hour for a session if possible. This gives you time to get used to the process and way I work. However I make sure that when you arrive for the shoot, I have already set up the lighting (if required) in the chosen location and that we are ready to roll.

PS. Also have a look at this blog post:

GOING FOR A PROFESSIONAL PORTRAIT SHOOT? 15 guidelines for great images

http://martinphotostrand.blogspot.com/2013/11/going-for-professional-portrait-shoot.html