I could sit here and tell you that branding photography is about getting some nice, polished pictures for your website. I could say it’s about making your business look good. And technically, I wouldn’t be wrong. But honestly? That barely scratches the surface.

Because branding photography isn’t just about what people see, it’s about what they feel. It’s about telling your story in a way that makes someone, scrolling mindlessly on their phone at 10 p.m. in their pajamas, stop and care.

It’s about making a connection, one image at a time.

The Photos That Actually Matter

Think about your business for a second. Not just what you do, but why you do it. Maybe you started it because you saw a gap in the market, or because you wanted more freedom, or because, like many of us, you needed to wok your business around your lifestyle. Whatever the reason, your business exists because you give a damn.

And that passion? That’s what people connect with. That’s what makes them trust you, support you, and ultimately choose you over someone else.

Now, you could throw up a stock image of some smiling person in a perfectly lit office with a laptop (you know the ones, the ones that scream “I’m definitely not a real human, but I do have perfect teeth”). Or you could show you. The actual human behind the business. The real moments. The details that make people feel something.

The Power of an Honest Image

I’ve worked with so many business owners, and do you know what stands out? The images that mean something.

Take a local catering company I worked with, His and Hers catering. Of course, we took beautiful shots of the finished product. But the real magic? It was in the messy hands, the process of creation, the taking time to teach their son Max at each step of the process. Those moments weren’t just about delicious food, they were about showing the love that they pour into their craft.

Or designer Kimberly Maaka, who carries her whakapapa into every piece she creates. Guided by her Māori heritage, she set out to design something deeply meaningful—sustainable hair extensions made from the fibres of harakeke, a taonga of our whenua. For her, it wasn’t just about innovation. It was about honouring tradition, identity, and the strength of wāhine Māori through every strand.

Because that’s what branding photography should do. It should capture the why, not just the what.

How to Show People Who You Really Are

So, how do you actually get photos that tell your story? Here’s what I tell my clients:

Start with emotion. What do you want people to feel when they see your images? Trust? Excitement? Comfort? A sudden, undeniable urge to hire you immediately? (Okay, maybe that last one is wishful thinking, but you get the point.)
Show the process. Don’t just focus on the finished product. Show the behind-the-scenes moments—the messy, beautiful, real parts that make your business what it is.
Let people in. Whether it’s your face, your hands, or just the small details of your work, your audience wants to connect with you. Give them something real.
Ditch perfection. Life isn’t perfect. Your business isn’t perfect. And that’s okay. Actually, it’s more than okay, it’s relatable.

The Bottom Line? Make It Matter

Photography isn’t just about making your business look good. It’s about making people feel something when they see you, your work, your story. It’s about creating images that don’t just sit on a website but actually connect with the people who see them.

Because at the end of the day, that’s what turns a casual viewer into a loyal client. And that’s what makes all the difference.