If you’re booking a brand shoot to elevate your site, launch something new, or step more fully into visibility—who you hire matters. You won’t just need someone with a great eye or fancy gear. You’ll be needing a photographer who understands your business, your goals, and has a strategic mind that ensures every photo works hard for your brand.

This is an investment in how your brand shows up, everywhere. Choose accordingly.

In this post, you’ll find practical advice for how to vet a brand photographer before you sign up for a 30-minute discovery call with them.

1. Depth First, Aesthetic Second

Let’s start here:

If you don’t have a handle on your brand strategy, your photographer can’t surface it for you.

Photos reflect the depth of the brand they’re built for. If you’re unclear on your brand identity, goals, or how you plan to use the images, the end result might look beautiful—but it won’t actually serve your business.

A good photographer can’t read your mind. But they can read a strong brand brief or study the brand you depicted in your questionnaire. They can take your vision and elevate it. If you’re ready with the right foundation.

Over the years, I’ve seen people assume that new brand photos would create clarity or make their brand. That if they just nailed the visuals or launched a polished website, the rest would lock into place. But branding doesn’t quite work that way. The visuals can only express what’s already been defined.

Photos are simply something your brand wears. Your brand’s message, identity, and strategy are what give a brand shoot substance and direction.

So before you plan a shoot, make sure you’ve done enough brand work to communicate your vision and strategy clearly to your photographer.

2. Don’t Fall for the Vibe Trap

Brand shoots are fun, creative, and visual by nature—which means it’s easy to choose a photographer based on aesthetic alone.

But strong creative direction? That’s built on a defined structure, not solely aesthetics and inspiration.

As the business owner, your brand photographer looks to you to communicate how you’ll use the photos in your biz. When you’re clear on your usage needs, your marketing calendar, and your content strategy, your photographer works with those details to plan photos tailored to your needs. Which means your gallery is much stronger in the end.

Because yes, the gallery might be beautiful. But if all the shots are vertical, there’s no space for text overlays, or it leans so trendy it’s outdated in six months? That’s a missed opportunity.

Your photos need to do more than look good. They need to work hard across platforms, campaigns, and seasons in your business. Otherwise, it’s just another photoshoot.

3. Research Like a Buyer

When you’re checking out a photographer’s work, it’s easy to get swept up in the look and style. I’m going to invite you to put your discernment cap on though. Remember, you’re not hiring someone to create a “vibe”, you’re hiring someone to lead a brand shoot that supports your goals in business.

So, as you scroll through their work and their website. Ask yourself:

• Does their portfolio show range, or does every client blend into the same style or template?
• Are the images ready for real use: horizontal shots, white space, a mix of editorial and candid?
• Do they speak to results from real clients? Beware of great-sounding copy or pretty photos that aren’t backed up by receipts.

The right photographer will elevate your brand, not flatten it to fit their style.

Unless your style happens to be the style they regularly shoot, in which case, great. However, it’s wise to know that that is what you’re choosing.

4. Don’t Try to Shoot Everything in One Day

Let me say this plainly:

Trying to pack everything into a single shoot day rarely works out.

Even the most organized, marketing-savvy business owners fall into this trap. They come in with a massive list—team photos, products, reels, behind-the-scenes, flat lays, banners, headshots, b-roll, styled stock—and expect it all to get done in one go.

What you get is a scattered gallery, a stressed-out team, and a shoot that never really hits the mark.

A better approach? Prioritize.

• What’s launching in your biz in the next 6-12 months?
• What platforms do you need to support?
• What shots will you need for content or specific sites?
• What are the themes or stories in your content that you can shoot specifically for?

A great photographer will help you focus and isn’t afraid to say, “We can’t do all of this in one day. Remind me what matters most? Now, let’s trim things back so we for sure get what’s most essential.”

Trust the guide you hired to lead you well.

5. Plan to Learn as You Go

Especially if this is your first brand shoot, know this: some things won’t work. And that’s okay.

You’ll walk away with images you love. And you’ll also learn what you wish you had, what you’ll need next time, and what you didn’t expect to use as much as you do.

Every shoot is a chance to learn and refine.

That’s why I always recommend approaching it with your business goals in mind—not just a Pinterest board or long list of “cool” ideas. The more your prep is anchored in actual strategy, the more useful your final photos will be.

Quick Check: Before You Reach Out

Before you send that inquiry, run through this list as you look at their site:

• 👩🏼‍💻 Is strategy part of their process—or is it just show up and shoot kind of deal?
• 📷 Will the photos support your brand goals—or just look good on IG?
• 📝 Do they offer planning help—like location, wardrobe, or shot lists?
• 👯‍♀️ Do their galleries show range and individuality—or does every client feel copy-paste?
• 🗄️ Are they clear about deliverables, usage rights, and timelines?

If anything feels vague, probably best to keep looking.

Listen for these on the Discovery Call

Once you’re on a call, listen for these five questions—or be ready to ask them yourself:

1. How do you learn my brand and shape creative direction?
2. What’s your process before the shoot—and how long is turnaround?
3. How do you plan for different formats—web, social, launch needs?
4. Can I see a gallery from someone in a similar space?
5. What rights will I have to use the photos across my business?

You don’t need to grill them—but you do want to feel confident in their answers.

TL;DR: It’s Bigger Than Pretty Photos

Remember, you aren’t just hiring a photographer. You’re looking for the creative lead you can trust to lead you well in the brand photography process.

A brand photographer should:

• Understand your business, brand, and goals
• Translate them into visual assets that perform well across platforms
• Deliver a gallery that supports your brand’s growth

If the end result is photos that look good but don’t work in the real world? They probably weren’t the right fit. And now you can note what you learned and do it differently next time.

In the market for your own branded image library and think I could be that photographer for you?

Check out my portfolio (📷 here) and let’s plan your shoot.