How to Choose Your Personal Branding Photos (Without Feeling Overwhelmed)

Choosing your personal branding photos is easiest when you select images based on how they will be used, rather than which ones you like most. The most effective approach is to choose a mix of landscape and portrait images, close-ups and wider shots, different outfits, and varied expressions — each aligned to where the photos will appear, such as websites, LinkedIn profiles, and marketing materials.

This is something many clients don’t realise until they open their gallery and think, I love them all… now what? If that’s you, I consider this a good thing! It means I’ve done my job and the shoot has worked. But it can still feel surprisingly overwhelming, especially when you know these images will play a big role in your visibility, your marketing, and how people perceive your business.

The good news is that the decision-making process doesn’t start when you receive your gallery. It starts well before the photoshoot itself.

Key points to remember when choosing personal branding photos

• Choose photos based on how they will be used, not just personal preference

• Use landscape images for website banners and homepage headers

• Use portrait and close-up images for LinkedIn and online profiles

• Select different outfits and expressions to support varied brand messaging

• Avoid choosing multiple near-identical images

• Build a flexible image library rather than searching for one “perfect” photo

Your personal branding shoot was planned with visibility in mind

With my background in marketing, I’m always shooting with your visibility and usage front of mind. I’m thinking about where images will live, how they might be cropped, and how they’ll support your personal brand across different platforms. That’s why your gallery includes a deliberate mix of orientations, expressions, outfits, and poses. Your personal branding shoot was planned with visibility in mind. Beforehand, we talk in detail about how you plan to use your photos. Website banners, LinkedIn profiles, social media, press features, speaking bios, email signatures — all of this shapes how I photograph you on the day.

When it comes time to choose your final images, the easiest way to narrow things down is to return to that original plan.

Choose photos based on purpose, not favourites

Instead of asking, “Which photos do I like best?”, try asking, “What does this photo need to do for my business?”

Start by listing where you need images right now. For most personal branding clients, this includes a website homepage, an about page, LinkedIn, other social platforms, and sometimes press or promotional materials. Each of these uses benefits from different types of images.

Which personal branding photos work best for LinkedIn and profiles?

For LinkedIn and other online profiles, a close-up or mid-length portrait is usually the strongest choice. These images help people recognise you quickly and create a sense of connection.

Look for a photo where your eyes are clear, your expression feels natural, and you appear calm and confident. This doesn’t have to mean a big smile — relaxed, neutral expressions often feel more authentic and professional.

How outfits and expressions support your personal brand

If your shoot included outfit changes, use this variety intentionally. Different outfits can signal different sides of your work.

One look may feel ideal for your website and LinkedIn presence, while another might suit social media or more informal visibility content. Choosing images across multiple outfits gives you flexibility and longevity in how you show up online.

The same applies to expression and body language. Some images may feel warm and approachable, while others feel more focused or authoritative. This range is intentional in personal branding photography and allows you to match the image to the context.

Avoid choosing near-identical images

If two images are very similar in pose, framing, and expression, you usually only need one. A smaller selection of varied images will serve your personal brand far better than several near-duplicates. When in doubt, prioritise variety over perfection.

If you’re stuck between several images, choose photos that differ in orientation, framing, outfit, and expression. This gives you the most flexibility across platforms. You can always rotate images later, crop them differently for new uses, or update your visuals as your business evolves.

And if you’re ever unsure, this is exactly what I’m here for — to help you choose images based on strategy, visibility, and real-world use, not just how they look.

Frequently asked questions about choosing personal branding photos

How many personal branding photos should I choose?
Most people benefit from selecting a small, varied set of images rather than many similar ones. Aim for a mix that covers website use, LinkedIn, and social media.

What type of photo works best for LinkedIn?
A close-up or mid-length portrait with clear eye contact and a natural expression usually works best for LinkedIn profile photos.

Should I choose photos from one outfit or multiple outfits?
Choosing images from more than one outfit gives you flexibility and helps support different aspects of your personal brand across platforms.

You don’t need to get it perfect

Personal branding photography isn’t about finding one flawless image. It’s about creating a set of photographs that work for you.

Choose images that support how you’re showing up now. You can always refresh, update, or build on them later. And if you’re ever unsure, that’s exactly what I’m here for — to help you choose images based on strategy, visibility, and real-world use, not just how they look.

In short: the best personal branding photos are chosen for purpose, variety, and visibility.