One of the first questions I get when working with someone on their brand photography session is, “What should I wear?” And for good reason, your outfits set the stage and mood for the entire session.
The good news? You likely already have everything you need hanging in your closet. You just need help pulling the right pieces together so your personal brand photos feel intentional and cohesive.
Before diving into outfit specifics, it’s important to understand what brand photos are actually for.
What Brand Photos Are Actually Used For (And Why It Matters What You Wear)
Many people think of brand photography as social media content. And while social media is still an important place to use your professional brand photos, it’s only one small piece of the puzzle.
To get the most return on your investment, your brand photography images should be working across your entire brand ecosystem, including:
- Your website (homepage, about section, services page, etc.)
- Email marketing (because we all love seeing who is actually emailing us)
- Opt-in and booking pages (show your clients the human behind the brand)
- Printed materials for your business
- Your email signature line
- Press releases or newspaper features
Strategic small business branding photos aren’t created for one post or one season. They’re meant to be used for years across multiple platforms.
That’s why we don’t want to show up to a brand photography session with a pile of random outfits and hope for the best. Instead, as a Detroit Lakes, Minnesota Brand Photographer, I guide my clients through a simple three-part outfit strategy to make sure they show up with the right outfits every time.
The 3 Outfits You Should Always Pack for Your Brand Photography Session
Outfit #1: The Relatable Outfit (What Your Clients See You Wearing)
Purpose: Connection + Approachability
Your relatable outfit is exactly what it sounds like, relatable.
This is what your clients would expect to see you in if they ran into you at a community event or met you for coffee. It is polished yet the real you. As a Detroit Lakes, Minnesota brand photographer, this is one of the most important outfits I help clients plan because it sets the tone for trust and connection.
The goal of this outfit is simple: to help your ideal client feel comfortable and confident working with you.
When potential clients see your brand photos in this outfit, they’re not just seeing a business owner; they’re connecting with the person behind the brand.
What This Outfit Looks Like
What your relatable outfit looks like will depend on you, but here are a few tried-and-true ideas:
- Well-fitted jeans with a stylish top
- A casual dress with a cardigan or jacket
- Brand-aligned colors that photograph well (skip the neons and fire engine red, please)
- Accessories that elevate your outfit without distracting from you
Remember, confidence always shows in your photos. Finding clothes you feel great in is just as important as picking the right styles.
Relatable outfit pitfalls to avoid
Even though this outfit is casual, it should never feel sloppy. Avoid:
- Wrinkled fabrics
- Overly worn items
- Anything too trendy that will quickly date your photos (remember, we want to be able to use these for years)
Where to use the ‘Relatable Outfit’ photos
These images are among the most-used from a brand photography session. They work especially well for:
- The about page on your website
- Instagram and other social media profile pics
- Email newsletters, adding your photo at the bottom helps clients see who’s actually emailing them
These images help your audience feel comfortable, familiar, and confident taking the next step with you.
Outfit #2: The Aspirational Outfit (How You Want Your Brand to Feel)
Purpose: Authority + Confidence
Your aspirational outfit is the version of you that your ideal client is hiring.
This is what you wear when you want your brand to feel elevated, confident, and established. It’s still authentically you, but it’s polished, intentional, and aligned with where your business is going, not just where it is today.
As a Detroit Lakes, Minnesota brand photographer, this is the outfit I often see clients feel nervous about. But it often ends up being a favorite. When planned well, it helps clients see you as the expert they’re ready to invest in.
What This Outfit Is (and Isn’t)
The aspirational outfit is not about dressing fancier than your business or pretending to be something you’re not. It’s about choosing pieces that reflect the level of professionalism and confidence you want your brand to communicate. It’s the look as legit as you are, outfit.
This might be:
- A tailored blazer or structured jacket
- A dress or outfit with strong, clean lines
- Elevated shoes or accessories that feel more “put together”
- A color palette that aligns closely with your brand and website
If your relatable outfit says, “You can trust me,” this outfit says, “I know what I’m doing.”
How This Outfit Should Make You Feel
When you put on your aspirational outfit, you should feel:
- confident
- grounded
- like the best version of yourself on a really good workday
If an outfit looks great but makes you feel stiff, restricted, or self-conscious, it’s not the right choice. Confidence always photographs better than perfection.
Aspirational Outfit Pitfalls to Avoid
A few common mistakes with aspirational outfits:
- Dressing too far outside your comfort zone
- Choosing something trendy that won’t age well
- Wearing pieces that feel costume-like or overly formal
- Ignoring fit (tailoring matters here more than anywhere else)
Your aspirational outfit should elevate your brand, not distract from it.
Where to Use Your Aspirational Outfit Photos
These images are ideal for the places where clients are making decisions:
- Website homepages and service pages
- Sales pages or booking pages
- Marketing materials where authority matters
- Press features or professional bios
These photos help reinforce your expertise and position you as someone worth investing in, before a single word is read.
Outfit #3: The Working Uniform (Behind-the-Scenes Brand Photos)
Purpose: Authenticity + Trust
Your working uniform is what you wear when you’re doing your thing. This outfit shows your ideal clients the real, hands-on version of your business, the one they’ll experience if they hire you.
As a Detroit Lakes, Minnesota brand photographer, I’ve found that these images are among the most powerful for conveying trust. They show clients not just what you look like, but how you work, helping them imagine working with you before the first call.
What This Outfit Is (and Isn’t)
The working uniform isn’t about dressing fancy or aspirational—it’s about being functional, authentic, and comfortable while still feeling intentional on camera.
Some examples include:
- Aprons, smocks, or branded workwear
- Tools of your trade or equipment you regularly use
- Comfortable layers that allow you to move freely
- Simple, neutral colors that won’t distract from what you’re doing
This outfit tells a story: you’re not just a face or a brand logo, you’re a professional actively creating value for your clients.
How This Outfit Should Make You Feel
When you put on your working uniform for your brand photography session, you should feel:
- capable
- authentic
- like yourself in action
If you feel restricted, uncomfortable, or self-conscious, your personality won’t come through. Confidence and ease are key; these photos should feel effortless and real.
Working Uniform Pitfalls to Avoid
Even though this outfit is functional, a few missteps can take the authenticity out of your photos:
- Overly casual pieces that look sloppy (think old sweatshirts or ripped clothes)
- Trendy items that distract from your work
- Colors or patterns that clash with your brand or surroundings
The goal is to look like you in action, not like you’re posing for a costume.
Where to Use Your Working Uniform Photos
These images are perfect for showing your audience the process behind your brand:
- Behind-the-scenes content on social media
- Process or service pages on your website
- Marketing materials that highlight your expertise and work ethic
- Any content where clients want to see you doing your thing
These photos give clients a sense of confidence and familiarity. They can see what it would actually be like to work with you.
BONUS: What to Avoid Wearing for a Brand Photography Session
Even with the three carefully planned outfits, a few common wardrobe pitfalls can sabotage your photos.
Shiny or Reflective Fabrics
Materials such as polyester, satin, and metallics can reflect light in ways that appear unflattering on camera. Stick with natural fibers (when possible) that photograph well and keep the focus on you.
Overly Trendy Styles
Trendy items might feel fun in the moment, but they can quickly date your photos. Remember, brand photos are meant to last for years. Classic pieces will give your images longevity.
Busy or Distracting Patterns
Bold patterns, large logos, or recognizable prints can pull attention away from your face or your work. Choose simple, clean designs that complement your brand colors and vibe.
Poor Fit or Discomfort
If your clothes don’t fit well or you’re constantly tugging, adjusting, or feeling uncomfortable, it will show in your photos. Confidence and comfort always read better than perfection.
Clashing Colors
Make sure your outfit colors coordinate with your brand palette, website, or props. Colors that clash can create visual tension and distract from your message.
Over-Complicating Accessories
Accessories can enhance an outfit, but too many statement pieces or overly flashy jewelry can pull focus from your face and your story. Keep it simple and intentional.
The Takeaway:
The right outfit isn’t just about looking good. It’s about reinforcing your brand, connecting with clients, and feeling confident in front of the camera. Avoiding these common pitfalls ensures your brand photos look intentional, professional, and timeless.
Conclusion: Show Up Confident, Prepared, and Ready to Shine
Planning your outfits for a brand photography session doesn’t have to be stressful. By focusing on these three strategic looks: the Relatable Outfit, the Aspirational Outfit, and the Working Uniform, you can create a versatile collection of images that will serve your business across your website, social media, emails, and marketing materials for years to come.
Avoiding common pitfalls, choosing pieces that feel authentic, and aligning your wardrobe with your brand ensures you’ll not only look your best but also connect with your ideal clients in a meaningful way. As a Detroit Lakes, Minnesota brand photographer, I’ve seen how thoughtful outfit planning transforms a session from good photos to images that truly tell your story.
Take the Next Step
If you want to feel confident, prepared, and ready to get the most out of your brand photography session, I’ve created a free Brand Session Outfit Planning Guide. It walks you through:
- The 3-outfit framework in detail
- How to match colors and textures to your brand
- Tips to avoid wardrobe mistakes that show on camera
- A simple checklist to bring with you to your session
Download your free guide here and make sure your next brand session is effortless, fun, and full of images you’ll actually use.
Or, if you’re ready to book your Detroit Lakes brand photography session, let’s chat about how we can capture your business authentically and strategically—so you can show up confidently and connect with your ideal clients.
