Brand Photography Guidelines: How to Brief Your Photographer

Brand photography plays a crucial role in defining a company’s identity. Whether you need images for a website, social media, marketing campaigns, or advertising, a well-prepared photography brief ensures that the final photos align with your brand’s vision.

In this comprehensive guide, we’ll walk you through everything a company should brief a photographer about before starting a project. This will not only streamline the process but also maximize the impact of your brand visuals.

Why a Photography Brief is Essential

A well-documented brand photography brief helps ensure:

• Consistency across all marketing channels
• Alignment with brand identity
• Time and cost efficiency
• Effective communication between the company and the photographer

By clearly defining your goals, style, and requirements, you can avoid misinterpretations and receive high-quality, on-brand images.

1. Brand Overview

Before diving into the specifics of the shoot, provide background information about your company to help the photographer understand your brand identity and boost brand performance. Include:

Company Details

• Business name & industry
• Mission & values
• Brand personality (e.g., professional, fun, luxurious, minimal)
• Target audience (demographics, interests, buying behavior)

Competitor & Industry Examples

• Examples of brands with a similar style
• Key differentiators that set your brand apart

2. Photography Objectives

Clearly outline the purpose of the shoot and what you hope to achieve. This helps the photographer capture images that serve your business goals.

Key Questions to Answer:

• What is the purpose of the photos? (e.g., website, social media, advertising, packaging)
• What emotions should the photos evoke? (e.g., trust, excitement, sophistication)
• Are the images meant for a specific campaign or a general brand update?

A clear objective ensures that every shot aligns with your marketing goals.

3. Brand Visual Guidelines

To maintain brand consistency, provide the photographer with visual guidelines. This ensures the look and feel of your visuals evoke the emotions you want to convey to your audience.

Brand Colors & Aesthetic

• Preferred color schemes
• Elements to avoid (e.g., overly dark shadows, excessive contrast)

Lighting Preferences

• Bright and natural
• Dark and moody
• Studio lighting vs. natural environment

Composition & Framing

• Close-up vs. wide-angle shots
• Negative space for text overlay
• Consistency with previous images

Typography & Overlays

• Indicate areas where text overlays will be used
• Provide font styles if necessary

Running images through an AI software can also ensure that all of your photos meet brand guidelines.

4. Shot List & Deliverables

A detailed shot list helps the photographer plan their workflow and ensures you receive all necessary images. Be sure to think about the following areas:

Essential Shot Categories:

• Headshots (for team members, executives)
• Team Photos (collaborative, candid, posed)
• Office or Workspace Shots
• Product Photography (detailed close-ups, lifestyle images)
• Event or Behind-the-Scenes Shots
• Aesthetic photos to enhance your website, brochures, etc.

Technical Requirements:

• Number of final images needed
• File formats (JPEG, PNG, RAW, TIFF)
• Image sizes & aspect ratios (for social media, print, website banners)
• Background requirements (solid color, environmental, transparent)

5. Style & Aesthetic References

To give the photographer a deeper vision of what you want, it helps to provide the following items:

• A mood board with example images
• A brand style guide
• A list of what to avoid (e.g., stock photo look, overly staged images)

6. Location & Setup

Sometimes people forget to communicate specific details on the location, assuming they are understood. However, it’s best to clarify location detail including:

• Studio or On-Site?
• Specific addresses & access requirements
• Permits (if necessary)
• Props or set design needs

Ensure all logistics are sorted in advance to avoid disruptions on the shoot day.

7. Models & Talent

Defining who will be in the photos helps the photographer to prepare the best lighting and accessories for each skin type. Here are some things that should be specified:

• Employees, hired models, real customers, or only objects?
• Representation & diversity considerations
• Wardrobe guidelines (brand colors, business casual, no logos)
• Makeup & grooming expectations

Providing these details ensures that the subjects align with your brand identity.

8. Scheduling & Logistics

Again, these details ensure that everyone involved is aligned and helps the team stay focused on capturing high-quality content without unnecessary disruptions. Keep the shoot organized with a detailed schedule:

• Shoot Date & Time
• Duration of the shoot
• Contact person & on-site coordinator
• Contingency plans for weather or cancellations

A well-structured timeline prevents last-minute confusion and delays.

9. Editing & Post-Processing

Many times, teams could have different expectations when it comes to editing photos. Discussing post-production expectations can avoid surprises and make sure all visions are aligned.

Editing Guidelines:

• Retouching level (minimal, moderate, heavy)
• Color grading preferences
• Black & white or color options?
• Background removal needs

File Naming & Organization:

• Naming conventions for easy organization
• Folder structure for image delivery

If you are planning on taking hundreds or thousands of photos, an AI post-production tool could be the best way to go. It ensures that all images are edited in a consistent manner and in line with your brand identity.

10. Licensing & Usage Rights

For your content compliance management, be sure to clarify ownership and usage rights upfront. This is something that, if not treated beforehand, can completely block you from being able to use photos in the way that you want in the future.

Key Legal Considerations:

• Who retains copyright of the images?
• Are there exclusivity requirements?
• Duration of use (one-time, perpetual, campaign-specific)
• Image credit requirements (if applicable)

This prevents legal issues and ensures proper use of the photographs.

11. Budget & Payment Terms

Sometimes surprise charges can arise. Be sure to outline financial agreements before the project begins.

Key Payment Details:

• Photographer’s fee & payment schedule
• Additional costs (travel, assistants, equipment rental)
• Overtime charges
• Cancellation/rescheduling policies

A transparent budget discussion ensures mutual understanding and prevents unexpected costs.

Succeeding your Brand Photoshoot

A well-structured photography brief is the key to achieving stunning, on-brand visuals that enhance your company’s marketing efforts. By outlining your brand identity, objectives, visual preferences, and logistical details, you can ensure a smooth process and a successful shoot.

If you're looking for a brand photographer to elevate your brand photoshoot, OCUS is the perfect choice. We connect you with top brand photographers in your area and ensure that every photo aligns seamlessly with your brand identity. After the shoot, our AI-powered software enhances each image for quality, aesthetic appeal and conversion so you always get the best results.

Ready to find your perfect brand photographer?