If your brand photos all start to feel a bit same-same, you’re definitely not alone.

It’s something I see with so many business owners — they’ve done a shoot (or five), but when it comes time to update their website or post online, they’re scrolling through their gallery thinking, “I don’t actually have the right image for this.”

Here’s the truth:
You don’t necessarily need more photos.
You just need the right mix of them.

Because when people see you showing up consistently — in different moments, moods, and settings — that’s when they start to trust you.
It’s the variety that makes you feel real.

Why Variety Matters

Think of your brand like a storybook.
If every page had the same image, no matter how beautiful it was, you’d stop reading after page three.

Your audience is the same.
They want to see the whole picture — what you do, how you do it, what makes you different, and even a little of what lights you up outside of work.

That doesn’t mean 100 outfit changes or locations.
It means knowing which types of images to plan for so you get usable variety that works everywhere — your website, socials, emails, presentations, launches, and beyond.

The 5 Categories I Always Start With

When I plan shoots with my clients, we focus on five main categories that make sure their gallery feels complete — a mix of connection, credibility, and personality.

I won’t give them all away here (that’s what the guide’s for 😉), but here’s a little peek:

• One category is all about creating a strong first impression.
  
• Another gives your audience a glimpse behind the curtain.
  
• One focuses on the small details that tell your brand story in subtle ways.
  
• And the final two? They’re all about personality and human connection — the shots that make people stop scrolling because they feel something.
  

When you’ve got these covered, you suddenly have a brand library that’s not just pretty — it’s powerful.

Ready to Build You Own Shot List?

If you’re planning a shoot (or even just want to get more out of the photos you already have), I’ve made a simple guide to help you get started.

It walks you through these five must-have image types, gives you visual examples, and helps you think about how each one can work across your marketing.

👉 Download your free copy: Personal Branding Photography – Must-Have Images

If you’ve already got it saved somewhere, consider this your little nudge to pull it back out and start planning your next update.

And if you haven’t yet — grab it HERE.

Because when your visuals have variety, your brand has trust.
And that’s when everything starts to click.

Alison x