Guest post by Snappr Photographer Francesco S.

The concept of personal branding has been around for quite some time now, and even though most people are familiar with it and its value, many still don’t know how to apply some of its basic principles. Some professionals work hard to build a profile for themselves, but they fall short on one key element: the headshot. They use photos taken at weddings, with their friends' arm around their shoulders brutally chopped off; shots from the Races, with glamorous attires they would probably never wear in a business meeting; or unprofessional pictures, stolen from their Facebook profiles or taken with their mobile, just because they "quickly had to take a headshot". 

Below I’ll share with you 10 tips to take the best corporate headshots and profile photos which I use for my Snappr clients. 

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1. Think about your story

Put simply, think about how you want the viewer to see you. An experienced director? A fun, enthusiastic PR manager? The story doesn't have to be convoluted. Just think about the best side of your professional and personal life you want to be captured and plan the whole shoot around it. This should be obvious, but it often gets overlooked. To make sure you don't miss anything, go through this quick checklist: - Outfit - Hairstyle - Makeup - Body positioning and facial expression - Authenticity Last point is the most important: make sure to be yourself!

2. Plan your location

What’s the background or environment you want to use to frame yourself? While you want to avoid busy backgrounds to make sure you remain the hero of the shot, you might want to use something slightly different than the usual white background. Perhaps you can use a different colour or have an artwork behind or next to you (for a more creative / artistic fell) or a glass surface (for a more modern look - be careful with reflections though if you go down this path). 

3. Plan for the light.

When planning the location make sure you choose a place that is well lit. Natural light is to be preferred: indoor close to a window or outdoor, making sure the light is not too harsh on your face (and makes you squint). Indoor can work as well, but ensure there is enough light, which possibly resembles natural light (e.g. not too white and not too yellow). Otherwise your photo will look underexposed (dark) or simply dull. Whichever type of light you choose, it has to be uniform - this means no shadows or interruption in the source of light. 

4. Choose your camera

Despite what many people think, it’s not the camera that makes a good photo. It's a combination of things including subject (or story to tell), angle and light. But I admit that a good camera helps you achieve a better shot with less effort. The definition of outlines, the brilliance of colours and the ability of capturing lighting are superior in DSLRs. So if you have access to one of these babies, do yourself a favour and use it. 

5. Choose someone to take the shot for you

Some people will tell you to use a tripod (for DSLR or compact camera) or a selfie stick (for your mobile), instead I recommend you think out all the details of your shoot before and have someone ready to simply press the button on the day. 

6. Set up your camera

You want to set up your camera in order to capture enough light to make your shot well exposed, e.g. bright and luminous. Remember to turn off your flash as it gives a shiny and faint look to the skin. You also want to avoid harsh shadow under the eyes and the chin and neck area. 

7. Think portrait or landscape

Traditionally, headshots are taken in portrait orientation, but there's no fixed rule to it. If you already have in mind a few channels where your photos will be used (website, social media, etc.) think about the orientation needed for them. Another thing to consider is if you’ve decided to include something with yourself in the picture (like a simple background or artwork as mentioned above). In this case, you might need to go landscape, to have enough room for both. 

8. Rehearse your body positioning and shoot

Once everything is set up, try the body positioning you planned before for the last time. Just remember: while it’s good to plan, you want to avoid having a contrived pose. It's a balancing act between unplanned and too staged. When you feel ready, call your friend, briefly share the story for your headshot with them, show them where to place themselves and get them to click the button. Have them take a few different variations of the shot for a couple of minutes. Then take a look at the pictures and discuss the results with them. Have another session of a few minutes and then you’re done! 

9. Think quality

With with this I mean: look after the details. This will immediately communicate that you are professional: the care and attention to details you put in your portrait is the same your audience will find when reading your pieces, attending your speeches, buying your products or services or working with you. Weave quality within your story. 

10. Use a professional

 And if you really serious about your branding and your headshot you might want to use a professional. They will know how to apply these principles effortlessly and communicate your story in the most effective and professional way.