As a visual branding agency, we spend a lot of time talking about visibility, perception and trust. We speak about branding photography, videography, websites, messaging and how businesses position themselves in the market. But the most powerful part of personal branding is actually the person behind the business and how they physically show up in it.

Within seconds of seeing you walk into a room or seeing your image online, people are already forming perceptions based on visual cues. Your energy, posture, styling, presence and — most importantly — how comfortable you appear in your own skin all influence how someone experiences your brand.

That’s why understanding your personal style, as well as the colours and shapes that genuinely work for you, is one of the smartest investments you can make if you plan to build a strong personal brand. This is something I have experienced firsthand through my own journey.

Five years ago, I worked with Ann  from Ann Whitaker Style to do a colour analysis and understand my personal style, while also learning how to better guide my own clients on what to wear for branding photoshoots and leadership visibility.

Going into the experience, I thought I already had a solid understanding of what suited me. I was wrong.

What I didn’t expect was how much clarity it would give me around my confidence. The right colours had a huge impact not only on the way I looked, but more importantly, the way I felt. Learning that my colour family was Autumn explained why certain tones always made me feel more grounded and aligned, while others never quite felt right — even when I loved the outfit itself. Understanding my personal style — somewhere between classic, romantic and preppy, with a love of texture, florals, leopard print, denim and statement jackets — gave me permission to stop dressing according to what I thought a “professional woman in business” should look like. Lots of black, navy, white and if I was brave, a splash of red.  Totally safe, predictable and forgettable.

That shift changed the way I showed up on camera, at networking events, in leadership spaces and across my business branding. I now embrace bright colours and bold patterns and it forms part of my personal brand.

Earlier this week, I asked Ann to share some of her insights with my audience because I constantly encourage clients to show up to their branding shoots dressed in a way that feels authentic to them. The challenge is, most people have no idea what that actually means.

These are some of the most common questions I hear:

• What should I wear for a branding photoshoot?
• How do I look professional without looking corporate?
• What colours work best on camera?
• How do I dress in a way that feels like to me when I have no clue of my style?
• How do I not look boring?
  
  

Ann shared that: “When your clothing feels like you, there is a sense of ease, comfort and confidence. Your image becomes magnetic.” As a branding photographer, I see this constantly. The biggest transformation during a personal branding shoot happens when someone turns up in outfits that they feel natural in. Their confidence shines through and nothing feels unnatural or forced. Their body language softens. Their personality becomes more visible.

Authenticity photographs differently.

This philosophy also aligns with the way we approach branding photography at Branding Profiles. We’re not interested in creating polished but generic personal brands that look like everyone else in the industry. The goal is not to force people into a template of success. The goal is to understand what makes someone distinct and help them communicate that visually with confidence.

Standing out in business is not about being louder (although it could be if that is part of your brand). The strongest personal brands are often the people who simply understand and unapologetically leans into their values, quirks and strengths — and present themselves consistently in a way that feels natural and believable. That consistency builds trust.

Something else Ann spoke about was the rise of generic online styling systems and AI-generated colour analysis tools. While AI can absolutely be useful in business, she believes it cannot replace personalised expertise when it comes to image consulting, leadership styling and personal brand presentation.

As Ann explained: “Those generic systems fail to capture individuality, to reveal the true magic of the person, simply because they are generic by nature.”
And she’s absolutely right, because style is personal.

An interesting  insight from Ann that really challenged outdated ideas around styling was this: “People often say every woman needs a little black dress, a blazer or a white shirt. In reality, black and white do not suit many people and a classic blazer will not flatter every body shape.”

There is no universal formula for how to dress for leadership, branding photography or professional visibility because people are not generic. In a world where founders, executives and business owners are increasingly becoming the face of their businesses, understanding how to visually communicate who you are matters more than ever. Not to impress people but to remove the disconnect between your expertise, your values, your personality and how you show up in the world. Quite simply, you stand out by being more of yourself.

If you’ve been wondering what to wear for your branding photoshoot, how to dress with more confidence in business or how to create stronger alignment between your personal style and professional brand, it may be worth speaking with an experienced stylist or image consultant such as Ann Whitaker Style before your next shoot. 

The right styling and colour guidance can completely change the way you show up. It certainly did for me!

HUE KEDGE
Founder, Branding Profiles