How Intentional Model Choices Transform Personal Branding Photography

When planning a personal branding photoshoot, one crucial aspect to consider is the selection of the right "clients" to act as models. This decision goes beyond aesthetic preferences; it directly influences how your target audience perceives your business and connects with your brand. Recently, I had the pleasure of working with a female chiropractor in Tacoma, WA, and her intentional approach to choosing her models offers an excellent example of why this step is so important.

The Client: Dr. Kellie of Buoyant Chiropractic

The Location: On location, Kellie's chiropractic office in Tacoma, WA

Why the Right Models Matter

The people you ask to be models for your branding photos don’t need any modeling experience. They simply need to be willing to step in front of the camera and be enthusiastic about supporting you. However, their alignment with your ideal client avatar is key. If your business primarily serves women in their 30s-50s, asking your male partner to pose as a client could send a mixed message. It might confuse your target audience and make them question whether your services are tailored to their needs. When potential clients see themselves reflected in your photos—through the models, environment, and vibe—they are far more likely to feel drawn to your business.

For this chiropractor’s photoshoot, we took a detailed approach to selecting models. The goal was to showcase her practice’s inclusivity, versatility, and expertise in helping various types of clients. The result was a diverse and intentional group that truly embodied her ideal client base.

This chiropractor invited eight unique models to participate, each representing a distinct facet of her target audience. Here’s how we planned and executed this variety with intention:

• Model 1: A woman in her 30s, part of the LGBTQ+ community, highlighting the message that all individuals are safe and welcome in her practice.
• Model 2: Another woman in her 30s, serving as a general representation of her typical clientele.
• Models 3 & 4: Two Gen Z women in athletic gear, emphasizing a focus on health, wellness, and active lifestyles.
• Models 5 & 6: Two moms who brought their kids to the session. The children were photographed receiving adjustments or playing in the space, sending the message that busy moms can prioritize self-care while bringing their kids along.
• Model 7: A woman in her 40-50s, representing the importance of self-care and health at all stages of life.
• Model 8: A man photographed after a work shift, illustrating the importance of physical care for those in demanding jobs.

Each model was carefully chosen to reflect the chiropractor’s brand values and ideal client base. I provided outfit suggestions through a PDF guide, ensuring every look aligned with the brand’s aesthetic. For example, the athletic wear for the Gen Z models and casual, approachable outfits for the moms and working professional were intentionally selected to convey the right message.

The Impact of Thoughtful Model Selection

Choosing this many models required a significant amount of preparation and planning. However, the payoff was immense! Each participant brought something unique to the shoot, creating a diverse portrayal of the chiropractor’s services and values. Some models were even included to showcase specific treatment tools used in her practice, adding depth and detail to the narrative.

Not every photoshoot requires such a broad range of participants. In fact, smaller businesses might only need one or two models to effectively convey their message. The key is intentionality. Whether you’re working with one person or ten, their presence should serve a purpose and reflect the essence of your business.

Why Showcasing Client Interactions Matters

Photographing yourself working with clients is about more than aesthetics. It builds trust and creates a connection with your audience. Potential clients want to know that you understand their needs and can guide them on their journey. By showcasing your expertise and highlighting who you work with, you cultivate the "know, like, and trust" factors that are so essential in attracting your ideal clients.

For this chiropractor, the photoshoot communicated that her practice is inclusive, approachable, and highly skilled. It showed her as the right person to help a wide range of individuals prioritize their health and well-being—and that’s the ultimate goal of personal branding photography.

Whether your branding photoshoot involves one model or eight, the intentional selection of the right people makes all the difference. By ensuring your images resonate with your target audience, you’re not just showcasing what you do—you’re inviting your dream clients to see themselves working with you.

The Full Branding Photoshoot

While the branding photoshoot was heavily focused on the variety of the client experience, a few other key photos were taken including:

• Lifestyle headshots and being within the space individually
• Recommended products she resells
• And lastly photos of her wellness office space