Why branding comes first

Before the camera comes out, the branding has already spoken. And I'm not talking about just your logo. I’m talking about the tone, the mood, the story we’re telling before a single image is even captured. Branding is how we design perception, and as a photographer, I’ve learned that the strongest shoots don’t start on set. They start with clarity.

If you know anything about me IRL, you know I’m obsessed with psychology and how we perceive things. And quite frankly, in terms of photography, the work starts way before the photoshoot. Most of my favorite shoots happen when I’m involved in the creative process early because that’s when I can intertwine branding, psychology, and visual direction in a way that just hits.

A lot of people think you don’t need to have your branding figured out before marketing or planning a photoshoot. But TBH, the strongest campaigns always have a clear thread line running through every visual and message, and branding is what anchors it all. It helps us understand who we are, who we’re speaking to, and how to communicate that visually. It’s the design of someone’s perception. The colors, the casting, the lighting, even the camera angles aren’t just for aesthetics' sake. They’re the actual language we’re speaking with.

Kariella

Kariella

The Photos Hit Different When Branding Is Locked In

Some of my favorite shoots have been with brands that came in with clarity where the identity, tone, and audience were already defined. OR where they invited me to be part of shaping that from the start. That’s when I can take things to the next level and get creative with real intention.

Other times, I’ve walked onto set and realized the branding piece was never fully mapped out before they started marketing. No clear direction, just a “let’s shoot something cool” kind of vibe. And while we always find a way to make it work, it’s never quite as powerful as it could be. The ideas are there. The potential is there. But without a solid foundation, it’s harder to build something that really sticks, and worse, sometimes you fill in the blanks with what you think people will want to see rather what actually is resonant to the product or service.

If you want your visuals to land AND last, start with your brand. That foundation gives us the space to not just capture beautiful images, but to tell a story that actually connects.

Kariella

Kariella

Your Brand Is a Whole World

Think of your brand as a world you’re inviting people into. You’re quite literally building a space for your audience to live in, to feel in, to breathe in. I like to think about what that experience looks like if I were to use all five senses. The more defined that world is, the more aspirational it becomes and the easier it is to sell the product without feeling like you’re selling. You shouldn't think of branding as a strict set of rules, but rather, it’s a creative guide that makes everything easier, more intentional, and honestly, way more fun. When you know your brand inside and out, you also know where and how to bend the rules.

Branding shows up in photography through technical decisions we make on set. Colors? They tell us everything. Are you earthy and soft, or bold and modern? Your palette informs wardrobe, set design, even makeup tones. Lighting becomes a storytelling tool: harsh flash creates edge, backlight adds glow, golden hour brings warmth. Casting is incredibly powerful! Are we featuring a high-fashion face or someone more grounded and relatable? Styling choices—outfits, nails, hair, all need to reflect the brand world, not distract from it. Even how we frame the shot matters: wide angles feel open and free, while tight crops create intimacy. And in editing, we ask ourselves, does the final look feel grainy and nostalgic, or clean and commercial? Branding helps us answer all of that.

This is what I tell my clients: think about your ideal customer holding your product, scrolling past your image, or stepping into your world and then reverse engineer that moment through the visuals. That’s how we create images that not only look good, but feel aligned and unforgettable.

A Real-World Example of Branding in Action

Take a look of the images I've sprinkled along this blog. Can you feel the world we're creating here for this men's lifestyle brand? The vibe was elevated California ease. The kind of guy who starts his day with a surf check, works from a sunlit mid-century house, and ends the evening barefoot grilling in the backyard. From the relaxed styling, the warm natural light, the mix of polished and playful moments, everything was chosen with intention. We weren’t just photographing clothes. We were building a world for the brand’s audience to step into. That’s what intentional branding allows us to do. It gives every frame a point of view, and every image a purpose.

Kariella

Kariella

In a Sea of Sameness... Branding Is What Sets You Apart

Is it me, or is everything starting to look the same? The trends, the tones, the aesthetics... like everyone says they want to be different, but no one’s willing to step outside the safety net of what’s already been done.

But let's think about the brands that actually stand out? They’re rooted in something deeper. They know their unique positioning and they lean into it. That’s the kind of clarity that creates scroll-stopping visuals.

Kariella

kariella

Archetypes & Emotional Branding

One way I help clients tap into that deeper clarity is through brand archetypes, based on Carl Jung’s psychological theories. They’re universal characters that help define a brand’s tone, values, and emotional pull. These are a few of my favorites:

• The Innocent – Optimistic, honest, clean (great for skincare or wellness brands)

• The Rebel – Bold, disruptive, unapologetic (perfect for streetwear or edgy beauty)

• The Creator – Innovative, imaginative, expressive (ideal for artists and visionaries)

• The Sage – Wise, educational, guiding (great for thought leaders or holistic brands)

• The Lover – Sensual, emotional, indulgent (beauty, fashion, or anything romantic)

  
  

Knowing your archetype makes it easier to choose the right models, design the visual language, and tell a story that sticks. It’s less about copying trends and more about tapping into timeless resonance. Even if you're not fully clear, identify your favorite 3 brands and challenge yourself to find what's connecting them and allow that clarity to become your compass. And the more rules we know, the more we can intentionally break them and create something original.

Kariella

Kariella

Branding Isn’t Optional. It’s the Secret Sauce.

Branding is the secret sauce that takes a shoot from just pretty, to iconic.

Next time you’re planning a photoshoot or launching a marketing effort, ask yourself:

• Do I know my brand’s core values and personality?

• Have I defined who I’m speaking to and how they like to be spoken to?

• What colors, mood, or references align with my brand world?

• Do I have a visual strategy or creative direction guiding the shoot?

• Is the story I’m telling aligned with the product or service I’m offering?

• And most importantly, what feeling do I want people to have when they see these photos?

If you answered “I’m not sure” to any of these, reach out to me and let me know you're interested in my Brand Alchemy Workbook. This is the workbook I use to guide all of my branding clients and help outline who you're talking to, and what you're saying. The shoot (and your wallet) will thank you later.