A couple years ago, I treated myself to a boudoir session, and I’m still obsessed with the photos. I’ve been known to pull them out at happy hour with my girlfriends.
But here’s the thing. When I think back on that session, the first thing I remember isn’t actually the photos.
I remember sitting in the chair, drinking my coffee and mimosa, chatting with my photographer and makeup artist, and feeling like an absolute star. I felt beautiful, taken care of, and like I was being doted on. The photos were just the cherry on top of an already amazing day. And that experience is why I tell everyone to book a session with my photographer, Emma.
Your brand photography clients are doing the exact same thing. Which is why I want you to think about brand photography shoot planning as more than just putting together a shot list and figuring out locations. It’s also about creating an experience your clients will remember and want to tell other people about.
Your Clients Remember How You Made Them Feel
Your clients are going to love their photos. They’re going to use their photos. All of that is true.
But really, really good photos are expected. They’re the bare minimum.
What your clients are going to remember when someone asks them for a photographer recommendation is how you made them feel.
Were they comfortable? Did they have fun? Did they feel taken care of? Did they leave feeling more confident than when they walked in? I will talk about this until I am blue in the face: the experience is the transformation.
And I think this matters even more as AI becomes a bigger part of our industry. AI can replicate a deliverable, but it cannot replicate the experience. AI can give someone a file or download. A photographer gives them a feeling.
So let’s talk about how to create that feeling on shoot day.
Brand Photography Shoot Planning: Engage All Five Senses
One of the most underrated parts of a brand session is the actual experience on set. And one of the easiest ways to think about that experience is through your client’s five senses.
These are the little things that might not seem like a big deal to you, but they can make a huge difference in how your client remembers their session.
Sight: What Does Your Client See When They Walk In?
Before your client arrives, take a minute to walk into your studio or shooting location as if you’re seeing it for the first time.
Is it clean? Is it inviting? Are there light stands piled in the corner, yesterday’s coffee cup sitting out, or trash that needs to go?
When you’re in a space all the time, it’s easy for those things to fade into the background. But your client is seeing everything with fresh eyes. You want them to walk in and immediately feel relaxed, not overstimulated by a chaotic space.
Sound: Set the Mood With Music
I will be honest, this is one I’ve had to work on myself. I’ve had clients literally ask, “Can we play some music or something? This is awkward.”
And they’re right! Silence can be incredibly awkward, especially when someone is already uncomfortable being in front of the camera.
Now, starting a playlist is one of the first things I do when I get to the studio.
Bonus points if you ask your client what they like to listen to ahead of time. Maybe they’re a Taylor Swift girl, maybe they love country, or maybe they’re into ’90s rock. The specific music doesn’t matter nearly as much as having something that fits the vibe you’re trying to create.
Smell: Don’t Overlook the Space Itself
This is one of those things nobody thinks about until something smells bad.
But smell is one of the first things people notice when they walk into a room. And even if something doesn’t smell necessarily bad, it might not fit the experience you’re trying to create.
Whether it’s a candle, flowers, an open window, or a diffuser, just take a second to think about what your client is walking into. It’s a small detail, but small details add up.
Taste: The Coffee Order Goes a Long Way
This is one of my favorite little things to do for clients!
Before their session, I ask what they want for coffee. Sometimes that’s in their questionnaire, but more often lately, I just send a quick text the night before.
My clients love this. They’re already doing a fair amount of prep for their session, from choosing outfits to getting everything packed and ready. If I can take one little thing off their plate on shoot day, I’m going to do it.
It’s that champagne and first-class moment… nobody needs it, but everybody remembers it.
You could also send a coffee gift card so they can grab something on their way. The point is to make them feel like they’re being taken care of. Yes, they’re investing in their business. But I also think a brand session should feel like they’re spoiling themselves a little bit!
Feel: Help Your Clients Get Comfortable
This might be the most important one.
I have clients walk in and tell me they’re nervous, scared, or that they don’t even want to be there. And I get it! I get brand photos taken of myself regularly, and I still have those moments where I’m uncomfortable and in my head.
So when a client tells me they’re nervous, I’m not going to say, “You’ll be fine! You have nothing to worry about!” Instead, I validate how they’re feeling.
I remind them that they’ve already done the hard part. They’ve prepared, they’ve shown up, and now it’s my job to take care of the rest. All they have to do is follow directions, listen to some music, and have fun.
Another thing I love doing is showing clients the back of my camera early in the session.
I always ask if that would be helpful first, because not everyone wants to see themselves on camera right away. But most of the time, it’s a huge confidence boost. You can almost see their walls come down.
And if they don’t love something, I’d much rather get that feedback while we’re still shooting and can make adjustments then (rather than after I’ve delivered their gallery).
The Brand Client Experience Starts Before Shoot Day
Here’s something else I want you to think about: the experience doesn’t start when your client walks through the studio door.
It starts long before that.
Are you checking in with them as their session approaches? Are you helping them prepare? Are you answering their questions before they even have to ask? For example, if you know that every client asks what to wear after booking, why not have an automated email ready with a blog post or resource that helps them figure that out?
You can also send a shoot guide, hop on a planning call, or check in the week of their session to review last-minute outfit options. All of those things build their confidence in you, their confidence in themselves, and their confidence in the shoot that’s coming up.
And that confidence impacts how they feel when they finally get in front of your camera!
Why Your Client Experience Is Part of Your Marketing Strategy
These five senses aren’t just nice little extras. They’re part of your marketing plan. Think back to some of your favorite clients. The sessions where you were having fun, they were having fun, and everything just clicked.
What happened afterward? Did they tell their friends? Did they refer you to other people?
A client who has an amazing experience is a client who is going to talk about you without ever being asked!
We’ve talked before about how you can’t pour into a leaky bucket. All the marketing in the world isn’t going to work if the experience behind it doesn’t hold up.
The people in front of your lens right now, this week, this month are your future marketing!
Start With One Thing Your Brand Clients Will Remember
If you’re reading this and thinking you need to completely overhaul your client experience, you don’t. Just pick one thing to start with! Pick one sense, make one improvement, and build from there.
The goal isn’t to make your brand sessions unnecessarily complicated. It’s to make sure every client who works with you leaves thinking, “Oh my gosh, I need to tell everyone about her.”
Because great photos matter. Of course they do. But the experience is what gets people talking.
Want to Make Planning Your Brand Sessions Easier?
Creating an amazing experience is one part of the equation, but the photos still have to work once your clients get home.
That’s exactly what we work on inside Behind The Shot, from planning and shooting to delivering brand sessions that turn into referrals.
Doors open to Behind The Shot on November 13, and the waitlist gets 24-hour early access, plus a free training on November 3. So make sure you join the waitlist here!
I’m adding some really incredible new features for this launch that are going to make planning your brand sessions easier than ever. The process I teach works, but I know it can take time. These updates are designed to help you get those same incredible results with way less time spent planning!
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