In the November Issue:
Impressions are formed and conclusions drawn on first sight. Often, that first sight is your digital image in the form of a social media profile or website headshot. For many, the photo is an afterthought. In that case, an observer may get mixed messages, become confused, and move on.
A strategic photo shoot, on the other hand, is one that can support an over-arching brand message. Like other business decisions, making choices with intention nets better results. Here are 3 categories to consider so you can make your headshot sing.
Align with Your Brand
Assess how your photo’s appearance relates to your logo, along with design features of your website, marketing materials, or published products.
The Mood. The “energy” of your photo creates unity in marketing when it harmonizes with the personality of your website, communications branding, and social media voice. Strive for a consistent message to boost brand integrity. For example, does the cover of a book you’ve authored feature whimsical graphics and a lighthearted persona? In that event, your headshot can capture a playful pose and exuberant expression. If the book cover is featured in your photo, pay mind to placement and prominence.
The Colors. Selections in the colors you wear may follow one of two paths. First, you can choose color for its psychological significance. Using the whimsical example above, you might incorporate bits of a yellow hue, since yellow signifies a “sunny,” cheerful energy. (Caution: Yellow and other bright colors are best used moderately in photos.)
Alternatively, let’s say you know that yellow does nothing for your complexion. In that event, select colors for their personal flattery. Choose hues that harmonize with your own undertones in skin, hair, and eyes.
The Background. Photo environments vary and the location you choose can make its own statement. A photographer’s studio background, a photo taken in your home, office, or studio, and an on-location photo shoot in an urban or natural setting, each lends a different vibe. Think about what it is you strive to communicate in your branding, and let the location reinforce that objective.
“Speak" Competence with Your Face
Over the decades we’ve seen many lawyerly, scholarly, and “bankerly” photo subjects showing serious or contemplative facial expressions. The intended message saying, “I am qualified and will take your important business seriously.” Whether that resulted in our confidence in the individual’s expertise or not, remains to be proven.
In an age of social proof, we have the means to know what a photo truly communicates to the observer. One such tool is found at PhotoFeeler.com. At this site, your business profile photos are rated by real people on points such as competence, likability, and influence.
In my own trial on the site, as well as with clients’ assessments, what has been proven is that a smile gets the job done. Not only did a smiling v. non-smiling photo increase the “likability” measure of its subject, but it also substantially boosted “competence” and “influence” ratings as well.
Accessories. Less is more when it comes to accessories in photos. Minimal jewelry keeps the attention on you, rather than your adornments. This is true, too, for watches, belts, and piercings. Keep them understated, if visible at all, to minimize distractions.
A well-planned, and up-to-date photo of you makes a statement to every set of eyes that land on it. Make your message count with power and purpose.
Dress to Instill Confidence
Despite an ever-increasingly casual work world, dress still makes an impact. It’s one of the first things we see before gathering any information about another’s skills and characteristics.
Clothing. There’s nothing like jacket lapels and shoulder pads to give an aura of authority and aptitude. The
business-suit jacket was adopted by women striving to be taken seriously in the corporate world in the 1970’s, and while we no longer need emulate the dress of men for respect or authority, the jacket continues to carry its message of credibility. If the nature of your business suits it, tap that source of support.
