I’m sure you’ve been there. You need to update your professional profile photo, so you end up taking a selfie in good lighting. Or you use that photo from three years ago that no longer represents you. Or worse… you’ve had a photo shoot pending for months, and every time you think about it, you put it off.
Do you know why this happens? Because showing yourself as you are is daunting. And because there’s so much pressure to ‘look good’ that we end up paralysed. But let me tell you something, your profile photo isn’t just an image. It’s the first conversation you have with someone who doesn’t know you yet. It’s the first thing a potential client sees before reading your professional biography. It’s the face you put on your work, your proposal, your way of doing things.
And no, you don’t need to look like someone you’re not. Quite the opposite.
What you need are portraits that show who you really are. That convey your way of working, your energy, your personality. Because when your images are authentic, they connect. And when they connect, people trust you. And when they trust you, they choose to work with you.
We’ve been photographing people at Barcelona Photographer for over 25 years. And if we’ve learned anything in all that time, it’s that the best portraits aren’t the most perfect ones. They’re the most real ones.
What makes a portrait ‘authentic’ in the context of branding?
An authentic portrait is not one where you are smiling. It is one where you are seen as you are when you are working at your job. Where your gaze says something. Where your posture conveys your attitude. Where someone who does not know you can sense what it would be like to work with you.
Think about this: who do you want to attract? If you are a therapist and you work with a calm and empathetic approach, your portrait should exude that same calmness. If you are creative and your strength is breaking the mould, your photos should have that distinctive touch. If you lead teams with energy and warmth, that needs to be visible.
What kills authenticity is not imperfections. It’s the forced pose. The catalogue smile. The neutral background that says nothing. That feeling of ‘this is not me’.
And the important thing is that there is no single correct style. What works for a corporate lawyer does not work for a life coach. What an architect conveys is not the same as what a fashion designer needs to communicate.
The only thing that matters is that you are consistent with yourself. That when someone sees your photo and then meets you in person or reads your content, they feel, ‘Yes, that’s just how I imagined it.’
Because that’s authenticity. Being recognisable. Being you, but at your best.
Preparation before the session
This is where it all really begins. And these preliminary steps are what will make you notice the difference between ‘I have some decent photos’ and ‘I have photos that truly represent me’.
The first thing we do when someone contacts us is listen. And no, it’s not just a formality. For Katherin Wermke, founder of Barcelona Photographer, and her team of photographers in Barcelona, it’s essential to know who you are, what you do, and what you want to convey. What’s your story? Who are you targeting? What makes you different?
Because with that information, we can start to figure out how to photograph you.
Then we plan together. We choose the location that makes sense for you. It could be your workspace (which says a lot about you), our studio, a corner of Barcelona that inspires you, or that place that is part of your everyday life. There are no better or worse options, only options that represent you or don’t.
Clothing is another important point. And you don’t need to buy anything new. It’s about choosing clothes that make you feel like yourself. Comfortable. Confident. Those clothes you wear when you have an important day and want to feel good. We generally recommend solid colours, avoiding very striking patterns and choosing textures that work on camera. But above all, make sure it’s your style.
Now let’s talk about what nobody mentions: your emotional state. Arriving nervous, tired or with your mind elsewhere is noticeable. Very noticeable. That’s why we ask you to arrive well rested, to take the day easy, to come with an open mind. This isn’t an exam. It’s a chance to show yourself.
And if you have any insecurities about your image (we all do), tell us about them. Not so we can judge you, but so we can work with them. Find out which angles flatter you, how to adjust your posture, where to place the light so you look your best. Our job is also to make you feel good during the session and with the result.
Direction during the session: poses, body language, closeness
The day of the shoot is when all of the above comes to life. And this is where our experience really counts.
We won’t ask you to stand stiff as a mannequin. Nor will we ask you to stare at the camera the whole time with a frozen smile. What we do is create natural situations where your body and expression flow freely.
Body language says it all. An open posture conveys confidence and closeness. Crossing your arms can be interpreted as distance (although sometimes it works if it’s part of your personality). Tilting your head slightly brings closeness. Looking directly at the camera creates an immediate connection. Looking off-camera creates a different kind of energy.
And we try all of this out during the session. Because everyone is different, and what works for one person may not work for another.
We talk to you, ask you questions, move you around the space, and suggest situations. ‘Look over there as if you were thinking about your next project.’ ‘Move as if you were looking for something on your desk.’ ‘Lean here and breathe.’ These are not studied poses, they are actions that provoke natural gestures.
If we are in your workspace, even better. Because that’s where you feel in your element. We get you to interact with your surroundings. If you work with a computer, we photograph you working. If you have tools, we use them. If there are objects that define you, they appear in the frame.
We also play with different shots. A close-up captures your gaze and expression. A medium shot shows you from the waist up, perfect for professional profiles. A wider shot tells your story with context.
And we show you the photos during the session. In real time. So you can see how you’re looking, relax when you see that everything is going well, and we can make any necessary adjustments. This immediate feedback makes the session much more efficient.
You’ll forget there’s a camera there. You’ll feel comfortable. You’ll be yourself. That’s where the real magic happens.
Purposeful editing: colour, tone, visual consistency
The session ends, but our work does not. Now comes the editing, which is where we refine everything so that your images have that professional touch without losing their naturalness.
But beware, editing is not about becoming someone else. It is about enhancing what is already there. Polishing. Adjusting. Making technique serve authenticity, not the other way around.
We work with the light so that your face has the right luminosity. We work with colour to create an atmosphere consistent with your brand. We work with contrast to give depth to the image without overdoing it. And we remove distractions from the background, small imperfections, elements that detract rather than add.
The essence of our editing is to maintain visual consistency. If you are going to use several photos on your website, on LinkedIn, on Instagram, they all have to speak the same language. Same colour temperature, same editing style, same vibe. This is what makes your brand image recognisable and professional.
How to use these portraits (web, social media, press)
You’ve already done your personal branding photo shoot, now what do you do with the photographs?
Your website is your online home. And your portrait in the ‘about me’ or ‘who I am’ section is one of the first things people look for. They want to see you. Put a face to your project. Use a friendly, professional portrait that conveys confidence. And if you have several professional portrait photos, use them in different sections to bring your website to life.
Of course, also update your professional photos on online platforms such as LinkedIn, Instagram, Facebook, and other platforms that are important for your sector. And to make yourself known to the world.
And use them. Really. Invest in a good professional portrait photography session and then make the most of that material. In your newsletter, in your posts, on your website, in your business proposals. These images are an investment in your personal brand. Take advantage of them.
Work with Barcelona Photographer to capture your best portrait
We’ve been doing this for over 25 years. Every week we photograph professionals like you. Entrepreneurs starting their projects, consultants revamping their image, creatives who need to show who they are, executives looking to humanise their profile. Every person is unique. And that’s what we love.
Our team of photographers in Barcelona, led by Katherin Wermke, understands that a good portrait goes far beyond pressing a button. It’s about connection. About empathy. About creating a space where you feel comfortable being yourself. Because that’s the only way to get the photos that really matter.
Tell us about your project, your doubts, your fears if necessary. We are here to help you find your best portrait. The one that when you see it you will say, ‘Yes, this is me.’
