When I ask my clients what they have in mind for their photographs, the answer is often "I don't know."

I get it, planning a photograph that's going to represent you or your brand can be stressful. I mean, where do you start?

Well, sometimes it helps to go backwards.

What?

There’s a famous saying that says “start with the end in mind.” It’s a very useful tip in marketing—start with what you want to accomplish and work your way backward.

It’s useful for everything from headshots to branding photography. What are you hoping to accomplish by getting these photographs made? What will it look and feel like when the process is complete?

Maybe you're using a headshot from 10 years ago and people don't recognize you when you walk into a room. Maybe you don’t want to use tired stock photos to represent your company. Maybe you want to look more approachable, more sophisticated, more fun…

Whatever the reason, when you know what you want to accomplish, it makes the rest easier.

For example, it's easier to pick out outfits for a headshot when you know you want to project a more professional image vs. a casual one. It's easier to coordinate clothing for a team photo shoot when you know what your brand colors are and what you want the feel of your website to be.

It's counter-intuitive, but thinking about how you're going to use the photograph is the best way to plan a photograph.

Inexpensive or inexperienced photographers may seem like a better deal, until you hire a photographer who understands how to strategize a photo shoot. Better yet, hiring a photographer who has a background in marketing and graphic design and can help you with the whole process makes your life easier AND gets better results. (See what I did there?)

Quality photography for you or your business is an investment, and if done well, can be an investment that pays big dividends over time.