Is your head shot a brand identity do or a huge don’t?

A corporate brand includes lots of things but the recognition and perception of a brand is greatly influenced simply by the way it looks. Creating a brand identity takes months and months of research to develop a distinctive look; select fonts that compliment that look; and design graphic elements and colors, that when combined, set the brand apart. Once a brand is launched more money is spent to ensure that the identity is consistent around the globe; that those using the brand have been trained on how to use, and not use, the new brand identity; and that “brand police” are assigned to make sure that everyone adheres to the brand standards.

Whether you are an employee, entrepreneur or high-powered executive your head shot is an important part of your personal brand identity. It’s often the first glimpse into who you are, what you represent and where you are going. Does your head shot raise the profile of your company’s brand or does it undermine you and your message? What do potential customers think about you and your product or service when they see your FB page, avatar, Twitter profile pic or LinkedIn photo?

Recently, one of my clients, Gina Amaro Rudan, President of Genuine Insights, decided to update her head shots. She was revamping her Web site and other marketing pieces and decided that her old head shots had to go. The process took time to evaluate her needs, schedule the locations, prepare and coordinate a photo shoot but in the end she got the perfect shots to represent her and her “unleash your genius” message.

Here are a few tips in this two part series on our journey to take the perfect head shot.

Step 1: I’m starting with the man in the mirror
Take a look at the photos and head shots that you are using now across all mediums. Look at each photo to see how you have changed physically. Are the wardrobe colors in the photos complimentary? Does your outfit look dated or out of fashion? What about your hairstyle, jewelry, and make-up?

Make sure to take notes of those things that you like and don’t like to help in your photo selection.

Step 2: A photo is like a message in a bottle

Now that you’ve made notes on the things that you like and do not like about your photos, think about what you’d like your photos to say about you. Do you want to convey your artsy side or flaunt your fashion sense? Should your photos demonstrate destination Wall Street or head of state? Think carefully about the message that you want to send.

If you don’t know where to begin take a look at some examples by reviewing photos of mentors or others with careers that you would like to emulate. Their style will give you a blueprint to follow in creating an appropriate head shot and photos for your industry.

Remember that your goal is to capture not just where you are today, but where you aspire to be.

I will share more about the shoot and Gina’s thoughts on the photo shoot process.