Not all brand photos are created equal — and if you’re running a wellness business, you probably already know that. You’ve seen the difference between photos that truly reflect someone’s values and ones that just feel like stock content with a yoga mat thrown in.
But here’s the issue: most wellness brands don’t realise how much they miss out when they treat brand photos like another item on their to-do list. They hire a photographer with no understanding of their industry. They skip the prep work. Or they try to do it all themselves, thinking a few props and colour-coordinated outfits will be enough.
This isn’t about having perfect clothing or expensive candles in the background. It’s about creating a library of content that speaks directly to your audience and communicates your expertise through photos that feel like you.
Over the last 8+ years, I’ve worked with nutritionists, yoga teachers, holistic therapists, and wellness consultants across Ireland and worldwide — and I’ve seen what works (and what doesn’t). The most successful photoshoots happen when strategy meets intention, and when the client understands what they want the content to do for their business.
This guide is for wellness professionals — from acupuncturists and massage therapists to personal trainers and dietitians — who want to plan a brand photoshoot that feels aligned with their values and attracts the right kind of clients. No fluff, no unnecessary stress. Just real advice that actually helps.
You’ll find tips based on real-world projects, common mistakes to avoid, a quick checklist to use before your shoot, and everything you need to start planning photos you’ll be proud to use across your website, social media, and beyond.
1. Define your brand’s core values and visual identity
Before you even think about booking a photographer or choosing outfits, take a moment to reflect on your brand’s core values and the visual identity you want to portray. Ask yourself:
- What are the key principles that guide your wellness practice?
- How do you want your clients to feel when they interact with your brand?
- What colours, textures, and environments resonate with your brand’s message?
For example, if you’re a holistic nutritionist focusing on plant-based diets, earthy tones and natural settings might align well with your brand. On the other hand, a high-energy personal trainer might opt for vibrant colours and dynamic action shots.
Creating a mood board can be incredibly helpful in this stage. Collect images, colour palettes, and textures that resonate with your brand’s essence. This visual reference will guide the rest of your planning process and ensure consistency across all your marketing materials.
2. Set clear objectives for your photoshoot
Understanding the purpose behind your photoshoot is crucial. Are you launching a new service? Updating your website? Refreshing your social media content? Each goal will influence the type of images you need.
Consider the following:
- Website banners: wide shots with space for text overlays.
- Social media: a mix of close-ups, behind-the-scenes shots, and lifestyle images.
- Press features: clean, professional headshots.
Having specific goals allows you to create a shot list tailored to your needs, ensuring that you capture all the necessary content during your shoot.
3. Choose the right photographer
Selecting a photographer who understands your industry and shares your vision is vital. Look for someone with experience in wellness branding and a portfolio that aligns with your aesthetic.
When evaluating potential photographers, consider:
- Their understanding of your industry: do they have experience working with wellness professionals?
- Their style: does their editing style match your brand’s look and feel?
- Their process: do they offer guidance on planning, styling, and shot lists?
Remember, a good photographer does more than take pictures — they help bring your brand’s story to life through imagery.
4. Plan your wardrobe and props
Your clothing and props should reflect your brand’s personality and appeal to your target audience. Choose outfits that align with your brand colours and make you feel confident and comfortable.
Tips for wardrobe planning:
- Stick to your brand colours: this ensures consistency across your marketing materials (but don’t be afraid to test out complementary colours or unexpected combinations).
- Avoid busy patterns: they can be distracting and may not photograph well.
- Consider layers: they add depth to your photos and allow for quick outfit changes.
As for props, think about the tools of your trade: yoga mats, essential oils, healthy foods, or fitness equipment. These items help tell your brand’s story and provide context for your services.
5. Select the perfect location
The setting of your photoshoot should complement your brand’s identity. Consider locations that reflect the atmosphere you want to convey — be it serene nature spots, cosy indoor spaces, or vibrant urban environments.
When choosing a location, think about:
- Lighting: natural light is often the most flattering and versatile.
- Accessibility: ensure the location is convenient for you and your photographer.
- Permissions: if you’re shooting in a public or private space, make sure you have the necessary permissions.
Remember, the right location can enhance your brand’s narrative and provide a cohesive backdrop for your visuals.
6. Create a detailed shot list
A shot list is a roadmap for your photoshoot, outlining all the images you want to capture. It helps keep the session organised and ensures you don’t miss any essential shots.
Your shot list might include:
- Headshots: professional images for your website and press features.
- Action shots: images of you working with clients or demonstrating your services.
- Detail shots: close-ups of your tools, products, or workspace.
- Lifestyle images: candid moments that showcase your personality and brand culture.
Share this list with your photographer ahead of time so they can prepare and provide input on how to best execute your vision.
7. Prepare for the day of the shoot
Preparation is key to a successful photoshoot. In the days leading up to the session:
- Confirm all details: double-check the time, location, and any necessary permissions.
- Organise your outfits and props: have everything clean, pressed, and ready to go.
- Communicate with your photographer: ensure they have your shot list and understand your objectives.
On the day of the shoot:
- Arrive early: give yourself time to settle in and get comfortable.
- Stay hydrated and rested: you’ll look and feel your best.
- Be yourself: authenticity shines through in photos.
8. Common mistakes to avoid
Avoid these pitfalls to ensure a smooth and effective photoshoot:
- Lack of planning: going into a shoot without a clear plan can lead to missed opportunities and inconsistent imagery.
- Ignoring your brand identity: choosing outfits, props, or locations that don’t align with your brand can confuse your audience.
- Overcomplicating the shoot: trying to do too much in one session can be overwhelming. Focus on quality over quantity.
9. Real-world insight: a case study
In a recent project with an Irish wellness business, we focused on capturing the client’s unique approach to holistic health. By aligning the visuals with their ethos — emphasising natural, soothing elements and a calm atmosphere — we created a portfolio of images that perfectly reflected their brand identity.
This shoot involved a mix of close-up shots, lifestyle images with clients interacting, and serene indoor shots in a calming studio. The brand’s message of “holistic wellness for body and mind” was brought to life in each image, creating a consistent and authentic visual presence across social media, the website, and promotional materials.
The results? Increased website traffic, higher engagement on social media, magazine features and, most importantly, a stronger connection with their ideal clients.
Checklist: before your wellness brand photoshoot
Use this checklist to ensure you’re ready for your photoshoot:
- Brand identity: have you defined your brand’s core values and visual style?
- Objectives: are your goals clear (website update, new social media content, etc.)?
- Photographer: have you selected a photographer who understands wellness branding?
- Wardrobe: have you chosen outfits that align with your brand colours and style?
- Props: are your props relevant to your services and aesthetic?
- Location: have you selected a location that complements your brand’s identity?
- Shot list: have you created a detailed shot list and shared it with your photographer?
- Preparation: have you confirmed all details and prepared your outfits and props?
- Post-shoot plans: do you have a plan for using and repurposing your images across various platforms?
Conclusion
A well-planned brand photoshoot is an investment in your wellness business’s future. It’s not about having pretty photos — it’s about creating content that speaks to your audience and strengthens your connection with them. By taking the time to plan your photoshoot, define your goals, and choose the right photographer, you’re setting yourself up for success.
If you’re a wellness professional looking to build a visual identity that truly reflects who you are, I’d love to help. With over 8 years of experience in photography and a proven track record of working with holistic practitioners, yoga teachers, wellness coaches and more, I can guide you through every step of the process.
I offer brand photography consultations tailored specifically to wellness professionals — whether you’re just getting started or want to refresh your visual content with more strategy behind it. I also work with clients in person in Dublin for wellness brand photoshoots.
Curious what that looks like?
A MATTER OF NOURISHMENT 
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