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Brand photography isn’t just a job; it’s a goldmine for creativity and a sure-fire way to deliver massive value to your clients. Aimed squarely at UK photographers, this episode cuts through the waffle to show you how a fresh approach to branding shoots can keep you creatively sharp and significantly move the needle for your business.
Stop leaving money and opportunities on the table. Here’s a taste of what you’ll gain from listening:
You’ll discover the simple yet powerful shift in focus that instantly transforms your images from simple snaps into authentic, powerful visual narratives for your clients’ brands.
How do you stay razor-sharp creatively when working on multiple, varied projects? We reveal why shooting brand photography forces you to borrow from different photographic genres, and how this fusion keeps your skills fresh and your portfolio unique.
Learn the crucial difference between ‘spontaneity’ and poor planning, so you can walk onto a set fully prepared while remaining completely open to unexpected, brilliant ideas—a skill that impresses clients and leads to your best work.
“Show Transcription”
00:01.67
Sam Hollis
Hello, Marcus. How are you?
00:04.32
Marcus Ahmad
Hi, I’m Tickety Boo, thank you Sam. How’s yourself?
00:07.62
Sam Hollis
ah Surviving. Yes, getting there.
00:09.88
Marcus Ahmad
Surviving. That doesn’t sound very positive. I’m sure you’re doing very well. Well, you you’ve got the summer coming to where you’re the knuckle woods now. you must be getting into the summer, mustn’t you?
00:19.83
Sam Hollis
We are. yeah It’s been remarkably cloudy and rainy, which is very, very unusual here. But yes, we have got the summer coming.
00:24.49
Marcus Ahmad
know
00:25.51
Sam Hollis
It is pretty warm, actually, right now.
00:27.75
Marcus Ahmad
Lovely.
00:27.67
Sam Hollis
Cool.
00:28.21
Marcus Ahmad
Art is defending.
00:28.29
Sam Hollis
um
00:31.41
Marcus Ahmad
yeah
00:31.28
Sam Hollis
So, um which just give me a second because i got a warning message, Marcus. Failed to start recording. Unable to contact the server. You may be experiencing connection. Wait a minute, and if the problem is, try refreshing the page. Looks like it is recording.
00:42.32
Sam Hollis
No, it is recording. Okay.
00:43.80
Marcus Ahmad
and to start again just in case?
00:44.11
Sam Hollis
Right, don’t worry. No, it’s fine because it it is recording. No, it looks okay.
00:49.44
Marcus Ahmad
It looks okay.
00:52.13
Sam Hollis
Yeah, fine. Okay. um So, Marcus, what are you going to be talking to us about today?
00:58.66
Marcus Ahmad
Well, you know, Sam, I’m going to be talking about one of my favorite things, which I know I do go on quite a lot about, which is, um so apologies for that, but nevertheless, hope this is a new take on it.
01:09.47
Marcus Ahmad
I’m going to be talking about brand photography,
01:10.37
Sam Hollis
Okay.
01:12.06
Marcus Ahmad
and just how creative it is.
01:14.73
Sam Hollis
Okay. right well on one but Well, the only thing is, Marcus, you have to not groan the next time I mention the word email marketing.
01:20.96
Marcus Ahmad
yeah
01:21.01
Sam Hollis
That’s the only thing. I’ll let you do this topic. If you agree to that, then I’ll let you off.
01:23.35
Marcus Ahmad
right I’m talking about photography, we’re not talking about brand email marketing. Okay, yeah, here we go.
01:29.22
Sam Hollis
No, but that’s the deal. Okay, then, Marcus, brand photography, creativity, over to you.
01:33.25
Marcus Ahmad
Yeah. So with brand photography, it doesn’t really neatly fit into any single box. It’s part portrait, part lifestyle, part fashion photography, part storytelling, but somehow it all comes together to represent who someone one is and what their brand stands for.
01:54.76
Marcus Ahmad
So every time I start a new edge project, it feels like opening the first page of a story I haven’t read yet. Each brand has its own voice, its own style, its own energy.
02:06.85
Marcus Ahmad
For example, Sam, last week I was photographing two branding coaches. One was a guy who was basically a performance coach and was a woman who was dealing with women who were working in teams.
02:18.47
Marcus Ahmad
And are you I approached them completely differently, as you’d expect. Two different projects, different lighting, different styling, everything is completely different. um So as a photographer, you’re not just turning up with a camera with and good lighting.
02:34.38
Marcus Ahmad
You’re translating personality and purpose into images that actually make people feel something. And that’s what makes it so…
02:42.76
Sam Hollis
Interesting.
02:44.23
Marcus Ahmad
yeah Yeah, and that’s what makes it creative, Sam. You’re always designing something…
02:47.47
Sam Hollis
You’re making me want to be a brand photographer now, Mark. It’s sounding really fun.
02:51.38
Marcus Ahmad
Thank you, thank you. So you you basically, you it’s always new. You’re never repeating yourself. Well, okay, maybe like with headshots, a certain formula you’re going to follow, but that’s because you’re dealing with people very quickly.
03:02.29
Sam Hollis
Yeah.
03:05.54
Marcus Ahmad
With my brand shoots, it can be, you know, it can be, if they could be a regular client and it could a subscription client, I can have monthly shoots with them, or they might just be a one-off.
03:16.66
Marcus Ahmad
So every brand I work with has a story behind it. Maybe it’s a founder, like I said, who built their business from their kitchen table, or your creative team rebranding to reach a new audience.
03:30.17
Marcus Ahmad
Whatever it is, that story becomes the heartbeat of the shoot. It’s not just…
03:35.68
Sam Hollis
That’s interesting. I’ve got a quick question for you there, Marcus, then.
03:37.72
Marcus Ahmad
Yeah, go for it, Sam, please.
03:38.96
Sam Hollis
Because I have this with the story you’re trying to get across when i’m building websites. And do you find that the clients all actually already know their story?
03:43.88
Marcus Ahmad
Yes, yes.
03:47.50
Sam Hollis
Or do you sometimes have to help them realize they have one and help them get it out there?
03:52.99
Marcus Ahmad
That’s a great question. when in In my masterclasses, Sam, my branding masterclasses, I talk about future-focused photography. and When I work with my clients, um I tell them I’m not just capturing where they are now, i what where they think they are.
04:08.49
Marcus Ahmad
I’m going i’m getting a photograph where they want to be, where they aspire to be. And they haven’t really got that vision in the same way that I have. Maybe they’ve got negative viewpoints or whatever, but they’ve got a different vision. I can be i can look at it afresh, a new, as it were.
04:25.43
Marcus Ahmad
Does that sort of answer your question?
04:25.69
Sam Hollis
Okay, yeah. I think so, yeah, yeah.
04:29.31
Marcus Ahmad
Yeah. um ah And that idea of future focused photography changes everything because once you start thinking in terms of storytelling rather than simple visuals, your work takes on so much more depth.
04:46.51
Marcus Ahmad
and Another a great thing about branding photography, it’s a blend of different genres. um And again, I know we’ve talked about this on the show before about how shooting in different genres can really improve your own photography.
04:59.63
Marcus Ahmad
You know, whether… um you know, you’re like, um let me say like ah a studio photographer and you go out, in your spare time pounding the streets doing street photography and how that can help you out.
05:11.23
Marcus Ahmad
It’s the same way um with branding photography. It’s really fluid. One minute you’re shooting a clean editorial style portrait. The next you’re starting a product that could be a flat lay or capturing a lifestyle scene that feels something spontaneous and authentic.
05:28.28
Marcus Ahmad
You get to borrow from so many different genres. Fashion, fine art, documentary, commercial, and you blend them all together in a way that feels unique to each brand.
05:40.52
Marcus Ahmad
And that mix mix keeps you creatively sharp. You’re constantly adapting, learning, and trying something new.
05:47.92
Sam Hollis
That’s interesting. I’m just, I’m thinking to a book now, Mark, as you reminded, if you read the, have you read any of Donald Miller books, especially as one related to StoryBrand?
05:55.74
Marcus Ahmad
The brand story, the story brand.
05:57.65
Sam Hollis
Yeah.
05:58.61
Marcus Ahmad
Yeah.
05:59.13
Sam Hollis
Yeah.
06:00.01
Marcus Ahmad
ah Definitely. and but what’s What’s your viewpoint on that? i’ve read many I’ve read his books.
06:03.43
Sam Hollis
So, yeah, so I mean, I’ve read the books and I’ve kind of, if you go to his website, he has like things to help you take you through a story band.
06:03.65
Marcus Ahmad
Yes, a few times.
06:10.22
Sam Hollis
And it is really interesting take, isn’t it? Because he his main takeaway, I think, um correct me if if you disagree, but for me, the main takeaway is whenever you’re building your story, his take on it ah is whenever you’re building your story, that you’re
06:24.29
Marcus Ahmad
Yes.
06:24.99
Sam Hollis
customer has to be the hero because everyone thinks they are the hero you’re not the hero you’re yoda and they’re luke and you’re their guide and your guidance and that’s his kind of takeaway isn’t it that if you say i’m here to save the day they’re not interested but if you say you’re here to the save the day and i’m here to be your spirit i am the guide to help you through they much more respond to that
06:25.43
Marcus Ahmad
You’re not the hero. You cast me the hero. Yeah, we are.
06:41.18
Marcus Ahmad
You’re the guide. Yeah, as a photographer. Yeah. Yeah, and if you dig a little bit deeper on the internet, I haven’t got the links on me, maybe I might be putting the show notes if I can find them.
06:53.75
Marcus Ahmad
He’s a really interesting article he wrote about ah photography and the his concept, the story brand concept, and how
07:01.61
Sam Hollis
Oh, that’d be really interesting to look at them.
07:02.67
Marcus Ahmad
Yeah, yeah. I’ve used, I’ve quoted from it a few times in my blogs, actually. It’s quite good. Because he’s not really talking about photography. He’s talking about, what is talking about?
07:12.86
Marcus Ahmad
He’s talking about film mainly, isn’t he? That’s where sort of starts off. And then I think it’s, I mean, just while we’re on that subject, Sam, I think there is a bit of confusion about storytelling and the way that it’s used by photographers now in branding photography.
07:16.27
Sam Hollis
Yes.
07:28.04
Marcus Ahmad
Photography in itself, you’re telling a story. That’s inert in ah taking a photograph.
07:31.53
Sam Hollis
yeah
07:33.64
Marcus Ahmad
You know, it’s different to telling a story where you’ve got, you know, like you’ve got the guide and all that. That is a different type of, the Donovan approach is different. Photography, even though it’s a single image, tells a story. You look at it and you you bring your own interpretation to it.
07:50.71
Sam Hollis
Yeah, but presumably also though, series of your images, as well as the single image stories, a series images are helping to tell that story of the brand.
07:54.39
Marcus Ahmad
Yes.
08:01.60
Marcus Ahmad
Exactly, exactly right. And in fact, that’s what I’m going to go on to next, fun enough, about this idea of the story. And in fact, just going to, yeah, so we’ve got basically, where are we? Yeah.
08:14.96
Marcus Ahmad
So, thank you, sorry, I haven’t got that bit in here.
08:14.99
Sam Hollis
So I can cut out a gap marker, so take your time.
08:19.10
Marcus Ahmad
So let’s move on to now this idea that you’ve just been talking about, Sam, which is basically you’re the guide and the client is the hero. So another reason why branding photography is such a creative space is the collaboration.
08:35.15
Marcus Ahmad
When you work closely with founders, designers, stylists, people who are passionate about their work, that energy rubs off on you. And some of my favorite shoots have come from spontaneous ideas that have happened on set.
08:49.84
Marcus Ahmad
Maybe the client said something that sparked a new concept, or we noticed or we noticed a bit of light hitting the wall just right, and suddenly the whole direction shifts. These moments of creative flow don’t just happen in isolation. They come from working together and being open to it as well, as Sam.
09:08.66
Marcus Ahmad
um You know, and I think this is where it becomes really important to be so very familiar with your kit and being, you know, and and being familiar with with the technical side of photography so you can forget about it.
09:21.23
Marcus Ahmad
You don’t want to be worrying about you know, bracketing or i or anything when you’re doing a shoot.
09:26.72
Sam Hollis
yeah that yeah that wants to be Yeah, that wants to be already yeah just automatic.
09:27.28
Marcus Ahmad
You want to be really focused and open to new ideas.
09:33.30
Sam Hollis
And the other thing I was thinking, Marcus, is that I have seen, which I don’t like, people… blaming their poor planning on this and saying that oh you know what I haven’t planned because we’ll take the creative where it takes me and I don’t think that’s right I think you do plan the show and you know exactly what you need and you know what props you need you know where you need to be but within that you can then have that creativity but that doesn’t mean you’ve just turned up with nothing because you’re hoping it you know spontaneity takes you on the day
09:46.53
Marcus Ahmad
Yeah, yeah. Yeah. Yes.
10:01.54
Marcus Ahmad
Exactly right. It’s a real skill um to come to a shoot with you you with your own ideas, but at the same time shooting the ideas of the client and doing what they want, but doing what you want as well.
10:13.44
Sam Hollis
Yeah.
10:16.26
Marcus Ahmad
So you get something out of it. And hopefully, ideally, the client then looks at your ideas and say, oh, that’s way better. Let’s go down your way. But you have to be open to taking it in different directions.
10:30.29
Sam Hollis
yeah
10:32.64
Sam Hollis
I think that’s the key, isn’t Have a plan and go with a plan and be very clear and be very organized, but also be very open.
10:40.20
Marcus Ahmad
Exactly right. Exactly. Exactly. Yeah. um so when i often when I think of brand photography as building a visual language, it’s about creating a set of images, like you were saying, Sam, that speak for brand, even no even when no words are used.
10:58.23
Marcus Ahmad
It’s the idea about the power of the photograph, isn’t it? You know, one image is worth a thousand words. and And I really am passionate or really believe that is true.
11:08.71
Marcus Ahmad
um And it’s where colour, light and composition and texture come into it. The desired elements that give the work mood and meaning So, you know, you like I was saying, I had two clients, both were coaches, but one i used like a soft natural light for an approachable, authentic brand.
11:27.20
Marcus Ahmad
And the other one, the guy, I um i knew I could get away with more contrasty look, so a bit more bolder and a bit more dramatic. um And these choices are creative decisions that shape shape how the world sees that business.
11:42.32
Sam Hollis
Yeah. So again, like you were saying, you you do need to know how the f-stops matter and the lighting use matter, but that all needs to be planned and in the background so you can then be creative on the day without having to worry about all of that.
11:51.42
Marcus Ahmad
exactly yeah yeah I mean you know that’s another advantage why you using an assistant and they can worry about all the technical side yeah you know and it just gives you so much more freedom and yeah and like I know it I’m on a shoot myself Sam and I think oh that light over there needs to be moved a little bit but I can’t do it because I’m really engaged in what I’m doing so I just move on and just put up with it so you know and that’s all part of budget and
11:59.95
Sam Hollis
I was just thinking the same. Yeah, yeah.
12:17.98
Sam Hollis
yeah
12:20.42
Marcus Ahmad
You know, it’s not just a simple you know idea. i I’m not going to, you know, budgets come into it. So, but ideally working with somebody who can do the technical side really can really make you more creative.
12:26.86
Sam Hollis
yeah
12:32.31
Sam Hollis
Definitely.
12:33.55
Marcus Ahmad
And, and, And when I work with my clients, there’s nothing I love more than seeing the impact that the images have. ah The way you’re the shoot is used for small business, and then a few weeks later, you see their website, their socials, their marketing, and suddenly everything looks cohesive.
12:52.63
Marcus Ahmad
They look confident. Their story makes sense visually. That’s the magic of brand photography. It’s creative work that actually moves the needle. It helps people show up with clarity and pride And that’s pretty amazing feeling as a photographer.
13:10.23
Marcus Ahmad
Yeah, why not?
13:10.85
Sam Hollis
no it
13:11.07
Marcus Ahmad
It’s a great thing to do.
13:12.86
Sam Hollis
Yeah, it is always nice that, isn’t it? As a photographer, you will see your work. Well, I hope, you know, brand photographer, you will almost always see your work out there, under which yeah which is great to know it’s useful and good great for your marketing too, in some ways.
13:17.17
Marcus Ahmad
Yep. Yes.
13:22.88
Marcus Ahmad
Yeah, and Sam, as a marketing point view… Exactly. As a marketing point of view… It sells itself. Once you’ve done that first shoot or those first several shoots, those people going putting the work out, mentioning your name maybe, not necessarily, but certainly hopefully getting some kind of connection.
13:33.02
Sam Hollis
Yeah.
13:40.62
Marcus Ahmad
And that work is then going to be selling it, selling itself.
13:43.76
Sam Hollis
That’s it. And what I’ve also thinking about, we were talking earlier about the whole um the whole story brand and the idea that the but client has to be the hero. Now, as a photographer, the client is always the hero because they’re the ones in the photo.
13:56.63
Sam Hollis
You know, the photographer is not the one in the photo.
13:56.87
Marcus Ahmad
Yeah. Yeah.
13:58.87
Sam Hollis
It’s always your client.
13:59.57
Marcus Ahmad
No.
13:59.83
Sam Hollis
there will work You’re automatically making the client the hero.
14:00.36
Marcus Ahmad
Exactly.
14:03.66
Marcus Ahmad
Now, i’ the’s I’m glad you mentioned those books, and I do really enjoy reading them. They’re very easy to read. They’re easy-read book.
14:09.96
Sam Hollis
They are.
14:10.38
Marcus Ahmad
that No wonder they were so popular.
14:10.59
Sam Hollis
Yeah, yeah.
14:12.53
Marcus Ahmad
um But what does annoy me a little bit, Sam, is that people sort of refer to it
14:12.92
Sam Hollis
Yeah.
14:17.48
Marcus Ahmad
a storytelling like photography storytelling, which always been about telling stories photography. That’s how it started off, you know, it’s telling a story.
14:24.00
Sam Hollis
Yeah. Yeah.
14:26.18
Marcus Ahmad
And it’s not it’s a visual story, which is a visual. We call it a visual narrative.
14:31.94
Sam Hollis
Yes. A single image.
14:32.94
Marcus Ahmad
Not story.
14:33.58
Sam Hollis
Yeah. What he’s talking about is about your whole brand, not about the story of a single image. They’re very different.
14:38.44
Marcus Ahmad
Yeah. Yeah. Yeah. They are different. They are different. So just to sort of sum it up there, Sam. um And why I think brand of photography is such a deeply creative genre.
14:49.92
Marcus Ahmad
It’s not just about technical skill. It’s about having cure curiosity, a connection with the client and storytelling. It’s this ongoing balance between artistry and strategy, between emotion and intention.
15:07.11
Marcus Ahmad
Every shoot is an opportunity to invent something new new, to give a brand a visual identity that truly reflects who they are. If you’re a photographer, I hope this inspires you to lean in to that creative side of branding, to see it not just as commercial work, but as a space for real artist expression and not just relying cliches. In fact, I talk about this again in my masterclass about avoiding the three Cs.
15:36.71
Marcus Ahmad
the coffee cup, the computer.
15:37.72
Sam Hollis
Hang wait, wait, Mark, yeah, go on. Wait, wait, ka can I guess Mark is it? The coffee cup, ah computer champagne, are they there?
15:41.45
Marcus Ahmad
I’m sorry.
15:44.67
Marcus Ahmad
The champagne is another one, yeah, computer, coffee shop, and and the cell phone was the other one, is the cell phone, with a C, which is American.
15:50.44
Sam Hollis
okay. Okay.
15:53.20
Marcus Ahmad
But yeah, and look, um I’ve done it myself, Sam. I’ve photographed using those elements, but really, i ah i Say to my, you know, other listeners, dig deeper. There’s more out there. And that just takes time and creativit and creativity.
16:07.90
Marcus Ahmad
Yeah.
16:08.07
Sam Hollis
Yeah.
16:08.38
Marcus Ahmad
So that’s my point. There you go, Sam. I think, you know, I’m going to put ah branding photography for me it is a great creative outlay.
16:10.78
Sam Hollis
Excellent.
16:17.11
Sam Hollis
Amazing.
16:19.85
Sam Hollis
Well, that was really good, Marcus. Cool. So, well, I think we’re left just to say, well, I’ll see you next week.
16:27.63
Marcus Ahmad
I’ll see you next week, Sam. Thank you.
