The Myth of Looking ‘Professional and Friendly’ in Your Branding Photos
Why being “likable” might be the very thing blocking your magnetism
For years, I’ve watched clients write the same answer on their pre-session forms:
“I want to look professional… but friendly.”
It sounds harmless, right? We all want to look approachable.
But somewhere along the way, “professional and friendly” became the default mask people wear when they step in front of a camera — even when it doesn’t match who they really are.
The Polished Disconnect
I’ve seen plenty of technically perfect branding portraits: flattering light, stylish background, confident smile.
And yet, when I visit that person’s website or read their message, something doesn’t fit.
There’s a quiet misalignment — a photo that says “safe and agreeable” when their work is actually bold, disruptive, or deeply emotional.
That disconnect matters. Your audience feels it instantly, even if they can’t explain why.
From Image to Essence
The truth is, not every business or leader is meant to look friendly on camera.
Some brands need to evoke calm strength. Others, mystery or creative tension.
What matters most is congruency – that delicate harmony between who you are, what you stand for, the energy you naturally carry, and what your audience needs to feel from you.
When these elements align – your essence, your message, your audience, and your offer – the result is visual resonance.
When they don’t, people scroll away without knowing why.
Beyond “Know, Like, and Trust”
We’ve all heard the saying: “People need to know, like, and trust you.”
But I believe that idea is outdated.
I’m not here to be my clients’ friend. I’m here to guide them through transformation – to deliver the result I’ve promised and hold space for their next level of visibility.
Being “liked” is not the goal.
Being felt is.
The pressure to be universally liked is rooted in a need for external validation — a quiet fear of upsetting anyone. But real leadership isn’t about pleasing everyone; it’s about standing in truth so powerfully that the right people can recognise it instantly.
The Power of Alignment
When your imagery truly matches your energy, something shifts.
You start attracting the right clients – not because you’re smiling the right way, but because they sense your authenticity.
It’s not about drawing a crowd; it’s about calling in your energetic match – the clients who challenge and inspire you, who value your work, and with whom collaboration feels effortless.
Having aligned visuals and a brand identity that mirrors your personal truth is magnetic.
It’s what makes people pause, feel something, and lean in.
They may not even know why. But they feel it.
And when they do, everything changes – engagement, trust, conversions, and, most importantly, your confidence in showing up as you.
A Final Thought
You don’t need to look professional and friendly.
You need to look true.
Your presence – your real, unguarded energy – is what makes your brand memorable.
When your visuals capture that essence, you stop trying to be liked and start being recognised.
If you’re ready for portraits that reflect your essence instead of performing professionalism, let’s talk. 📸 Book a complimentary consultation
What’s Coming Next…
Behind the lens, something bigger has been unfolding.
As my photography has evolved, so has the depth of the work itself – a natural merging of energy, emotion, and identity.
Soon, I’ll be sharing a new chapter: Brand Alchemi – where strategy meets frequency, and visuals become just one layer of a much larger transformation.
It’s the next evolution of everything I’ve created – bringing all aspects of who I am into one space.
Stay tuned.
More Than Images. A Mirror for Your Next Chapter.
If you’re rebuilding, rebranding or stepping into bigger visibility, let’s create portraits that feel honest and work hard for your business. I’m based in Coylton, South Ayrshire, and photograph on-location across Ayrshire, Glasgow and nearby. Book a pressure-free consultation to see if we are a good fit.
