Business Portraits, Part 1

Twenty years ago, a friend/mentor suggested I promote my portrait photography.?At the time I was deeply involved with people/lifestyle work and simple portraits were less than exciting. So, I never made the shift. Today the market has shifted my photography for me and over the last couple of years my business has been weighted toward senior executive portraits. Amazing what happens while we are looking in another direction!

I spend a good amount of time researching new clients, looking at LinkedIn profiles, corporate websites, paying particular attention to leadership portraits. No surprise here, but the larger the corporation, the better the leadership portraits. My guess is the larger companies hire more expensive photographers...and it shows. So, my intention here is to try to educate buyers of corporate portrait photography about what I see happening in the marketplace.

First, know that there is a difference between a headshot and a business portrait. Both may be used professionally, but you should know a “headshot” is used by casting directors looking for a particular character. The casting director needs to see face shape, hair style/color, complexion, skin tone, eye color, etc. None of which has anything to do with business.

If you are in business, you don’t need a “headshot”, you need a professional business portrait.

And, by the way, your corporate “ID Photo”, like your drivers license picture, is not a business portrait.

A business portrait is a sales tool...keep that in mind. It’s all about sales. Doesn’t matter if you are the CEO or the newest floor salesperson...it’s about sales. The CEO, corporate officers, the board of directors, all “sell” to investors and potential clients. FACT: people do business with people they are comfortable with, people they feel are experienced and knowledgeable about whatever is being traded.

Your business portrait should show you as relaxed, experienced, knowledgeable, confident, personable, and approachable. As a person with whom anyone would want to do business.

The experienced, knowledgeable part is accomplished with what you wear and in the background of your portrait. Depends on your industry...a banker should probably always wear a suit and tie. A formal appearance lends itself to experience and knowledge of finance. Likewise, doctors should probably default to wearing a tie, even if they don’t on a day-to-day basis. If you produce/sell video games or surf boards, you can get away with something more casual. So, think about what you do, who your customers are and dress appropriately. Don’t pull out your favorite loud print shirt...tone it down a bit. Unless you are in the funeral business, I suggest blue or gray over black. Black will work, but it’s very formal. I often suggest one's significant other assist with tie selection. I feel there is a good chance the significant other may have some say in the final portrait selection. Wearing your clothing correctly, with a touch of flair perhaps, allows a hint of confidence in your portrait. For senior leadership, I always recommend having a make-up/groomer stylist if possible as this adds to the sensation of this as a serious, important portrait...the opposite of a selfie. A business portrait is not the time to try out a new hair style. Having a stylist confirm your appearance gives the subject confidence, helps the subject to feel comfortable that we are there to make them look their very best. If you normally wear eyeglasses, please wear your glasses. You want to be recognizable to your potential customers. A good professional will not have a problem removing the glare from your eyeglasses.

OK, that leaves us with the last two qualities of a great corporate portrait... personable and approachable. First impressions are made subconsciously and very quickly. A pleasant, relaxed facial expression is all that is necessary. Not a big toothy grin, not a somber furrowed brow. You want to appear relaxed, open to conversation, but not flirty. I like to give my clients a few images showing a range of facial expressions, relaxed, friendly, to serious. That way, depending on the situation, they have a portrait for normal use and a serious portrait when accompanying less than stellar corporate news. Never hurts to have one, just in case.

A business portrait is an important tool and should be given the effort necessary. Take the time to make considered selections of clothing and background. A professional photographer will help you and make you appear your very best.

Remember to relax and enjoy the experience of being a star!

Larry Gatz is a commercial photographer in Miami, Florida specializing in advertising, corporate and industrial commissions. Over the past 30 years, his photography has been recognized both nationally and internationally. His clients have included Senators, Governors, Congressmen, national advertising agencies, magazines, and multinational corporations. Larry‘s work may be seen at: www.larrygatz.com and www.executive-photography.com Call when you or your board, leadership team, need great executive portraits.?305.751.5007