Empowering Women Through Visual Storytelling: An Interview with Brand Photographer LeeAnn Stromyer

In this week's Confidence Catalyst feature, I'm excited to share my recent interview with LeeAnn Stromyer, a talented personal brand photographer who has turned her passion for photography into a thriving business. LeeAnn's journey from an art teacher to a successful photographer is filled with courage, self-compassion, and a growth mindset.

?? What initially drew you to the field of photography, and how did you get started in your career?

At a young age, I discovered I had a knack for drawing and the patience to develop that skill. So naturally, one medium led to another, where I discovered my love for photography. I didn't really get into it until I was in college, where I took my first photography class in black and white film. I FEEL IN LOVE – I'd spend hours upon hours in the darkroom developing my scans. The physical process of developing film was as exciting as taking the photos for me. At the core of why I love photography is the power it has to convey thoughts, emotions, and ideas without words. In general, this is why I love art. It's a bridge between times, cultures, and languages.

In 2016 I decided I wanted to start a side photography business to supplement my as an elementary art teacher in Arizona, one of the worst states for teacher pay. Anyway, that same Summer, I "started" my business; my mother was unexpectedly diagnosed with stage IV lung cancer. She died within six weeks of the first scan showing cancer. The time that followed her death was one of the darkest times of my life. But in that pain and grief, I learned a valuable lesson, and it's what led me to chase wholeheartedly a more fulfilling life.?

For me, that translated into leaving my career as an educator to start my own photography business.?

?? What accomplishments in your career are you most proud of, and what goals do you have for the future?

Accomplishment and success have always been a struggle for me to acknowledge or recognize in myself. Since starting my photography career, I've had the joy of working with amazing people and companies like Duolingo, ConvertKit, and Beekman 1802. It's validating working with known names, but what's more validating and exciting is working with women who are like me, daringly choosing to create a life for themselves. That happens to be women also starting a business. I love nothing more than when a client comes back to me and tells me how excited and confident they are now that they have photos that truly represent them.?

On a more personal level, I'm most proud of the courage and tenacity it takes to keep going. I always say if you want to really know yourself start a business. Owning a business is hard; it pulls at your deepest insecurities, pulls back the curtain on your limiting beliefs, and asks are you ready to rise to the occasion? Some days I want to quit, but I don't, and that is what I'm most proud of.

??What is your approach to building confidence and resilience in the face of setbacks?

A lot of self-compassion and honesty. It's not easy to take responsibility for less ideal parts of ourselves. We live in a society where there's good and bad - this way of thinking is toxic and limiting. So the first step is accepting that we are whole complex beings with parts that need a little more love and care than others.?

Having a flexible mindset allows me to embrace setbacks more gently. I allow myself space and time to grieve, wallow, and be sad, and then I pick myself up and say, "ok, what can I learn from this."

As far as confidence, I think building confidence comes down to exercising the discomfort muscle. Confidence, in my opinion, is doing something even when you're scared to bits. The more you do it, the easier it gets. So owning your fear and choosing to do something anyway builds confidence.?

?? As a brand photographer, how do you work with clients to help them create and showcase their personal brand?

My work with clients is 70% mindset and 30% strategy. Because I work primarily with women, a lot of my work centers on helping my clients overcome their limiting beliefs centered around being seen. We have been conditioned to believe we must look and act a certain way to be "successful." We've also been conditioned to be quiet, stay small, and serve.?

So giving ourselves permission to claim a spot at the table is really fucking hard. And my work with my clients is that permission slip from one woman to another saying, "Hey, you're worthy just as you are! Now go stand in your light, unapologetically."

On the practical side, I help my clients identify and create a unique look and feel to stand out from others in their industry. We do this by getting clear on marketing goals, competitor analysis, and content needs. Then, once we have a solid understanding of WHY we need these image assets, we get into the WHAT and HOW, which is the creative direction and storytelling piece.?

??How do you approach capturing a client's essence and personality through visual storytelling in your photography?

One of my strengths is getting to the heart of people. I love nothing more than sitting on a bench in a busy city, watching people walk past and imagining their life stories. Who are they, why are they here, are they happy? I geek out of understanding people and what makes them special.?

I bring this into the work I do with my clients. Getting to the root of why they started their business, what drives the work they do, and the impact they hope to make all help to paint a picture. Using that analytic part of myself and marrying it with the creative side allows me to help my clients get images that honestly capture their unique energy.

??In your opinion, what are some of the critical elements that make for a strong and memorable personal brand image?

Courage - sounds so overly simplified, but it's true. Being in front of a camera is highly uncomfortable. You get in your head and overthink your body, and years of conditioning can overwhelm you. The key to a successful personal brand image is letting go of all the shit so that your fullest self can come forward in that moment.?

And let me be clear – not all images of you have to be smiley, happy, or perfectly posed where your body looks great. People want to see you, know you, and trust you – so the more we let go of our inner critic, the better and more compelling an image is.?

?? What role do you believe personal branding plays in today's digital age, and how do you see it evolving in the future?

People want to connect with people. We're living in what's called the "digital first" era. That translates to people first interacting with you/ your business online. It takes less than 7 seconds for our subconscious to form an opinion so that first impression matters. Having a solid online presence that is human first, aka why should I care – is no longer a nice to have. It's a must-have. Businesses or people who aren't well connected in their communities or are just building their network need a strong/aligned presence.?

As we continue to become more heavily entrenched in AI, metaverses, and what have you - the importance of having a personal brand will continue to be a key differentiating factor in setting yourself apart from others.?

?? What are some common mistakes or misconceptions people have about personal branding, and how do you help your clients overcome them through your photography?

The biggest misconceptions are that personal branding is only for people with a business or that no one cares about the business owner; they only want the product or service.?

First - everyone has a personal brand; it's your reputation, it's what people think or say about you when you're not around. The key is identifying what you want people to know and respect you for and bringing that to the forefront of your everyday interactions. Plus, get a creative headshot that shows off your personality. Corporate headshots still have a place, but more and more companies want to know you and what makes you unique.?

Second - consumers have hundreds of options, and that is really overwhelming. It's not enough to just have a good service or product. You're ideal dream boat client actually does care about you. They want to feel seen and respected for choosing to spend their money with you. Having a personal brand builds trust, making it easier for your people to find you.?

?? What advice would you give to someone looking to create a strong visual representation of their brand, but who may not have the resources to work with a professional brand photographer?

My advice is to start small. I always recommend, at a minimum, a professional headshot for your about me page and social profiles. From there, you can use free stock photography sites until you can invest in a photographer.?

If you're into DIYing your photography, there are loads of youtube channels with free content that you can use to help you start taking better photos. Heck, that's where I started when I moved from film to digital.?

Last, you can always barter. In the first three years of my business, I did a lot of trading to gain experience and get some essential services that I didn't have the cash flow for yet. This is a great option, but make sure the trade is equal. Personal brand photographers create custom, one-of-a-kind work for their clients. So when bartering, ensure you're offering the same time and value they give you.?

As we conclude our insightful conversation with LeeAnn Stromyer, it's evident that personal branding and visual storytelling play a crucial role in today's digital landscape. LeeAnn's passion for empowering others to stand in their light unapologetically and embrace their uniqueness is truly inspiring.

Whether you're a business owner or an individual looking to make a mark, remember that your personal brand is your opportunity to showcase your authentic self and connect with others.

As you forge ahead in your journey, let LeeAnn's words serve as motivation to be courageous, embrace your fears, and step into the spotlight with confidence.

https://www.leeannkphotography.com/