Tips for Enhancing Your Author Headshot and Visual Branding

By Russell Climie, Tiberius Images

You’re an expert with a new book or program and wondering what photos you need when it comes to publicity. Or perhaps you’re wondering what image you should use for your headshot.

For the last 20 years, I have worked as a photographer in helping clients create collections of images that speak to their audiences.

Imagine we have a discussion about what you have achieved currently and what you’re hoping to accomplish going forward.

These are the questions I would ask you as well as my thoughts on each of the topics.

1) Are you a “more” or “less” person?

Do you post and share often? Or are you someone who doesn’t engage in social media on a daily basis?

The answer to that question will help me know if you should have a larger collection of images for your media needs, versus a single image for promotions.

As an example, I photographed an event where Tom Brady was the keynote speaker. Throughout the event promotion, the client was provided with a single image. Each post or promotion included the same image, which was used over the course of 90 days.

(caption: Tom Brady is a “less” person, providing only 1 image for promotional purposes).

What I’ve seen the past 20 years is that the people who post more often and engage with their audience more frequently end up gaining larger audiences.

(caption: Dr. Brenda Carter is a more person with a larger collection for her social channels).

So if you’re going to be a person that interacts and engages online, plan on a larger collection of images that you can draw from over time.

2) Where will images be used?

Are you heading toward the world of podcasts? Do you have a solid following on socials? Or an email list that you mail daily? Or maybe TV and radio is the medium you’re targeting.

The more formal the medium, the more formal images you’ll need.

For example, TV and radio want everything polished and looking like “it belongs” on TV.

However, images you didn’t think would resonate with your audience on social channels can have a massive impact.

Think of the breakdown as a percentage. What percent should be formal (maybe 50-60%) and what percent should be fun and quirky (40-50%) to show off who you are.

3) How do you get the best headshot?

A headshot is the new handshake.

It’s your first impression for potential clients, readers, and event organizers.

The ideal headshot should portray your confidence in front of the camera.

Some experts are warm and friendly, which should be reflected in your headshot.

Other professionals are far more serious, which should also be reflected in your headshot.

My perspective is people like doing business with professionals that are happy, so why wouldn’t your headshot convey happiness and joy?

(caption: Beth Ziesenis, your nerdy best friend, and John Register, Paralympic Silver Medalist, Combat Veteran & Amputee exude happiness despite having very different types of content).

For your collection of images, I suggest at least one image of you on a white, gray or solid color backdrop. The image can be used to place your portrait on other backdrops. Think about podcast graphics or promotional graphics where your portrait could be included.

Part of your collection should also be in an environment that is natural to you. For example, your office, outside, or even in a studio. Regardless, the shot should be somewhere that provides a different perspective of who you are.

For headshots, I recommend two types of images are taken. The first is from the belt buckle up and includes the space around both shoulders and arms (that way it can be cropped or adjusted). The second type is a full body shot, including feet.

4) What should I wear in my photos?

You should consider wearing whatever you would wear when speaking with clients. Something professional.

The best colors are usually earth tones or neutral colors.

Think blues, greens, reds, etc.

(caption: Dr. Regina Lark used the same black jacket with solid color shirts to craft different looks).

Also, avoid tight patterns as it distracts the viewer from looking at your face, eyes and smile.

Think about clothes that fit you well (perhaps tailored) and make you comfortable. Additionally, you should choose accessories that help you feel confident.

Feeling comfortable and confident in your photos is key.

As a side note, consider hiring a professional makeup artist or hairstylist to ensure you look your best. Even subtle differences can significantly impact the final images.

5) What photos do you need for publicity?

There are 3 main categories of images I suggest clients have in their collection of images. A photographer who you trust will be able to help you capture images in each of these categories.

Headshots: Multiple headshots that include different expressions and angles.

I always suggest at least 2 outfits in 2 different locations. This provides you with 4 different looks when it comes to creating a collection of images.

(caption: Two different options for Beth Ziesenis were crafted during the same session).

Action Shots: Images of you doing what you do best.

“Show what you want to sell” was a phrase I learned early on. Why not show your audience what you look like while at work? Photos of you in action could include, such as speaking, interacting with an audience, or engaging in a discussion.

(caption: Beth Ziesen is speaking on stage later in the day from her portrait session to create another pillar of images for her media needs).

Casual and Candid Shots: Show the authentic and real you.

Think behind the scenes of a movie. These can be used for stories regarding what’s going right as well as what’s going wrong on the journey.

By carefully selecting and staging your photos, you can create a cohesive visual representation of your brand. These images will not only enhance your professional appearance, but also help you connect more effectively with your audience.

(caption: Beth Ziesenis at an event being social and attending, allowing her to have another category of images for her social media needs).

Russell Climie is a photographer and founder of Tiberius Images. He specializes in helping clients look confident and feel comfortable in front of the camera. Over his 20 year career he has photographed 2000+ live events and over 10,000+ portraits including Oprah Winfrey, Tom Brady and many others. He is based in Grand Rapids, Michigan and travels nationally to make his client’s lives easier and their businesses better.