TL;DR
Business coach Lesley Calland travelled from Manchester to Newcastle for a headshots session with a personal branding approach. This wasn’t about simply updating photos. It was about building visuals to match the authority of her rebrand and growth plans.
I led the creative direction by designing a storyboard rooted in her business strategy. Every image was planned with a purpose. Each one now works across her website, social media, and speaking platforms.
That’s the difference between a headshot and a personal branding shoot. Are you new to this idea? If so, my post on What Does a Brand Strategist Do? explains why strategy and visuals should never be separated.
About this Professional Headshots Case Study
Meet Lesley Calland
Lesley Calland is a business coach based in Manchester who works with high performers in sport, business, and the creative industries. She has a magnetic presence and a knack for drawing out her clients’ biggest ideas.
When she recently rebranded her coaching business, she needed imagery that reflected her style and authority, not just a set of portraits. She didn’t want a standard business portrait. She wanted Newcastle headshots with a personal branding approach that expressed her coaching philosophy and future direction.
Travel is common in my personal branding photography projects. The right photographer is worth the journey.
Why Headshots with a Personal Branding Approach Matters
Traditional headshots show what you look like. A personal branding approach shows what you stand for.
Lesley’s rebrand was linked to her marketing plan and growth projections. Her imagery had to work as a strategic tool, not just a visual update. As a result, this is what sets personal branding photography in Newcastle apart from a simple portrait session.
If you’re considering this kind of investment, my breakdown of what professional photography really costs is a helpful reference point. I explain this complex market to using fish.
The Storyboarding Process (My Strategic Edge as Creative Director)
Most photographers will talk about locations, light, and retouching. To me, that’s not enough. A true personal branding shoot starts with a storyboard.
Here’s how I built Lesley’s…
Business goals first
I reviewed her marketing plan and growth projections. This ensured the visuals matched the direction of her business.
Audience & platform mapping
I planned imagery for her website, LinkedIn, Appearances, and presentation decks.
Key brand story
Lesley built her coaching practice “one coffee at a time.” I translated that into a signature scene staged at Carluccio’s in Newcastle.
Shoot flow
I designed a sequence of scenes so every image had a job. These included hero banners, professional headshots, lifestyle context, and high-energy action frames.
My Process
This storyboarding process is at the heart of my creative direction for Newcastle headshots with a personal branding approach. For more on aligning imagery with growth, see Evolving Your Personal Brand.
Behind the Shoot in Newcastle
With the storyboard set, we executed the shoot across locations that reflected her narrative and energy.
Grey Street
Captured Lesley’s constant movement and momentum. She often gets her best ideas while on the move. I built in dynamic walking frames to reflect that energy.
Carluccio’s Newcastle
The natural backdrop for her “coffee story.” This represented how she built her business through meaningful conversations. Their team looked after us brilliantly while we captured this key scene.
Styling & Makeup
Creative collaborators were carefully chosen. Nichola built 3 looks that reflected Lesley’s rebrand. In addition, Ashleigh from Diva Dust provided calm, polished makeup that let Lesley’s confidence take centre stage.
Another Strategy-Led Example
This demonstrates how personal brand photography in Newcastle captures more than professionalism. It also reflects the personality and momentum that fuel a business coach’s brand. You can see a similar strategy-led approach in Jo Davidson’s leadership coach shoot.
The Results in Action
Each final image was finished to a luxury standard. This wasn’t about changing Lesley. Instead, it was about ensuring the lighting, colour, and polish matched the premium level of her coaching services.
Her images now live across:
- Her websites.
- LinkedIn and other social platforms.
- Presentation decks and coaching collateral.
Another Example to Inspire You
As a result, Newcastle headshots with a personal branding approach become versatile tools. They extend far beyond a single photoshoot. Similarly, in Nadine Powrie’s case study, the right visuals amplified her leadership visibility.
What You Can Learn from Lesley’s Shoot
If you want it to have a significant impact make sure it’s not an unplanned afterthought.
1. Every image should have a job
If it doesn’t, it’s wasted.
2. Strong shoots tell a story
The right visuals express values and personality, not just appearance.
3. Strong shoots tell a story
The right visuals express values and personality, not just appearance.
4. Strategic investment pays off BIG
Before you make any invesmtent in creative assets, spending the time on working out a strategy will maximise this investment.
More Inspiration
I know – seeing is believing. That’s why I’ve pulled together a curated selection of past client work to show you what’s truly possible when we collaborate on your professional headshots.
Over the last 14 years, I’ve worked with hundreds of professionals: virtual assistants, consultants, creatives, coaches, and corporate leaders. Helping them go far beyond the typical boring headshot. Together, we’ve crafted striking, personality-rich imagery that supports not just how they look, but how they lead.
Take a closer look at the range of photography services in my portfolio, and imagine what we could create for your personal brand.
Ready to Take the Next Step?
Lesley’s Newcastle headshots with a personal branding approach weren’t about new portraits. They were about building a visual toolkit that fuels her brand every day.
If you’re ready for images that tell your story and support your growth, book a free no-pressure 30-minute consultation with me.
Or, if you’re still exploring, why not take a look at my archetypes in branding case studies for more inspiration. This will help show how personality is integrated in a strategic way.
Frequently Asked Questions
What are headshots with a personal branding approach?
Headshots with a personal branding approach are professional photos designed to reflect your personality, values, and business goals, not just your appearance. They align visuals with your brand strategy. They articulate your branding.
How do personal branding headshots differ from standard headshots?
Default professional headshots focus on appearance and identification only. Personal branding headshots are planned strategically, with storyboards, location choices, and styling that convey authority, energy, and authenticity. You need to have a brand in place in order for this style to work for you.
Why is planning important for a personal branding photoshoot?
Planning ensures each image serves a purpose. A storyboard, audience mapping, and strategic locations help your photos support your marketing plan, social media goals, and securing the right speaking opportunities effectively.
Where can personal branding headshots be used?
These headshots are versatile. You can use them on websites, LinkedIn, presentation decks, social media, and promotional materials to strengthen credibility and build trust with clients. For more on how to get the best results, take a look at this guide.
How do I know if I need a personal branding headshot?
If your photos aren’t telling your story or aligning with your business goals, it’s time for a personal branding shoot. They help showcase your authority, personality, and professional identity in a cohesive way. If you are unsure if you have enough of a foundation in place, let’s chat about it on a quick call together. Or, this downloadable might help too.
How much does it cost?
Most of the work I do is intentionally bespoke by nature. You may need to compress your time where we shoot in 4 different locations in one day. You may prefer to take a gradual seasonal approach. Take a look at the guide prices on my services pages. I also have this guide on how to imform your expectations when it comes to budgeting for professional photography.
