Why Branding Photography Isn’t Optional Anymore

In the age of infinite scroll and short attention spans, your brand visuals are either working for you or quietly working against you. And if you ask Kelly Maret, a branding photographer and visual strategist who’s built a career helping businesses show up more authentically and stronger online, the way you put yourself out there online matters.

“Photography isn’t just an afterthought,” she says. “It’s about personal branding, trust, and performance.” With over five years of experience working across industries like cosmetics, mentoring, and jewelry, Formentera has built a photography practice that acts more like a brand consultancy, helping clients tell better stories through images that actually move the needle.

From Snapshots To Strategy

Maret’s journey started at a Lisbon-based advertising agency, Digital Growth Studio, where she was balancing strategy and visuals on a daily basis. Next to that, she made a name for herself in the photography industry. But over time, the craft turned into something much more intentional: helping people and businesses communicate their brand messaging through visual storytelling.

Since then, she’s worked with numerous clients across Europe, producing brand visuals that convert. “It’s not about taking a good picture. It’s about using imagery to clarify what your brand represents,” she explains

Why Personal Branding Photography Isn’t Just A Trend

If you still see photography as an optional asset to your business, Kelly would argue you’re missing a key opportunity. “Personal branding is one of the most powerful ways to stand out right now,” she says. “It makes your presence more relatable, more human and way more trustworthy .”

Take, for example, a French solo entrepreneur in the coaching space who came to Maret with a goal: stand out in a saturated market. While her peers opted for polished-but-generic headshots, they created a set of intentional, personality-rich visuals that quickly led to increased engagement — and more client inquiries.

Her Process Looks More Like A Brand Sprint Than A Photoshoot

Every project with Kelly starts long before the camera comes out. Discovery calls, brand deep dives, moodboards, and messaging alignment are all part of the work. “Every client is different, so every shoot should be different. I always try to find out the essence of the brand, and how to make that visible.”.

She always intends to co-build visual identities that convert, whether for a yoga teacher rebranding her website or a communication coach in Portugal who didn’t realize his old visuals were no longer aligned with his new messaging. After a visual strategy overhaul, he saw higher conversion rates and even built a waitlist for new clients.

What the Industry Is Starting To Catch On To

Maret’s approach, especially with her company Make Social, has been spotlighted by major publishers, always highlighting the importance of how people think about photography.

“There’s still a disconnect,” she says. “People think of photography as art or content, but it’s actually very foundational to business as it represents your brand and determines whether people trust you.”

She sees a massive opportunity for small brands in particular. “Big corporations struggle to feel human,” she says. “But small brands have an edge, they can connect authentically through personalized, story-driven visuals. This connection is where trust is born, and trust is where business is won.”

Bottom Line: Photography Is Your Brand Strategy

Kelly's message is simple: photography shouldn’t be a nice-to-have. It’s a core part of how people understand, connect with, and trust a brand, “If you’re building a brand, it’s a must-have.”

And for photographers looking to break through, her advice is clear: develop your own voice, understand your client’s story better than they do, and create with intention, not just for the look, but for growth.

Because at its highest level, photography does more than make you look polished. It makes people feel something. And in a world full of noise, that kind of clarity is the most valuable asset you’ve got.

BDG Media newsroom and editorial staff were not involved in the creation of this content.