Branding Portraits vs. Publicity Photos: What’s the Difference
TL;DR: Branding portraits and publicity photos may look similar, but they serve very different purposes. Branding portraits are about identity and messaging, while publicity photos are typically for media and press use. Knowing which one you need—and why—can help you get the most out of your session.
Understanding the purpose behind your photos
One of the most common mistakes people make is lumping branding photos and publicity headshots into the same category. On the surface, they can look alike: clean, well-lit images of you looking professional. But the goal behind each is different. Branding portraits are strategic. They’re built around the tone of your business, your values, and how you want to connect with your audience. Publicity photos are practical. They’re typically used in media kits, press releases, podcast appearances, or speaking engagements. Understanding which one you need—or whether you need both—can save time and give you better results.
What branding portraits are all about
Branding headshots are more than just a head-and-shoulders photo with a smile. These sessions are designed to tell a story—your story. Whether you’re a coach, creative, consultant, or founder, the goal is to show your personality and communicate your brand’s tone. The wardrobe, lighting, expressions, and even color palette are intentionally chosen to reflect how you want to show up in the world. These images are perfect for your website, social media, newsletters, and any customer-facing materials. They aren’t just polished—they’re strategic.
The focus is on consistency and authenticity. You might shoot in multiple outfits, try different backdrops, or pose with props that relate to your business. The goal is variety. You want to walk away with images that cover a range of moods and uses—from a confident speaking shot to a relaxed, behind-the-scenes vibe.
What publicity photos are for
A good editorial portrait photographer knows how to capture images that meet the needs of the press. Publicity shots are often more traditional, with clean compositions, minimal distractions, and neutral expressions. Think of them as the photos that will run beside your name in an article or on a conference flyer. You might not need a lot of them, but when a media opportunity comes up, you’ll be glad you have them ready.
These types of images often have more straightforward lighting and require a neutral background, like white or grey, that publications can easily crop or place into layouts. While personality still matters, the focus is more on clarity and professionalism than storytelling. Publicity images work best when they’re simple, timeless, and ready to be used in a wide range of formats.
How to know which one you need
If you’re launching a website, rebranding your business, or updating your entire online presence, you’ll want a full branding session. If you’re booking a speaking engagement, podcast appearance, or press interview, a publicity photo will likely be requested. If you’re doing both, it’s smart to plan a session that includes elements of each. This way, you walk away with headshots that cover both strategy and utility—personality and polish.
The good news is you don’t have to choose one or the other if you’re prepared. With the right photographer, a single shoot can include clean, formal shots for press use and more expressive, brand-aligned images for your platforms. All it takes is communication, planning, and a few wardrobe changes.
What to bring and how to prep
Bring at least one neutral outfit—think solid colors, clean lines, and no logos—for your publicity shots. Then bring a couple of outfits that feel more like your brand: something bolder, more relaxed, or visually interesting. If you use props in your business, bring a few along. If you don’t, no pressure—they’re not essential.
In both types of sessions, grooming matters. Make sure you’re well-rested, hydrated, and styled in a way that matches your everyday look—just a little more polished. You want to look like yourself, not a version you won’t recognize a month later.
Summary
While they share similarities, branding headshots and publicity portraits serve different goals. Branding sessions tell your story and support your business identity; publicity photos give the press and media clean, professional images to use across platforms. Knowing the difference—and preparing for both—ensures you’re always ready to show up with confidence and clarity.
