Your Brand Photos Should Say Something Before You Do with Heike Delmore

We talk with personal branding photographer and educator Heike Delmore about creating brand photos that actually support your business goals instead of just looking pretty. We break down how to plan imagery that feels authentic, builds trust fast, and helps you show up as who you are becoming. 
• the difference between influencer style photos and strategic personal branding photography 
• why showing your face builds connection and makes your business more memorable 
• what goes wrong after a shoot: overposting, underposting, and imposter syndrome 
• how to choose a branding photographer who understands marketing and messaging 
• questions to ask yourself about perception, identity shifts, and brand direction 
• how to plan outfits across professional, business casual, and casual looks 
• using “purpose” images so every photo supports a specific offer or goal 
• updating brand photos yearly and bridging the gap to your next level identity 

Follow and work with Heike: https://www.heikedelmore.com/

Are you ready to streamline your business and elevate your client experience? Right now you can get 30% off with my discount code: https://share.honeybook.com/shannastar

You can try Pic Time for free with my code and get an extra free month when you upgrade to a paid plan: head to the notes and click the link to start your beautiful galleries today

https://davistaphotography.pic-time.com/referral

Transcript

Meet Haika And The Big Idea

Shanna Star 0:07

Welcome back to another episode of the Shine Podcast. I'm your host, Shauna Starr. Today's conversation is extra dear to my heart because I got to speak to another fellow photographer who is in love with Sue Bryce. When I found out that she got to work with her, oh my gosh, if you know that my obsession for the longest time was Sue Bryce and how she poses in lights and all the things, oh my gosh, I flipped out a little bit. So Haika Delmore is a personal branding photographer and educator who helps trailblazing women entrepreneurs capture their next level identity. Her career in international advertising with global brands, and also, like I mentioned, Sue Bryce's Portraits Masters platform. Haika specializes in guiding clients through major transitions, translating their evolving vision into a strategic, purposeful imagery by focusing on intentionality rather than perfection. She creates photography that helps her clients be recognized and trusted by the right audience as they step into their future identity. But even if you are not a photographer and you're listening, don't go anywhere. You're gonna get something from this conversation because we actually just talk about building and supporting your identity in your own brand and business. Just using photography and those visuals and how important it is. We jump into so many things, and I am so bummed that we didn't even get to so many of the questions I had for her because we went off the cuff and had a wonderful conversation. So, like I told her, shoot, I guess she'll just have to come back. But let's get right to the conversation. Well, welcome, Haika, to the Shine Podcast. We've already been chatting, a little of introduction with one another, and I'm so glad to have you here today. Another photographer on the show. Yes. Thanks so much for having me, Shauna. Yes, yes. Now I know you are like queen of branding. So we are going to get into that and hopefully help those listening set up for branding, what that looks like, maybe questions they should be asking their photographer or what they should be looking for. And since you know all of the things about it, we're gonna start. And your work is amazing. Did lots of talking. So thank you. Thank you. So I would say let's just jump right into what should someone clarify before even investing in high-end personal branding shoot.

What To Clarify Before Investing

Shanna Star 2:30

Mm-hmm.

SPEAKER_01 2:30

That's a great question. So I feel like there are two main um ways that personal branding photography is going right now. Um, there's the one way that I think is, you know, watered down, but a lot of people automatically assume that all branding is this. So it's just beautiful photos, um, you know, content drops, um, you know, trying to portray, you know, an elevated lifestyle that maybe it isn't even relevant to who you are or your business. So kind of like that influencer kind of vibe to it. And to me, personal branding photography is not that at all. Yes, we want you to look, you know, beautiful. Uh, we want you to look like you on like a regular day, but like just on a fresh, vibrant, you got a lot of sleep, you know, some sun, you know, that sort of thing. So um you want to be recognizable. Um, but also it's deeper than that. I think personal branding photography is um it's something that you you know that there's something that you want to do, right? Whether it's a business or you're uh expanding on your business or you're doing something completely new. You want to know what that is. And a lot of women have a hard time kind of like they got a vague idea of what that is. So when you are talking to a photographer, you want someone who can draw that out, uh, that vagueness, you know, get some more details on that and really be able to visualize uh and communicate that to you. So you're like, yes, that's exactly what I was thinking.

SPEAKER_02 4:14

Right.

Shanna Star 4:15

Um, so yeah, does that answer the question? Absolutely. I know for so many of those just starting, a lot of entrepreneurs don't always want to be the face of everything. And yeah, I I think it's very important because no matter how many beautiful photos I throw up on Instagram, as soon as I put one of myself, whether I look good or very, very not so much, uh, that's the one that gets the most comments and reactions because they want to get to know you. So 100%. I know by the time clients come to you, they're already interested. They already want to book, they already know that that's what they want to do. But maybe for those listening who aren't even sure, like, why are branding photos important and what do they do for your business?

Why Showing Your Face Works

SPEAKER_01 4:55

Yes. Well, branding photos are really important because people want to see who is behind the company, right? Like if you go to um a concert, right? You're you go to a concert to hear somebody sing, um, like you can have, you know, I don't know, fifth row, you know, great seats, but you're like, oh my gosh, I have backs, like back backstage passes, right? And it's not the best place to watch the show. And you don't hear it the best and you don't see it the best, but people want that curtain pulled back to see, like, oh my gosh, who is this behind the company? Like, who are you? Oh my gosh, I'm like her. They feel like they have the inside track on the business, and that pulls them closer to your business, right? So that's important. Um, but it's also important to, you know, why why are we hiding behind it, right? So uh I think a lot of people want to hide and just have like a logo or whatever. I don't think that those businesses are as memorable as when you see the face behind the company. Like, even like Apple, it's huge, right? But we we knew Steve Jobs, right?

Shanna Star 6:07

Yeah. Oh yeah, we knew what he wore every day. Like we knew things about him, you know. We knew too much about him, I feel like. You're right.

unknown 6:14

Yeah.

Shanna Star 6:15

You're right about that. And in an age of in like influencers, which that's not what you are as a business, it it could be both, of course. Yeah, yeah, yeah. But it's influencers have become so big because it's saying, why do we care about that product, that thing, that service? And it's it's a way to put ourselves out there to say, why do I care about this and this? Why am I gonna choose you as the photographer or service? And if they feel like they know you and what you're about, your personality, they know they can vibe with you, they know that you're the right pick or the wrong pick, whatever. Right. Like, yeah.

SPEAKER_01 6:48

And to that point as well. So a lot of women will come in and do their photos. And after their photo shoot, and I don't know if you you see this too, Shauna, because I know you do branding photos, uh, photography as well, but sometimes one of two things happen. Um, they get their photos back, and we've strategically planned out which photos they're going to be using for what, what they're rolling out that year. Um, you know, certain things, you know, go with certain aspects in their business. But sometimes what happens is that they'll get all their photos and they're like, wow, so excited! And they throw them all up on social media and they're like, look at me. And you're like, oh no, you've just fully like your whole year, everything that we planned out. You just threw up in one second. Or the other person is like, okay, she's posting one one day and posting one the next day, and all of a sudden she starts getting like imposter syndrome, or like, who do you think you are? and stops posting, right? Because they start getting, you know, this voice in their head that says, like, who do you think you are posting yourself every day? Right. So having a plan after you get your photos on how to use your photos effectively so you don't like talk yourself out of it or use them all for the wrong purpose because you're just so excited to see show everybody. Um,

Biggest Mistakes After Getting Photos

SPEAKER_01 8:10

having a plan after that is really important as well.

Shanna Star 8:14

Yeah, you're absolutely right. So would you say that is one of the biggest mistakes mistakes entrepreneurs make when getting and planning brand photos, or is there some other mistakes that you tend to see that we make?

SPEAKER_01 8:25

Yeah. So I think that is a big mistake. I think um, you know, sometimes entrepreneurs or small business owners or coaches or whoever are getting their photos done, they know they need to get the photos, but then they don't have a plan on how to use it afterwards. So um if you have a photographer who can help you plan that out or, you know, specifically have photos for those specific needs that you have, that is excellent. Um there was one other thing that I wanted to say too. It just escaped me. So, oh yes. So when you're picking a photographer, and if they're not planning this out with you, what can happen is that you have a whole bunch of photos where you just look really pretty, right? And what happens is there's no messaging specific to those photos. So it's just like today here's you know, here's the left side of my face, and tomorrow tomorrow you're gonna see my right side, and then the next day it's gonna be my closed mouth smile. So it starts feeling like it's photography for look at me, look how pretty I look, opposed to specific messaging behind it. And I find that you get more longevity out of your photos if the photos have the photos complement the messaging in your business, and then you're more likely to post it. And it's not just always smiling at the camera, it could be um, for example, a financial advisor who now meets clients over Zoom because um, you know, on Fridays. Uh so did you know that you don't always need to come to the office? You can reach me by Zoom, and then having a photo maybe where she's, you know, laughing and speaking into a laptop, not not smiling at the camera all the time, right? But she's doing something. And and then uh for social media, the caption could be, did you know that we, you know, Fridays are our virtual days or or something to that degree? So having photos that complement the messaging of your business will give you more longevity out of the photos, and you won't burn out as much on using them opposed to just like look at how pretty I am.

Shanna Star 10:34

Right. I think it's such a great thing too that there or I feel like there's been such a surge of different kinds of branding photos that I maybe even was a didn't even realize it was branding when it's start first coming out, which is you know, the blurry photos when you're walking and different ways to use those, the laptop, the details, the all of those things that you can use them in your messaging if they fit your brand, like you said. Yes. And it doesn't have to just be a bunch of headshots because I think that's what some people still have in their heads. Like you said, it's the left side, right side, they're just a bunch of headshots. And that's not what branding is, it's it's showing your personality and your brand and who you are and what you offer. So I love that that has helped a little bit when you start seeing all of this different flow on social media, you're like, oh, that's a different way to show what I do in a completely different way.

SPEAKER_01 11:25

Yes.

Shanna Star 11:26

Although we still need the headshots. I'm not disconnected.

SPEAKER_01 11:28

Oh, yes, you know, headshots are a part of personal branding, they are definitely needed. Um, but using the same headshot over and over for everything is just going to like when you see something every day, you just don't see it anymore, right? But if you have photos that, you know, are streamlined, so you know, okay, that's Susan. Oh, and that, oh, look at Susan there. Like it's streamlined that you know that it goes together, you know it's Susan, but it's something new that um you're just not glazed over that same hedgehog. Because I've had people say to me, no, no, no, I just want to keep the same hedgehog because everyone knows it, and so they'll know it's me. But when you see things over and over and over, you just start not seeing them anymore.

Shanna Star 12:10

Absolutely. And even as a photographer, everything, all of your clients, and you have hundreds of photos, and they're not of you, but everything still looks streamlined. People can be scrolling and they know immediately that that's your work. And that's how it should be for anyone's brand. They can be scrolling, it might be the back of your head, or it might be you in another scenario. 100% just by the streamline and the brand, they should know who it is.

SPEAKER_01 12:34

Yes.

Shanna Star 12:35

And I think that's that's one way it might be the same colors or the same feel, or you know, whatever that that feels authentic to them. And that was another question I was gonna ask is what makes that personal brand photography feel authentic rather than performative?

Authentic Versus Performative Branding

Shanna Star 12:49

Because I know for me, I have clients who are like, mm-mm, I'm not a jumper, I'm not a giggler, or you know, whatever that looks like. Right, right. That's perfect because I don't want to pull things and show things that aren't part of their brand. So how do you how do you make that feel authentic to them?

SPEAKER_01 13:05

So what I do with my clients is I go through uh a consultation before the shoot. I also have a workbook uh for people that uh they can go through if they're just kind of like, yeah, I don't know, that's kind of a good question. Because most entrepreneurs or people who are coming to me, they're not marketing experts, right? They know they need photos, they know they need marketing, but you know, their zone of genius is doing what they do, whether it's a soap maker or a psychotherapist or, you know, that's their zone of genius. They're not marketers. So that goes to picking a good personal branding photographer as well. It's like you, it's not just a photographer, it's someone who can understand marketing and how you can use these photos to get whatever your end goal is. What is your end goal? Make more money, get more clients, get different clients, get, you know, what is your goal? So if your photographer isn't asking you those things and is just kind of like giving you a checklist and a bunch of poses to go through, like you were saying, the jumping, the whatever. Yeah. And that does not resonate at all with you, you need someone who is going to um, you know, deep dive deep into who you are. How do you want to be seen? Like one question that I ask my clients all the time is like when when people see these photos of you, what do you want them to think of you? And they're like, ooh, good question. And they'll start off with like, you know, professional, you know, those things. And then, you know, we try to dive a little bit deeper because at the end of the day, people like are not giving the the same answer. You can start off all wanting to look professional, but as you dive deeper into it, that's where the nuances are, that's where the things are that differentiate you from, you know, one real estate agent from another real estate agent, for example. Right.

Shanna Star 14:57

So yeah, you're absolutely right. So I would love to know. I mean, I already know a little bit. Of course, I've been deep diving on all your fabulous work and you, but talk a little bit about how you got here and how you

Haika’s Path From Weddings To Branding

Shanna Star 15:10

got into branding. Because I know you still touch on other things, but branding is seemingly like your love. So tell us a little bit about your background and how you ended up here.

SPEAKER_01 15:19

Yeah, that's that's a great question. So I do almost exclusively branding now. I do some um mentoring for other photographers who are trying to get into personal branding, like make it one of their offerings. Um, but I would say I got into branding because um I have a degree in psychology. Uh, I have work experience at in marketing. So I worked in advertising agencies in North America and in Europe, right? And I have a love for art and photography. So all of those three things I think is what you know, you put those together and you get personal branding, photography.

Shanna Star 15:57

That's wonderful. And how long have you been shooting too? I didn't even ask that.

SPEAKER_01 16:00

Oh my gosh. So I've been shooting for, let me see, my daughter is turning 18. So 19 years. Wow, incredible. But I wasn't doing personal branding right away. Like, so I started off in weddings because I was moving, I I know you moved a whole bunch of places. So I used to move around all the time. Like every year we were moving. My husband was a professional athlete. So it was like, okay, you're here, you're here, you're here. And I needed a business that um I could move, you know, not be location specific. We would be back home in the summers because that's when the hockey season was over. And and that's when I found, okay, let me, I can book all these weddings in because uh where I am in Canada, like everyone get mar gets married in the summer. For you guys in Florida, it's probably like all the time, but for us, it's like jam it into the summer. Yeah. So um, so that's why I did weddings. Um, but then I was like, you know, I don't know, I wanted my weekends back. I had kids now, um, my evenings, like with the engagement sessions, like, no. So I wanted something that um, you know, with the personal branding, I do it in the weekday while the kids are at school, um, and then I'm done by the time they get home. So, and I love it. Like I have a general, like a genuine interest in like, oh my gosh, tell me about your business. Where do you plan on going with that? You know, oh, you know, and just kind of, you know, wanting to, you know, it's like talking to a girlfriend who's like starting off, you know, a coaching business or whatever, and you're like, oh my gosh, that is so cool. Okay, who are you gonna coach? Right? I love that. Where are you gonna find the clients?

Shanna Star 17:39

Yeah. I think, and this is not true for everybody, but so many photographers I feel start thinking they're gonna do weddings forever because that's where they see the dollar sign or the travel or you know, all the dreams that you kind of see. And I don't know, have you been to WPPI as well? I have. Okay. Well, yes, I have, yeah. Okay, and so that of course is centered around mostly weddings. Of course, there's branding and boudoir and all the other things there too. But it always feels like the wedding industry is so huge, and it is, and it's a wonderful niche if that's what you love doing. Um and I still shoot a few, but being in where I am, it's almost like being in Vegas. A lot of people only need me like for like an hour on the beach. Oh, okay. So it's very interesting and very and so I think that that's totally normal for weddings, and then you realize like, I I don't know if you want to be away from your kids for 12 hours. Yeah. All you know, every day, and your feet hurt and you're not 19 anymore.

SPEAKER_01 18:37

And exactly, exactly. Yes. So where we are, it's like, okay, uh 12 hours. Oh, can you stay longer? You know, so it's it's it's a lot.

Shanna Star 18:46

Yeah. It is a lot, yeah. So now your studio now, will you talk a little bit about that? Because I don't know about your studio. Do you have a separate studio in home? Tell me all the things.

SPEAKER_01 18:56

So I started off, so I was doing weddings and then I was like, okay, I want to do this branding. I want to shoot exclusively women.

Shanna Star 19:04

I used to be, do you have you heard of Sue Bryce? Yes, I thought that you followed her because I looked at your work and I'm like, this reminds me of Sue Bryce. Yes, that's how I learned to pose and like all the things.

SPEAKER_01 19:15

Okay, so I was one of the first mentors. Uh, yes, when she started Sue Bryce Education. So she invited us down to her home. There was nine of us. Uh, we went to Paris. We we did all this stuff. So um I was shooting weddings and then I, you know, I saw her and I was like, oh, I really like her. Like, there's so many educators, and you're like, yeah, you make sense, but I'm not inspired by your photography. I I saw her photos and I was like, I want my people to look like that. So I started photographing women, and then I kind of I was the only personal branding photographer on that mentor uh team for her because I just kept, you know, I don't know, just asking them what they're gonna do with it and like, or they'd come in for headshots and I was like, yeah, but you need more than this. You're gonna, you're writing a book. No, we need like a photo for that. And then, like, how are you gonna sell it? You have a you need a website, you need, and so I took like that aspect of the women and put it with like the marketing and the branding, and uh went that way. So um, although I started off in weddings and then portraiture, it went to it just naturally evolved into personal branding.

Shanna Star 20:31

So I love that. I really was gonna ask you that because I was like, it reminds me of Sue. Like there's certain aspects in your photography, and I was obsessed with her for so long. And I didn't seek out anything educational from her. Um I still follow her, she's so lovely. So I have a little jealousy twitch like twinge that happens when you said that, but I'm so happy for you. That's incredible. Thank you. Oh goodness.

What To Wear For Brand Shoots

Shanna Star 20:55

So let's kind of get back into kind of helping others then too, of what to look for and maybe what they should do. I know the biggest question I get, and I'm sure you do too, is I don't know what to wear. Okay, yeah. And I know that's gonna look different for every single client that comes through, depending on their brand. But what are some maybe staples or some things that you find yourself repeating or suggesting?

SPEAKER_01 21:18

That's a great question. So I tell everyone who's coming in. So a lot of men are coming in now too for personal branding. And I'm liking that. I mean, they're they're fun to pose and and everything like that. But so I tell people to bring three to five different outfits. Men usually bring three, women usually bring five, six, seven, eight. And so just bring it all in. We'll go through it together here and organize it. But I will say that out of say you bring five outfits, bring one that is that professional, professional look, whatever that means to you. So I don't want to pigeonhole them and they're like, oh, I never wear a suit, but you told me to bring a suit, right? So I'll say, you know, bring that professional, professional outfit, whichever. Whatever that means to you in your style, right? So that's should be your first outfit. The outfits in the middle should be business casual, right? So business, but still a little bit of casual. And the last outfit should be casual, whatever that means to you. So it could be like Lululemons, if you, you know, you whatever you like to journal or or do that meditate or something like that. Um, or you know, it could be um jeans with a button-down shirt. And the reason I tell people those three things is because when people see their photos on social media or on their website, if they're only in a suit and they're only dressed up all the time, people only feel like they know who they are in the office. But if you can show different facets through your clothing of your personality and who you are, people actually start to feel like they know you before they've even met you.

SPEAKER_02 22:53

Yeah.

SPEAKER_01 22:54

And that makes you memorable. And they're more likely to be like, oh my gosh, I'm like that too. Like, I, you know, I don't know, do whatever in my yoga pants and whatever, you know what I mean? So um you're you're being able to relate to people uh on more than one level. And again, on more of a personal level. We were talking about like, why should you show your face? Why should you be the face of your business? Why should you let people know who you are? Because of these things, they're going to buy people buy from people at the end of the day. They buy from people that they like.

Shanna Star 23:27

Yes. Right. When I'm first talking with any business person, even if it's just a friend who maybe isn't looking for photos, and we talk about that. I'm like, I want people to look at my brand and either hot or cold for me, right? I want them to love me or be like, that girl isn't for me. Because I don't want the lukewarm because they're not gonna hire me, they're not gonna suggest me, they're not gonna comment and help and anything else. And so um the pink that you see back here and the pink everywhere that I've got, that's my brand. And some people are like, that's you, and I love it. And some people are like, nope, turned off by it. And so yeah, but it's still become part of who I am, and so um I think it's so important to show that personality because you're gonna, like you said, it's that relatability piece.

SPEAKER_01 24:12

Yeah, and you're gonna attract the people, like you were saying, attract the right people, yes, and repel the wrong ones. So you're not wasting time, anyone's time, really.

Niche Positioning And Avoiding Price Shoppers

Shanna Star 24:23

Which that's a whole nother subject too, and I know that's difficult when people are first starting a business, they're like, I'm for everyone. And it's like, well, yeah, you're not, and that's okay. And maybe someday when you're the Joe Rogan podcast of everyone, you can talk about and do anything. But when you're first starting that business, you want to attract those people and those clients that really resonate with you.

SPEAKER_01 24:43

Yes, and then and that being said, too, you know, if you are for everyone, right? You're like, no, I'm, you know, who's I I ask my clients this too. It's like, well, who do you want to work with? Well, anybody. I don't want to like, you know, that's when you're going to get problem clients, right? And that's when you're gonna be price shopped, right? If you can stand out in your whatever your industry, whatever your field, as being the person who does this like this, you can't be pride shopped because there's no one else doing it like that, right? Right? People are coming to you for that specific thing. So you're weeding out all the people who are just like, you know, pride shopping. Okay, well, that's kind of you know, so and so will do it for this, you know. So you're you're cutting that whole layer of like it's a yucky feeling too, like the yucky feeling, the waste of time. And these are people who, you know, if they're already acting like that and you haven't even worked with them, you know, it's it's not gonna be as pleasant or as nice or fulfilling as working with, you know, those ideal people who are like, yes, you are for me.

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Shanna Star 25:56

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SPEAKER_01 27:55

Yeah, it does. And you don't believe it at first, yeah, right? Like people will tell you, and you're like, Yeah, not trying. And you so you still try to like hold on to like the everybody. Yes. And the moment you just let go and like try it, right? Whether it's like raise your prices or like be that specific and that niche, the moment you try it, then you're freaking out because you're convinced it's not gonna work, even though so-and-so told you and they know what they're talking about, but maybe they don't know in your situation, right? And then it works, and you're like, oh my gosh, it's true.

Shanna Star 28:29

Yes, it is.

Maximize One Shoot And Update Timing

Shanna Star 28:31

So those listening, I know some of this is on us as photographers, is when someone comes in, we can maximize their branding session, whether we cut off certain parts or zoom in here, and and some of that's on us. But for those with a brand who want to do a branding shoot, what are ways that they can maximize a single branding shoot? And then how often do you suggest that they do one? When should we update?

SPEAKER_01 28:56

Well, I would say ideally yearly to update their branding photos. Some people, I mean, I I don't know. For me, you know, when I have people and they're coming in and they're doing five or six outfits, it's kind of looking then like you've done five or six, you know, mini shoots together because we're getting different looks, right? If you just come in with one outfit, you're really, you're really minimizing what you're gonna get out of that. You already have your hair and makeup done. You might as well come in and do the whole kit and caboodle. So um, I would say yearly because we change, but we also like our goals change. Like, what is happening in our business? You know, what do you know, like how do you want to be perceived? What how what do you want to drop? What do you no longer want to be perceived as? And where are you going? And I think one important thing in in choosing uh a branding photographer is having someone who's going to photograph where you're going or who you're becoming, not just right now, this is where I am, and I have this or that. You you want someone who's going to bridge the gap on where you are now and where you're going to, right? So, for example, last week I had a lady come in and she is uh she's a nurse, uh, but she's transitioning into being a nurse's coach. So, you know, nurses, they have stressful jobs or whatever. And so she's now going to be the person, the point person to help nurses, you know, through burnout, through whatever those things are. And um, so she knows her stuff and she's starting out, right? She's kind of getting it off the ground. And she's like, oh yeah, uh, you know, someday, yeah, I have this, but you know, then I'll get it up. But I'm like, you already have it. It was um a method that she has created. And she's already created the method and she knows it works, but she's like, oh yeah, but you know, that's down the line. Why is it down the line? Right? So let's photograph you as being the person who has that now. So when you put that out there into the world, you are seen as the person who already has that. We don't need to delay and work our way towards it and prove ourselves and wait for permission to announce to the world that you have this method. So take by taking photos now of you embodying that person who I have this method, uh it's trademarked or whatever, patented, whatever. Um, you know, I know it works for these reasons, and here's you doing a talk on it or whatever. You're already establishing, you already know your stuff. Let's just start capturing that so you can see the photos back and it's proof to you. Oh, here's some physical proof. I do know that stuff. That is me. It's not tomorrow, it's not in a few years. Yeah, I know this. And then you start using those photos online in your social media, on your website, and other people start calling you up saying, Hey, can you I need, you know, I need that method or I need you to help me with this? You already know it. What are you waiting for? So have a photographer who's not just capturing you right now as the person, I'm just starting out. It's like, no, where do you plan on being in a year? Step into that person. What does she look like? How does she walk? How does she breathe? How does she answer questions? How does she take up space? Right. Okay, let's get you into that right now. And look at me. I'm talking to you. I'm needing you to, you know, work that method on me or whatever. Um, and get into who you need to be to be that woman who is running that successful uh practice.

SPEAKER_02 32:53

I love that.

SPEAKER_01 32:54

You capture that in the photos, you see it back, you internalize it yourself. That is evidence, that is physical proof that you can you she's right there. You are her, and the world starts treating you that way, and that's how you collapse that time between where you are now and where you're going. So if a photographer can do that for you, you're saving yourself like years and making money now already because you're already showing that you are at that point, which most people are, they just delay, delay, and they just kind of dip a toe in and dip another one when you know, let's just let's just get there right now.

Shanna Star 33:34

Yes. I even think with photos, it it kind of reminded me of people don't always want to do the branding because they don't feel like they deserve it, or maybe they're big enough, or branding photos are for a huge business or whatever that looks like. And as a photographer, I always felt like I have to be behind the camera or in front of the camera often, or I'm gonna feel like a hypocrite. Yes. Oh my gosh, I know. So I've been trying, I was dealing with some health stuff last year, so I kind of deleted myself for a

Questions To Define Your Message

Shanna Star 34:04

little bit. And now I'm like, nope, I need to do it quarterly to show like it's important that I show up, it's important that I'm in front of the camera, that I change, that everything. Um, and so if people are listening and they're like, what are maybe questions that an entrepreneur can ask themselves then to determine the message they want to portray? And what that looks like, what that process would look like with how they would even choose the outfits or what the photos should look like. Is there any questions that they can ask themselves? Yes, that clarity, I guess, maybe.

SPEAKER_01 34:40

So this is something that I do go over in the consultation, and I don't, it's not just like a questionnaire. And when photographers send you a questionnaire, I don't love that because you can only go so deep. With one answer to one question, that answer deserves another question to dive deeper, deeper, deeper. Because sometimes the client, the entrepreneur, doesn't know they can only go so deep themselves, right? So having that one-on-one conversation can really get you deeper. Um, I do have a workbook that I send to other clients where like, I need to go deeper. I never thought about those things. So I just thought I needed to show my face, right? So, um, but if you're at home and you want to try to kind of start thinking about these things, um, I would start off with, you know, how do people see me right now? Write down where you are right now. How do you think other people see you? Right. Then I would write down, how do you want to be perceived? Right? And with that, a lot of times it's how do I no longer, what aspects of me or what what have I done in the past, or what have I stood for, or what have I, I don't know what type of business I had, how do I no longer want to be perceived? So we start adding, taking away, and um, and now you're left with um something that looks a little different than where you are right now, right? So you're kind of getting towards um, you know, how you want your photos to look because we want the photos, the photos are what how people are going to perceive you and we want those to be on point. Then I would think about um, you know, are there any other, like what other brands are you drawn to that you feel are aligned with your brand moving forward, right? So um, like for me and my brand, like I want something, I I want to create branding photos for people that look like they could come out of a magazine. I've always been obsessed with magazines. Like just I'd collect them from what I was like in grade eight. And I still have there's a bunch right here. See, like I still have them. I was checking them out earlier. So many. Yes, I leave a few, but yeah, like the hundredth edition of like Vogue, like I was like, oh, you know, so I want people to have photos that look like they could be in a magazine, right? So the quality, um, the posing, just the you look natural, you look comfortable in your skin, not uh like posed or like hi or forced, um, that you just feel like that, oh yeah, I believe her. That is her, and I buy into whatever she's selling because she looks authentic. So for me, um, you know, something that would align with my brand are fashion magazines, right? Or Vanity Fair or something like that. So for the entrepreneur who's trying to now figure out visually what does their brand look like, they know how they want to be perceived, but are there other brands that are aligned that you like that you feel, yeah, that might be a uh a brand for a bag or shirts, but I like the aesthetic of how they do what what the colors, the what is it about, you know, and then start breaking it down there so you can start visually trying to um put pieces together of what visually uh you might like. And it doesn't need to be, you know, someone else who's in the same field, or you know, it could be a completely unrelated field, but you like how, you know, the simplicity of how they present stuff or how bright and fun and like stress-free that is. So I think that's a good place to start. If your photographer is um, you know, just giving you a questionnaire without diving deeper. Um, I think you really need to have that conversation. So your stuff doesn't look like everybody else's. There are photographers that, you know, they they uh provide a certain brand. And that is great. Like sometimes it's beautiful and you know it fits, but you can't tell on that photographer's Instagram or website one company from another, or does everyone work for the same company? Because everything looks the same. I mean, it's gorgeous, right? Right, right. Like they definitely know their way around a camera, they know how to make someone look beautiful. But um, do I can I tell one brand from the next? And if you can't, you are buying a brand from a photographer. Right. If you can tell the difference, oh, that guy's definite and they work for this, and this is completely different, then what you're doing is you are working with a photographer who's there to create your brand. Yes, absolutely.

Shanna Star 39:43

I I totally agree with you about talking, especially one-on-one with those questions, because like you said, questionnaires can kind of start things out, and those are a great place to

Choosing A Photographer Who Builds Your Brand

Shanna Star 39:54

start. Uh but really digging into what they want to portray and who they are. Like we talked about the are they serious or are they fun? And even when you shoot, I shot my own, I photographed my own hairstylist who's very funky and fun, right? Like my hairstyle. So I got to do the fragmented and the weird colors and like all this fun stuff that fit her and her brand and who she is, but that did not fit everybody, and so having that conversation, she also knows me. So I'm like, we're gonna try some different stuff. Yeah. She's gonna hate it or love it, that's okay, you know? Yes. Um, but just getting to know that person so you know, even as a photographer, what you can stretch and try um without pushing their comfortability and their boundaries as well, but still getting something maybe a little different or a little bit more out there than they expected, but still up there.

SPEAKER_01 40:45

So yeah, I I completely agree with you. So, you know, and and with anybody too, it's like, okay, get those for sure photos that you know you need, like that headshot. Exactly. You're reading my mind. Um, but then, you know, let's let's push it a little bit and see what we can get, you know, creatively. And um, I'm not sure about you, like with my process, we do the shoot, and after the shoot, that's when people decide which photos or how many they want. I'm not sure.

Shanna Star 41:15

Some do you sell the packages first and then uh yes, but if they pick a lower one, it only comes with some. And so if they want to purchase more, then they can. Yeah. Some of the higher packages do include all.

SPEAKER_01 41:26

So yeah. Okay. Yeah. Yeah. So similar. So that way it's like, let's play it. If you like it, great. If you don't, you don't, you're not obligated to buy it. Yeah, exactly. So then everyone's more open. Um, people are are, you know, more likely to book too if they don't feel like I have to commit like $7,000. Like, I don't even know if I like a photo she takes of me, right? You know, so um, you know, I try to keep it very um easy barrier to entry, you know. Okay, like I'm gonna fully understand you. Uh, we're gonna do the shoot, and you purchase what you want after. So I keep up my end of the deal, you keep up yours.

Shanna Star 42:05

Right. Absolutely. And that was gonna be the next

Haika’s Full Shoot Process Explained

Shanna Star 42:08

question. You said the word process. And I was like, great, because I was gonna ask you, like for those listening that are like, okay, well, maybe I've never done a full-blown, gonna be beautiful hair and makeup shoot. What does that process normally look like? And I know there's lots of little details that could be different, but a just a normal kind of overarching process for you and what it would look like.

SPEAKER_01 42:26

So I have a new package actually that I just launched this year, which is a real deep dive into um who you're becoming, uh, how does that look, the business, that whole aspect. Um, so for people who want to dive even deeper into that and get some coaching around that, and then have the shoe with that, um, that is a new package that is like a full, like, you know, deep, deep, deep dive into that. Typically for a branding shoe, what we what I do is, you know, we have that consultation, we figure out, okay, you know, are we a good match? Um, and branding-wise, like I want to get a really, really good idea of where you're going so I can capture that to help you fast forward that. Um, after so then we talk about um outfits like we spoke, but also like props, and props sound so cheesy, right? I'm like, okay, listen, I know this sounds cheesy, but like, you know, if there's anything that, you know, makes the um, oh, and I forgot to answer your question about the studio, but um, if there's anything that makes the studio look more like personalized to you, bring it. They're like, oh, I don't really know what you mean. I'm like, if it is like a plant that you have on your desk, if it is like marketing materials that we could just kind of have around. I'm not gonna focus on them. I just want it to show like you ness. Um, I had a lady, she brought in throw pillows that were dusty pink that she put on the couch area because. Those were her branding colors, right? And it made it look completely different than somebody else's, right? Who has like nautical stuff, right? So sometimes it's the smallest little things that can really, you know, personalize it. So people will come in with a box and they'll be like, here you go. I don't know what you're gonna do with it, but you told me to bring props. And so, um, so we go through the um outfits, the props are there, we pick out which outfits, um, or they show them to me. We haven't really picked them out yet. I do that when they move into hair and makeup. So they move into hair and makeup, they can relax, and that's when I start going through their outfits and start planning. Okay, so when we spoke in our consultation, you said that you want to, you're launching a book and you are you want to do keynote talks, and you know, you now do one-on-one, I don't know, whatever mentoring virtually. So I know these are key things that she needs to get out into the world. So now she's in hair and makeup, I see the outfits, and I start pairing the outfits to a plain background. So, like the headshot, you need that plain, you know, whatever that you can use in multiple purposes. Then I put it with a purpose, right? So, okay, she's the white outfit. Let's do the white outfit on the white background, then let's do the white outfit with the um, I don't know, the the speaking. So I'm gonna have her up there acting like she's giving a keynote talk, right? And then one lifestyle photo. So she could be um, I don't know, at a desk or something. So each photo, each outfit is gonna get a plain background, a purpose that we spoke about from our consultation, and a lifestyle look as well. So it looks a little bit different and it's not just a whole bunch of the same stuff, right? So hair and makeup's done, uh, she's ready to go. I have it all written down and planned out because I can't memorize everything myself. And I'm like, okay, we're gonna go into the first outfit, we're gonna get you over here. Um, and then I coach back to her everything that she told me that she wants to achieve that year. So I get her to step into that person, act like that person, talk like that person, walk like that person, and that's how you capture who she is becoming. And it feels natural because it's not like, okay, so next pose is we're going to do like the hand, and and yeah, okay, just move the hand a little down, a little, right? It's like it's not about posing, it's about it's about embodying.

Purposeful Images That Create Real ROI

SPEAKER_01 46:48

And that's when I feel like you get the most natural, authentic, believable photos that don't look staged.

Shanna Star 46:56

I'm going to steal something from you, and I loved how you put purpose from how you categorized everything. I love because I do it in my head already, but um communicating that to the client, I don't think I've ever used the word purpose after the headshot. Lifestyles in there, and I'm like, ooh, I love that that's part of it. That totally makes sense of what I'm doing. But yeah, I love that. That's amazing. I love it.

SPEAKER_01 47:23

And I feel like it really resonates with the client too, because the you can only buy so many pretty photos of yourself. Right. But when the photo has a purpose to, for example, if she wants to do more speaking engagements and you have her up there, you know, uh speaking, you know, in front of a crowd or as if, um, she's going to post that. And I know I've had clients come back to me and say, I posted that photo and people started reaching out asking me to do keynote talks. That's incredible. So there's a purpose with a specific return in mind.

Shanna Star 48:00

And it makes sense to the client because if I was in front of the camera, I'd be like, oh, this next we're gonna focus on purpose, and that that just makes sense for any business itself.

SPEAKER_01 48:09

Yes. Yes. It's like I understand your business and we're doing this for this aspect. Now we're gonna focus on, you know, how you wanted to do, you know, I don't know, whatever. We're gonna work on that there.

Shanna Star 48:20

Yes. Yeah, that's incredible. That's beautiful.

SPEAKER_01 48:23

And you know, these things I had like one client, um, her name was Ashley, and she was working in uh the wellness industry. She was um like a wellness coach type person. And she she was like, okay, I I love my photos. I just had my photos done, but I need photos because I've outgrown them already. They kind of captured who I was at the time, but I'm like going this way. I want to go, you know, this way. And so we kind of again dove deep into okay, well, where are where do you want to go? Like, tell me about what that looks like. She's like, I want to work with, you know, this brand and this brand. They're huge brands. She said, it'll probably take me about five years for them, you know, for me to even get on their radar. But she knew her stuff, right? She just thought it was gonna take that long to convince people that she knew her stuff. So we again, you know, got her to embody that person who's already working with those brands, right? And show up like that on her photos, in her photos. And she started posting them and she was probably walking out of her front door acting like that person now because you know, you have the physical proof, you know, people start treating you that way, you have the photos, you've you've felt the feeling, right? And she emailed me six months later and she goes, You're not gonna believe this. I was like, What? She's like, remember that brand? I don't even know what it remember what it was called. She goes, they reached out to me and asked if I could work with them, if we could work together. And I I and I I'm I'm not saying it's it was just the photos, yeah, but she was like, these photos helped me let like them see me as that person who they felt you know trust they could trust and want to work with at that level.

Shanna Star 50:15

Of course. Well, like encompassed all of what they were looking for and showed who she was. I think that's great.

SPEAKER_01 50:20

That's so it's proof that branding photography, you know, can help you. It absolutely can.

Shanna Star 50:27

I think reach your goals.

Who Branding Photos Are For

Shanna Star 50:29

Yeah. I have my own opinions, but this is my last big question I'll ask you, and that is who are branding photos for? Because I think for those starting a business, they don't maybe feel ready or like we talked about before, good enough. And those in it kind of know that they're ready. But who are branding photos for and and and when should we start doing them?

SPEAKER_01 50:51

Oh my gosh, I think branding photos are for anybody and everybody. Um, I mean, you some people would say, oh, okay, it's for people who, you know, have a business. Well, there's also people who are like VPs that come in or CEOs or financial advisors. Um, you know, so you don't need to be an entrepreneur. Sometimes you need to show, okay, you know, maybe I'm moving into this other, you know, I want to move into this other position. Um, and you want to portray that LinkedIn, your own website, writing articles, um, that sort of thing, you need those photos for. If you want to look at like a prof, you know, at that professional level and you don't want to use stock photos and that sort of thing. Um, even people who volunteer who sit on boards, they need photos. I think every single person who does something, which is everybody can benefit from personal branding photos.

Shanna Star 51:50

Absolutely. I totally agree with you, especially I was gonna say LinkedIn and you said it. So I I am just vibing with you. I think you're incredible. But yes, I don't use LinkedIn a lot for what I do, it just doesn't translate super well, but I've learned a lot about it lately watching other people use it for their businesses. And I'm like, LinkedIn is so huge for those entrepreneurs, but also those, like you said, who are VPs or just part of corporates, uh corporations that any headshots but beyond to really connect with those followers.

SPEAKER_01 52:20

So I love that you and did you know it's like one of the biggest um publishing um platforms so people can publish articles. It's like one of the biggest ones and it's like up and coming. So if you're you know someone who writes articles and you don't want to use stock photography as an accompaniment to that article, I mean, tell me the the names of the articles or or the topics that you even would be talking about. We can create photos that complement that so you're not pulling, you know, it's so impersonal now. You can tell when something is a stock image because it looks like everybody else is on their websites, right? And everyone has access to them now. So why not have it be you and somebody else or you doing the action or you um in your you know articles or blog posts or whatever you're you know publishing on uh LinkedIn?

Studio Setup Props And Where To Find Her

Shanna Star 53:14

I think that's incredible. So I kind of lied. I have one more, and that is if there's anything else that we didn't touch on, anything that's in branding, or it doesn't have to be in branding, personal business, all the things, anything that you'd want to share or encourage those listening, and then how we can find, follow you, and maybe if they're close to you or not, they can fly to you to work with you as well.

SPEAKER_01 53:34

Yes. Okay, so I forgot to answer one question, the studio one. Yes, yes. So um, I'll just backtrack to that quickly. Yeah, um, so when I originally started, I started in my garage, and that was back like with the Suprice Days, and then we kind of got off track there. But um, and my but I had a beautiful garage, I had a four huge window, it had more windows than my living room at the time, yeah, and beautiful sun coming in. So we like epoxied the floor, it was all dry. Well, it was really nice. So um, but then I was like, okay, I started getting more people coming in who wanted lifestyle images, so it was like, why do we have a second couch and why do we have a second this? And it was like I was recreating a home into a garage. And I'm like, we have two of everything. So uh we ended up moving and found a place that has all of that on the main floor, and it is like very white, bright. Um, so when anybody brings in specific items, um, it really can take on that new life or that different personality. It's not because we don't have big brown, purple things or things in the back, you know. So uh it works really well for that, really bright and and nice. So um then if someone needs something different or we need to go on location. Remember, we were talking about how I photograph weddings. I feel like I can walk into any place, light it, and get good photos because I've had so much practice from the wedding. So um oftentimes we'll do like a hybrid, you know, do some in studio and some at a second location, whether it's the person's office or um whatever second location to get more variety in the photos. But like you said, a lot of people fly in to get photos done too or drive in. Um, so yeah, feel free to in what part? So I'm in Canada. Yes, I'm in Canada. Yes. So I'm five minutes from the Detroit border. So I'm in Windsor, Ontario. So we're five minutes. So whenever we go, somewhere we fly out of Detroit because it's so much closer than Toronto for us, right?

Shanna Star 55:43

So oh my goodness. And and how can we find and follow you? And is there any other um encouragement that you have for those listening?

SPEAKER_01 55:52

So I'll answer, okay, so you can find me. I'm mainly on Instagram. Uh are you mainly on Instagram, Shauna?

Shanna Star 56:00

Yes, although that is a whole nother story. I forgot I get so many people that come from Facebook, so I'm trying to yes, Instagram. I just love it. I like it.

SPEAKER_01 56:09

But not really LinkedIn, because I remember you were saying LinkedIn wasn't mainly. Yeah, so some photographers are really on LinkedIn. But so my main spot is uh Instagram. So it's Instagram.com slash haika Delmore. So slash H E I K E D E L M O R E. So Heica Delmore, one word, and or you can find me um and my photography on my website at Delmorephotography.com. So D E L M O R E photography.com. That's beautiful.

Shanna Star 56:41

And I'll put all of that in the show notes too, so they can click and find you and follow you. And I think I only follow you from one of my my podcast. So I'll go shock you from the others too. So that's it. And I will follow you back. So wonderful. I just appreciate you so much. And I'm glad we got to kind of touch a little bit about what you do. I would have loved to talk for like three more hours about all the same things. But I guess I'll just have to have you back. Shoot. So um, I really appreciate you and your beautiful work and your wisdom. Thank you so much for sharing today.

SPEAKER_01 57:12

Thanks so much for having me. And to everyone listening, you can do it. Just you just need to figure out where it is you want to go. And I think that's the hardest part. And then just take little steps towards it. And, you know, I think photos help you get a big leapfrog towards that. I know it sounds like a complete like photo shoot might not have anything to do with it, but it really, really, really can change your perception of yourself and how others perceive you and get you closer to your goals. So anyway, Shauna, thank you for having me. Yes, have a good one.

Sponsor HoneyBook And Final Encouragement

Shanna Star 57:48

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