Photography genres and specialties can be confusing! And it’s even more confusing when it begins to overlap. What’s the difference between personal branding photography and lifestyle photography? A couple of key intentions.


I sometimes see these two phrases being used interchangeably, and I’ve definitely fallen into this trap, too. For me, I think about the why of the photo shoot. The approach is important. Why are you booking a shoot in the first place? What are the photos being used for?


Personal branding photoshoots are most commonly used to feature the person taking actions that demonstrate their skills, services, or products. It’s centered around the person, the face of the business. These are usually small businesses, so the featured people are solopreneurs or have some part-time assistance. Who that person is and their values make up the business and the brand. Their clients and customers sign on with them because they are drawn in by the personal brand. If the clients didn’t care about the personal brand, they’d sign up for a large agency or generic stock photo database.


Lifestyle photography, on the other hand, can include the person, but it’s not always part of the intention. It’s a style of shooting that lends itself to be more authentic than a white-background studio shoot (not to say you can’t have lifestyle photography in a studio—you can!). In product branding photography, lifestyle shots demonstrate how a product is used. In family photography, lifestyle shots capture every day, unscripted moments.


Example 1: RTD Iced Coffee


An RTD can of iced coffee is a refreshing beverage that hydrates and caffeinates you. A shoot could demonstrate a larger story. Perhaps there’s a pool party being thrown, and the attendees are enjoying the drinks. There will be shots of the people drinking it, but there will also be shots of the product in focus and the party in the background. There will be the third kind of shot, where you focus on the people enjoying the party, and the product is in the background.


There isn’t a straight division between personal branding photography and lifestyle photography. It’s more of a Venn diagram! Someone could include lifestyle shots as part of their personal branding shoot. 

From part of a shoot I did to accompany an article on Coffee Coke

Example 2: Therapist


For example, if you’re a therapist, you offer therapy sessions as a service. A personal branding shoot would include some shots of you in a chair, in a comfortable, peaceful scene. You might pretend to talk to someone in a shot, so a potential client could picture themselves in that session. 


You probably paid a lot of attention to the area where you conduct your sessions, making it a calm and comfortable space for clients. So, lifestyle shots here would include some interior photos, as well, which means some closeups of plants on bookshelves, a large picture window, or a white noise machine. The idea is to create a series of photos where a potential client could imagine being there.

From my own space: the plant shelf.

Example 3: Catering and private chef


This one’s a little easier to think about because all of us are engaged with food and the making of it in some way or another. As a private chef, you work with clients who hire you for parties or events. A personal branding shoot will include shots of you doing prep work in the kitchen, planning a menu with clients, and standing in the kitchen in your apron or chef whites. The lifestyle shots could include guests enjoying your food, the food itself, and kitchen tool closeups. 

It is possible to have a personal branding shoot that includes lifestyle photography. It’s also possible to have a lifestyle photoshoot, where you don’t feature the business owner, but instead focus on the products or services. Bigger brands use lifestyle photography all the time to humanize the product. They use models to demonstrate the product usage and celebrities to tell stories that reflect the brand’s values.


The personal branding shoot’s intention is to showcase you and your work and to have photos ready for promotion, such as for speaking engagements and online profiles. 


The intention of lifestyle shots is to help the viewers picture themselves using the product or service.


Both: 


I saw someone also describe the difference as personal branding being the type and lifestyle being the style, which is a different way of thinking about it! 


I divide my shoots into personal branding (individual) and business branding (2+ people) because the approaches are slightly different. But both include lifestyle photos because that’s what my photo style is: a blend of documentary and lifestyle photography. 


If you’re uncomfortable in front of the camera, I might ask you to do a normal work activity. Documentary shots would be you in the moment, typing away on a keyboard or sketching on paper. Lifestyle shots will come later as you feel more comfortable. As you go through the motions, I might ask you to repeat an action or pose a bit. When it comes time to do environmental portraits (you in your studio or office), you’ll pose, and I’ll guide you to do some actions. There will be close-up headshots that you can use for your social media profiles and documentary/lifestyle shots to use for your website or social media posts. 


Client editing audio files

Some of the equipment used, providing context to her work

Personal branding photography: Promotes you, the individual, as a business. It likely includes lifestyle photos.


Lifestyle photography (for brands): It’s a style that tells a story about the products or services, usually how they are used. 


Both are all about authenticity and storytelling. Before you book your next personal branding shoot, ensure you’ve got these four things jotted down and answered. 


Because personal branding is, well, personal, you should absolutely feel a connection to your photographer. Their portfolio needs to reflect the messaging or style you are hoping to emulate in your own shoot. There should also be a thorough planning call so you both go into the shoot knowing what to expect. Those lifestyle shots won’t be set up unless the photographer knows the props and scenes that are needed!