When Someone Who “Hates Photos” Ends Up Loving Their Brand Session

When Don Gilmartin first came to Rick Feldman Photography he was upfront about it.

"I'm sure anything we do will be shit."

That is not the kind of opening statement most photographers want to hear before a session. But honestly it is one of my favorites. Because Don is not alone — not even close. Most of the business owners who come through a personal branding session feel exactly the way Don did. They hate having their photo taken. They feel awkward in front of a camera. They have convinced themselves that no photographer is going to change that.

Don gave me something to work with the moment he said it. Honesty. No pretense, no forced enthusiasm, no trying to be something he was not. Just a guy who runs a business, knows what he brings to his clients, and was willing to show up even though he thought the whole thing was going to be terrible.

That is actually the perfect place to start.

What Branding Photography Is Really About

Effective personal branding photography is not about forcing stiff poses or manufacturing confidence that is not there. It is not about telling someone to smile more or stand differently or pretend they are comfortable when they are not.

It is about creating an environment where the real person shows up. Because the real person is always more compelling than the performed version.

With Don we focused on conversation. A few laughs. Some movement. Honest back and forth about his work, his clients, and what he actually brings to the table. The camera was running the whole time but Don stopped thinking about it. That is the moment the real photos happen — when the subject forgets there is a lens pointed at them and just exists in the room.

The result was branding photos full of genuine confidence and a branding video that tells Don's story in his own words — the trust he brings to his clients, the way he approaches his work, the personality behind the business. Authentic content that actually connects because it is actually him.

By the end Don was not just comfortable. He loved the results.

Why Authentic Branding Content Outperforms Everything Else

There is a reason the most effective personal branding content feels nothing like traditional corporate photography. Buyers and clients in 2026 are exceptionally good at detecting inauthenticity. Stock-photo energy. Forced smiles. Generic headshots that could belong to anyone.

When someone lands on your website or your LinkedIn profile or your Instagram they are making a judgment about whether they trust you before they read a single word. That judgment is based entirely on what they see — your photos, your video, the way you present yourself visually.

A branding session that captures who you actually are gives potential clients a reason to trust you before the first conversation. A generic headshot gives them nothing to connect to.

Don's video does not just show what he looks like. It shows how he thinks, how he communicates, and what working with him actually feels like. That is the kind of content that converts browsers into clients.

Who Personal Branding Photography Is For

The business owners who benefit most from a branding session are not the ones who love being photographed. They are the ones who have been putting it off because they are not sure it will work for them.

Entrepreneurs who are the face of their business. Executives who need to build trust with prospects before the first meeting. Real estate agents who want their listing presentations and social media to reflect the quality of their work. Consultants, coaches, attorneys, financial advisors, and anyone whose clients are hiring them as much as they are hiring their service.

And yes — business owners like Don who walk in convinced the whole thing is going to be terrible and walk out with content they actually want to share.

For businesses that need photography beyond individual branding — office environments, team photos, commercial spaces, and corporate content — Rick Feldman Photography also offers commercial photography services for businesses throughout the Inland Empire and San Gabriel Valley. Whether it is a professional headshot for a team of twenty or a full commercial shoot of your office and facilities we bring the same approach to every session. Real people. Real environments. Content that actually represents your brand.

The Session That Changed Don's Mind

Don came in skeptical. He left with a branding video that tells his story better than he could have scripted it himself and a set of photos that show the person his clients actually work with — not a polished performance of who he thought he was supposed to be.

That is what a branding session is supposed to do.

If you have been putting off a branding session because you hate having your photo taken, because you are not sure it will work for someone like you, or because you have convinced yourself the results will be disappointing — Don's session is for you.

The camera does not lie. But it also does not have to be something you perform for. The best branding content happens when you stop performing and start just being yourself in the room.

That is what we do at Rick Feldman Photography.

Ready for Your Branding Session?

Rick Feldman Photography serves entrepreneurs, executives, and business owners across the Inland Empire and San Gabriel Valley. Personal branding photography and video that captures who you actually are — not who you think you are supposed to be in front of a camera.

Learn more about branding sessions →

📞 Call or Text 909-234-2711