You feel overwhelmed about being the face of your business | You don't know where to start
In circumstances like this, I usually find two kinds of people.
The first has done the research and has an abundance of ideas but is now stuck in analysis paralysis. The second doesn't really know what they want from the session in the first place.
There is also a third category: the copycat. But they are not stuck, and we are not talking about them today.
If you belong to the first group, you probably have many ideas scattered around your mind and don't know how to put them together. You like so many things, but are they actually cohesive when you put them all together?
Although part of my work is helping my clients understand this after asking many questions and visually exploring different options, I would like to give you some tips to help you start figuring it out yourself.
Start with your personality and your target client
The first thing to consider is your personality and the type of clients you are looking to work with.
If you are quieter, introverted or formal, and your target clients are high-level executives, for example, your colours and style could be more sober, with clean lines.
On the other hand, if your brand is more feminine and romantic, a softer colour palette could be ideal. You could also think about incorporating soft textures and light to add more visual interest.
Image: Pinterest
Image: Pinterest
But what if you don't have a clue?
For others, the problem is completely different.
You don't have any idea where to start.
In this case, I would like you to choose between five and seven things that you like in your wardrobe and think about why you like them. Could they be connected to your personal brand style?
Are there any characters or people you feel are very "you", or perhaps someone whose style you admire?
For example, I am a proud Latina-Italian who grew up watching The Godfather and Sophia Loren, and who loves Dolce & Gabbana because they reinterpret the dramatic Sicilian aesthetic of using black, something deeply rooted in older generations, by giving it a sensual and sophisticated twist.
I feel very attached to that traditional way of dressing in the South of Italy, so my brand and the way I dress represent that, but with my own reinterpretation of it.
But there are another three factors that are also key to my style.
As a good Latina, I spent hours, and sometimes whole weekends, in Catholic churches. Although I am no longer religious, the craftsmanship of Romantic and Baroque churches is deeply rooted in my visual style. You can find it in the subjects I photograph, the accessories I wear and even some of the decorative items in my studio.
Mirrow inspired in Barroque style, folders with botanical paterns. ©2026 Leticia Gaidon Bradford Photography. All Rights Reserved.
Nature and my love for architecture are the other two big influences in the construction of my visual identity.
So, how do I translate all of this?
My style has a touch of darkness with gold and warm accents inspired by Baroque churches, but also colourful notes that reflect my Latina side, together with a strong personality and a touch of sensuality inspired by my Italian heritage.
The botanical accents soften the harder elements, while architecture influences the use of structure and composition in some of my images.
©2026 Leticia Gaidon Bradford Photography. All Rights Reserved.
All these things are sources of inspiration, but I don't simply copy them.
The objective is to use different sources of inspiration to create something personal and unique. Otherwise, you are just an imitation of someone or something else.
And this is the part that I love creating with my clients, because there is a journey of self-exploration involved.
Sometimes, you discover that the things you have always liked are not random at all. They are clues.
They can tell you something about your personality, your taste, your story and the way you want people to experience your business.
This process is particularly useful for people who are just starting out, don't have the budget to work with an agency and have a business that is strongly connected to their personal brand.
You don't necessarily need someone to tell you what your visual identity should be.
Sometimes, you need someone to help you see what is already there.
Next Sunday, we are going to explore another reason why you might feel overwhelmed about being the face of your business.
Thank you for reading this.
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Bye for now.