As personal branding becomes more visual than ever, one thing is clear: Authenticity sells.
Allie Siarto, an award-winning branding, headshot and product photographer based in East Lansing, has built a business around helping others authentically represent themselves through imagery. Her clients — often new entrepreneurs — seek her out to capture the real people behind their brands.
“A lot of the people I work with are building solo businesses that are really based around themselves as unique people and experts — like therapists, personal trainers, nutritionists, consultants, etc.,” Siarto said. “Marketing is so visual these days, and it’s a lot easier to connect with your audience and to show your brand’s personality through real photos of real people on the team.”
Many business owners come with ideas but need guidance on what best serves their brand image. Siarto helps them align visuals with personality.
“I think every business owner should know their brand archetype,” Siarto said. “These are 12 predefined brand personalities that most brands can fit into. For example, if your brand archetype is the ‘jester,’ your photos and language will probably be more fun-loving and colorful. If your brand archetype is the ‘hero,’ you might use bold language and more dramatic lighting.”
Trends in personal branding photography reflect larger shifts in workplace culture post-pandemic.
“I’m seeing shifts in what people wear and the willingness to go a bit bolder with color when it’s a fit for the brand,” Siarto said. “Ties and jackets will never go away, but I think there’s been an overall shift toward showing people in more relaxed clothing and environments. I hear the word ‘approachable’ all the time — the goal now is to create imagery that makes the brand and the person feel approachable to potential clients.”
Sometimes, Siarto said, that even means sitting barefoot on a couch. And in a world full of filters and stock photos, her work is a reminder that the most powerful branding tool is simple: Showing up as your real self.
ALLIE SIARTO’S ELEVATOR PITCH:
“I tell people that I’ll make their small companies look like a big deal. Small and solo businesses don’t have to settle for basic stock photos or iPhone photos. If they’re willing to put in a little extra effort, their branding photos can look just as good as the big companies’.”
