How to Give a good brief to a photographer

I get it. You’re swamped. You own a small business and you’ve hired a kick-ass photographer (why hello!) to take some awesome photography of your brand, but sigh, you have to spend time thinking up a brief when you’ve got emails to answer, a website to update and orders to process. But I’m here to tell you that a well thought out brief will only pay in dividends.

Hiring a photographer is an exciting and excellent decision you’ve just made to elevate your brand. I’ve seen brands not quite get there because they don’t want to invest the money in creative. Which can be fine if you’re an experienced and practising professional photographer and know exactly what you’re doing (…on top of doing your actual day job and the zillion other things life brings. Good luck to you.) But I see time after time businesses cutting corners with creative which only hurts them in the long run. That’s not to say you shouldn’t produce your own content… Brands absolutely should have a content creator who knows what they’re doing. But for the really S-E-X-Y high end images, you will 100% want to collaborate with a professional who can elevate your brand, which will only in turn result in more sales. Anyway, I digress…

To ensure your vision comes to life and you get the best results, it's essential to provide a clear and effective brief. A well-crafted brief sets the foundation for a successful collaboration between you and the photographer, helping them understand your requirements, preferences, and expectations. In this guide, I’ll walk you through the key elements of giving a good brief to a photographer, ensuring you get those picture-perfect shots you've been dreaming of.

1 - Communicate your style and vision:

For me, this is by far the most important thing. If the photographer doesn’t understand what your style or vision is, really - what is even the point? If you have any examples of photos, or mood boards that resonate with your desired outcome, don't hesitate to show them to the photographer. Visual references can convey ideas more effectively than words alone. If you don’t know where to start, I’d always recommend hopping on Instagram and following some brands that align with your style (I’m assuming you’ve already done this when you were first creating your brand, like the good entrepreneur you are!). Then take a few screenshots and paste them into the brief. Another great resource for inspo is Pinterest - an absolute rabbit hole of creative content ready and waiting for your eyeballs.

2 - Be specific on your exact deliverables / scope of work:

Have a good think about what exactly you’ll be using the images for. It’s probably easy to think you just want some scroll-stopping images for social media - but what about that hero image for your website’s home page? In which case, the image might need to be landscape, with the subject of the photograph justified left or right to allow header text to overlay the image. Outline the details of the project, including the delivery timeline and duration of the photoshoot. Specify the number of photos you expect and if there are any particular formats or resolutions required. Which leads to…

3 - Highlight Key Elements and Must-Have Shots:

If there are specific elements or shots that are critical for your project, clearly communicate them in the brief. Whether it's a signature product, a particular location, or a key moment, these details are essential for the photographer to prioritise during the shoot.

4 - Supply Brand Guidelines and background info:

Context matters! For corporate projects, share your brand guidelines, including preferred colours, fonts, and overall aesthetic. Consistency with your brand identity is vital for maintaining a professional image. Share relevant background information about the subject being photographed. The more the photographer knows about the project's context, the better they can capture the essence of your brand.

5 - Always keep reels and stories in mind:

It’s not common these days, but you’ll still see some brands posting a super wide image to instagram. If that’s your stylistic choice for whatever reason, then go for it I say. But (sadly) we are living in a portrait world ..and I am a portrait girl? Eurgh sorry. So, until we start using phones in a horizontal way after our hands have evolved into massive rake-like structures with two thumbs (who knows, maybe I’ve predicted the next evolution of humanity) portrait is probably here to stay. Luckily - or maybe not so luckily, the jury is still out - ai’s generative fill is here to help us extend images so they can fit into both portrait and horizontal. So to conclude, always aim to have both horizontal and portrait sizes.

6 - Be specific on clear objectives:

Begin by defining the purpose and goals of the photoshoot- what will you be using the images for? Are you looking for promotional images for Meta ads, covering an event, or product photography? Be even more specific: say, is the product photography for a billboard ad you’re running? Or Google ads where you need it on a clean white background? Try and understand exactly what you need.

7 - Know Your Target Audience:

Understanding your target audience is crucial, especially for marketing or branding purposes. Describe your target demographic to the photographer so they can tailor the images to resonate with the intended viewers.

8 - Be Open to Collaboration:

If you have a clear vision in mind, then BRILLIANT! You’re a top notch client, I can’t wait to work with you. However, while you have a vision in mind, remember that photographers are artists too. Be open to their creative input and ideas. A collaborative approach can lead to innovative and unexpected results. Give them some room to breathe and they will enjoy working with you which in turn means better results.

9 - Share Timelines and Deadlines:

Be clear about your project's timeline and any specific deadlines you need to meet. This will help the photographer plan accordingly and deliver the final images in a timely manner. Ideally, give the photographer a due date 2 weeks before the actual due date just to give you both some breathing room if things run over or the shoot gets delayed.

10 - Tell them what you don’t like:

As much as you should tell them what you do like, it’s also important to tell them what you don’t like. This might not be relevant, but who knows, maybe you hate the colour red, can’t stand it in fact. No worries - noted. No red will make it into those final files.

Conclusion:

A well-prepared brief is the key to unlocking a successful partnership with your hired photographer. By clearly communicating your objectives, style preferences, and expectations, you empower them to capture the essence of your project and deliver outstanding photographs. So yes - maybe it takes a bit of time to craft a comprehensive brief… but then watch as your vision comes to life through their lens!

Because I’m quite nice and want all photographers & clients to communicate in harmony, I’ve put together a FREE PHOTOGRAPHY BRIEF TEMPLATE for you. In a nice easy Word doc so anyone can use it.

Happy shooting!