How to Help Your Clients Feel Less Awkward & More Natural in Photos

"But I'm so AWKWARD in front photos..."

This is hands down one of the most common fears I hear as a brand photographer—and I’m guessing you’ve heard it too.

Feeling (and appearing) awkward in photos is a real and valid concern, but truthfully? It’s one of the least important things to worry about during a brand shoot. Helping clients feel comfortable on camera is a huge part of what we do—and the best photos often come from real, (mostly) unscripted moments anyway.

Brand photography isn’t about being perfect. It’s about capturing the story behind the brand—the daily rhythms, the energy, the real-life routines. Which means your client just needs to be themselves, and you get to capture it all.

Embrace the Awkward

First things first: reassure them that awkwardness is normal—and honestly, relatable. People love seeing behind the curtain. Perfect is boring. Real is magnetic.

When I post brand photos of myself—messy bun, awkward laugh and all—they almost always outperform anything else. Why? Because people crave connection. And connection comes from authenticity.

Helping camera-shy clients feel natural starts with reminding them that the goal isn’t to pose like a model—it’s to be themselves, fully.

Show your own awkward side too. If you’re relaxed and playful, they’ll match that energy.

Prep that playlist

Music can shift the energy instantly. I always ask my clients to share a few of their favourite songs ahead of time, and I build them a custom shoot playlist.

When their anthems come on, you can see the shift—shoulders drop, smiles get bigger, and everything starts to flow. It’s giving transformation. (Think of all the drag race lip sync moments!)

Set the Tone (You Go First)

Especially here in the UK, I’ve noticed something: a lot of women hold back. They’re hesitant to really own joy or silliness. But laughter and ease are powerful—and they start with you.

As the photographer, you set the tone. Be playful. Crack jokes. Laugh at yourself. The vibe you bring into the shoot will shape the entire experience.

This is about more than photos. It’s about helping your client feel seen, safe, and celebrated.

Come with a plan

Helping clients feel more confident in brand photos often comes down to clarity. That’s why I always co-create a schedule and key shot list with my clients ahead of time.

Having a plan makes the whole experience feel more grounded—and helps you both stay focused and goal orientated.

Build Trust: Create a Safe Space

Your ability to make people feel safe is the most important tool in your kit.

It’s not about forcing confidence—it’s about holding space for your client to ease into it. Creating a relaxed, guided brand photography experience lets clients move through the awkward moments instead of getting stuck in them.

This is where your calm energy, clear direction, and encouragement really matter. You’re not just the photographer—you’re the guide.

Boost your client's camera confidence before shoot Day

Sometimes confidence needs a little support. I often share these with my clients before our session to help them feel more grounded and powerful:

• Affirmations (personalized to how they want to feel)

  
  

• Breathing exercises or a quick meditation

  
  

• Visualization techniques (like imagining their dream client scrolling their new website)

  
  

• Light movement or embodiment practices

  
  

• Hair and makeup prep

  
  

• A wardrobe that feels like them

These tools help rewire how a client feels before stepping in front of the lens. And when they feel confident, it comes across in the images.

Get more tips for your clients in my Ultimate Guide to Photo Confidence for Business Owners.

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