Let’s get one thing straight: hiding behind your logo isn’t fooling anyone.
You are your business. Whether you’re a coach, designer, florist, or dog psychic, your face is a key part of your brand.
If you’re a solo business owner, people want to know who they’re buying from. They want to see the whites of your eyes and determine if you appear trustworthy enough to send money to.
And yes, it does matter if your headshot looks like it was taken in a nightclub toilet in 2007.
The truth is, in a world where people are bombarded with slick websites, endless scrolls of beige Instagram grids, and soulless stock photos of people laughing at salad, showing your real face can be weirdly radical.
That’s where the magic happens. Humans connect with humans. Not with logos. Not with perfectly curated mood boards. With you.
And before you panic, no, you don’t need to be a model or wear a blazer in front of a white wall. You just need to look like you. Preferably on a good day. Ideally not holding a pint. Unless you run a micro brewery.
Think about it: when was the last time you bought something from someone online without looking them up?
You probably scrolled their About page, peeped their socials, maybe zoomed in on a blurry profile picture.
We’re all digital stalkers now. It’s part of the process. We want to know who’s behind the service.
And if your face isn’t there, we wonder why. Is this a scam? Are you a robot? Are you a catfish pretending to be a business consultant?
Your face builds trust. It tells a story before you’ve said a word. If you’re warm, confident, a little bit quirky – your portrait can show that. If you’re serious, focused, deeply organised – your portrait can show that too.
Your expression, posture, the light, the background – all of it adds up to a visual first impression. And let’s be honest, in this fast-moving Internet world, you’ve got about 0.8 seconds to make it count before people click away.
Some people worry that showing their face too much can be perceived as egotistical. As if they’re becoming that one friend who keeps posting gym selfies with captions like “just working on myself 💪.”
But here’s the thing: showing up in your business isn’t about vanity. It’s about visibility.
You’re not trying to become a celebrity (unless you are, in which case, please carry on). You’re simply helping your potential clients recognise and remember you. Because if they remember you, they’re more likely to work with you.
This isn’t new, by the way.
Madonna’s face is her brand. David Attenborough’s voice is his brand. Even the creepy purple guy in Willy Wonka and the Chocolate Factory had a brand – and he wasn’t even real.
You’re not trying to be a fictional villain with a sugar empire. You’re trying to be a real person with a real service and a real face.
So how do you make the most of it?
Start with a decent portrait. Not a selfie. Not a picture where someone else has been cropped out. A proper photo where you look like yourself, in your own style, doing your own thing.
Something you wouldn’t be embarrassed to see on a billboard (or at least on LinkedIn). The best portraits don’t just capture what you look like, they hint at who you are. That’s what people connect with.
And don’t just hide the photo on one tucked-away corner of your website.
Put it on your homepage. Use it in your email signature. Stick it on your business cards if you’re feeling bold.
Let people get used to seeing you. Familiarity breeds trust, not contempt (unless you’re in a reality TV show, in which case all bets are off).
This might all feel a bit strange at first, especially if you’re more comfortable behind the camera, on the screen, in front of a spreadsheet, or in a plant pot. But the more you show up, the easier it gets.
People will start recognising you. Reaching out to you. Recommending you. Because they’ll feel like they know you.
And knowing leads to liking, which leads to trusting, which often leads to paying. It’s a beautiful, slightly unhinged cycle.
Ultimately, your face is not just a face. It’s your brand’s handshake. Your eye contact. Your “hello, I’m a real person and I know what I’m doing.”
Don’t waste that. Don’t shrink from it. Embrace it, even if it feels a bit weird. Especially if it feels a bit weird. Because weird is memorable, and memorable is gold dust in business.
So, if your current photo is five years old, taken on a potato, or still includes a graduation cap, it’s time.
Get in touch and let’s create a portrait that truly captures your unique appearance. The real, brilliant, slightly odd you.
Because that’s what your clients want to see. And they’ll thank you for it.
