Podcast Summary: This Can’t Be That Hard

Episode 336 - Running Successful Brand Sessions with Emily Kim

Host: Annemie Tonken
Guest: Emily Kim
Date: September 30, 2025

Episode Overview

This episode centers on the growing field of brand photography—what sets it apart from other genres, how to plan successful and unique sessions, and why a frameworked but flexible approach is crucial for both photographers and their clients. Annemie welcomes Emily Kim—brand photographer, educator, and systems-thinker—for an in-depth conversation that covers key strategies, creative philosophies, and actionable planning tips for photographers looking to add or improve brand photography within their business.

Key Discussion Points & Insights

1. Emily's Background and Systems-First Mindset

• Emily’s unique career path: Software engineer → brand photographer → business mentor.
• Systems meeting creativity: Emily credits her success and ability to develop repeatable processes to her engineering mindset.
  • “I feel like I’m always toeing the line between super right brain creative and super left brain engineer thinking systems.” (Emily, 03:33)
• Transition to education: Naturally progressed as fellow photographers sought her advice, leading to group programs and courses like The Profitable Creatives Club.
  • “I probably could have started a business doing anything. I just happened to have a camera at the time.” (Emily, 09:53)

2. What Makes Brand Photography Unique

• Portraits vs. Brand Photography:
  • In portraits, the main deliverable is an image of the individual for personal use.
  • In brand photography, the focus is on marketing assets—usable, versatile images aligned with the client’s brand.
  • Memorable quote:
    “A gallery of portraits is not necessarily a brand photography gallery. … The most important thing to think about is the end use of the photos.” (Emily, 14:49)
• Types of images in brand sessions:
  • Mix of people, detailed shots, environmental images, negative space for text overlays.
  • Web designers and clients appreciate diversity: “Thank you so much for these details. I usually do not have enough of these. … They have to go in and crop the photos themselves.” (Emily, 17:44)
• Delivering more than faces:
  • Clients don’t push back—most actually want more variety, and so do their web designers!

3. Planning: Locations, Props, and Inspiration

• Location planning:
  • Ask not just about convenient spaces, but what inspires the client.
  • Sometimes location is obvious (office, retail), but photographers should be proactive, creative, and collaborative.
  • “I am so type A. If I have to wing a session, I’m just like, I, I can’t.” (Emily, 20:31)
  • Emily uses an in-depth brand questionnaire to cover branding, goals, color palette, and props before the shoot.
• Prop selection:
  • Go beyond laptops and mugs—include brand-colored objects, textures, or context-specific items.
  • Example: Website designer brought wireframes, went to the beach to match her branding/inspiration.
  • “I want to think of it as I’m creating on-brand stock photos for you.” (Emily, 24:02)

4. Creating Stand-Out Brand Sessions Without Being a Copycat

• Gathering inspiration:
  • Request Pinterest boards, but require clients to include colors, architecture, textures—not just other brand photos—to avoid repetition.
  • Unique deliverables:
    • “My goal for every client is what kind of shot or idea or scene can I create for them? I want one unique set that I’ve never really seen before.” (Emily, 26:39)
• Framework mindset:
  • Have a set of standard shots, but always push to include at least one new, signature image.
  • “Show up with a plan, but leave room for magic.” (Emily, 29:09)
  • Spontaneity is key—creative ideas often arise on set.

5. Posing and Flow in Brand Photography

• No rigid posing flows:
  • Unlike weddings or portraits, posing is situational and less formulaic because the environment and story are as important as the person.
  • “I actually don’t have a posing flow. … In brand photography, the business owner … they’re important, but you also need to be photographing the environment… ” (Emily, 32:03 & 33:01)
• Session pacing:
  • Built-in breaks (while shooting environment/props) prevent client fatigue, make for more natural images, and reduce awkwardness.

6. Shot List Creation: Frameworks and Tools

• Emily’s Five by Five Method:
  • Build every session from five foundational shots, each multiplied creatively (varied composition, angles, details) for diversity.
  • Developed into a tool: “Brand Photo Shot List Builder” (Free at emilykim.co/tcbth).
  • “How can I take this foundation shot and … turn one foundation shot of somebody sitting at their laptop into 5, 10, 15 unique shots?” (Emily, 36:23)
• Framework = Confidence:
  • Removes stress, ensures coverage, allows room for creativity.
  • Annemie adds: Even a basic “near/far/motion” checklist can help when stuck.

Notable Quotes & Memorable Moments

• On variety in brand galleries:
  “Most of us don’t just want to put ourselves front and center over and over again. … It feels, I don’t want to say egocentric, but maybe a little.” – Annemie, 18:47

• On balancing planning and spontaneity:
  “Show up with a plan, but leave room for magic.” – Emily, 29:09

• On running a business as a creative:
  “There are a lot of people out there who aren’t so great at that side of it. … In order to continue running a business and … being successful with the thing that they love, they, you know, they’ve got to figure out a way forward…” – Annemie, 10:34

• On inspiration:
  “I ask them not to include only brand photos. … Find colors, textures, prints, artwork, architecture, things like that that inspire you … those can also help inform props and location.” – Emily, 26:14

Important Timestamps

• Emily’s background & intro: 03:16 – 04:09
• Brand vs. portrait photography explained: 14:14 – 15:50
• Planning for locations and props: 20:31 – 25:11
• Building creativity into sessions / avoiding copycatting: 26:09 – 27:59
• Posing/non-flow and natural breaks: 32:03 – 35:01
• Building shot lists: 36:23 – 38:47
• Mention of the Shot List Builder tool: 40:04 – 40:17
• Where to find Emily online: 40:21 – 40:37

Resources Mentioned

• Emily Kim’s Brand Photo Shot List Builder: emilykim.co/tcbth
• Emily Kim on Instagram: @emilykim.co
• YouTube: Emily Kimco

Conclusion

This episode is a practical and inspiring deep-dive for photographers eager to add or excel in brand photography. Emily Kim emphasizes thoughtful, planned sessions (without rigidity), a systems-first approach that doesn’t stifle creativity, and the practical steps that set brand photo galleries apart. By using Emily’s frameworks and remembering to leave some “room for magic,” photographers can deliver standout, versatile work that truly supports their clients and sets them apart in a crowded field.