Sometimes putting your best foot forward is all about your face. Corporate portraiture is just as much about the identity of the subject, as it is about the company it will represent. Just taking a mug shot of an executive or team member to prove that they work for you isn’t enough.

The faces that walk in the door everyday become the collective face of the company, and good photography will bring out the best in that relationship.

Deciding to get portraits made isn’t as simple as the subject putting on their best outfit and standing in front of anyone with a camera. Good portrait photography is about projection. The subject needs to exude the emotion, confidence or charisma of the greater organization. Furthermore, the photographer in charge must be able to understand the missions and public personas of the company so the he or she can best capture that from the subject. Finally, the two must have a report. A good photographer will put the subject at ease, and it will show.

Consultation with your photographer before these things happen can be critical. You should determine if you want simple portraits, environmental shots or a variety of the two. Post production of the photography also plays a role in how your images are conveyed.

If your company is trying to project engineering proficiency and hard work, you might opt for black and white headshots of determined managers and engineers. A company that is aiming to showcase creativity might, for example, choose environmental portraits with vivid colors or thematic settings.  A combination of moods might also be helpful, if you want to use the shots in the media or as part of newsletters or releases.

At the end of the day, determining what the pictures are going to say, before they are taken, will be critical in having the desired outcome.

Photography has an immediate impact on viewers, who will assign a personality, temperament and level of approachability to a subject with just one glance. Creating the right image is putting your best foot forward.