There are moments in your business where you pause and think… how did I even get here?
I was recently invited onto the Commercial Photographer podcast to talk about how I built my brand photography business in Stockholm. We ended up talking about identity, creativity, and what it actually takes to stand out in an industry where so much work is starting to look the same. It wasn’t really about photography in the technical sense at all, it was about how we think, how we see people, and how we translate that into something visual.
Starting Over in a New Country (With No Plan)
When I moved to Stockholm in 2015, I didn’t have a photography business. I had two small kids, no network, and no idea how to even begin building something in a country where I didn’t speak the language. Photography had always been something I loved, something I had done since I was younger, but I had never fully committed to it as a career. It was just… there in the background. And now I run Jessica Hanlon Photography in Stockholm, Sweden.
Then one opportunity landed in my lap. I was asked to shoot behind-the-scenes images for Maria Nila, and I remember thinking, wait… you’re going to pay me for this? That moment wasn’t some big breakthrough where everything suddenly made sense, but it was a starting point. It forced me to figure things out how to start a business, how to communicate with clients, how to build something from absolutely nothing in a completely unfamiliar environment.
Why So Much Brand Photography Looks the Same
One of the biggest things we talked about in the podcast is something I see constantly, especially online. Brand photography has become very formulaic. You see the same types of images over and over again; someone sitting with a laptop, holding a coffee, smiling at the camera, maybe standing in a doorway or leaning against a wall. And to be clear, there’s nothing inherently wrong with these types of images. I’ve taken them too.
But the problem is that when everyone is creating the same visuals, it becomes incredibly difficult for any one brand to stand out. The issue isn’t a lack of talent or skill, it’s a lack of direction. Most photographers were never taught how to move beyond the obvious or how to take what someone does and translate it into something visually interesting and unique. So they default to what feels safe, what they’ve seen before, or what they think clients expect.
The Shift: Becoming a Visual Translator
This is the part of brand photography that I believe changes everything, and it’s something we went deep into during the interview. As photographers, we’re not just there to take photos, we’re there to interpret to observe and to translate.
What does this person actually do? How do they want people to feel when they land on their website or see their content? What makes them different from someone offering the exact same service? These are the questions that matter, and they’re the questions that lead to more powerful, intentional imagery.
When you start thinking this way, your role shifts completely. You’re no longer just showing up to capture what’s in front of you, you’re actively shaping the outcome. You’re creating images that reflect identity, not just aesthetics. And that’s where brand photography becomes something much more creative and much more strategic.
The Investigator Mindset (Before You Even Pick Up the Camera)
Before I ever take a single photo, there’s a whole process happening behind the scenes. I’m researching the person, looking at how they present themselves online, paying attention to their tone of voice, their energy, the way they speak about their work, and even how they position themselves within their industry. I’m also looking at their competitors and asking a very simple question: how can we make this person different?
This is what I call the investigator mindset. It’s about being curious enough to go deeper instead of settling for surface-level ideas. Because the truth is, most people don’t come to a photoshoot with a fully developed vision. They might not even fully understand their own brand yet. And that’s where we, as photographers, have the opportunity to step in and guide the process.
It’s also where a lot of the magic happens, because when you really start to understand someone, you can create images that feel aligned, natural, and true to who they are instead of something that feels forced or performative.
Why This Matters More Than Ever
We’re in a time where content is being created faster than ever before. With AI tools, templates, and endless inspiration online, it’s easier than ever to produce images. But that also means it’s easier than ever to blend in.
The photographers who are going to stand out are not the ones with the most expensive gear or the most perfect lighting setups. They’re the ones who know how to think differently, who know how to interpret a brand, and who are willing to push beyond what’s expected. They’re the ones who understand that brand photography isn’t just about making something look good, it’s about making something feel like the person behind the brand.
And this is the story of how I became a brand photographer in Stockholm, Sweden as an American expat.
Listen to the Full Podcast Episode
If you want to hear the full conversation, you can listen here:
This podcast has featured guests like Emily Kim, so it was really special to be part of this conversation and share my perspective on where brand photography is heading.
Want to Go Deeper?
If this resonates with you and you’re a photographer who wants to feel more confident planning and leading your shoots, this is exactly the work I go deeper into inside my Concept to Photoshoot Workshop.
It’s designed to help you move from feeling like you’re winging it… to actually having a clear process for creating concepts, translating ideas, and leading your clients with intention.
At the end of the day, brand photography isn’t about perfection. It’s not about having the best location or the most elaborate setup. It’s about connection, interpretation, and learning how to see people in a way they can’t always see themselves. And then turning that into something powerful.
