What is your absolute favorite movie of all time?

Mine? Star Wars.

Who is the main character? Luke Skywalker, right? He has a massive problem (the Empire), and he has no idea how to fix it on his own.

Then, he meets Yoda. Yoda is older, wiser, and has the exact tools and training Luke needs to save the galaxy.

In every great story, there are two key characters: the Hero and the Guide.

Now let's look at your website. Most entrepreneurs design their sites to prove the are the hero. They write paragraphs about their history, display all their awards, and use photos that say, "Look how amazing I am!"

But here is the plot twist: Your customer is the Hero. You are the Guide.

When a potential client lands on your website, they don't actually care about your backstory... yet. They care about their own problems, which is likely why they're on your site in the first place. They are looking for their Yoda. If your website is trying to be Luke Skywalker, you are competing with your own customer.

How confusing for everyone involved!

The irony of using a Spider-Man meme in the middle of a Star Wars analogy is not lost on me.

So, how do you show people that you are the perfect Guide to help them win the day? You can't just write it in your text, you have to show it with your branding photos.

Here are three types of photos I use to prove to your clients that you are the Guide they've been looking for.

1. The "Empathy" Shot

I understand you.

Before your customer trusts your advice, they need to know you actually care about them. Guides aren't cold or intimidating; they are welcoming.

Interesting side story, in 2026 my family and I went on a road trip out west. Passing through a particular state, we saw billboards for what I assume was one of the bigger accident / injury law firms in the region. It featured two lawyers, one of them with a welcoming smile but the other with a near scowl and they were pointing right at you.

How do you think clients feel about that contrast? Does it work because of good cop / bad cop perceptions? The nice guy is for me, but the mean guy is for my enemy? I'd love to see the case study and numbers on this.

Back to the present...

For these shots, I capture you looking right into the lens with a warm, genuine smile. The body language is open and relaxed. When a client sees this image, their brain instantly tags you as safe, trustworthy, and ready to listen.

2. The "Authority" Shot

I know the way.

A guide has to be nice, but they also have to know what they're doing! Luke wouldn't have listened to Yoda if Yoda didn't know how to use the Force. Authority shots show you in your element, looking highly capable.

This could be a photo of you speaking at a workshop, diligently reading a book related to your field, or expertly handling the tools of your trade. It proves you have the roadmap to success.

Think to that earlier example of the pointing lawyer. Do they seem nice? No, not at all. Do they seem like they know what they're doing? Yeah, probably.

So there is likely a balancing act that we all need to play with our brands, something I love to help people navigate through imagery.

3. The "Focus on the Hero" Shot

I'm here for you.

To really drive the point home, you need images that show you interacting with your clients. Or at least appearing to.

I love capturing shots of you conversating with someone, handing a client a cup of coffee, or laughing together. These photos visually prove that your business isn't a monument to your own ego. It's a service designed to help them succeed.

This is one of the reasons that I love having a friend come in with you. They can be an easy stand in to play the part of the client!

What does this boil down to?

In the big picture, stop trying to be the hero of your own marketing. Step back and put on your Guide cape to let your customers take center stage.

When I plan a branding session with clients, I don't just take pretty pictures that look fancy. I strategically plan your images to show the world that you are the wise, capable Guide who can help your clients win.

And you don't have to look like Yoda. Unless...

Kidding. Go look at your homepage right now. Does it look like a trophy room for you, or an open invitation for your customer? If it's time to step into your Guide role, let's chat!