There was a time — maybe 10, 15 years ago — when having a solid portfolio and being a decent human being got you work.

Word-of-mouth. A few referrals. Maybe a feature in PDN if you were lucky.

That time is over, gone, never coming back.

The creative world now runs on attention — and attention doesn’t stick to people who blend in.

If you’re a photographer, especially those over 40, this isn’t about becoming an influencer or slapping your name on a hoodie.

It’s about taking control of how the world sees you before it decides you’re irrelevant.

Let’s get a few things straight:
A personal brand isn’t a logo.
It’s not your color palette or your signature on emails… you DO have a signature on your emails, right? Right?

It’s the experience people associate with your name. That experience is how they see you when you are not there in front of them.

And in a noisy, algorithm-driven, AI-saturated market, you have to shape that experience.

If you don’t, someone else will.

Why This is So Important
(Especially for You Over-40 Creatives)

• You’ve got skills. You’ve got stories. You’ve got work ethic.
  But you’re competing with 26-year-olds who were raised on Reels, don’t need sleep, and call themselves “content ninjas.”

• You’ve got taste. But taste doesn’t trend. You need strategy.

• You’ve got experience. But experience doesn’t mean shit if nobody can see it or feel it in your presence, your website, your writing, or your social feed.

Screw Reinvention, This is About Revelation

Dan Koe writes: “Your personal brand is simply your character publicly displayed at scale.”

For you, this means

• Choosing how you show up visually (wardrobe, headshot, vibe)
  Take your time, but not too much time. Work with a consultant, or GPT/Gemini, to develop a brand outline, then get it done. Spend only what you must. (And if you spend more than a few hundred bucks at this point, you need to rethink the plan.)

• Making sure your site, emails, PDFs, and posts match your level of work.
  This takes diligence and commitment. Commitment in blood, I once read, is how you make it real. Without commitment to being on point at every point, there will be too many ‘points of failure.’

• Having a point of view — and sharing it in your voice.
  This is the consistency that is needed to establish your work as a viable choice for clients seeking your specific look and vision.

Too many great photographers let their work “speak for itself”,  and then wonder why their bookings slow down, or why art directors stop calling.

Your work cannot speak for itself if it is never allowed to speak at all.

And your personal brand can hinder that more than you realize.

While your work can be excellent, if the person behind it looks dated, unengaged, or creatively dormant… well, we know how that story ends.

The Power of a Sharp Personal Brand

What you’re really doing is signaling.

• You signal professionalism with clean emails, consistent type, and strong design.
  And add consistency to that list as well—consistent professionalism.

• You signal confidence with a clear message and updated portraits.
  This is where you must be consistent with both your message and your images. Keeping your work fresh and engaging is a constant effort.

• You signal relevance by showing up and speaking up.
  And relevance is something that boosts your brand in many different ways.

This doesn’t mean “curate yourself into a robot.”

It means get intentional, deliberate, and focused.

Hell, even the way you dress on set sends a message.

Show up looking like you give a damn.

If you’re still sending out estimates in Word docs with Times New Roman and no branding, you’re telling the client: I’m not keeping up.

And if you’re afraid to write or share because you’re not “good with words,” get over it.

The camera can’t be your only tool anymore.

Bottom Line? This is Survival.

Without a strong personal brand in 2025, you will not be found, will not be remembered, and will absolutely not get hired at the rates they deserve.

Photographers who show up with clarity, style, confidence, and a recognizable voice will stand a better chance because they are taking “chance” out of the equation.

They build trust.
They command respect.
They get called first.

Photographers don’t need followers. They need believers.
And that belief starts with how you show up.

Got Questions? Let’s Talk.

If this stirred something, that’s good.
That means you’re paying attention.

Drop your thoughts in the comments.
Ask a question.
Disagree with me.
Share your wins, your stumbles, your in-progress branding tweaks.
Post a link to your about page and ask for feedback.

I hate lecturing, but I love conversations.