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How to use stock photography, AI generated images, and custom photo shoots to tell the story of your brand.

When it comes to creating a memorable brand, visuals (specifically photography) are your secret weapon.

They’re not just about aesthetics; they’re about setting the tone, creating a vibe, and making an immediate impact that sticks with your audience. Think of your brand visuals as the first impression that introduces your business to the world. Whether you’re aiming for sleek and sophisticated or bold and creative, the right images can communicate your brand’s personality and help you turn standard website or canva templates into something that is uniquely you.

From curating on-brand stock images to using innovative AI tools like Mid-Journey or even planning a custom photoshoot, every visual element contributes to the overall story you’re telling.

And let’s be real—your website’s visuals are the first thing people notice, and they set the tone for your entire brand. And when it comes to photography, it’s one of the quickest ways to make your site look completely bespoke. So, yeah, getting it right is kind of a big deal.

These aren’t just pretty pictures—they’re strategic choices that connect with your audience, reflect your brand’s values, and drive meaningful engagement. In this guide, we’ll dive deep into the best practices for each visual strategy, ensuring that your website not only stands out but also resonates with your audience and drives conversions. Whether you’re just starting out or looking to refresh your brand, the power of visuals can’t be overstated.

Curating On-Brand Stock Images: A Step-by-Step Guide

Why the Right Stock Images Matter

Ok- let’s address the elephant in the room: stock photography. It gets a bad rap because let’s be honest- most of it sucks. BUT…there’s absolutely nothing wrong with using stock photos!

In fact, I often help my 1:1 clients curate stock images that fit perfectly with their brand vibe. When chosen wisely, stock photos can elevate your brand and create the exact mood and expression you’re going for.

The right images can evoke emotions, tell stories, and turn casual visitors into loyal customers. So, let’s dive into how to find and select those game-changing photos.

Step 1: Finding High-Quality Stock Images

Finding the perfect stock images isn’t always easy, but it’s worth the effort. Here’s how to make the process as painless as possible:

Start with Keywords: Get creative with your search terms—try both broad and specific keywords. Once you find something that works, check out the tags or keywords associated with the image and use them to find even more options.
Don’t Settle for the First Page: The first batch of results might not be the best. Dig deeper, because the perfect images might be a few pages in.
Explore the Right Platforms: My go-to sites for stock images are Stocksy, Death to Stock, Pexels, and Creative Market. They’ve got diverse collections that can fit any brand vibe, but you’ll still need to put in some time to find those gems. And when I say time, I mean it. Sure, curating a stock photo collection is not as much of an investment in time or money as a photo shoot, but the time you take to thoughtfully look for, select, and curate images will pay off.

And, shameless plug here- if you’re looking specifically for food imagery, we have a great selection of stock photography collections to explore. These are great supplemental images for health and wellness coaches, food bloggers, and recipe developers.

Step 2: Selecting Images That Match Your Brand Vibe

So, what should you look for when selecting stock images? Here’s how to keep everything on-brand:

Stick to Your Color Scheme: Make sure the colors in your photos align with your brand palette. Consistency is key. The colors don’t have to be your exact brand colors, but they should be telling the same color story. For instance, if you have a muted, neutral palette, you don’t want to throw in an image that has bright primary colors. Total mismatch.
Look for Images from the Same Photographer or Shoot: This keeps your visuals cohesive. Sometimes, a single photographer’s collection can become your entire brand’s visual language. Generally speaking, most of the sites I listed will show you if a single image is part of a bigger collection.
Define Your Brand Vibe: Pick 4-5 words that sum up your brand vibe, and make sure every image fits within those parameters. For example, “high-end, chic, in command, and neutral” will lead to very different choices than “playful, intuitive, magical, and transformational.”
Use Conceptually Similar Images: Some platforms, like Stocksy, have a “conceptually similar” feature. It’s not foolproof, but it can help you find images that work together seamlessly. Just remember to trust your gut!

Step 3: Editing and Customizing Your Stock Images

Customizing stock images can make all the difference. Use tools like Canva or Photoshop to tweak colors, add overlays, or insert your brand elements. Even a small change, like shifting a red shirt to your brand’s signature orange, can make a big impact.

To prove that stock images don’t have to be boring, here are three different stock photo collections I curated for clients. Each one is unique and pivotal in communicating their brand voice.

Using Mid-Journey and AI to Create Brand Photos

Sometimes, you just can’t find what you’re looking for using stock images, OR maybe you just want to play with all the tools available now to create images for your brand. When it comes to stock, maybe they’re not always specific enough to match your brand’s unique vibe, or maybe you’ve seen the same photo pop up on a competitor’s site (cringe). This is where AI-generated photos come to the rescue. By using tools like Mid-Journey, you can create brand visuals that are tailor-made for your business—quickly, easily, and cost-effectively.

Benefits of AI-Generated Photos

AI-generated photos offer a fresh alternative when stock images fall short. They’re not only customizable and unique but also perfectly align with your brand’s specific needs. Want a picture of a product in a setting that doesn’t exist? AI’s got you covered. Need to match an image to your exact color palette? Easy peasy. The real magic? These photos can save you both time and money while giving your brand a distinctive edge.

It does take practice to generate AI images that capture the look that you want. So be patient, and understand that just like everything else in life, there is a learning curve.

How to Use Mid-Journey for Creating Brand-Specific Photos

Ready to dive into AI-generated imagery? Here’s a step-by-step guide to get you started:

Sign Up for Mid-Journey: Start by choosing an AI tool that suits your needs—Mid-Journey is a popular choice for creating brand-specific photos.
Input Your Requirements: Describe exactly what you’re looking for. The more detailed you are, the better the results. Think about your brand’s style, colors, and the overall vibe you want to convey. There are LOADS of YouTube tutorials on Mid-Journey prompts, so if you’re feeling stuck, head there for some inspiration and advice.
Customize Your Image: Once the AI generates a photo, use the tool’s features to tweak and refine it. Whether it’s adjusting colors, adding elements, or fine-tuning the composition, make sure it aligns perfectly with your brand.
Download and Use: After perfecting your image, download it and integrate it into your website, social media, or any other marketing materials.

Best Practices for Integrating AI-Generated Images with Existing Brand Visuals

To keep your brand looking cohesive, it’s essential to blend AI-generated images seamlessly with your existing visuals. Here’s how:

Match Your Brand’s Aesthetic: Ensure that the colors, style, and tone of the AI-generated images align with your brand’s existing visuals. This will help maintain a consistent look across all your platforms.
Check for AI Quirks: AI isn’t perfect—sometimes it can produce weird or off-putting elements in an image. Always review your AI-generated photos closely. If something looks off, bring the image into a program like Photoshop for additional editing and refining.
Combine AI with Real Photography: If you have physical products or elements that need to be included, consider generating a background with AI and then layering your product photo on top in Photoshop. This gives you the best of both worlds—realistic product shots with perfectly crafted backdrops.

By following these steps and best practices, you can create stunning, brand-specific visuals that truly set your business apart. Whether you’re looking to fill gaps in your current image library or wanting to create something entirely new, AI tools like Mid-Journey might be just what you’re looking for.

I’ve begun experimenting with creating AI generated images for my brand, client’s brands, and to sell as image collections. See some examples below.

Planning a Brand Photoshoot

Importance of a Well-Planned Photoshoot

A well-planned photoshoot can capture the essence of your brand in a way that stock or AI images can't. It adds a personal touch and authenticity that resonates with your audience.

Planning Your Photoshoot: Think Beyond Basic

Ready to elevate your brand with a photoshoot that’s anything but basic? Let’s dive into some tips to plan a creative, standout shoot that truly represents you and your business.

Brainstorm Your Editorial Story
First things first—ditch the idea that a photo shoot is just about getting some headshots. Instead, start thinking like a creative director planning an editorial spread. What’s the big idea behind your shoot? What style, locations, and outfits will bring that vision to life? This is your chance to get really creative and make your brand shine.

Pro Tip: Treat photoshoots like a regular part of your business planning. You may want to schedule regular shoots to coincide with launches, new website updates or other important things happening in your biz. The more you plan and invest in these, the more cohesive and impactful your brand will be.
Make Pinterest Your BFF
With your concept in mind, it’s time to hit Pinterest and start mapping out the visuals. If I only had one tool I could use to plan photo shoots, it would be Pinterest.

Create a board for your shoot and divide it into sections—think style, locations, poses, and props. Don’t hold back! Pin ANYTHING that catches your eye, and then narrow it down to the looks that perfectly capture your vision.

Pinterest Hack: Click on a pin you love and scroll down for similar suggestions. You’ll find gold mines of inspiration that can elevate your shoot from good to incredible. I frequently let Pinterest take me down rabbit holes of discovering new things this way.
Dive into the Details
Now it’s time to get into the nitty-gritty. Lock in your shoot date, scout locations, create a shot list, and choose your outfits. Remember, the little details matter, so think about props, hair, and makeup. Whether you’re doing it all yourself or bringing in pros, make sure everything aligns with the vibe you’re going for.

And pick one spot to organize it all. Whether that’s a Notion dashboard, a google doc, or Canva file. It doesn’t matter where you capture everything, just as long as it’s all together. The is especially important if you’re working with a photographer or other vendors on the shoot. You want to be able to share your vision and the details easily with anyone AND have a quick reference to refer to the day of the shoot.

Bonus Tip: Don’t be afraid to mix personal elements with your business persona. Whether it’s a favorite hobby or a quirky prop, these touches will make your photos more authentic and memorable.

Below, are examples of creative direction that I’ve put together for clients’ photoshoots.

Resources for DIY Shoots
Not ready to hire a pro? No worries! With tools like Peerspace for renting spaces, LensBuddy + a tripod for solo shooting, and Rent the Runway for outfit rentals, you can pull off a killer photoshoot on a budget. I’m a big fan of thrift stores for outfits and unique, budget-friendly props that’ll make your shoot pop.

Pro Tip: If you’re not ready to go solo, partner up with a biz bestie. Share props, split costs, and take turns being each other’s photographer. It’s a fun, cost-effective way to get the shots you need.

Tips for Working with Photographers and Models

Communicate your vision clearly to ensure everyone is on the same page. Provide examples of what you want and be open to the photographer's creative input. Collaboration is key to capturing the perfect shots.

And don’t wait until the day of the shoot to have these conversations. Schedule at least 1 meeting (preferably more) before your shoot date so that your photographer can really be a creative partner and you’re sure everyone is on the same page.

Ultimately, planning a photoshoot doesn’t have to be daunting. By treating it as a regular part of your business strategy, you’ll be well on your way to creating visual content that stands out and resonates with your audience. Whether you’re doing it yourself or bringing in the pros, remember to have fun with it—after all, your photoshoot should reflect the unique energy and creativity that you bring to your business every day.

Bringing It All Together: Crafting a Cohesive Visual Identity

The Art of Integrating Stock Images, AI Photos, and Original Shots

Here's where the real magic happens—blending different types of visuals to create a brand that feels both polished and authentic. Think of your visuals as ingredients in a recipe. Stock images are your versatile base, AI-generated photos add that special touch of customization, and original shots are the secret ingredient that makes everything uniquely yours.

Imagine you’re curating a gallery for your brand. Each piece—whether it’s a stock image, an AI-created visual, or a photo from your latest shoot—should work together to tell a cohesive story. Stock images provide versatility, AI images allow for customization that feels tailor-made, and original shots bring authenticity and a personal touch that’s irreplaceable. When combined thoughtfully, these elements create a rich, layered visual tapestry that reflects your brand’s personality.

And remember- you don’t have to use all of these techniques! You can create compelling visuals using just stock, just AI, or just custom photos from a photoshoot. It’s really up to you (and your budget) what works best for you and your brand.

Keeping It Consistent: The Key to a Strong Brand Identity

Consistency isn’t just important—it’s everything. Your visuals should speak the same language across all platforms, from your website to your social media to your email campaigns. This doesn’t mean every image has to look identical, but the overall vibe, color scheme, and style should align to create a unified brand identity.

Imagine a potential customer hopping from your Instagram to your website, and then to an email you’ve sent. If each platform feels like part of the same story, you’re doing it right. Consistency builds trust and recognition, making your brand instantly recognizable, no matter where someone encounters it.

Tools and Tips to Keep Your Brand Aesthetic On Point

Staying consistent with your brand visuals doesn’t have to be a headache. Tools like Canva and Adobe Suite are your best friends when it comes to maintaining a unified look. Canva’s brand kits allow you to keep your fonts, colors, and logos all in one place, so they’re ready to go with every design you create.

I also like keeping curated folders of images that I upload within Canva. This makes it super fast and easy to pop a brand image into one of your brand templates. (You’re using brand templates, right?? If not, you may want to take a look at our Canva template shop.)

Adobe Suite offers a more advanced toolkit for those looking to fine-tune their visuals.

But it’s not just about the tools—it’s about regularly reviewing your brand’s visual output to ensure everything is still on point. As your brand evolves, so should your visuals. Maybe your color palette needs a refresh, or perhaps it’s time to update your photo library with new AI-generated images or original shots. Make it a habit to revisit and refine your visuals regularly to keep your brand looking fresh and cohesive.

By combining these elements—stock images for versatility, AI photos for that custom touch, and original shots for authenticity—you can craft a visual story that’s both cohesive and captivating. Remember, the goal isn’t just to look good; it’s to create a visual experience that feels like your brand, and speaks directly to your audience, no matter where they encounter it.