Strong business photography should do more than provide a professional headshot. It should help communicate the experience, confidence, and personality of the person behind the business.
I photographed Jessica Zahn Gibson, who was Owner and Designated Broker of Commercial Investment Advisors, Inc. when we created these portraits in 2017.
For the original feature, I also asked Jessica about building her career, developing a recognizable business brand, and the role her personal reputation played in growing the company.
Building a Career in Commercial Real Estate
How would you describe Commercial Investment Advisors?
Jessica: A commercial real estate brokerage firm built on a backbone of integrity and providing white glove execution to clientele nationwide.
How did you find the courage and motivation to pursue your career?
Jessica: I had the rare gift of knowing what I wanted to do with my career from an early age. It was much easier to establish a path to my goals when I knew exactly what they were while I was still in high school.
I was motivated by parents who didn’t have anything to give other than love and support. At 21 years old, I wasn’t afraid of being the only female agent in an office with 35 men and applying a fresh perspective on brokerage.
Personal Branding and Building a Professional Reputation
One of the most interesting parts of my conversation with Jessica was how closely she connected her personal reputation with the success of her business.
What were your top strategies for promoting your personal brand?
Jessica: 1) Face-to-face meetings. 2) Showcasing my expertise through a proven track record.
That philosophy is still relevant for professionals today. Your reputation may be built through your work and relationships, but increasingly, potential clients encounter you online before they ever meet you in person.
Professional photography helps make that first introduction consistent with the person they’ll eventually meet.
Creating a Brand Bigger Than One Person
How had branding helped you achieve your business goals?
Jessica: Based on our firm’s level of achievement, we have a name that people recognize. I didn’t want to use my name in the brand; I wanted the firm to belong to everyone who worked with us. We have a brand that we can all relate to and are proud of what we have built together.
What did you see for the future of the company?
Jessica: We are a growing company that will see many new faces in the coming years. We want to see our team reach their individual goals, and we want to provide a level of brokerage and service that helps our clients meet their financial objectives.
Photography for Executives and Professional Teams
This session illustrates something that continues to be an important part of my corporate photography work today: the individual and the company brand need to work together.
An executive may need a strong individual portrait for LinkedIn, speaking engagements, publications, press releases, or marketing. At the same time, the company may need consistent photography of its leadership team and employees for its website and broader marketing.
Planning those photographs together creates a more cohesive visual identity while still allowing each person to look natural and individual.
Today, I photograph executives and professional teams throughout Dallas–Fort Worth, both in my Dallas studio and on location at company offices.