If you read the phrase “Ideal Client” and thought “ughhhh…not again!” please just give me a moment to explain. I know how you feel. I used to be right there with you. When I was doing weddings and trying to figure out my ideal client, I ended up skipping the process entirely. It felt too nebulous, too intimidating, and I hated the idea of putting the people I wanted to work with in a box.

I’m a die-hard anti-box person when it comes to understanding others (my understanding of myself is a different story, haha). Every person is unique and nuanced and shaped by a million different moments. So why should you try to describe the people you want to work with in a way that removes that nuance?

Because if you want to market well, you need to know who you’re talking to. And you need to get specific.

So today I’m outlining 3 reasons you need to know your ideal client before you schedule brand photos!

Specificity Builds Trust

You know those social posts where you start looking at it and then leave after a few seconds because nothing is really landing? That’s usually because it’s trying to speak to everyone and ends up resonating with no one. When you know your ideal client, you stop writing and creating in generalities and start speaking directly to the people you’re meant to serve. That specificity makes your audience feel seen and understood. And when people feel seen, they trust you. That trust? It leads to inquiries, bookings, and real connection.

Knowing Your Ideal Client Makes Marketing Easier

If you know who you’re talking to with each post, email, or bit of website copy, it becomes that much easier to write about it. The same is true for your imagery. Brand photography isn’t just about getting cute pictures. It’s about creating images that actually move your business forward. That only happens when we know who the images are for. You’ll never see me just show up with a camera and hope for the best. Before a single photo is taken, we dig into your business so I can really understand your goals, your audience, and how you want to be seen. Strategy makes your session feel aligned and effortless, and that means you have to know your ideal client.

It Helps You Show Up Authentically

I see this time and time again. And I’ve been here myself, several times. When you aren’t clear on who you’re talking to, you will default to what you think you’re supposed to be like. Your visuals start to feel forced, your messaging feels borrowed, and you second-guess every move. But when you truly know your ideal client—what they care about, what they need, how they think—you give yourself permission to show up as yourself. And that authenticity? It’s magnetic. It creates alignment, builds trust, and makes everything from your photos to your content feel like a true extension of you.

So If You’re Tempted to Skip This Step

I get it. I really do.

It makes you nervous to box yourself in. It feels intimidating. It’s busy work.

But getting specific about who you serve is what unlocks everything else. It makes your marketing clearer, your brand photos more strategic, and your presence more you. It’s not about limiting your options. It’s about creating a space for the people you’re trying to reach to actually find you and feel connected.

If you want some help getting to know your ideal client, I have just the thing. And if you’re a “can’t I just talk about it and have someone else write it down” person, then I have a solution for that too. Send me an email and we’ll figure out how you can know your ideal client without feeling like you’re putting them in a box or overwhelming yourself with a big list of questions.