In this episode of Passion, But Make It Profit, Julia Foster sits down with Joelle Cole of Joelle Cole Photography to talk about branding for small business owners—and the difference between having a “pretty” Instagram feed and building a strategic, recognizable brand that actually drives sales. If you’ve been stuck chasing an aesthetic, unsure what to post, or wondering how to use brand photography to attract the right clients, this conversation breaks it down in a practical, actionable way.

Joelle shares her proven brand photo strategy (including brand discovery, a deep-dive brand questionnaire, and pre-shoot planning) so your photos aren’t just nice-looking—they’re purposeful visuals designed to support your marketing strategy, brand messaging, and customer journey. You’ll learn how to plan “storylines” for your photo shoot that highlight your process, your team, and what makes your business different—so your website and social media create trust fast and move people toward a purchase.

• The real difference between branding vs aesthetic (and why “pretty pictures” aren’t the same as a brand)

• How brand photography for small business supports your website refresh, social media content, and visual marketing

• Why stock photos can hurt trust—and how original photos improve your online presence

• How to clarify your ideal client / target audience, the problem you solve, and what makes your process unique

• How to map your 6–12 month business goals into your brand visuals (so your content attracts the right customers)

• What to include beyond headshots: behind-the-scenes, service process, team photos, and content-ready B-roll

Whether you’re a solopreneur, service provider, or local business trying to improve your brand identity, Instagram branding strategy, small business marketing, or content strategy, this episode will help you create visuals that build credibility, connection, and conversions—without losing the heart behind your business.

Connect with Joelle Cole Photography: joellecole.com
Connect with Julia: JustFlourishMarketing | justflourishmarketing.com

In this episode, you’ll learn: