1. occasion and use
Start with the why: What do you need the images for? Career page, press kit, annual report, image campaign, social media? Each use has different requirements in terms of format, mood and quantity.
2. target group and tonality
Who ends up looking at the pictures? B2B decision-makers, applicants, end customers, press representatives? The tonality depends on this: Serious, dynamic, friendly, technical or emotional?
3. concrete motifs (shot list)
Specifically list which motifs you need. Example: „5 individual portraits of management in the office - landscape format for web. 10 employee portraits in the workshop - portrait format for career. 3 reportage images ‚Team in a meeting’.“ This clarity helps us to work efficiently during the day.
4. style with examples
Collect 3-5 sample images that you like - from competitor websites, magazines, Pinterest. This „mood“ helps us to match your idea without having to fight our way through ten correction loops.
5. general conditions
Clarify: When (day, time, duration)? Where (locations, rooms, outdoor area if applicable)? Who (persons, responsible person, accompanying person)? Security (PPE, plant operator, access restrictions)? Budget and delivery time?
More on factors and procedures in our article Hire a business photographer.
Download briefing template
On request I will gladly send you my Briefing template as a fillable PDF. The template has 5 pages and covers everything: occasion and use, target group and tonality, shot list (with template for motifs), style with mood images, framework conditions (date, location, team) and budget.
You fill out the template, we discuss it in a 30-minute phone call, and I make you a precise offer based on it. This saves 1-2 days of back and forth by e-mail.
Write to me briefly - I will send you the template on the same day.
Frequent stumbling blocks in the briefing
Stumbling block 1: „We just want good pictures“. This is not a briefing, this is a wish. What does „good“ mean to you? Authentic? Professional? Modern? Classic? Try to start with three adjectives.
Stumbling block 2: too narrow specifications. If you prescribe 50 exact motifs, you leave the photographer no room for maneuver. The best picture of the day is often the one that wasn't on the shot list. Leave 20-30% room for improvisation.
Pitfall 3: no responsible person. Who decides on the day of the shoot if something goes differently than planned? This person should be known in advance and be available on the day.
Briefings for recurring orders
If we work together several times a year, the briefing is simplified. I then know your brand, your premises, your team and your tone of voice. A short email with the new content is often enough for individual jobs.
For regular customers, I place one order per compact briefing memo on. This documents what we have done, with which team and with what results. The next time we receive a request, we refer back to this memo and save preparation time.
📌 My standard for image rights
At Schepers Photography you get the following as standard full rights of use to all images supplied - unlimited in time, unlimited geographically, for all your own media (website, social media, print, press relations, career, annual report). No extra charge, no small print. An exception only applies if, before the shoot otherwise agreed in writing This happens very rarely.
Also a Copyright attribution is not mandatory. So you don't have to name me as the photographer if it doesn't fit the layout. My experience: If a picture is good, people will ask who took it. You can find more details about my license philosophy at Image rights & rights of use.
Inquire now - Schepers Photography
Are you planning a shoot and want to write a good briefing? We will be happy to send you our briefing template on request - filled out with your key data, we have the perfect basis for an efficient, creative shoot.