As a personal brand photographer, making your clients feel confident and comfortable is half the job! Our clients aren’t models – they’re business owners, entrepreneurs and creatives who are not used to being in front of the camera. You’ve tried giving lots of direction but poses still tend to look stuff or unnatural. 

The solution? Action-based posing prompts that are designed to make your clients feel like they’re simply going about their day. Instead of forcing them into rigid positions, these prompts encourage natural movement and expression, resulting in photos that look candid, relaxed, and genuinely “in the moment.”

In this blog, I’ll share how to pose non-model clients with five go-to posing prompts that work on anyone—even if they’ve never been in front of a camera before. These prompts are perfect for brand photographers who want to create images that feel authentic and on-brand, while still making the process comfortable and fun for the client.

Why Action-Based Posing Works

Traditional posing can feel stiff and intimidating for clients who aren’t used to being photographed. Asking someone to “hold still” in a position they aren’t comfortable with can create tension in their body and an unnatural expression on their face. That’s the last thing we want as brand photographers.

Action-based posing flips this script. Instead of having your client “strike a pose,” you give them a simple action to perform—something they already do every day. This could be as simple as walking, playing with their hair, or flipping through a book. The goal is to keep them moving and relaxed, so they forget they’re being photographed and the camera captures their true personality.

These action-based prompts are easy to explain, adaptable to different personalities, and versatile enough to fit any personal brand shoot. Let’s dive into five of my favourite prompts.

1. The Walking Shot

This is a classic pose that works wonders for making clients feel at ease. Walking is a natural movement that helps people forget about the camera and focus on something they do instinctively. Plus, the photos you get from this prompt are full of energy, motion, and life.

How to do it: Ask your client to start at the back of the room, near a wall or corner. Have them walk slowly toward you, but with a twist—encourage them to look around as they walk. They can glance at the floor, the ceiling, or off to the side, as they normally would when walking in real life.

Key tip: Remind them to slow down their steps a bit. The natural tendency is to walk at a normal pace, but slowing it down gives you more time to capture those in-between moments. Have them repeat the walk a few times to ensure you have a variety of shots to choose from.

Why it works: Walking takes the focus off the camera and puts the client in motion, helping them feel more relaxed. Plus, the slight changes in direction (looking up, down, and around) add variety to the shots without requiring them to stop or hold a stiff pose.

2. The “Fix Something” Shot

Another great action-based prompt is to ask your client to “fix” something. This could be their hair, glasses, sleeves, or even the way they’re sitting. It’s an easy way to keep their hands busy, while also creating a moment of authenticity.

How to do it: If your client is wearing glasses, ask them to adjust or clean them as if they were doing it naturally. If they have long hair, ask them to run their fingers through it or gather it into a ponytail. If they’re wearing a jacket, ask them to adjust the cuffs or straighten the lapels. These little actions create subtle movements that can bring life to the photo.

Key tip: For this pose, timing is everything. Don’t wait until the action is done—capture the in-between moments when their hands are still adjusting or fixing whatever item they’re working with.

Why it works: People often feel more comfortable when they have something to do with their hands. This prompt distracts them from the camera, keeps them moving, and adds an authentic touch to the final photos.

3. The “Chat with Me” Shot

This prompt is ideal for drawing out natural expressions and body language. When clients are talking, they often forget about their surroundings and start to feel more like themselves, which translates into relaxed, candid photos.

How to do it: Engage your client in casual conversation. Ask them about their favourite part of their business, their most exciting project, or what they did over the weekend. As they talk, gently direct their movements by saying things like, “I love that expression! Keep talking,” or “You can look over here while you’re explaining that.”

Key tip: Make sure to keep the conversation light and positive—people tend to be more expressive when they’re talking about something they’re passionate about or excited about.

Why it works: Talking takes the client’s mind off posing, allowing for natural, animated expressions. It also helps to capture moments that feel true to their personality and brand.

4. The “Look Away” Shot

The “look away” shot is another favourite for brand photographers. It adds a sense of movement and gets them to orient themselves towards the most flattering light.

How to do it: Ask your client to stand or sit facing away from the camera. Then, ask them to slowly turn their head and shoulders to look at a window. For more dynamic photos, have them walk towards a window and then glance outside as if they are looking for someone.

Key tip: Encourage your client to take their time with this movement so you can capture the all the moments in between. This also helps avoid a quick, jerky motion that can feel unnatural in the photo.

Why it works: The “look away” shot works because it gets your clients to position themselves towards the most flattering light – natural sunlight! Natural sunlight coming through the window is universally flattering and this pose is also non-intimidating because you don’t have to stare directly at the camera.

5. The “Busy Hands” Shot

Many clients feel awkward not knowing what to do with their hands. The “busy hands” shot solves this problem by giving them a small action to focus on, making the whole process feel more natural.

How to do it: Give your client a simple task like flipping through a notebook, typing on a laptop, sipping from a coffee cup, or holding an object related to their brand (such as a camera for a photographer or a paintbrush for an artist). Encourage them to go through the motions as if they’re in the middle of their daily work.

Key tip: Make sure the item they’re holding or interacting with aligns with their personal brand. This not only helps them feel more comfortable but also makes the photo more authentic to who they are.

Why it works: By giving your client a task, you make the interaction feel more natural and organic. It’s easier for them to focus on the action, which results in more fluid, authentic photos that don’t look overly posed.

Wrapping It Up: Action-Based Posing for Authentic Brand Photography

Action-based posing is a powerful tool for brand photographers, especially when working with clients who feel awkward or stiff in front of the camera. By giving your clients something to do—whether it’s walking, talking, or fixing their hair—you help them forget about the camera and focus on being themselves. The result? Photos that feel natural, candid, and true to their brand.