Should You Smile in Your Branding Headshot? Here’s What the Research Says

Your branding headshot is often the first impression potential clients, collaborators, or followers will have of you. One of the most common questions that comes up during planning sessions is simple but important: Should I smile in my branding headshot?

Let’s explore the science, strategy, and emotional impact behind the choice—and how to make it work for your personal brand.

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Why Your Branding Headshot Matters

In a digital-first world, your branding headshot isn’t just a picture. It’s your online handshake. Whether it’s featured on your website, LinkedIn, podcast artwork, or press materials, your photo speaks volumes before you even say a word.

At Zesty Orange Photography, our job isn’t just to take a pretty picture—it’s to coach your expression, posture, and energy to align with your brand’s voice and vision. That’s why understanding the psychology behind your smile can help us shape an image that feels both genuine and intentional.

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The Psychology Behind the Smile

Research consistently shows that smiling in your photo increases perceptions of warmth, trustworthiness, and likability. According to a study published in the Journal of Nonverbal Behavior, people who smile in professional portraits are seen as more competent and friendly.

However, the type of smile matters. A forced, overly staged grin can come across as disingenuous, while a soft, natural expression or subtle closed-lip smile may feel more authentic—especially in high-end branding.

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When to Smile in a Branding Headshot

Here are scenarios where smiling can elevate your branding headshot:

• You want to appear approachable and service-oriented (perfect for coaches, therapists, realtors)
• You’re building a warm, community-driven brand
• You want to increase relatability and client trust

For example, in this guide on personal branding for small business owners , we discuss how connection often outweighs polish. A smile can bridge that gap beautifully.

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When a Neutral Expression May Be Stronger

Not every brand benefits from a big smile. A calm, neutral expression can communicate:

• Strength and confidence (great for tech founders, attorneys, or executives)
• Elegance and editorial polish
• A focus on bold, elevated imagery

If you’re looking for modern, powerful visuals like those we explore in Modern and Minimalist Headshots, a composed, unsmiling expression might be more effective.

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How We Coach Expression at Zesty Orange Photography

During every branding headshot session, we guide you through a range of expressions—genuine smiles, soft grins, and confident neutral looks—so we can capture the exact tone your brand needs.

Expression coaching is more than just saying “smile.” It’s about helping you tap into a feeling that looks natural and aligned with your message. We adjust your posture, breathing, and even micro-expressions to create an image that connects.

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Final Thoughts: Smile or Not?

There’s no one-size-fits-all answer. The key is knowing what your brand represents and letting your headshot reflect that. Whether you’re beaming with energy or exuding calm confidence, your branding headshot should feel like you—on your best day.

If you’re unsure what approach works for you, we’ll figure it out together. That’s the beauty of a fully guided experience.

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Want to dig deeper into how facial expressions influence perception in business? This Harvard Business Review article explores the psychology behind making a strong first impression.