The image you project: key to building a strong personal brand

Today we talk with an expert in portrait photography, María José Puche — a trailblazing woman who has created more than a thousand portraits of personalities, entrepreneurs, and public authorities. For this reason, today we ask her about personal branding through image in this interview.

1. In a world where we increasingly live through image, to what extent can a photograph reveal who we really are? Can a photo tell our personal or professional story without needing words?

I deeply believe that a photograph can say a great deal about who we are. We live in a very visual society, and an image conveys in seconds what would take us much longer to explain with words.

But for a photograph to truly tell a story, there has to be intention behind it: understanding the person, their life moment, their profession, and what they want to convey. When that part is well worked, an image not only shows who we are, but also how we want to present ourselves to the world.

2. We often hear about "posing," but personal branding seems to go in the opposite direction: authenticity. From your experience, how does a photographer capture a person's real essence and not just an aesthetic image?

For me, the key is connection with the person. Before taking a photograph, it's essential to listen, to understand who they are, what they do, and how they want to position themselves.

The session then stops being simply "posing" and becomes a much more natural experience. My job is to create a space of trust where the person can show themselves as they are, guiding them so they feel comfortable in front of the camera. When that happens, the image stops being just aesthetic and starts to convey authenticity.

3. Today we all project an image on social media. What's the difference between simply "appearing" in a photo and building an image that truly communicates who you are and what you represent?

The difference lies in intention and consistency. Appearing in a photo is something spontaneous that we all do every day. But building a personal brand image involves thinking about what we want to communicate, how we want to position ourselves, and what values we want to convey.

When we work on a personal-brand photograph, we don't just look for the image to be beautiful — we look for it to make sense within a visual narrative. So that someone can see that image and understand, almost intuitively, who you are and what you represent.

4. Personal branding isn't just a photo — it's also the way we dress, speak, work, or relate to others. How do all those elements integrate so that an image conveys consistency and credibility?

Photography is a very visible part of personal branding, but in reality it's the sum of many elements. The way of dressing, body language, visual style, even the environment where the session takes place — everything communicates.

That's why in my work I always try to make sure the image is aligned with the person's identity. When all those elements are consistent, the photograph becomes much more credible and authentic, because it truly reflects who that person is day to day.

5. In your work with professionals and entrepreneurs, have you seen how good personal-brand photography can influence someone's professional life? Can it really open opportunities or change how others perceive us?

Yes, I see it constantly. Many times a good photograph changes the way a person presents themselves professionally — and also the way others perceive them.

A carefully crafted image conveys professionalism, confidence, and clarity in positioning. And in such a visual environment as today's, that can open doors: new collaborations, more visibility, or even greater self-confidence in communicating what one does.

6. Photographs also capture emotions. What role do happiness, confidence, or serenity play in an image that aims to convey a life stage or a moment of fulfillment?

Emotions are fundamental. A technically perfect photograph may say nothing if it doesn't convey a real emotion.

When a person feels secure, calm, or happy in that moment of their life, it shows in the image in a very natural way. My job is to create that environment where the person can relax and show themselves as they are — because that's where the images that truly connect appear.

7. Sometimes an image can mark the beginning of a new stage. Do you think a personal-brand photo session can help someone take the step toward the life they want to live, but for which they hadn't yet dared?

Yes, that often happens. A photo session can become a very symbolic moment — almost like a declaration of intent.

When a person decides to invest in their professional image, it's usually because they're entering a new stage: a project change, a repositioning, or simply a decision to show themselves with greater confidence. Photography can help materialize that step and project it outward.

8. Larimar City is a project that speaks of purpose, wellbeing, and a different way of living. From your perspective as a personal-brand photographer, how can an image help us express that life purpose and project it to the world?

Spaces and surroundings greatly influence the way we live, and also the way we present ourselves. A place that conveys wellbeing, calm, or inspiration can become part of our own personal narrative.

Photography has the ability to capture that connection between the person and the place. When an image reflects not only the person but also the lifestyle and values surrounding them, it becomes a very powerful way to express purpose and project it to the world.

Thank you, MJ, for guiding us in this visual world we live in — we'll follow your advice.

Macarena Perona

Communications Director

CLERHP