Today we speak with an expert in portrait photography, Maria José Puche, a groundbreaking woman who has taken more than a thousand portraits of personalities, businesspeople and public authorities, which is why today we ask her about personal branding through image in this interview.
1. In a world where we increasingly live through images, to what extent can a photograph reveal who we truly are? Can a photo tell our personal or professional story without words?
I firmly believe that a photograph can reveal a great deal about who we are. We live in a highly visual society, and an image can convey in seconds what would take much longer to explain in words.
But for a photograph to truly tell a story, there has to be intention behind it: understanding the person, their stage of life, their profession, and what they want to convey. When that aspect is well executed, 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 manage to capture a person's true essence and not just an aesthetically pleasing image?
For me, the key lies in connecting 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 be seen.
The session then ceases to be simply "posing" and becomes a much more natural experience. My job is to create a space of trust where the person can be themselves, guiding them to feel comfortable in front of the camera. When that happens, the image stops being merely aesthetic and begins to convey authenticity.
3. Today, we all project an image on social media. What is the difference between simply “appearing” in a photo and building an image that truly communicates who you are and what you stand for?
The difference lies in intention and consistency. Appearing in a photo is spontaneous, something we all do daily. 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 aim for a beautiful image, but one that makes sense within a visual narrative. We want someone to be able to 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 how you dress, speak, work, and interact with others. How do you integrate all these elements so that your image conveys coherence and credibility?
Photography is a highly visible part of personal branding, but it's actually the sum of many elements. Clothing, body language, visual style, even the setting of the shoot—everything communicates something.
That's why in my work I always try to ensure the image aligns with the person's identity. When all those elements are consistent, the photograph becomes much more believable and authentic, because it truly reflects who that person is in their daily life.
5. In your work with professionals and entrepreneurs, have you seen how a good personal branding photograph can influence someone's professional life? Can it truly open doors or change how others perceive us?
Yes, I see it all the time. A good photograph often changes how a person presents themselves professionally and how others perceive them.
A polished image conveys professionalism, confidence, and clarity in positioning. And in today's highly visual environment, that can open doors: new collaborations, greater visibility, or even increased self-confidence when communicating what you do.
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 safe, calm, or happy in a particular moment of their life, it comes across naturally in their image. My job is to create that environment where the person can relax and be themselves, because that's where the images that truly connect emerge.
7. Sometimes an image can mark the beginning of a new chapter. Do you think a personal branding photoshoot can help someone take the step towards the life they want to live, but haven't yet dared to pursue?
Yes, it happens often. A photo shoot can become a very symbolic moment, almost like a declaration of intent.
When someone decides to invest in their professional image, it's usually because they're entering a new phase: a change of project, a repositioning, or simply a decision to project more confidence. Photography can help to materialize that step and project it to the outside world.
8. Larimar City is a project that speaks of purpose, well-being, and a different way of living. From your perspective as a personal branding photographer, how can an image help us express that life purpose and project it to the world?
Spaces and surroundings greatly influence how we live and how we present ourselves. A place that conveys well-being, calm, or inspiration can become part of our own personal narrative.
Photography has the ability to capture that connection between a person and a place. When an image reflects not only the person, but also the lifestyle and values that surround 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 will follow your advice.
Macarena Perona
Communications Director
CLERHP