You’re ready to take your photography business to the next level, but something is amiss. Maybe you’ve been charging too little but haven’t quite figured out how to price yourself properly. Maybe your brand feels disjointed, and you’re struggling to attract the right kind of clients. Or perhaps you’re realizing that running a photography business is about so much more than taking pretty pictures—there is so much to accomplish and you’ve got big goals — but goodness! Where do you start??

I see you. I’ve been in your shoes. And I know that with the right strategies in place, you can transform your passion into a thriving, profitable business that fits beautifully into your life as a mom, artist and business owner.

With you in mind, I’ve created this three-part blog series: The Ultimate Guide to a Successful Motherhood Portrait Business. In this series we’ll cover everything you need to know to set up and grow a polished, professional photography business. Let’s dive into establishing a legal business, create a luxury brand and message, how to market yourself to your ideal client, and make sure you create a sustainable income through smart pricing strategies.

Part 1: Laying the Foundation for Your Motherhood Portrait Business

How Do I Legally Start a Photography Business?
How to Build a Strong Portrait Photography Brand That Attracts Dream Clients

Part II: Elevating Your Motherhood Photography Brand

Part III: Growing Your Motherhood Photography Business

PART I: Laying the Foundation for Your Motherhood Portrait Business

How do I legally start a photography business?

Before you dive into branding, pricing, and booking clients, you need to make sure your motherhood photography business is set up legally. This step isn’t glamorous, but it’s essential if you want to run a professional, profitable business as a newborn photographer, maternity photographer, or family photographer.

Whether you’re wondering “how to price my portraits” or “how to get more portrait inquiries,” none of it matters if your business isn’t legally structured. Here’s exactly what you need to do:

Choose a Business Structure

Most portrait photographers start as an LLC (Limited Liability Company) because it protects personal assets from business liabilities. This means that if something goes wrong (like a lawsuit or debt), your personal savings and home are protected.

Check your state’s requirements and register your business through your Secretary of State’s website. If you’re not sure what business structure is right for you, an accountant or small business attorney can help you decide.

Get an EIN (Employer Identification Number)

Even if you’re a one-person show, you’ll want to apply for an EIN. This IRS-issued number is essential for opening a business bank account and filing taxes properly. It’s like a social security number for your business.

I use my EIN all the time—so much that I have it memorized! The good news? It’s completely free to apply for one through the IRS website.

Open a Business Bank Account

Keeping your personal and business finances separate makes tax time easier and helps you track expenses. Trust me, when you start making regular income from motherhood photography sessions, you don’t want to be digging through your personal transactions to figure out what’s business-related.

A separate business account makes it easy to:
✔ Accept client payments
✔ Pay for business expenses (like camera gear, software, and website hosting)
✔ Track profit and reinvest in your business

Obtain a Sales Tax License

If your state requires sales tax on photography services or products (like prints, albums, or digital images), you’ll need to register for a sales tax license.

A quick Google search for “[your state] photography sales tax” will tell you what’s required. This is one of those not-so-fun parts of running a business—but it’s important!

I personally outsource this to my bookkeeper now, but I handled it myself for years. If you’re confused, don’t stress! I’ve called my state’s sales tax department many times, and they’ve always been helpful in walking me through things.

Get Business Insurance

You might not think you need insurance, but trust me—you do! A business liability policy protects you in case of accidents, damaged equipment, or even legal claims.

I personally use The Hartford for business insurance, and it has saved me more than once. Over the years, I’ve filed claims for:
✔ A $3,500 laptop that a friend spilled wine on
✔ My favorite 50mm lens that I dropped (ouch!)
✔ A stolen camera :(

Having the right coverage means you won’t be left financially stranded if something unexpected happens.

Use a CRM Like Sprout Studio

A Client Relationship Management (CRM) system like Sprout Studio helps you streamline bookings, contracts, invoices, and emails—all in one place.

I truly believe that you should “start as you want to grow.” Even if you’re just starting out, setting up a CRM now will save you time and headaches later when you’re juggling multiple portrait inquiries, bookings, and payments.

When I first started my maternity and newborn photography business, I didn’t think I needed a system like this. But as I got busier, I realized how much easier it made my life! Instead of scrambling to keep up with emails, payment reminders, and contracts, everything was automated.

✔ Legal & Business Setup Checklist

☐ Register your business as an LLC (or preferred structure — talk to a CPA if you’re unsure)
☐ Obtain an EIN for tax and banking purposes
☐ Open a dedicated business bank account
☐ Apply for a sales tax license (if required in your state)
☐ Get business insurance (liability & equipment coverage)
☐ Set up a CRM for streamlined client management

By taking care of these legal and financial steps upfront, you’ll create a strong foundation for your motherhood photography business. Once this is in place, you can focus on what truly matters—capturing beautiful portraits and growing a thriving business.

How to build a strong motherhood portrait brand that attracts dream clients

Your portrait photography brand is so much more than just a logo or color palette—it’s the feeling people get when they see your work, land on your website, or step into a session with you. Whether you’re a photographing newborns in a natural light studio or a family photographer working on location, your brand speaks to who you are and the experience you offer. As a small business, your brand is actually more about YOU than you might realize. The way you see the world, the things you naturally love, and the tone of voice you use—all of it shapes the kind of clients you’ll attract.

If you’re still in the early stages of your motherhood photography business, don’t rush this process. Your brand identity will evolve as you discover what truly lights you up—your favorite subjects, your unique style, and your creative voice. It’s easy to feel pulled toward replicating someone else’s success (especially with the sheer volume of inspiration online), but the more you tune out the noise, the stronger your own brand will become.

Here are a few ways to start defining a motherhood portrait photography brand that feels true to you:

Start With Your Personal Style

Think about styling your own family for a session—what would they wear? Would you lean toward timeless neutrals or darker, richer tones? The way you naturally style your life is a clue to the kind of photography aesthetic that will feel most authentic to you.

If money were no object, where would you shop for your home? Would your dream space be filled with warm, layered textures from Anthropologie? Clean, modern lines from Restoration Hardware? Playful, eclectic finds from vintage markets? Your home style reflects the mood and feel that could inspire your brand identity.

If you could live anywhere for a year, where would you go? Italy, France, Mexico? Cultures have their own unique aesthetics, color palettes, and emotional tones. Let that inspiration shape your visual storytelling. My brand incorporates a French woman spending her days lounging while draped in beautiful French linens and lace. This is a natural common thread in my photography rather than something I have to fake.

Create a Vision Board

A vision board helps bring your portrait photography brand into focus. Gather:

Fonts & Colors that reflect your style—soft and elegant, bold and modern, warm and organic.
Design Elements like textures, patterns, or graphics that complement your aesthetic.
Words or Phrases that capture the feeling you want your brand to evoke.

The more your brand feels like you, the more effortlessly it will attract your dream clients—the ones who love what you love, who value what you create, and who just feel right.

Who Are Your Dream PORTRAIT Clients?

Now it’s time to align your personal brand with your dream clients. This question can leave many motherhood photographers stumped. When I ask “who are your dream clients”, I typically get one of two responses: a blank stare or “moms.” We’re on the right track with that second answer! But “moms” come in all styles, personalities, and values. The more intimately you understand her—who she is, what she loves, what she aspires to—the more you can shape a business that speaks directly to her. You can start to create offers she will love and an experience she appreciates.

If your brand is already established—whether in real life or just in your mind’s eye—answer these questions based on the type of client your business naturally attracts. If something isn’t quite aligning, that’s your sign to make a shift. Your dream clients should feel at home in your brand. If they don’t, it’s time to refine your messaging, visuals, or offerings until everything clicks into place effortlessly.

Deep Dive Into Your Ideal Client

Let’s dig deeper. Imagine your dream client. Who is she today, or who is she becoming?

Is she comfortably middle-class, upper-middle, or affluent?
Understanding her financial comfort level will help guide your pricing structure. If she’s affluent, she’s likely looking for exclusive, full-service luxury experiences and is less concerned with price. If she’s middle-class, she may still deeply value photography but needs clear justification for the investment—things like payment plans or heirloom-quality products that feel worth it might resonate more.
Does she love premium brands like Mercedes and Chanel, or does she gravitate toward curated boutiques and timeless classics?
A Chanel-loving client expects elevated, high-end branding, with sophisticated fonts, polished messaging, and a seamless, concierge-level experience. A boutique-loving client, on the other hand, wants something unique and personal, so your branding should feel warm, artistic, and thoughtfully curated. Your website, pricing guides, and social media presence should reflect the style she already loves.
Is she a minimalist, or does she embrace layers of texture and sentimentality (hello, granny chic!)?
Would her home be filled with Room & Board pieces, cozy finds from Target, or Anthropologie’s curated charm? The way she styles her home tells you a lot about the kind of portraits she’ll love. A minimalist client may prefer clean, modern images with simple compositions and neutral colors—so your editing and styling should match that aesthetic. A more eclectic, sentimental client may be drawn to rich tones, emotive storytelling, and layered textures. Knowing this helps you design marketing materials, product offerings, and even the way you style sessions.
Why is she seeking photography?
Is she documenting the fleeting newborn stage, or are her kids a little older, and she’s ready for big statement wall art? Understanding why she’s booking will help you refine your messaging. If she’s booking for newborn sessions, she may need guidance and reassurance in planning everything, from outfits to scheduling. If her kids are older, she may be craving lasting, legacy-worthy portraits that can be turned into large-scale framed pieces. Knowing what stage of life she’s in will help you offer products and services that truly fit her needs.
How does she (want to) spend her weekends?
Most moms get pulled in a thousand directions over the weekend, bending to the needs of her adoring family. Given the opportunity to choose then, how would she spend her weekend? Is she brunching with friends, planning elaborate family adventures, or soaking up quiet moments at home? Is she baking for her family and reading fireside? Or is she out on the town with her loving spouse while her kids have a sitter? This tells you a lot about her personality and what kind of experience she’ll value. A social, outgoing mom might love the idea of beautifully styled, highly curated sessions, while a more relaxed, homebody mom may be drawn to natural, documentary-style storytelling. If you know how she likes to spend her time, you can craft messaging that feels like it was made just for her.
When she invests in something, what motivates her?
Is it sentimentality, legacy, status, or simply a love for beauty and artistry? This is huge when it comes to how you market your portrait photography services. If she’s motivated by legacy, she wants timeless, heirloom-quality artwork that lasts for generations. If she values status, she may be more interested in exclusive sessions with all the perks that feel special and luxurious. If she just loves beautiful things, then your work should be positioned as art, something to be collected and displayed like fine art in a gallery.

Remember, you might have more than one ideal client. Many larger companies create 3-5 distinct "personas," each representing a unique type of client they aim to resonate with and serve.

By getting clear on who your dream client is, you’re not just identifying a client—you’re shaping a business that feels effortless to attract the people who light you up.

✔ Branding & Visual Identity Checklist

☐ Define your brand’s voice, style, and messaging
☐ Create a vision board with fonts, colors, and design elements
☐ Ensure your branding is cohesive across your website & social media
☐ Identify who your ideal client is and what she values
☐ Craft a brand message that speaks directly to her needs
☐ Show up consistently where she spends time (Instagram, local shops, etc.)

By building a strong portrait photography brand that speaks directly to your dream clients, you’ll create a business that not only attracts inquiries but creates a lasting connection with the people you’re meant to serve. Whether you're photographing the first year of a baby’s life or family photographer creating organic and storytelling portraits, a clear and authentic brand is key to establishing a thriving business in the motherhood photography niche.

Ready to move on and learn more? Join me in part II.

PART II: Elevating Your Motherhood Photography Brand

In part two, we will be diving into the following important topics when establishing yourself as a sought-after motherhood photographer:

How Should I Set My Photography Prices? (And Am I Charging Enough?)
The Importance of In-Person Sales
Creating a Luxury Experience for Motherhood Photographers

PART 1 OF 3: The Ultimate Guide TO a Successful Motherhood Portrait Business

PART I: Laying the Foundation for Your Motherhood Portrait Business