Authentic Branding with Geoffrey Kautzman of Ethos Lending | Rick Feldman Photography

Let’s be honest — the world doesn’t need another photo of someone standing stiff in a suit and tie, pretending to be who their industry says they should be. That look might have worked a decade ago, but these days, people connect with real.

That’s why I love creating branding sessions that show my clients as they truly are — not how they’re “supposed” to appear. Authenticity always beats conformity. Whether you’re in lending, real estate, or any other client-facing business, your photos should reflect the person your clients actually meet, not a polished stereotype.

When Geoffrey Kautzman from Ethos Lending booked a mini branding session, he came in with that same mindset. We wanted images that were professional, yes — but also genuine, approachable, and unmistakably him. No stock poses, no corporate pretense.

Geoffrey brings calm confidence and a sense of trust to his work, and that’s exactly what we captured. Simple, clean portraits that show he’s the kind of person you’d actually want to talk to about your home loan — not just another face behind a desk.

That’s the magic of branding photography done right: it builds connection. Because when you look like you, your clients can see themselves working with you.

If your photos still look like your industry’s dress code instead of your personality, it’s time to change that. Book a mini branding session with Rick Feldman Photography and let’s create something that looks — and feels — like you.

Watch a behind-the-scenes look at a sped-up 45-minute branding shoot condensed into under 1.5 minutes. See how Rick Feldman Photography captures authentic, professional images quickly and creatively.