The Psychology of Being Seen: How the Mere Exposure Effect Can Transform Your Small Business Brand and Your Bottom Line
Let’s be real: most small business owners didn’t start their company so they could be the face of it. They started it to solve a problem, make an impact, and build something of their own. But somewhere along the way, they realized this:
If no one knows who you are, how can they trust you enough to buy from you?
And that’s where the Mere Exposure Effect comes in—a psychological principle that might be the missing piece in your marketing strategy. This isn’t just about pretty pictures or personal branding fluff. This is about why your face needs to show up in your business if you want to grow.
What Is the Mere Exposure Effect (and Why It Matters to Your Brand)?
Psychologist Robert Zajonc coined the term in the 1960s after studying how humans develop preferences. In short?
We grow to like things simply because we’ve seen them before.
Yes, even things we didn’t initially love. Repetition breeds familiarity, and familiarity breeds trust.
Think about it:
You start recognizing a song after a few plays.
A new face becomes comforting after enough encounters.
Brands that show up often begin to feel more credible—even if their actual service isn’t better.
So when you aren’t showing up regularly in your own business? You’re robbing your audience of the chance to build that trust.
In my opinion, it’s often one of the most important (and underused) marketing tools in a small business owner’s toolbox.
What it means for your brand:
The more your audience sees your face, the more comfortable and familiar you become. That familiarity builds trust—and trust builds business.
And here’s the kicker: You don’t have to “sell” anything for this effect to work. You just have to show up.
Why (Personal) Brand Visibility Matters for Entrepreneurs
There’s a reason personal branding photography is so powerful—especially for small businesses.
In industries where you’re often underestimated, overlooked, or up against louder competitors, being visually consistent and recognizable gives you an edge.
People are far more likely to buy from someone they know, like, and trust. And the first step in that equation?
They have to SEE you.
✅ If you're hiding behind a logo or random stock photos, you're making it harder for people to build that emotional connection.
✅ If you're not using brand photos that show you in action, you're missing out on a core trust-building tool.
The #1 Branding Mistake You Might Be Making
One of the biggest mistakes I see small business owners make is waiting to “feel ready” before showing up in their marketing.
They delay booking a brand photoshoot until they lose 10 pounds, until they’ve rebranded, until their schedule slows down.
But here’s the hard truth:
If your face isn’t part of your visual branding, you’re not fully leveraging your business’s potential.
And I get it—posing for the camera can feel awkward. But the ROI of visibility is real. Strategic brand photography can help you:
Increase engagement on social media
Build authority in your industry
Convert cold leads into warm clients
Stand out in a saturated market
But This Isn’t Just About Marketing—It’s Also About Momentum
There’s something powerful that happens when you start to see yourself in your business. When the image on your website finally feels like it matches the energy of the person behind it.
Clients feel that.
You feel that.
Visibility creates momentum—not just in sales, but in confidence. In alignment. In showing up like the expert you already are.
How to Start Getting Seen—Even Before Your Next Photo Shoot
You don’t need to wait for a full brand overhaul or a website redesign to start showing up.
Here are 5 simple ways to start increasing your visibility using the Mere Exposure Effect right now:
1. Update your profile photo across all platforms.
Even if it’s not perfect, consistency is key. Make sure the same face shows up on your website, Instagram, LinkedIn, Zoom, and email signature.
2. Share a “face to camera” post once a week.
Use a selfie or even a behind-the-scenes shot, and share something about your process, your mission, or why you love what you do. Your audience connects to you, not just what you sell.
3. Repurpose old content—but include your photo this time.
Take a popular post and add a current photo of yourself to go with it. Watch engagement increase—because people don’t just scroll for information, they scroll for connection.
4. Use video strategically (and casually).
You don’t need a ring light and perfect lighting. Stories, short reels, or quick talking-head clips help your audience see your face, hear your voice, and build familiarity—fast.
5. Pin yourself to the top.
Literally. Pin a post or featured image of yourself to the top of your Instagram grid or LinkedIn profile. Make sure new visitors see you immediately.
BUT WHAT IF YOU DON’T HAVE PHOTOS YOU LOVE?
[Drumroll, please…] That’s where I come in.
INTRODUCING: THE SOCIAL SUITE SESSIONS.
These sessions are a curated collection of high-impact brand images designed to give you a library of ready-to-post, on-brand photos for social media that feel like you—but leveled up.
Perfect for:
→ Service providers and creatives who need fresh content now
→ Entrepreneurs ready to show up consistently but don’t have time to DIY
→ Anyone who’s tired of searching for a half-decent photo to post every week
You don’t need another stock photo.
You need images that do the talking for you.
Want to learn more or grab your collection? Check out the Social Suite Collection details here: