Joanna’s Approach to Modelling & Personal Branding

Joanna, an experienced and professional freelance model, made a successful career change from recruitment to modelling. In this interview, she talks about her journey into the industry and the lessons she has learned along the way. Joanna’s approach to modelling is all about professionalism, preparation, and personal branding. As well as her own modelling assignments, she focuses on mentoring models and helping them build strong careers, especially with the rise of social media. She also shares her advice for new models, stressing the importance of resilience, networking, and continuous learning.

Joanna has been in the modelling industry for two years as a successful freelance model, after unexpectedly winning a Facebook photo shoot competition. However, she wasn’t aware that the pictures weren’t included. After spending £650 for the images from her shoot, she decided to utilise these images to recoup the costs which little did she know, would turn into a very successful modeling career opening up further achievements.

Previously, Joanna worked in recruitment in the logistics industry for seven years. “I guess I’ve been quite lucky to transfer all my professional skills from recruitment over into the modelling industry,” she says. As modelling can be quite inconsistent, Joanna works two days a week to sustain her bills alongside running her model mentoring agency and taking on a few modelling bookings herself.

Joanna noticed a gap in the industry for model mentoring and guidance. “When I first started modelling, I went absolutely crazy,” she explains. After being signed to lots of different agencies, she found that she wasn’t getting any bookings, yet she now averages around 135 paid assignments, with only one coming through an agency. Drawing from her own experience, she decided to build her personal brand as a model mentor, encouraging models to focus on development and portfolio building rather than just representation. She believes that by focusing on personal branding and exposure, models can secure more bookings instead of relying solely on agencies.

The modelling industry is evolving rapidly, with social media playing a huge role. Joanna recognises that brands increasingly seek models who can engage online audiences, leading to new opportunities in influencer marketing, brand partnerships, and digital campaigns.

Beauty standards are also shifting, and Joanna highlights how refreshing it is to see greater inclusivity and representation across size, ethnicity, age, and even personal style. “As a model and mentor, I encourage models to focus on healthy self-expression, and we work with clients who champion that. We try to align our agency with brands that are open and celebrate diversity.”

Despite her demanding schedule, Joanna prioritises personal well-being. A self-proclaimed workaholic, she maintains balance by going to the gym five times a week, taking long walks, and spending quality time with family and friends. Physical activity serves as a structured break from work, allowing her to recharge while staying productive.

For Joanna, preparation is the cornerstone of success in modelling. She advises models to treat photo shoots like first dates, meaning preparation is everything. From organising outfits and logistics to detailed communication with photographers and makeup artists, she believes in leaving nothing to chance.

One of her key strategies is creating mood boards for every shoot, outlining poses, lighting, backdrops, and styling. This level of detail not only enhances collaboration but also ensures that every creative involved in the shoot aligns with the vision.

Joanna emphasises that success in modelling goes beyond just having the right look, it requires a deep understanding of the industry, professionalism, and resilience. She advises aspiring models to:

Educate themselves on contracts, branding, and the business side of modelling to make informed career decisions.
Seek mentorship and guidance to navigate industry challenges more effectively.
Maintain professionalism! Punctuality and respect for the creative team are non-negotiable.
Treat modelling like a business, with a strong work ethic and continuous self-improvement.
Embrace rejection as a natural part of the journey, every setback is a learning opportunity that contributes to long-term success.

Through Joanna’s mentoring program, she continues to empower aspiring models by providing the mentorship and guidance that was missing when she started out.

Find out more about Joanna’s mentoring and view her portfolio here.