As I wrap up 2025, I’ve been reflecting on the decisions that had the biggest impact on my business—not just what kept me busy, but what actually created growth, clarity and momentum.

This year was a big one for me. Not because I did everything right (I didn’t), but because I made some big intentional choices that changed how I show up, how I serve my clients and how I built a business that feels more aligned with how I want to work. The unexpected result? I TRIPLED my income.

I’m not sharing these as a highlight reel, but as a resource for other small business owners thinking about how you want to invest your time, energy and money this year.

Here are the three decisions that made the biggest difference in my business in 2025—plus one miss I’m actively correcting as I head into 2026.

1. I Niched Down—and Rebranded to Support It

Before 2025, I was offering both family photography and brand photography. It felt like a smart choice—two types of clients, two income streams.

In reality, it meant double the marketing, double the messaging and constant context switching. I was trying to speak to two very different audiences at the same time, and it made everything harder.

My biggest fear in niching down was that dropping half of my services would cut my income in half.

The opposite actually happened.

Jill Neil Photography new branding mockups

Tech mockups of website for Jill Neil Photography

In January 2025, I launched a full rebrand and website (by Karima Creative) focused exclusively on personal brand photography for female business owners. That clarity changed everything.

My marketing got easier.
My message got stronger.
And I positioned myself clearly as a brand photographer.

Did I still receive inquiries for family photography? YES. (And senior photography, event photography, even weddings.) Did I still photograph families in 2025? Yes, when it fit my schedule, but I no longer had to depend on it (or miss time with my own family to be available on evenings and weekends.)

By niching down, I started attracting more inquiries for brand photography and headshots which is what I want to fill my weekdays with. And I love, love, love supporting other small business owners and helping them grow.

The result: more clarity, stronger positioning and income growth I didn’t expect (but fully welcomed!)

Going into 2026: While I currently offer multiple packages for branding and headshots, I will likely focus my marketing efforts on a signature service to further ease and clarify my messaging. Clarity from niching down has been one of the biggest growth drivers in my business and I still have room for improvement.

2. I Booked Brand Photoshoots for Myself

Confession: I was a personal brand photographer with limited, outdated photos of myself.

I was sharing photos I had created of my clients, but I wasn’t fully showing me—the person behind the camera, the experience of working together or the personality clients connect with before they ever inquire.

To launch my rebrand, I knew my visuals needed to reflect the shift I was making. So I scheduled a large brand photoshoot to update my photos and align my imagery with my focus on brand photography.

Once I invested in updated brand photos and started showing up as the face of my business, my marketing felt more aligned and more effective. And the images I used most weren’t just polished headshots—they were the images that showed personality, behind-the-scenes moments, client interaction and what it actually feels like to work with me.

Honestly, it was so helpful that I scheduled additional brand photoshoots throughout the year to continually refresh my visual content.

Going into 2026: I’ll continue to treat personal brand photos as an ongoing business tool, not a one-time task. Fresh visuals = easier marketing + stronger visibility.

3. I Invested in Aligned Business Coaching

Maddie Peschong has been my business coach since 2024, and one of the biggest takeaways I implemented from her guidance was niching down—something I fully committed to during my January 2025 rebrand.

Since then, her ongoing coaching has continued to give me strategy, feedback and perspective I can apply immediately. Being part of a program designed specifically for brand photographers—alongside others navigating similar growth—has helped me make big decisions, operate more strategically and improve the experience I provide to my clients.

I also chose to attend Maddie’s three day retreat specifically for brand photographers in her Rebrand coaching program. It’s hard to match the inspiration, camaraderie and confidence gained from meeting IRL to learn through shared ideas and experiences.

Maddie Peschong standing between a shiny tinsel backdrop and a large tv monitor teaching a table of females in her photography studio — *Rebrand Retreat with* *Maddie Peschong; Photo by* *Courtney Olson of Lacuna Studio*

Overall, coaching has helped me to make business decisions faster, without having to do it all alone. (And actually having fun while doing it!)

Going into 2026: I have no plans to step away from this support, especially as I dive into updating my systems this year. The growth I want in my business will happen much faster with the guidance from a completely aligned coach and her team of experts.

My Big Miss: Not Showing Up Consistently on Social Media

If there’s one area I fell short in this year, it was consistency on social media.

Social media is one of the most powerful free marketing tools we have to connect with our ideal clients, build trust and stay visible. Since I manage my own social media (and everything else in my biz) I focus exclusively on Instagram. During the months I showed up regularly, my inquiries increased and I felt more confident and connected. When I didn’t, I felt invisible and behind.

Going weeks without posting also made it harder to restart, and I felt like I was posting from a reactive state (hey, remember me?) rather than creating aligned content that would resonate with my ideal clients.

The issue wasn’t a lack of ideas—it was lacking the habit of creating content in the first place.

In 2026, my focus is consistency over motivation.

I don’t need perfection—I need a sustainable habit that aligns with my marketing plan. Whether that looks like posting a few times a week or scheduling daily posts in advance, the goal is simple: don’t disappear.

I’m starting the year with an Instagram Consistency Challenge as a jumpstart—and building from there. This specific Instagram challenge is hosted by my business coach, Maddie Peschong. It’s open to any brand photographer who wants to join. If you’re not a photographer, you can still follow along for motivation and to see the different pieces of content I create at instagram.com/jill_neil.

Why I’m Sharing This

I genuinely love supporting small business owners—especially those who want their marketing to feel intentional, confident and aligned with where their business is going.

One of the biggest ways I do that is by creating strategic, custom brand photos (and b-roll videos) designed to support real marketing goals. It’s more than a gallery of beautiful images—it’s brand visuals that make it easier to show up confidently and consistently.

Because what good are brand photos if they don’t actually help you grow?

Planning Ahead for 2026?

If showing up more consistently is a priority for you this year, having the right visuals in place can make all the difference.

If you’re ready to create a library of brand photos and videos that support your marketing and help you show up confidently in 2026, I’d love to explore what we can create together.

Simply complete my contact form to start the conversation about what’s possible.

The Business Decisions That Tripled My Income in 2025 (And My Approach for 2026)