Time was, only realtors and lawyers needed headshots.

Now, more than ever, we all do.

With so many people on social media platforms like Facebook–even my 75-year-old mother–and with so many businesses using them as a way to get the word out about their products and services, a great headshot is more important than ever.

That’s not to say that the headshot has to be a standard head-and-shoulders affair in front of a banker blue background. The key to a striking social media profile photo (avatar) is to create something recognizable–striking–and memorable. It should fit your personal or professional brand. If you’re a banker, then your avatar may (or may not) be a bit more traditional. A social media avatar not only has to fit within certain physical constraints (usually square). It needs to match the style and further your branding goals.

When considering a new photo for your social media profile, ask some basic questions: What are some descriptive words that you want to come to viewers’ minds when they see your image? What platform will the photos be published on? Will the photo be seen by friends, clients, or both? Do you want something abstract or human-oriented?

Armed with this information, you can not only give your photographer a good idea of which direction to take…but it’ll be easier for you to choose the best image for you.