Have you ever wondered what makes what makes someone photogenic? Some people seem to look great in every photo: they’re always effortless, natural, relaxed.

Meanwhile, the rest of us are sitting here like: “Why do I always look awkward in photos?”

If you’ve ever looked at a photo of yourself and thought, “Why do I look worse in photos than in the mirror?,” you’re not imagining it. Many people feel just like you.

Understanding the reasons why you feel this way can help to change how you see yourself in photos.

It’s not your outfit or your pose. The energy you bring to your brand shoot changes everything—here’s how to set yourself up for photos you love.