One of the staples of my business is the time honored "Corporate Portrait". Some call them head shots, business shots, or even variations on promo shots. All are applicable and ultimately mean the same thing - Conveying your persona/image to potential clients of your brand.
Brand means many things to different businesses, but at the end of the day, it's highly probable that your clients like dealing with you, simply because they have some personal connection or familiarization with you. THAT is what your portrait should portray. All business is a form of sales and marketing, even this tattoo shop that is featured here. The staff sell their skills, talents and personalities. Attaching those things to a portrait is not easy, but when it works, it REALLY works.
Wether a simple portrait on a black background for a realtor's business card, or a large composite group shot for a billboard and national advertising campaign, your portrait should clearly say who you are without words.
