How Lisa Haukom Is Redefining Photography and Self-Acceptance
Meet Lisa Haukom, the photographer and self-portrait educator at The Goldenbrand, a digital haven specializing in personal brand photography, editorial content creation, and strategy consulting for growing brands.
Lisa’s journey in the world of photography took a unique turn when she realized that people’s discomfort with their photos was a symptom of deeper self-perception challenges. In 2020, she launched The Self Portrait Method, an initiative designed to help women love, heal, and accept themselves through the lens of a camera. Lisa’s distinct approach extends beyond personal photography, as she also facilitates a virtual photography studio experience, defying industry norms to make photography accessible to anyone, anywhere.
We asked Lisa about the story behind The Goldenbrand’s founding, how she navigates self-doubt as an entrepreneur, and what’s next for her and her company.
Q: Tell us the story behind your company’s founding. How and why did you start working on The Goldenbrand?
A: I realized early on as a brand photographer that people not liking their photo wasn’t a cause; it was a symptom. In 2020, I launched The Self Portrait Method to help women love, heal, and find their moxie through the camera lens. Initially launched as a small course, the community has grown into a thriving membership with a robust course, monthly mastermind calls, and a popular bi-annual, eight-week self-portrait photography challenge where the members are asked to stretch their creativity and beliefs through a series of weekly prompts.
I am also proud to be a trusted resource for creative entrepreneurs looking to further their brand with a new visual identity. Like my unique approach to teaching women self-portrait photography, the way in which I photograph brands is also distinct. I don’t have a physical studio. Instead, I prefer to work with clients all over the world—virtually. We meet in a private online studio where I am able to use their iPhone shutter and photograph them as though I am there in person.
These are things you don’t see a lot of in my industry, especially when working with brand and portrait clients. I realized early on that I prefer focusing on the digital photography space rather than selling prints. That business model is great, but it’s not for me. I want to make photography more accessible to anyone, anywhere. Many of my ideas go against industry norms and are not commonly found in the photography space. It has taken me years to talk about all of it transparently.
Q: What are some of the most meaningful impacts The Goldenbrand has had so far?
A: It breaks my heart to see crazy talented, beautiful, accomplished women pick themselves apart, deflated with dormant potential, and stifled by a need for perfection or simply settling for feeling invisible in their own life. We all have so much potential lying dormant under a crushing belief that we need fixing first. They believe they need to be younger, thinner, more stylish, more accomplished, or granted permission to just be themselves.
The world needs more people leading with self-kindness and self-compassion. Witnessing the women I work with confront their fears, reclaiming their power and releasing their moxie makes this work incredibly gratifying. Seeing how this ripples through their business, their families, their communities, and the world is so expansive. They are no longer searching for validation and are able to be more present, more bold, and more powerful in their relationships, lives, and careers.
Q: Have you struggled with self-doubt as an entrepreneur? How do you navigate this?
A: Looking back, I realize how much time I wasted and wish I had trusted my instincts to act sooner. I experienced many disappointments in the past because I was too nervous, shy, and insecure to ask for what I really needed. Back then I also took fewer risks because I trusted myself less. At 47, I saw how much I was outsourcing my own needs and power. I realized it’s not fair to myself and to those who love and support me to not pursue my goals or ask for what I want.
There are always challenges when growing a business, even if they aren’t the more common struggles such as scaling, hiring, or financing. My struggles were external. How do I stand out in a sea of other brand photographers? My business model was so different from theirs, and I assumed I must be doing something wrong. I found myself in the process of launching a business and trying to figure out who I was while also needing to be visible at the same time. My bounce-back-ability was tested more than once, and over time I discovered that failing isn’t an identity. It’s simply an experience delivered with a life lesson. The best way to learn from failure is to create purpose with your failure by teaching others how we failed and why. My entire business is based on my failure to show up on camera—my failure to be “photogenic.”
Q: What are the biggest mistakes you’ve made?
A: Waiting too long to put my ideas out into the world, not being crystal clear on my long-term goals, and giving away my power to others. I tend to want to build my expertise first and then share what I have learned after integrating it into my business. I’m trying to be better about showing the connection points and the origin of ideas that may, or may not, come to fruition.
I had tremendous fear around goal setting in my business, specifically big five- and ten-year goals. I even avoided working with service providers and individuals who could help me grow my brand, simply because I didn’t have an answer to give them. I spent the last year taking a look at where this resistance was coming from and realized two things: although my long-term vision was clear, my fear of not reaching the goal, or worse, wanting something different once I reached it, held me back.
Q: How do you celebrate successes along the way?
A: I make time to stop and notice it. It’s so tempting to move onto the next goal or achievement without taking a moment for yourself. I'll grab my family and share the moment with them. I let them give me a little love and reflect the success back to me. Then I move on with my day. That's all I need. I don't necessarily need a big night out. Just noticing it goes a long way.
Q: What resources or people have contributed the most to your successes?
A: Photography is thought to be a very male-dominated industry, with photographers gatekeeping their methods and processes. I haven’t personally experienced any of that. I believe in the power of connection and collaboration, and I am fortunate to have a close circle of entrepreneurs and creatives to call on for advice and support.
Q: What would you tell your younger self if you were to start your entrepreneurial journey all over again?
A: My best advice would be inspired by a C. JoyBell C. poem:
I could go on and on about all the ways I have limited myself, my whole life, by “waiting” for people. And the only thing that I've ever received in return is people thinking that they are faster than me, people thinking that they can make me feel bad about myself just because I let them and people thinking that I have to do whatever they say I should do. I'm not waiting for anybody, anymore. I'm going to run as fast as I can, fly as high as I can, I am going to soar and if you want you can come with me. But I'm not waiting for you anymore!
Q: What’s next for you and The Goldenbrand?
A: I am launching a book to make The Self Portrait Method accessible to everyone. The current membership format is open to women and those who identify as female or gender non-conforming. I believe everyone needs to be part of this conversation. We all need access to spaces where we can build self image resilience. The book and more open-forum speaking engagements will allow more people greater access to this work.
Lisa is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women entrepreneurs, investors, and leaders by securing PR, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.