I recently had the pleasure of sitting down with one of my long-time clients, Chris Rohter, Chief Revenue Officer at Alignable, over a video call. As always, he brought insightful perspectives to our conversation, which I deeply appreciated, especially given his understanding of the value of investing in both personal and professional branding.

For those unfamiliar, Alignable is an online referral network designed for small businesses, with over nine million members on its platform. The goal is to empower small businesses by connecting them and leveraging the strength of their collective network.

Our call was a great opportunity to catch up. We discussed Chris’s new role at Alignable and, naturally, one of my favorite topics—headshots and branding photography.

Chris has had an extensive career spanning technology, marketing, sales, and partnership leadership, dating back to the dot-com era. Much of his career has been centered around IT companies, but last year, he took a break in France to reflect on his next steps. During that time, he realized he wanted to work with a company that directly supports small business growth. That’s when he met the founders of Alignable.

"We talked about their accomplishments so far—nine million small business owners on their platform—and their vision for delivering even more value to them," Chris shared. "So, I joined the team about six weeks ago. It's been an exciting start. We have a lot to accomplish, but we're moving quickly, and I believe our customers will see the impact soon."

Naturally, our conversation turned to personal branding. I was curious to get Chris’s perspective on its importance, especially today, where the line between personal and corporate branding is increasingly blurred. Chris agreed enthusiastically:

"It's funny," he said. "In my lifetime, a brand used to be defined by things like having a website, business cards, or letterhead. But now, those worlds are colliding. Corporate brands are becoming more personal and informal, while personal brands are becoming essential. Especially for small businesses—you are your brand. People connect more with individuals than with faceless corporations, and that’s exactly what Alignable is about: empowering those personal connections.”

I couldn't agree more. For small business owners, the intersection of personal and professional branding goes beyond just visibility—it’s about building trust and authentic connections. Chris highlighted a feature on Alignable that supports this:

"We’ve recently launched a tool that allows users to see and connect with the networks of their connections. This second-degree feature really expands networking opportunities, enabling small business owners to engage with potential partners and customers they might not have reached otherwise."

Our conversation was a great reminder of how much small business owners juggle. As one myself, I wear many hats—photographer, CEO, HR manager, and salesperson all in one. Chris acknowledged this challenge:

"It's really tough," he noted. "The balancing act is something so many of us, from Miami to Boston, can relate to."

What stood out most was Chris’s focus on community. "The heart of what we do is our community," he emphasized. "It's amazing to see how many people actively engage with one another—whether virtually through webinars or, especially, in person. On LinkedIn or Facebook, you can find people, but seeing second-degree connections is a unique differentiator for Alignable."

We then shifted gears to talk about technology, particularly the impact of AI on photography and branding. I was curious to hear Chris’s thoughts on how AI is changing the landscape, especially when it comes to personal branding.

"It's definitely a challenge," he admitted. "AI and advanced smartphone cameras can make anyone look good, but there’s an authenticity to professional headshots that AI simply can’t replicate. It’s about capturing a genuine, approachable image of yourself—something that no app can truly achieve."

I agreed, recalling a LinkedIn post I’d recently seen. "A journalist from a Canadian news outlet tried an AI headshot tool and ended up with an image where she had six fingers," I said with a laugh. "But more than that, the expression on her face just seemed... off. As an expression coach, I work hard to capture authentic, natural expressions from my clients. When I see AI-generated images, they often look vacant, lacking that human touch. If you want to foster real connections, that’s something you simply can’t compromise on."

Chris also talked about his experience working with me to take his headshot and other branding imagery.

"Your professionalism and the experience you provide on-site is stellar," Chris shared. "You came in, set up in an existing hotel where we kind of put you off in the corner, and made everyone feel at ease. You had the right gear, you looked the part, and everyone loved Malena.”

He added, "I didn’t know what to expect—I remember you had me in all sorts of contorted poses under bright lights, and I thought, ‘I don’t know how this is going to look.’ But when the proofs came back, it was magic. It was me, but at my best."

As a professional photographer, this is absolutely the best compliment. Like many of my clients, Chris trusted me enough to capture his best self. Part of want I try and do is help people feel authentically and at their most confident. 

By the end of our conversation, I was reminded of why I love working with clients like Chris. Hearing about his work, gaining insights into his approach to community building, and his belief in the power of branding and photography as tools for small business growth truly resonated with me.

Chris’s depth of marketing knowledge is impressive, and his perspectives are invaluable. Every conversation with him adds something to my own work as a photographer and branding consultant. Chris is a warm and encouraging individual, and I appreciate his support as a fellow business owner.

As a bonus, I recently saw a press release announcing Chris’s new role at Alignable, featuring a headshot I had taken of him. It's always rewarding to see my work showcased in meaningful ways.

If you're a small business owner looking to grow your network in 2025, head to Alignable and get started.

If you want to reinvigorate your personal brand in the new year, I recommend booking with me. Don’t wait, as spaces are booking fast.

If you have questions, send me an email at info@malenavasquezstudio.com.