Different looks for different branding/messaging

Creating looks in a headshot session should be a collaborative effort between you and the photographer. Often, it's good to have different looks for different uses - you may want a look that conveys more confidence/experience vs. one that is more relaxed, smiling. Neither is wrong or right, just different. Ben wanted several looks, one emphasizing confidence, the other approachability/friendliness. It's not that either look has none of the other's attributes, it's a matter of emphasis and the particular impression you want to convey. He did a great job with both!