It's all about the looks, right?
Your outward appearance shapes how your brand is perceived. If you choose to wear branded clothes, it will also reflect your values. So unless that's what you want, an unbranded shirt might be the better choice.
But let’s begin at the very start.
Rule # 01 - Be yourself.
Dress more like you are less like you want to be.
Often, the advice goes the other way. But if you feel uncomfortable, it will come across in the photo, no matter what. So lean into your own personality.
Rule # 02 - Think color.
Unless black is an essential part of your personal style, try to avoid it, especially in your tops. Colors can reflect all kinds of values. So think about how color can communicate your brand’s values.
Rule # 03 - Your surroundings.
Whether you work outside or in a distinctive studio. Either way, the look and feel of your surroundings will show in your photos. So don't worry too much about your clothing.
An Example
We aimed for chill and friendly pictures with an analog character. The minimal color palette of greens and rosé - even the muzzle - elevates the vibe. The branded clothing is specially made and fits well. A very cohesive appearance. See the full reportage here.