A portrait should be a very personal piece of memorabilia ... it documents a moment in time and reflects the character of the person portrayed. A portrait should be flattering and perhaps a little exaggerated but it should never be pretentious or artificial ... it's the photographer's job to make all that happen.
Portraits can serve many purposes:
remembrances for yourself and loved ones
flattering representations for social media accounts
advertising images for pamphlets, brochures and posters