The way you lightBright sunny days can make for squinty eyes and dark shadows, opt for open shade or have your subject face their shadow.
The golden hour (the hour after sunrise and hour before sunset offer beautiful golden light.
Overcast and cloudy days diffuse the sunlight and will evenly light your subject.
When shooting indoors, bring your subjects close to windows for natural light, when you need to use flash you can diffuse it
An external flash can be turned to bounce the light off of white walls to create a softer, more natural light.
Even if you only have a pop-up flash, you can purchase diffusers, DIY your own by using the handle of a milk carton or bounce the light by holding a white business card at an angle