Are You Branded for Success?
By ASCP Staff
If you are new to the skin care industry or new to marketing, you might not understand what branding is all about. It’s so much more than just a logo! Logos are an important part of branding, but the definition of branding is “The process of creating a recognizable professional name and reputation for yourself and your business.” This means you are creating a common thread in all your marketing opportunities to form a story and tell the world what you are all about. It tells the world who you are!
Branding is important to make sure you and your brand are recognized instantly by your potential and current clients. Whether you own your own spa or you’re a solo practitioner renting space in a salon or a suite, you have an opportunity to brand yourself—and the benefits are well worthwhile if you approach this in the right way and you are consistent. You might have several spas or independent estheticians in your own community, but proper branding will set you apart from all others!
As a skin care professional, there are many avenues you can use to tell your story. Your website, the look of your space, your service menu, your business . . . each of these convey your uniqueness, passion, core values, personality, and personal vibe. It sets you apart and highlights why you are different from other estheticians.
So how can an esthetician uniquely brand their business to tell an authentic and engaging story when they might have three or four others on the same block?
Define Your Why
The first step is to define your why. Think about why you became an esthetician in the first place. What makes you excited to come to work every day? Does the sight of Grade 3 acne make you quiver with anticipation? Do you adore the results you see from a chemical peel? Define whatever sets your soul on fire about the skin care business and go from there. This can help define every aspect of your business.
Refine Your Mission
Every business should have a mission statement, which is basically a short statement of your business goals and philosophies. This can be one simple sentence that defines what the business is and does and what its goals are. It may be as simple as “To provide the best client care and skin care services and ensure my clients are completely satisfied with the results.” Your mission statement is at the heart of all you do.
Describe Your Ideal Client
To gain a laser focus with your marketing efforts, you need to know what type of client you want to attract. Are they busy professionals or stay-at-home moms? Are they socialites at their country club or teenagers with acne who can become lifelong clients? Here are some questions to consider:
- What age range of clients to you want to see?
- Do you have a preference in gender?
- Do they live close to your location?
- What is their profession, availability, lifestyle, and hobbies?
- What are their pain points? What would be your ideal client’s major skin care concerns?
Your Unique Selling Proposition
What makes you unique? What is it that sets you apart from your neighbors? Get creative and analyze your strengths. Define your unique selling proposition and deliver on your promises.
Your Brand’s Personality
If your brand was a person, what would that person be like? How would they interact with clients? What would they look like and how would they dress? Take a moment to think about how you want your brand to be perceived. A brand’s personality should be felt in every part of a business.
The Elements of a Brand Strategy
Now it’s time to develop all the elements that make up your brand!
LOVE THAT LOGO
A logo tells an instant story and reflects who you are, what you do, and the vibe/connection you want to create. For inspiration, do a quick Google search and type in broad search terms such as “salon or barber shop logos.” You’ll find a vast array of logos that elicit emotion, which is the goal. Remember that whatever logo you create, it needs to reflect who YOU are.
COLOR MY WORLD
Color can provoke many emotions, so be aware of how the color(s) you choose for your brand will make your clients feel. Warmer colors such as orange, yellow, and red can elicit emotions ranging from comfort and warmth to anger and passion, while cooler colors like purple, blue, and green prompt feelings of calmness or even sadness. This applies to your space, too, so consider paint, furniture, and flooring as well.
There are thousands of fonts to choose from, so it may be best to seek the assistance of a graphic designer. Graphic designers also have an eye for balance and creativity, resulting in a polished, professional look. Aim for a clean look, but the most important part of font selection is readability.
YOUR WEBSITE TELLS YOUR STORY
Your website is your visual brand identity and can tell in in-depth story. Many prospective clients will review it long before they book an appointment with you, so it must mirror who you are as a brand and what your clients can expect when they schedule an appointment with you.
As the saying goes, you only get one chance to make a first impression. Make sure your space matches your brand both online and in person. When the client comes in, they will recognize the colors and ambiance that mirror your brand’s identity. From the parking lot all the way to the restrooms, your brand’s story is being told by the physical appearance.
GET IT TOGETHER
Branding your business doesn’t happen overnight; however, the benefits are well worth it. If you always put your brand’s best foot forward, your clients and potential clients will connect with you on a continuous basis, which creates a familiar feeling and ultimately, client loyalty.