Are You Branded for Success?

By ASCP Staff

Marketing your skin care business can be challenging, and branding is just one piece of the puzzle—it’s so much more than just a logo! While logos are an important element, branding is really “the process of creating a recognizable professional name and reputation for yourself and your business.” That means weaving a common thread through all your marketing touchpoints to build a story that tells the world what you’re all about. 

As a skin care professional, there are many avenues you can use to tell your story. Your website, the look and feel of your space, your service menu, and even the way you run your business—all of these elements convey your uniqueness, passion, core values, personality, and vibe. It’s what sets you apart and highlights why clients should choose you over other estheticians.

So how can an esthetician uniquely brand their business to tell an authentic and engaging story—even when there are 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. This is a short statement of your business goals and philosophies. This can be one simple sentence that defines what the business is, what it does, and what its goals are. Your mission statement is at the heart of all you do.   

Describe Your Ideal Client  

To gain laser focus with your marketing efforts, you need to clearly define the type of client you want to attract. Are they busy professionals looking to de-stress during their lunch break? Stay-at-home moms carving out time for self-care or teens struggling with acne who could become loyal, 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!

1. 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.

2. 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. 

3. FABULOUS FONTS

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.   

4. 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.     

5.  PHYSICAL SPACE  

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.

6. 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.