A brand without an identity is a brand forgotten

A brand without an identity is a brand forgotten

Posted by Sarah Kinsler-Holloway on

I truly, and wholeheartedly believe there is no such thing as competition in our industry.  And I really don't understand the mindset of checking out the "competition". It's a waste of time and energy on something that is obsolete.

Let me explain: Your clients aren't just buying products and services, they are buying your (unique) story, and they're investing your relationship.  This is why brand identity is so important. 

I often see estheticians with Canva-made logos, no website, using generic or poor quality imagery ask how much they should invest in modalities at start up.  I'm sorry to say this, but they have it backwards.  We should first work on creating and identifying our brand story and then move on to create it's identity.  This is where a branding expert comes in, and yes good ones cost money. But it's essential.  A brand without an identity is a brand without purpose, without soul, and is a brand forgotten. 

If you're in the initial stages of building your brand or looking to rebrand, check out Pinterest. A lot of amazing artists and branding experts live on Pinterest.


Below is a quick reference guide to help you lay the proper foundation to your business:

1. Define Your Unique Value Proposition

Before diving into the aesthetics of your brand, although that's my favorite part, take the time to identify what sets you apart from others in the industry. What unique skills, expertise, or experiences do you bring to the table? Have you read my blog 7 Reasons to Niche? Perhaps you have a signature treatment method, specialize in Korean skincare, or offer a personalized approach to client care. Clarifying your unique value proposition will serve as the foundation of your brand identity.

2. Understand Your Target Audience

Effective branding starts with a deep understanding of your target audience. Who are your ideal clients? What are their demographics, preferences, and needs? By understanding your audience on a deeper level, you can tailor your brand messaging, visuals, and services to resonate with them on a deeper level, fostering a stronger connection and loyalty.

3. Craft a Compelling Brand Story

Stories have a unique power to captivate and connect with people on an emotional level. Share your journey, passion, and mission through a compelling brand story that highlights what inspired you to pursue a career in skincare and wellness. Authenticity is key here – let your personality shine through and showcase the values that drive your business.

4. Develop Consistent Branding Elements

Consistency is key to building a strong and recognizable brand. From your logo and color palette to typography and imagery, ensure that all branding elements are cohesive and aligned with your brand's personality and values. Consistent branding fosters trust and credibility while making your brand more memorable to clients. 

5. Create an Inviting and Relaxing Atmosphere

Your brand extends beyond visual elements to encompass the entire client experience. From the moment clients step into your business to the moment they leave, every interaction should reflect your brand's essence. Create a welcoming and soothing atmosphere that aligns with your brand identity, from the decor and ambiance to the scent and music.

6. Deliver Exceptional Service

Ultimately, your brand will be defined by the quality of service you provide. Strive to exceed client expectations at every touchpoint, from the initial consultation to the treatment itself and follow-up care. Personalize each experience to address the unique needs and preferences of your clients, leaving them feeling pampered, rejuvenated, and eager to return.

7. Cultivate a Strong Online Presence (if you want)

A strong online presence can be helpful for building brand awareness and attracting new clients (although not necessary) - check out my blog on networking. Establish a professional website and maintain active profiles on relevant social media platforms where you can showcase your expertise, share valuable skincare tips, and engage with your audience. 

8. Encourage Client Feedback and Reviews

Feedback is a valuable tool for continuous improvement and building trust with your clients. Encourage clients to share their feedback and experiences through reviews and testimonials, both online and offline. Positive reviews not only serve as social proof for your brand but also provide insights into areas where you can enhance the client experience.

9. Stay True to Your Brand Values

As your business grows and evolves, it's essential to stay true to your brand values and core principles. Uphold integrity, honesty, and authenticity in all your interactions, and let these values guide your decision-making processes. Consistency in upholding your brand values will strengthen your brand's reputation and loyalty among clients.

10. Evolve and Adapt

Finally, recognize that building a memorable brand is an ongoing process that requires adaptation and evolution over time. Stay attuned to industry trends, client feedback, and changes in consumer preferences, and be willing to pivot your brand strategy accordingly.

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  • Do you recommend someone to help me create my brand and identity?

    Phyllis DeFreese on

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