By: Jennifer Calero On: January 10, 2020 In: Branding Comments: 0

Is there a need for branding in the beauty industry?

Yes, you need to brand your beauty business!

This morning there was a post on LinkedIn by a fellow marketer that grabbed my attention.  I saw the post just as I was sitting down to write out my thoughts for a branding presentation I’m doing at a local college next month.  The post and prepping for my presentation got thinking about my clients, both past and present.  One thing become abundantly clear and I had to share.

My most successful clients in the beauty industry have a brand, stick with it and infuse it across all they do.

Why Your Beauty Business Needs Some Branding

Simply put, branding grows business.  If you’re serious about growing your beauty business, developing a brand will help you start connecting with people, allowing you to then tell and show them how you’ll solve their problems.

The LinkedIn post I mentioned summarized this so perfectly.  The author said “message before delivery*” and even though I do this every single day, those three words smacked me in the face like a ton of bricks!  I never had to summarize the need for branding in such a short, sweet sentence.

Right now, you’re probably thinking wait Jenn, you’re talking about messaging but I thought we were talking about branding for the beauty industry?

We are.  They are one in the same.

Keep reading.

Your brand is your promise to your clients.  And your brand is made up of both visual elements like your logo, but also your messaging (aka content), customer experience and so much more.

Your brand should tell your clients what they can expect from you and how you’re going to deliver it.  This where messaging, content and story telling comes in to play when we’re talking about branding.

Then, you pull it all together with visual elements like a logo, color palette, photos, etc. to establish a brand your clients get to know, like and trust!

Most beauty business owners start with the visual side of branding and stop once it’s in place.

Don’t get me wrong, you totally NEED a good visual identity.  If you do nothing else, invest in a good logo and brand guide.  But, if you really want to rock it, your brand should be more than a logo.

How to Get Started

Figure out who you’re talking to. Are you targeting teens and 20 somethings that have nothing but time to take care of themselves? Or Moms in their 30s that are struggling to get a shower in everyday let alone make it in for a facial or a good haircut?

Your branding should be different depending on who you’re targeting.

Your message will be different depending on your audience too.   So, establish an ideal customer avatar and craft your visuals and messaging around them. Don’t forget to infuse a little bit of your own flair in there too!

When it comes to messaging, think about the pain point you can solve for your ideal client.  The basic formula to follow looks something like this:

“X came to me with X [insert the problem you fix].  By doing X [insert your service] she was able to X [insert the end result] and X [insert how her life changed because of the service you provided].”

Now, once you have your visuals and messaging locked down, start using it in all your marketing and stay consistent.  Without the right messaging and delivery. your business may struggle to grow.

Items for beauty business owners to review during the branding process

I realize I’ve really simplified this process, A LOT.  But your take away from this post should be branding for the beauty industry is:

  • Important for business growth.
  • More than your logo.
  • Visual AND messaging plus consistency.

If you’re looking at this and thinking it’s time to take a look at your branding but you’re completely overwhelmed, let’s talk.

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