Let’s get one thing straight; brands aren’t built overnight, but building your brand and image is just as important as the work itself. Your brand should be unique, memorable, and most importantly, recognizable. Even if you’re just starting out, it’s crucial to start branding yourself and your lash business from the get-go.
What Is Personal Branding?
So you may be asking yourself, what exactly IS personal branding and why is it important? A brand isn’t about marketing or selling who you are or your product. Branding is how you make people feel and what they associate you and your business with when they see your name or logo.
“A brand is anything — a symbol, design, name, sound, reputation, emotion, employees, tone, and much more — that separates one thing from another.” - Neil Patel & Aaron Agius
In his Guide to Building Your Personal Brand, Neil Patel describes his three-year-old self associating McDonald's golden arches with a burger and fries. Seeing those arches immediately made him think of his beloved Happy Meal, even as a toddler.
That’s branding — making an impact with a single symbol.
It’s not just about your logo or the number of followers you have on social media, however, it’s about making the best impression on and offline. How do you create a brand for yourself as a lash artist? Let’s take a look at a few ways you can create a brand that makes current and potential clients feel confident about their choice to seek your business.
Define Your Target Audience
Before creating your own brand, it’s important to define your target audience. Once you’ve identified your audience, (i.e. age, demographics, gender) you can begin to understand your audience’s behaviors and expectations. This means taking the time to research your audience to find out things like what they think of your brand, common behaviors or patterns, and who else is competing for them. Audience identification is crucial for launching your lash business and building a loyal customer base.
Develop Your Niche
As a lash artist, competition is inevitable — what sets you apart from the rest? What makes you different from your competitors? Don’t try to be like everyone else, find out what YOU are good at and be the best at it. Building a unique personal brand means thinking outside of the box. Use unique characteristics to your advantage, even if they’re not 100 percent relevant to your lash work. For example, say you’re trying to decide between two nail salons. You already know both places have equally amazing work, but one salon offers champagne and loyalty reward points and the other doesn’t. More than likely you’re going to choose the place with the bonus perks because, on top of receiving quality service, the salon goes above and beyond to make you feel special. This is exactly the same type of brand you want to build for your lash business.
Infuse Your Personality Into Your Brand
In addition to providing a unique service for your clients, your brand should always complement your own personality. Is your brand relatable? Do you make your clients feel like family? Clients should be able to relate to you and your brand. Be sure to create a brand that encompasses your story.
Build Your Best Lash Brand
Now that you know what it takes to build a great brand, it’s time to get out there and actually do it! Remember to be true to yourself. Your lash business brand should aim to spark feelings of joy, comfort, and confidence in all of your clients. For more information on how to build your brand check out our article on how to Attract More Clients With a Strong Online Presence.
Content Creator | Extrovert | Amateur Chef | Weapon of choice: Glitter