Maria Dowling: Branding for beauty professionals
We all know the merits of creating a solid identity. Many successful global salons have built their business on the strength of their brand. Yet how many of us think about our own personal brand?
Competition in the hair and beauty industry is fierce, and in this digital age, a career as a stylist, beautician or aesthetician isn’t solely based on how good our work is. Your clients are not only buying into your work but they want to resonate with your persona and most importantly…you.
When I talk about personal branding, this can mean anything from how you communicate to clients, what you post on your social media channels, and even day to day personal styling. If you’re a stylist, colourist, makeup artist or any other beauty professional looking to increase your client portfolio, these top 5 personal branding tips are for you.
- Take a digital audit
Check yourself out online and be honest. What do your social media channels say about you? How are you currently being perceived by your clients, and most importantly is this what you want your clients to be seeing? If you are constantly griping about your job, or posting risky photos, then make sure access to these accounts are kept private. Start afresh by creating your own professional page where you can upload your portfolio, add clients to your lists, talk about new techniques and favourite products.
- Know who you are
Before you begin to work out who you want to be, take a look at how your clients and peers currently perceive you and your work. Knowing how to market yourself will depend on who your clients are, their style and where you naturally gravitate to in terms of whether your persona is edgy, modern, traditional or elegant for example.
It’s important to stay true to your own values and sense of style, making sure it represents the real you. If you’re a natural traditional dresser and stylist, it will be difficult to create and maintain an edgy persona, and clients will see straight through this.
- Look the part
How you look plays a big role in an industry that is always understanding and responding to new trends. I’m not talking about religiously following the trends but it’s essential you stay on top of them and look ‘current’. Turning up to work with your hair looking bang on trend will earn you a lot more brownie points than looking like you’ve just rolled out of bed with 6 weeks of root regrowth. If you don’t wear a uniform for work, then maximise your wardrobe with unique (but appropriate) looks. After all, clients come to you to make them look fabulous, and they will have a lot more confidence in you, if you’re looking groomed and well put-together.
- Take charge online
As I mentioned earlier, your online presence is every client’s first port of call. When we meet someone new, don’t we always google them to find out more? (Or is that only me??). It will be the same for your clients, so make sure your public accounts (keep the very personal accounts private for you and your friends only) are jam-packed with the latest trends, training courses, client before and after pics and your favourite products. Be consistent with the look and feel of your account, use similar filters, only post good photography and make sure your written content is tailored to suit the type of clients you want to attract.
- Share your knowledge
Sharing your knowledge with clients and followers is key to engaging, growing and retaining your client base. We all know the importance of discussing new techniques, new looks and recommending products to our clients when they’re in the chair, so why not extend this by posting your knowledge on your social media channels. Try some hair ‘how-to’ videos and prove you know your trade while gaining exposure at the same time.
An added tip to finish: Your social media channels should represent the best parts of yourself, your knowledge and your work, but don’t be afraid to show your imperfections and insecurities as this can make you so much more relatable to your follower and clients.
