In a sea of lash artists, your personal brand identity is what helps you stand out from the pack and stick in your clients’ minds. By knowing who you are and what your business stands for, you’ll set yourself up for long-term success.
Why is personal branding important? ⭐
People need to have a good idea of who you are as a lash artist before trusting you with their lashes. These days, expect savvy customers who will screen you online before even stepping into your salon. If what they see on your social media or website seems scrappy or bland, they’ll just search up another lashing business.
Attracts the audience you want to attract
At the same time, marketing is most successful when you’re not trying to please everyone. Like in any relationship, if you’re not clear about who you are and what you want, then you’ll attract people that are just not the right fit for you.
Through personal branding, you save time and effort from the get go. Better yet, the clients that will end up walking through your door will be more likely to be satisfied with their results and come back again.
Gives you direction when making decisions
Personal branding is also to clarify things foryourself.Your personal branding statement can be a powerful tool for when you need to make decisions as a lash artist. Say you’re looking to upgrade the design of your salon, or you’re mulling over a business opportunity that has come your way. You’ll be able to ask yourself, “Is this on-brand?” and take action with confidence!
Create a personal branding statement ✍🏼
A personal brand statement sums up the essence of your brand in 1-2 sentences. It can include: who you want to work with, how you can help them achieve their goals, and the values you stand for. Let’s break it down:
Who you want to work with
Imagine your most ideal client:
How old are they?
How do they dress?
How do they behave?
What are their interests and occupation?
What socioeconomic status do they have?
Why are looking for lashing services?
These questions help you to create a client profile. By knowing your target audience inside and out, you can then create branding materials that would attract the type of client you want.
How you can help them achieve their goals
Think about your best skills and offerings. Perhaps you offer styles that are quite unique, or you use products that are entirely vegan and cruelty-free. This is where you showcase what makes your services unique and why clients should choose you.
The values you want to stand for (your why)
What are the most important attributes you want your business to represent? Values will give meaning and purpose to what you do. They are what can help you get over road bumps and moments of confusion in your business. Some examples: boldness, sustainability, diversity, integrity, creativity, transparency,
Be authentic 💃🏽
Show off your voice and personality! Your personal brand doesn’t have to be what you think a “successful lash artist”should look like. Potential clients can smell inauthenticity from a mile away. And also, it’s justeasier and less exhaustingfor you if your public brand aligns with who you actually are irl.
That’s not to say you need to display your whole life as part of your personal branding (please don’t). Having boundaries between your personal and work life is important, too. Be selective and purposeful about what parts of your personality you want to infuse into your brand.
What are some of the strengths you have you’re most proud of? What are your own personal values that you also want to embody in your business?
Be focused and consistent 🤓
Branding is an ongoing story about your business, not a one-and-done chapter.
That means it requires focus and consistency. A brand doesn’t get built overnight! Now that you have a personal branding statement, you’ll have to… follow through.
Style and image
Analyze your social media, website, and lashing space from an outsider’s perspective. What vibes do they give off and does that align with your vision for your brand? From your colour scheme and logo, to the tone you use in your writing, to what makes your beauty aesthetic something that *your* clients can’t find anywhere else - all these factors should be consistent with your branding.
Products and quality of service
Branding is not just how you look (though that’s important, too) but also about what you do. For example, if a core value you want to portray is environmental sustainability, or a dedication to cruelty-free beauty, does that reflect in the products you use? If luxury is a huge part of your branding, how does that show up in the services you provide? If client comfort is something you prioritise, how does it translate into the interior decor and look/feel of your lashing space?
Make changes when necessary 💡
Look, even Beyoncé has evolved in her style and image over the years. It can take some time to figure out what works for you. Maybe a branding strategy just hasn’t been giving you the results you wanted. Or maybe you just feel likeyou’vechanged, and you need that to be reflected in your business. It takes guts to admit that.
Don’t be afraid to get back to the drawing board and see where your personal brand no longer resonates with you. Do you want to be perceived differently? How? And what steps do you need to take for that to happen?
Is a complete rebrand needed? Or just a few tweaks? (There could be SO many things your clients already love about you!)
The more flexible and adaptable you are, the more your brand and business will have lasting power.
In summary, personal branding is what helps you build credibility, attract your ideal clients, and gives your business a clear direction. It can involve:
Creating a personal branding statement
Showing your authentic voice and personality
Strategic focus and consistency
Making changes and adjustments to your brand when necessary
Ultimately, the process of personal branding is taking your vision for your business and making it into reality. ✨✨