This week we have as a guest one of my good friends and super talented Kate Lynch, the Director of The Creative Society in Cork City and Co-Director Eimear. So without further explanation, let's enjoy what their top 3 bits of advice for successful branding are.
The Creative Society is a social media & branding agency that specialises in the hair and beauty industry. With a combined experience of almost two decades, we offer a range of services, including social media management, web design, social media workshops & brand design.
What are your top 3 tips for branding your beauty business?
Number 1: Discover your brand purpose and determine your target audience.
You would be surprised at the number of business owners I speak to in the Beauty Industry who have no idea of their brand purpose other than making money. You must ask yourself: Why do you exist? What problem do you solve? Once you have figured this out, it will be much easier to map out your target audience. (And no, your target audience is not women and men between the age of 16 and 85!!!) Map out your ideal customer, the person you want to book and buy from you. Keep in mind who exactly you are trying to reach. You'll tailor your message to meet their exact needs.
Number 2: Figure out your Unique Selling Point
Sorry to burst your bubble, but Beauty Businesses are a dime a dozen! Every corner you turn, there is another nail salon or laser clinic. Starting a memorable brand means you dig deep to figure out what you offer that no one else is offering. What differentiates you from the rest? What makes you stand out in someone's mind and convinces them to book with you instead? When posting on social media, focus on your USP and consider how you provide value that improves customers' lives.
Number 3: Integrate your brand into every aspect of your business
If you don't have a branding guide (A collection of specifications detailing the physical side of your brand; colour palette, logos, fonts), you should invest in having one created. It helps you appear more professional and establishes trust with your customers and followers. It enables you to maintain consistency on social media & gives you and your employees a central place to access visuals to create more compelling content. The brand-building process never stops! If a client walks into your business, your brand image must be displayed everywhere! Anything tangible–from business cards to coffee cups to packaging –needs the stamp of your logo.
Kate & Eimear
Co-Directors - The Creative Society
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