Cosmetologist Branding

Defining Your Cosmetology Branding

Before you can successfully market yourself to your clients, you need to know how well what you stand for works within the cosmetology market. Strong branding will set you apart, but only if it is well conceived and intentional. Below, we’ll explore some of the ways you can start to develop your brand identity.

Know Your Specialty

As you begin your hairstylist branding journey, you need to look inward and determine what you love most about being a professional in the industry. Explore your passions and creative interests and think about what work catapults you into a flow state.

Define Your Target Market and Ideal Client

Once you know what part of the job gets you ticking, you need to define your target market. Think about your ideal client and how your services can help them. Here are some questions you can ask yourself to narrow down your target market:

What are your specific services and prices?
What type of person is looking for these services?
What demographic do you identify with the most?
What services do your competitors offer?
Is there an area of service that is underserved in your city?

Establishing a niche for yourself as a beauty professional lets you offer services to specific groups of people. Of course, you should be able to cover the basics of cutting, coloring, and styling for anyone that walks through your doors, but you should also offer specific services that set you apart from others and keep clients coming back.

For example, if your city is lacking a stylist that specializes in hair braiding or applying braid extensions, and that’s your specialty, consider marketing for that service.

Establish Your Core Values

Your hairstylist branding should have a core set of values that guide your business. These are the foundational elements that define the type of service your clients will receive. Here are just a few examples of some core values that can define your hairstylist branding:

Relationship Building: You’re interested and engaged with your clients lives, which encourages them to come back to you time and time again.
Acceptance: You’re willing to work with any potential client, regardless of their sex, gender, class, etc.
Attention to Detail: You’re dedicated to delivering high-quality cutting and styling services, all the way down to each individual strand of hair.
Professionalism: You’re committed to delivering prompt, professional service to your clients. You treat them with respect and expect the same from them.

Define Your Product

Now that you’ve established your passions, ideal client base, and core values, you need to define your actual product. Think about what services set you apart from other beauty professionals, as well as what services are lacking in your area. Perhaps you’re an expert in styling updos, dreads, or perms. Try to identify what services are lacking in your area and tailor your product around your skills.

Explore Your Unique Qualities and Develop Your Image Around Them

What makes you unique? Do you have bubblegum pink hair and a bubbly personality? Or are you clean-cut and composed?

Whatever the case, you need to build your brand identity around the qualities that make you stand out. This makes you more identifiable to potential clients. For example, if you’re whimsical and energetic, you might commit to a color scheme of pink and blue. Using the same colors throughout your hairstylist branding conveys a sense of consistency.

Setting Yourself Up for Success

Before you can successfully market yourself to your clients, you need to know how well what you stand for works within the cosmetology market. Strong branding will set you apart, but only if it is well conceived and intentional. Below, we’ll explore some of the ways you can start to develop your brand identity.

Logo

As a unique hair salon personality, you need to have a clear and identifiable logo that clients recognize. Having spent time developing your image, you should already know what colors and themes match your brand identity. For example, if you’re a daring and expressive stylist, you might consider using red and black to suggest that motif.

Business Cards

Business cards are a great way to leave a lasting impression with clients and give them the opportunity to contact you whenever they require your services. Your business cards should maintain the same color scheme and reflect the overall vibe of your brand.

Treat every client interaction as an opportunity to upsell your brand, and keep your business cards handy. They help keep your brand and services at the forefront of your client’s minds.

Tagline

Having a tagline makes your brand even more identifiable. These short phrases summarize your services and add an extra layer of intrigue to your brand. Taglines can be fairly simple, too.

For example, if you specialize in styling updos, you could be “The Updo Artist.” Or, maybe you’re “The Perm Pioneer” or “The Curl Connoisseur.” They don’t necessarily have to be alliterations, but taglines will help your hairstylist branding stand out even more.

Website

Building a website is a great way to improve your hairstylist branding. In fact, it should act as a central hub for everything relating to your brand. Here are some necessary components that you should be sure to include on your site:

Logo
Tagline
Contact information
Portfolio of work
Social media handles
Mission and value statements
Client testimonials
Blog

Social Media

Using social media effectively is important to the success of your brand, since it allows you to directly connect with your clients. You can share hair care tips, post online coupons, and get to know your clientele a little bit better.

Be sure to maintain a presence on Instagram and Facebook, since they’re the most visually-driven sites. Here, you can showcase your work alongside client testimonials and drive traffic to your website. The more you positively engage with your target audience, the more likely they are to see you as an authority in the field and come to you for services.

When using social media to promote your brand, make sure you stay in line with your brand identity. Always keep in mind your color schemes, tone, and values!

Learn From the Best at Brillare Beauty Institute

At Brillare Beauty Institute, our cosmetology and esthetician courses don’t just teach you the basics of the trade. We give you the tools to thrive and even show you how to run your own business. That’s why we’re considered one of the premier beauty institutes in Tennessee.

If you’re looking to up your skillset and improve your hairstylist branding, contact us today.