Friday, 24 September 2021 11:21

Cohesive Concepts: Better Business Branding

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Let’s talk about branding. Effective Branding and a cohesive feel can give you a major edge in an increasingly competitive industry. Your brand is the commitment you make to clients. It tells them what they can expect from products and services, and it differentiates you from others in the skin care industry. Your brand is created from who you are, who you want to be, and who clients perceive you to be.

Since this can sound overwhelming, start with what you like, picture the perfect client, and don’t be afraid to have fun.

Instead of stressing about the perfect logo, think of the overall feel a client should experience when they walk through the door, visit your website, or click through your Instagram account. While a logo is one way a client will remember you, clients are more likely going to remember how they felt when they saw your space or online presence than the perfect logo. This impression should have a cohesiveness about it. Colors are important and can convey desired environments like something uplifting, energizing, or relaxing. 

To help grow a brand and the perfect clients with it, create an avatar that represents your ideal client. For example, the perfect client could be in their mid-30s, make good money, and isn’t afraid of spending money. The ideal client may like an elevated experience and doesn’t want to be rushed in and out. They may have their hand on the pulse and know the trends. Generally, ideal clients prefer quality over quantity.

After determining the avatar, start building a cohesive experience.

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Kasey BooneKasey Boone has always had a passion for the beauty industry. After working as an aesthetician in the treatment room for over 15 years, she now has a passion to create fun, versatile tools that can be used in and out of the treatment room. She has created the amazingly soft and easy-to-use Glow Towels, Glow Skincare Cold Roller, Mini Cold Roller, and more. When Boone is not creating skin care tools or treating her clients, she is working on her new magazine and podcast, Skin and the City.


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