Issue link: https://www.ascpskindeepdigital.com/i/1037162
58 november/december 2018 If you're new to marketing, you might be wondering what branding is, or even what branding is not. Often when we think of branding, we think of one thing: a logo. Logos are certainly an essential element of visual branding, but branding itself is far more than a pretty emblem on a business card. It's a common theme or thread that deliberately unites all pieces of business marketing opportunities to form a story. There are millions of purchasing options out there, but people buy what they feel a connection to. Create that connection through your brand story. You are the storyteller, your business is the story, and the plot is to get clients in the door. As a skin care professional, you are telling a story whether you realize it or not. From the way your website looks to the way a client feels when they enter your space, each opportunity for a client interaction is an opportunity to communicate your spa's values and identity. It is the essence of your purpose, passion, personality, values, and vibe. When you craft your business story by using repetitive elements of unique branding, it allows you to quickly tell clients and potential customers who you are as a business, what type of services they can expect, and how you're different from other spas and salons. It also gives your business a professional and polished appearance. So how does an esty uniquely brand their business to tell an authentic and engaging story? DEFINE YOUR WHY Before you start thinking about color palettes, elaborate font combinations, or even a name for your business, it's important to take some time to reflect on your "why." Ask yourself why you do what you do. Think about why you chose this profession and consider all the reasons you get excited to come to work every day. Do you live for popping pustules and extracting comedones? Or maybe it's the How does an esty uniquely brand their business to tell an authentic and engaging story?