Issue link: https://www.ascpskindeepdigital.com/i/1037162
way a client glows after a series of peels that changes their confi dence that does it. Defi ne whatever lights your beauty business soul on fi re before you go any further. REFINE YOUR MISSION The next step is creating or refi ning your mission statement. According to Entreprenuer.com, a mission statement is "a short written statement of your business goals and philosophies." Most are not much longer than a single sentence, yet they defi ne what the business is, what it does, and what its goals are. To get started, look at well- established brands that you respect and value. Mission statements are often published on websites and are easily accessible with a quick Google search. For example, Coca- Cola's mission statement is "to refresh the world in mind, body, and spirit. To inspire moments of optimism and happiness through our brands and actions." When you consider Coca-Cola's marketing eff orts, it is apparent their mission statement is at the heart of all they do. DESCRIBE YOUR IDEAL CLIENT The goal of a brand strategy should not be to attract all clients in your area but to draw all of your ideal clients in the area. Not only does this allow you to form a deeper connection with your clientele, it also helps you gain a laser-like focus with all your marketing eff orts. Begin thinking about what type of clients you want to attract. Are they busy professionals or stay-at-home moms? Are they socialites at their country club or teenagers who can become lifelong clients? Consider who this ideal demographic is for you and start to develop an avatar. Choose an age range, then narrow it by 5–10 years. Also consider their gender, proximity to your location, their profession, family life, availability, lifestyle, hobbies and activities, and of course, their pain points. When you defi ne your ideal client's pain points, think about what keeps them up at night. What are their major skin care concerns? Are they the baby boomers who spent years tanning in baby oil and refl ective mirrors only to fi nd out the years of sun worshiping have left a lifetime of repenting for all that photodamage? Maybe your ideal client's pain point is merely wanting to age later by undergoing preventive measures with skin care therapies. This is for you to decide and tailor a solution to. YOUR UNIQUE SELLING PROPOSITION What makes you unique? Did you start out in the guest bedroom of your house? Are you literally curing acne? Do you apply the best lashes in town? Do you use and sell the best products available in your area? What is it that sets you apart from your competition? While what you do may 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.