Issue link: https://www.ascpskindeepdigital.com/i/1514075
who they're serving when choosing a name. "Defining your niche positions you to be the go-to person in your market and helps you craft a marketing message that speaks to your target audience." It's also worthwhile to consider any risks before deciding on your brand name. Ask yourself if the name feels evergreen or only relevant to who you are right now, if it's too specific or too broad, or if your play on words could be negatively misunderstood. Figuring out these details before you launch could save you trouble down the road. Ochemba encourages those beginning the branding process to ensure proper spelling and pronunciation and to check existing trademarks and copyrights (using the United States Patent and Trademark Office's trademark search system at tmsearch.uspto.gov/search) to make sure the name is not already being used. Remember: You want your business to stand out, not blend in or be confused with other established brands. EYES ON THE PRIZE Ochemba emphasizes the importance of considering scalability when choosing a brand name, which is especially important if you're looking to grow. "Think about if you want your personal name attached to the brand or if you'll want to sell it later and detach your name," she says. "Thinking through these scenarios will help you decide on a name now that you'll still be happy with in the future." The same goes for naming your brand for specific services you offer. You might be passionate about treating acne, but do you want—or are you prepared— to commit to "acne expert" being a lifelong part of your brand identity? If you see yourself being a top service provider and educator specializing in a niche, go all in and stake your claim. But if you're still on the fence about your offerings as a professional, it might be best to opt for a broader brand name. While you don't have to have all the answers now, it's helpful to have a firm grasp on what kind of growth you're hoping to achieve. Having a solid goal in mind will inform the way you approach your branding and make tough decisions much easier. DIGITAL PRESENCE Today, beauty professionals have more to consider about digital marketing than ever before. That's why it's essential to your brand's success to navigate the world of digital marketing and searchability like an expert. While Ochemba points out that the actual brand name is not necessarily the determining factor for successful search engine optimization (SEO)—how discoverable you are on the internet—having valuable keywords in your business name (like words related to your niche, industry, or service) can act as a bonus for the algorithms used by search engines like Google, making it easier for prospective clients to find you. Doing a little investigation can be helpful. Try inputting brief searches for skin care or esthetician on social media apps and see what profiles come up. This is not to be confused with searching for hashtags, which are useful tracking tools regarding your content but not necessarily your brand's name. Google Trends, an analytics software that's free to use, can also be helpful in confirming what people are searching for. Say you're torn between naming your brand "Caroline's Skin Services" and "Caroline's Beauty Services;" you can compare skin and beauty on Google Trends to see if one term is searched more than the other, what states the terms are most popular in, and what their search history has been like over time. That said, don't be afraid to budget for social media or marketing services if it feels too daunting to do alone. "There are resources available for you to hire an SEO expert so you can focus on other important tasks in the business," Ochemba says. That leaves you more time to focus on your everyday tasks. DON'T FEAR BRAND EVOLUTION It is possible to rebrand later in your career, even if you've had a successfully established business for years. All it takes is commitment to the work and the (inevitable) speed bumps along the way. "Changing your brand name later in your career may feel like you are starting over," Ochemba says. "But I wouldn't stress it. Companies rebrand themselves all the time." Choosing to rebrand can be the result of several factors, including wanting to realign with your target market or increase your competitive advantage. For business owner Kasey Boone of Kasey Boone Skincare (formerly Glow Skincare), it 80 ASCP Skin Deep Winter 2024