Issue link: https://www.ascpskindeepdigital.com/i/460894
Create your free business website! www.ascpskincare.com 25 Salon or spa work has a powerful emotional nature. Consider this: • Those who are attracted to a career providing beauty and wellness services usually have a caring nature and a desire to help make their clients' lives better. • Receiving touch, personal care, and grooming services from a virtual stranger places clients in a vulnerable situation. • Once this vulnerability is overcome, the private, one- to-one nature of skin care services allows clients to feel safe with a trusted person. • Very few other professions involve a similar level of intimacy through touch. • People have an inherent need to be listened to without personal bias. • The length of time some services take—often an hour or more—heightens the impact of all the above factors. • For regular clients, the emotional bond is strengthened even more by the frequency of appointments— sometimes spanning years. Unfortunately, esthetics education is generally lacking in the area of how to navigate healthy, intelligent communication in an emotion-fi lled environment, and how this important skill can affect your business success. Emotional Branding Most, if not all, successful brands engage us emotionally. There's even a term for how this can be used in business marketing: emotional branding. Wikipedia provides an excellent defi nition: this type of marketing is aimed at "building brands that appeal directly to a consumer's emotional state, needs, and aspirations. It is successful when it triggers an emotional response in the consumer; a desire for the advertised brand (product or service) that cannot fully be rationalized. Emotional brands have a signifi cant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship, or love." Every word you speak and every action you take either strengthens or weakens your ever-evolving business brand. That's why it's important not to let the culture of your practice happen by accident. Decide who you are, how you're comfortable interacting, and which of your unique talents, gifts, and personal qualities you'd like to share with others. A haphazard approach can hinder growth and success, and make the emotional element of your practice potentially unsafe. Emotional Branding Building brands that appeal directly to a consumer's emotional state, needs, and aspirations.