Building a lash brand

Building a lash brand requires so much more than just making an Instagram account, giving it a generic name like "Lashed_by_Sally", and then serial posting dozens the same posed photos of your clients eyes. Building a brand requires a certain kind of identity and a set of values that personally aligns with you and how you want to run your business.

Lets face it, there is a plethora of options when it comes to beauty providers. And if you happen to live in an area where beauty services are already oversaturated, it is crucial that you find something that will make you stand out in the crowd. Whether you decide to market yourself as a specialist in a specific style of lashes, offer a unique environment, or provide additional special touches to every service. Whatever it may be, make sure your clients are leaving with something memorable from their experience with you. Once you start looking at your clients as more than just a paycheck, they will start looking at you as more than just a service. This establishes loyalty and good client retention.

Now, you can have all the skill in the world but If you lack in advertising those skills, how will you ever be able to attract your authentic clientele? The key to attracting and retaining clientele is by establishing a brand that stands out amongst the crowd. To do this you must find your identity in which will represent you as a person, a business, and your reputation. If you are struggling with finding your identify in the lash industry first ask yourself these questions: "What do I want to be known for when people see my brand? What do I want my clients to say about me when they are talking about me to other potential clients? What kind of feeling do I want clients to have after they leave their service?" and finally, "What am I the most passionate about in this business? " Make a list of key words that come to mind when you ask yourself these questions. After doing this, you will then construct a mission statement for your brand.

Once you have completed your mission statement, you will now be able to set the tone for your brand. To help get the creative wheels turning, research far and wide and find other beauty professionals who inspire YOU. This does not have to be limited to just lash artists, some of my personal favorite and most influential beauty providers are PMU artists. Find professionals that align with your values and goals you have set out for your career whether they are local or in another country. I recommend looking into everything. The great thing about this industry is that we can all learn from each other. Take advantage of this resource and incorporate others ideas into your brand and learn how to develop your own ideas along the way.

By this point, you should have a mental vision board of what you want for your business. The next step is executing the standards that you have set for yourself. First on the agenda is to construct a name for your brand. In todays world, you have to have a social media presence. And "lashed by Sally" just isn't going to set you apart. Keep in mind your mission statement, your specialty, and something unique about you, and your vibe. People tend to be drawn to alliteration, rhymes, or catchy phrases. Think long and hard before choosing a name and don't be afraid to ask for second opinions.

After you have gone through and feel confident in your brand, consistency will be your best friend. Learn how to be active, engaging, and always provide quality content to your followers. Learn the algorithms, do branding shoots, collaborate with other professionals, run ads and hold giveaways. Remember to always put yourself in the shoes of the client and believe in your mission statement. But most of all, follow through and never give up.