Branding yourself as a microblading artist is essential, whether or not you’re joining an existing microblading clinic or venturing on your own.
In the age of social media, everyone has the means to market themselves and the access to a large audience. There’s no reason to not take advantage of it.
Self-branding is 9 easier than it sounds. It’s all about determining how you want to present yourself and reaching out to your market effectively.
Ready to get serious about branding? Or just curious about what this branding fuss is all about? Let us take you through a crash course on microblading artist branding.
What is branding?
Branding is a marketing term that has been adapted for and used in everyday conversations. Many people think that “branding” means having a fancy logo and a cool name. In fact, it is much more than that.
To fully understand the concept, let’s first consider its history.
Decades ago, people started branding their farm animals. These animals had a tendency to wander off their land and into some other farmer’s property. And so, farmers had to devise a way to identify which animals were theirs and which weren’t. The animals were literally branded with a hot iron brand—hence, “branding.”
Similarly, a company, organization, or individual would engage in branding to make themselves known. To differentiate themselves from their competitors.
Therefore, branding refers not just to the logo (a.k.a. the modern day “brand”).
It encompasses everything about you, from how you speak to your market to how you present yourself on social media.
When we talk about building a brand, we’re talking about (among others):
- Determining how you want your market to perceive you
- Establishing yourself according to that preferred perception
- Maintaining that perception religiously
Why you shouldn’t shy away from branding
What many people don’t understand is that everyone already has a brand.
For example: to your friends, you could be known as the “mom friend,” the person who’s always looking after everyone. Another example: we all have know someone who’s the “black sheep” of their family.
The point being that everyone has a reputation. When we speak of branding one’s self, we speak of actively taking control of that reputation to use it to your advantage.
There are many benefits to branding yourself as a microblading artist. And, really, the only alternative is wasting your available resources.
Here’s why you should actively cultivate your microblading artist brand:
- People will know what you do. Friends, family, acquaintances—these are all potential clients. If they want microbladed eyebrows, how will they know to reach out to you if they’re not aware you’re a microblading artist?
- People will remember you. Even if your social circles aren’t interested in microblading, they might know someone who is. And when their friends start looking for recommendations, then the first name to pop into their heads will be yours.
- People will learn more about microblading. Let’s face it: permanent makeup simply isn’t as popular as traditional makeup. And, sometimes, people don’t know that what they want and need is actually permanent makeup. By promoting yourself, you’re also promoting the industry. Your audience might not immediately want to avail your services, but who’s to say they won’t warm up to the idea given enough time?
- People will see you as a pro. When it comes to permanent makeup, no one wants to do business with an amateur. By branding yourself as a professional, clients are more likely to trust you and patronize your work.
- People can contact you. Social media and websites are online business cards. If someone wants to inquire about your services, they’re probably going to search for your name on Facebook or Instagram. Having professional-looking social media accounts will encourage them to reach out to you.
How to brand yourself as a microblading artist
How do you go from wanting a solid brand to having one? Let’s walk through these steps.
1. Know your target market
The point of branding in business is to a) find customers who will probably like you and b) convince the rest to like you, too.
Knowing your target market allows you to speak in their language in the channels they use.
Say, your target market is 18- to 30-year-old men and women in Los Angeles. Would you run a classified ad in a local paper in San Francisco? Of course not—the target market wouldn’t see that ad.
Which is why you need to ask yourself the following questions about your target market:
- Where do they live?
- How old are they?
- What forms of media do they often consume? (e.g. print, TV, radio, social media)
- What kind of content do they respond to best? (e.g. news articles, inspirational videos, memes, etc.)
- What language do they use? What tone of voice best resonates with them? (e.g. using local slang)
- What design trends appeal to them?
2. Check out the competition
Since you’re already doing research, why not do some digging on your competitors?
Scope out the playing field. What kind of content do they post? Whom do they give discounts to? What promos do they host? What does their website look like, and what kind of information is posted there?
The idea is to identify what they’re doing right and what they’re doing wrong. Put yourself in the headspace of a client. What about your competition impresses you? And what about them turns you off?
Learn from their mistakes, and improve upon their ideas.
3. Identify an identity
Now, it’s time to ask yourself: who am I? It’s a little abstract, so let’s try and make that more concrete.
When creating an identity, here’s what you’ll need:
- A name. Make it memorable and unique.
- A logo. Don’t be afraid to work with a designer so you have one that looks professional and stands out.
- A mission and vision. Why do you do what you do? What do you hope to achieve? Your guiding principles are what will drive your business forward.
- A voice. If your brand were a person, how would it talk? Authoritatively and a little dry? Upbeat and wittily? Having a consistent voice will make you more memorable.
Before you even think of making a Facebook page, you should have an idea of who you are and how you want to present yourself.
Otherwise, why would anyone choose you over other microblading artists? Why should they trust you? What do you have to offer that they don’t?
4. Look the part
Visual identity is integral to branding. After all, what would Coke be without its red and white logo? Would Apple be as successful if not for their consistently sleek products?
Thanks to social media, we now live in a highly visual world. Gone are the days when advertising meant an extremely persuasive paragraph.
Today, it’s all about instant and visual communication.
This is the part where you collaborate with a designer if you want a visual identity that is effective and will last you years. Of course, you can DIY it, but let’s face it: we’re not graphic designers.
Here are what you’ll need to decide on before getting someone to do the dirty work:
- Color/s. What colors will represent your brand? If you’re a female-focused brand, you’ll want a shade of pink or purple. If you’re into organic microblading, you’ll want a touch of green. Different colors represent different values so be mindful of what you decide to use.
- Font. Are you going for a sophisticated brand? Use light fonts that evoke high-end fashion. Going for a hipster vibe? Look for widely spaced font styles that look retro. The font you use will set the tone for what your brand is. Choose wisely.
- Photos. In our line of work, photos are of the utmost importance. We use photos to showcase our skills and prove our experience. Determine if you will be using free stock photos (not recommended), purchasing stock photos (recommended), and/or staging your own photo shoot (very much recommended). Again, your photos should reflect your brand. Use photos that evoke professionalism or youth or inspiration, depending on what you want your brand to be.
5. Choose your battlefield
There are many avenues available for self-promotion. Social media, of course, is the most popular, as it is free and almost intuitive to use.
However, the downside and the upside to using this channel is the same: everyone is on social media.
The best advantage of social media is that everyone from your mom to your childhood best friend’s pet dog is on it. The only challenge is to get them to pay attention to you.
Its biggest disadvantage, on the other hand, is that all your competitors are also on social media. You’ll have to compete for attention and compete to keep that attention.
You can also choose other media channels, depending on what forms of media your target market consumes. You can run an ad in a local paper or post a poster in traffic-heavy subway stations. The trick is knowing where your target market goes—and following them there.
Most microblading artists choose three channels: Facebook, Instagram, and their own website.
Facebook is self-explanatory. Having a Facebook page contributes to your impression of legitimacy.
Facebook’s features have been optimized for businesses, as well. Clients can send you messages, view your services, find your contact information, watch your videos, and leave you reviews.
You can also take advantage of Facebook ads to reach an even wider audience.
When people make a Google search of your business, one of the first search results will be your Facebook page. Make sure that your page is user-friendly and constantly updated.
Instagram is where beauty and fashion enthusiasts thrive. While it’s not the most business-optimized social media site around, its photo-focused interface makes it popular among the beauty community.
If Facebook is your business card, think of Instagram as your portfolio. Instagram is perfect for showcasing works-in-progress, finished results, and demo videos.
Not many clients will use Instagram to contact you, unlike Facebook. However, Instagram is great for building a presence and cultivating brand recall among your clients.
6. Create a website
Your website is where it all comes together. All the information about your business, all your photos, all your offered services.
Here are the essential features and pages any microblading website should have:
- Homepage or landing page
- About us
- Meet our team
- Reviews or testimonials
- Frequently asked questions
- Contact us
Your homepage is what welcomes your client. Therefore, it should be well-designed: pleasing to the eye and easy to navigate. It should also have all the essential information about your business at a glance.
Your about page tells the story of your business. How did you come to be? Who was the founder? What drives your service?
The meet our team page introduces you or your team of artists. This gives a face to your brand and lets clients see in advance who will be servicing them. This is also an opportunity to list down all your professional qualifications, training, and experience.
Services lists down the procedures you offer. Each service must have its own page, complete with a full description, photos, and reviews.
The reviews page highlights your best reviews from former clients The goal is to prove that you provide client satisfaction.
The FAQs page provides additional information about your business and your services. You can either make a list of frequently asked questions, anticipate what questions your clients will have, or both.
Your blog should aim to provide news, tips, and tricks to your clients. Additionally, your blog will go a long way in helping your microblading website rank in Google.
As the name suggest the contact us page provides clients with your contact details. You can also add a way for them to send you a message directly from the website, so they no longer have to open an email window.
7. Make a content plan and stick to it
The key to effective branding is consistency. If you’re always switching writing tones or brand colors, clients will have a difficult time remembering your brand.
Once you’ve identified what kinds of content your target market likes, it’s a matter of posting these content on a regular basis.
Here are a few content ideas:
- Photos of your works-in-progress and finished products
- Microblading preparation, aftercare, tips, and tricks
- Video reviews from clients
- Before and after photos of microblading procedures
- Inspirational photos with motivational quotes
- Promos and discount
Your posting schedule should coincide with when your target market is online. Avoid posting more than twice a day, otherwise you might annoy clients into unliking your or unfollowing you.
Branding will make you memorable and, therefore, successful
You’re not going to find overnight success because you have a solid brand. It takes time to build a reputation and even more time to get people to remember you
However, once people know who you are, and if your branding is strong enough,then they will have a difficult time forgetting your brand.
Need more marketing advice? Check out this article, one of our many pieces in our Microblading 101 series.