The beauty industry is one of the most competitive markets today. Competing with established companies and brands may appear daunting. In addition to performing the typical market and feasibility studies done, new beauty brands should focus on strategizing their approach in the following key areas:
- Brand Appearance
- Professional Employment
- Social Media Marketing
- Continuing Education
Your brand will reflect you and your services, so spending the extra time and money necessary to devise a plan for these aspects of your business will pay dividends in the future.
Design a Fitting Logo
One of the first things potential clients will notice about your PMU business is your logo. Spend time thinking about what you want to communicate through your unique trademark to the public. Do you prefer classic colors and lettering or something bolder? Typical colors for PMU logos are more feminine pinks, purples and whites. More luxurious and masculine colors are blacks and golds. Use color and font choices to communicate the vibe you represent best. “Edgy” or “modern” can be communicated without words through the design you choose.
Ask yourself who your target audience is and what unique strengths your business brings to the table. Are you branding yourself as affordable, or will you be known for high-end luxury? Investing in a PMU marketing company that understands your vision and voice is a wise investment to develop a cohesive brand image across all customer facing content.
Understand Your Competition
As with most market research, you’ll want to size up the competition and their branding strategies. More than likely, this information can easily be found on their social media platforms like Facebook and Instagram. Following their pages and interacting with them will inform you on how others market themselves. It’s also a way to start building up your own contacts.
Recruit a Team of Supportive Employees
It’s impossible to do all the things that need to be done to build a brand alone. Allocate your time and effort towards finding reliable people who share your vision. In the current market, traditional recruitment methods still seem to work well for finding great employees. Customer service is a big part of branding, so invest time and materials into training and mentoring your employees to reflect the quality service and customer-focused image you strive to attain.
Your staff is not the only part of the team. As your business grows, your tax liabilities and intricacies likely will, too. Hire a tax professional or accountant to give you the best financial advice and help with everything from controlling costs to preparing tax documents.
Use Social Media to Increase Brand Awareness
You can plan the best logo, build the best team, offer the best services in the friendliest atmosphere, and go above and beyond your competitors, but fall short of success if clients don’t discover you. Increasing your brand awareness is a must, meaning familiarizing the public with your services. Make it a daily habit to work on growing your business, setting aside anywhere from just ten minutes to an hour daily. Increasing public awareness of your brand and services will inevitably bring you more PMU clients.
Research what marketing techniques draw the most attention, but give particular consideration to social media platforms like Facebook and Instagram. These platforms are wide-reaching, free, immediately accessible and chances are, you know a lot about how to use them already. Staying active on social media is a great way to get your brand and services in front of thousands of people every day. Keep in mind that other businesses are doing the same, so the key is to make posting and running Stories a regular habit to increase your viewership. Social media is a great avenue for posting before-and-after pictures and testimonials. Photos and testimonials are essential PMU advertising tools for branding yourself. Learn more about using Facebook and Instagram to market your PMU business here.
Never Stop Learning
Building your brand is an ongoing process that involves continuously educating yourself. From trends to training, you and your team will need to stay in the know so that your brand becomes and remains top-notch in quality and service. Attend trade shows and join a PMU trade organization to stay up-to-date on the latest techniques and trends in the industry. These events double as a great way to build relationships and increase your brand awareness.
Social media, PMU journals and the news can provide important information regarding beauty trends. Following what’s trendy could set you apart from your competition, as long as it makes financial sense and is not done at the expense of abandoning the services and products that speak to your brand. It would be unwise to chase every fleeting change at the expense of services that are timeless.
Take the opportunity to listen to client feedback and use it to improve your brand–from the comfy chairs in your studio to the aftercare kits you provide. Listen to your own clients, the clients of the competition, your staff, social media chatter and anyone you could garner information from about how to better your brand and stand out from others in the industry.
Establishing a new beauty brand presents unique challenges. We hope these tips for building your brand inspire your creativity and fill you with confidence that you have the skills, tools and professional help necessary to establish your successful PMU brand. Invest the time and capital in yourself, your team, and information to achieve your goals.
Are you just starting in the PMU industry and want to build your business from the bottom and rise to the top? Everyone wants that for their business, and it requires knowledge and works to achieve. With the beauty industry being one of the most competitive in the market today, this will present unique challenges. Here are some tips for building your brand.