Beauty Launchpad Magazine

AUG 2019

Beauty Launchpad is everything beauty for salons & stylists! Stay on top of the latest hair style trends and products for hair, skin, makeup and nails. Get hair color ideas, business advice, education tips and beauty industry news.

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Page 77 of 102

WHAT IS A BRAND? "Many people mistakenly think a brand is a logo, or a name written in cool font or vibrant colors compiled together, but those are just elements that comprise a larger picture," says Jamie Dana (@jamiedanahairstylist), educator and owner of Pin and Plait Studio in Lake Forest, California. " e way you speak, the types of images you post, how you show up on videos or connect with your audience—these are the core facets of a successful brand." On a deeper level, branding means determining who you are as a hairdresser or artist, and then compressing those disparate components into a single unifi ed presence that can stand out in the sea of social media. "From styling to color to signature looks, consistency is key," says Larisa Love (@larisadoll), Joico brand ambassador and owner of Larisa Love Salon in Studio City, California. A social media brand is a powerful connection tool. "Platforms can simultaneously reach existing consumers, ideal prospective clientele and members of your working teams," says Jamie Sea (@prettylittleombre), educator and owner of SALT salon in Cheshire, Connecticut. "If your brand has a strong heartbeat, it will energetically attract the right people." WHY YOU SHOULD CARE Here's the truth: We're oversaturated with online infl uencers. e world doesn't need just another beauty blogger, which is why it's more essential than ever to identify and highlight those qualities that make you a braid buff or master of #unicornhairdontcare. "In other words, when you're speaking to everyone, you speak to no one," Sea explains. ink quality over volume. " e niche you occupy in real life is the same one you want to share online," agrees Elizabeth Faye (@heyelizabethfaye), educator and owner of Elizabeth Faye Salon in Saint George, Utah. "You don't have to be good at everything, just one or two things." Marketing strategies, which may loom as overwhelming tasks, suddenly feel simple when the pivot point becomes a pro's proven skill set. From tutorials to tags to testimonials, all elements of a personal brand should circle back to the distinguishing factor that makes each stylist unique. "I screwed it up a lot," laughs Faye. "I had to self- refl ect, then rebrand many times, because I'd get inspired by other people's pages or designs rather than focusing on what fi lls me with joy." Jamie Dana Larisa Love AUGUST 2019 75 COURTESY OF JAMIE DANA; COURTESY OF LARISA LOVE

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