Why Your Branding Is Costing You Clients (And How To Fix It)

Branding is one of the most overlooked parts of building a successful skin business… but it could be the exact reason you're not attracting the clients you actually want 👀 

In this episode, I’m breaking down why branding is so much more than just a logo or a colour palette, and how it directly impacts your ability to attract, convert and retain clients.

Because the truth is… people don’t just buy treatments anymore.
They buy into YOU!

If your brand feels inconsistent, unclear or disconnected, your dream clients will feel that - even if they don’t know why.

And that’s when they scroll past, hesitate to book, or choose someone else.

Inside this episode, we cover:

• Why branding is the difference between being “just another skin therapist” and becoming fully booked
• What branding actually is (and what it’s NOT)
• The psychology behind why people buy into people, not just services
• How inconsistency in your content could be costing you clients
• Why YOU are the most powerful part of your brand
• Simple ways to start strengthening your brand from today

This is your reminder that your brand isn’t something you create once and forget about, it’s something you embody every single time you show up.

And when you get it right… everything in your business becomes easier.

If this episode resonated with you, share it to your Instagram stories and tag me @theskindustry_ - I love seeing what you’re taking away 🫶🏼

And if you’re a skin specialist ready to elevate your brand, attract better clients and actually build a business that works for you...

I have a limited number of 1-1 coaching sessions available where we deep dive into your brand, your content and your strategy.

Just drop me a DM to find out more 💌

Please subscribe to the podcast and rate/review us - it helps push the podcast out to other skin business owners that need this podcast in their lives 🤍 

Transcript

SPEAKER_00 0:10

Welcome to the Skin Distry Podcast, the podcast where we talk about the real side of building a business in the skin and beauty industry. I'm Paige, the founder of Foxy Skin Clinic. I've been in the industry for over 12 years and a business owner for 10. I've grown my clinic from the ground up into a fully booked results-driven skin business, and on this podcast I'm sharing everything the highs, the lows, the mistakes, the wins, the lessons I've learned the hard way, so you don't have to. If you're a skin specialist, beauty business owner, or someone who's building something of your own and craving honest conversations about what it actually takes, you're in the right place. Make sure you're following us on Instagram at the skindustry underscore. And you can also follow my clinic page if you want to see what I get up to in work at Foxy Skin Clinic. And if you're listening or watching, tag us in your stories, I love to see you guys tuning in. Let's get into this week's episode. I am in a different place, as you can tell. I have had a week, just to say the least. My week was super, super, super busy with clients, which is obviously amazing. Love that, but it just meant that I didn't have time for anything else, so I've not had time to record the podcast. I've literally barely had time to do any like socials or anything like that. Weeks like this, I love because obviously the money is great, but everything else just sort of tends to fall to pieces a little bit. I also had this week my first day at the new salon in Manchester, so I'm now doing currently two days a month from a salon called Brow House in Manchester. This is basically because I'm wanting to move to this sort of area. My partner lives in Bolton. It's like an hour on a good day away from me. So we have been doing this for two years. We've been together two years, we still don't live together because obviously we live so far apart. I mean, it's not so far, people live further apart and whatever, but it's far enough. I'm self-employed, and obviously I've had my business for 10 years, have all the clients, have done everything. She is also self-employed. She's a tattoo artist, so she has her clients and stuff here. We've been a bit like, oh, who's gonna move? Where we're gonna move to, what's the plan gonna be? I have decided that I want to move. I've well, I decided this a while ago. It's just been quite scary to actually do it because it means leaving my business behind, everything that I've like worked for for the last 10 years, which is obviously huge, but me being over here will be so much better for my business. Like me being in Manchester, a huge city with millions of people. Millions? Are there millions? I don't know, I'm unsure about that. I'd have to double check that. But hundreds of thousands of people at least is gonna be so much better for my business than being in a really small town in like the countryside. So, yes, I've got all my clients, I've built my business, I am who I am there, but there's just so much scope for me to be like bigger and better here. So that's the plan. So yeah, I've started in the new salon, so I had to like pack all of my stuff up for that on Friday night, and that was its own thing. I started to pack everything up, and the whole time I was packing everything, I felt, God, I've forgotten something. Like I've just had this really like nagging feeling that I'd forgot something, I'd forgot something, and I've forgotten something. I said it to Chloe, and she was like, No, it's probably nothing, it's probably just like anxiety for tomorrow. And I was like, Yeah, you're right, that's definitely what it is. So I then went home, I packed my things for coming here for like me, like clothes and stuff, because I'll be here for four days. And the whole time I was still like, I feel like I've forgotten something, I've forgotten something. I said it to my mum and she was like, Oh, it's probably nothing. And I was like, Yeah, you're so right, it's probably nothing. Got in the car, set off to do my hour drive to Chloe's, got about 20 minutes in, what I'd forgotten popped into my brain. I'd forgotten the podcast mic, hadn't I? So then I was like, oh, what do I do? Do I go back and get it? It's gonna add like another half an hour onto my journey. But then it just means that like I wouldn't then be putting a podcast out this week. It means that Monday would come around and there'd be no pod this week, and I'm got to week seven and I'm already like, well, I'll just miss a week, you know. And I just thought, no, no, I'm not doing that. I'm going back, I'm getting it, and I'm recording a podcast. I claim it's asked. Because another part of me was like, oh god, recording it not in my usual space, that's what everybody's used to. That's the vibe, that's the branding. So I was a bit like, oh, I don't know. But then I thought, no, putting one out with a different background is better than not putting one out at all. Um here we are. I got it. I went back, I got it, added obviously another half an hour onto my journey, but half an hour is nothing when it comes to fulfilling what you actually said you're gonna do and going through with it. So yeah, that is my spiel for the week. I have had a lovely week. I had a lovely time at the new salon yesterday. That was gorgeous. It was just so nice to be like in a salon with other people again. Like I work by myself now. I used to have a big salon with staff. I think there was like eight of us at one point. But now I'm on my own. I'm kind of like, and I love my own space and I love my own time, and I love working by myself. But being in a salon again with other girls and just having that like salon chat and salon banner, and Rosie, who owns it, had bought in the new like viral MS cookies and the you know, the giant custard cream, one that's covered in chocolate. She bought that in, and we all did like a taste test video, and it was just so nice to be like part of a team again. But I'm just so glad that I'm not running that team. I think that's what the difference is. I think the fact that I'm just part of the team and I'm not having to actually run the team is what makes the difference for me. Don't think I would ever have a salon again where I'm like the owner, like the boss, if that makes sense, with staff. I had a real like range and mix of staff when I had my salon. Some of the girls I loved, we ended up being really good, like close friends. I still like check in with them now every now and again, have so much respect for them. Some of them are still my clients, still come to see me for like treatments and stuff. Others, not so much. That's a story for another day. I can do an episode about my time as a manager, if that's what I was, if you want to hear about that, because do I have some stories about that? But today I want to talk about branding. Because this is something I massively underestimated about my business until I actually had my last rebrand and I did it with somebody that does branding, like that's her thing. She's called the Brandology Lab. You can find her on Instagram, she's amazing. I love her. She sort of pushed my brand into a whole new direction. That is obviously what I wanted at the time. I had some branding before that, so I had obviously my logo. My brand colours were like pink and like a neon green y colour, like it was very pink, girly, aesthetic vibes. The whole salon was pink, like I mean, every wall was pink, it was painted pink, and we had like golden green like accents and stuff, and it was great, and I loved it, and that is like very me. That's my like core. I am a pink girly. But then when I changed the sort of like direction that I wanted to go in with the clinic, I was focusing completely on skin. I wanted higher paying clients and to obviously like charge more for my treatments. I wanted like a different energy, I wanted like a more like calm, luxurious clinical vibe. I thought, right, how am I gonna do this? How am I gonna get away from the energy in the brand that I have now and switch it into this brand that I have now? So I thought I'm gonna get some help to do this. I'm going to get somebody who knows what they're doing, who does this for a job and can help me because I don't know what I need to do. I know kind of what I want, I had like an idea of what I wanted, but didn't know how to actually carry it out and do it and get like a good result from it. So I got in touch with a lawness at the brandology lab and said, like, I want a complete rebrand, I want this, I want that, I want the other. I basically wanted to mature my brand. Like I was getting older, I wanted to have a more like luxurious, elevated brand, but not move completely away from what I already had. I didn't want to give up the green and the pink, I just wanted it in a different way. So I obviously like told her that and she said, right, so if you wanted to keep the green and the pink, we can definitely do that, but we can elevate it more. She said we could definitely do that. We just need to make the colours fit that brand. So that's obviously when she came up with the like deep emerald green that I have now. And then you'll notice as well I have two other colours. I have like a dusky pink, which again is like a more elevated pink, and then it's almost white, but it's still pink. It's got like a real slight pink tone to it. And those are my three brand colours. I've got my fonts, which again are quite luxurious, like elevated fonts. So my font and my logo is in the Foxy like logo and the Skin Distry logo. I have the same brand name for both, is the one that's sort of like and it's got the little bits on the bottom. And then we also have one that's for like the body text, so it's much more clear so people can obviously read things. I never stray from those two fonts. I use the same fonts on everything, never change it. Same with my colours, I use the exact same colours on everything. I never stay from them. I have the actual colour codes, so when I'm inputting them into things, I'll input the colour code in so it's the exact same colour, the exact same shade on everything. It's not like, oh, I've got this emerald green on this thing, and then we've got this emerald green on that thing. It's the exact same shade, like exact same shade. So this has all really, really helped elevate my business massively. I get it all the time now that people recognize my posts or anything that comes from me, whether it be on Foxy or this industry, they recognize the the things that they see before they know it's mine. And that is the key to branding. Like that is everything that you need from your branding. You want people to recognize that it's you before they know it's you. So when people see a brand that they know in that capacity, so a brand that they know, they recognize they'll trust it more because they see this consistency, they see the same thing, the same energy, the same colours, the same branding coming from this company over and over and over and over and over again. And the more that people see the same thing, the more trust it builds. So take a company like Coca-Cola, for example. You know a Coca-Cola advert on TV before it says Coca-Cola on it. You know it's them. And how many people buy and drink Coca-Cola, even though we know it's bad for us, we know it's bad for us, we know it makes you gain weight, it can make your skin bad, it can all of the things. Even Diet Coke, like Diet Coke has it's like a cult Diet Coke is. It has die hard fans, and it has a spartamine in it. This is a chemical that is known to cause cancer, yet people are obsessed with it, they love it, they cannot get enough of it, and that is because it's obviously the taste, but it's because of the branding as well. It's because what it's seen, what you're seen as as a Diet Coke girly, people post it on their socials, it's like like I say, it's like a cult, like people love it, and that is because of the branding. That's where it stems from. People trust the company, even though they know it's not good for you, they will invest in it, they will buy it every single day. Sometimes they'll have it. McDonald's, another example. We know it's not good for us, we know it's full of shit, we know it's not healthy, it's not good healthy food. We're still gonna buy it because it tastes good and it's a Mackey's. You could go anywhere and get a cheap chicken burger or a cheap hamburger. There's loads of places that do them, but you'll always pick Mackey's because it's the first place that comes to your head because of their branding. They shove it down your throats all the time. Mackey's branding is everywhere, even if you don't notice it, it's on TV, it's on billboards, it's on those little like bus stops, it's on your socials, it comes up on your algorithm, it's everywhere, and their branding is always the same, always cohesive, it's always got their logo, it's always got their colours, it's always got the exact same font. And you, if you close your eyes now, you can picture the Mackey's font, can't you? Like, it's crazy, and that is how our branding should be. That is how seriously you should be taking your brand in. People that see your brand in like consistently, so if they follow you on socials or whatever, they should be able to picture your font in their brain. They should know your brand colours, they should know that it's your content before they even see that it's you. So the bit that again, I will die on this hill, and people will always try and ignore this, but it's it's the truth. People don't just buy a service, they buy you. So they buy into how you make them feel, they buy into your energy, they buy into your presence, and they buy into your brand. So if as a service provider you're not the front of your business, you're doing it wrong. Obviously, it's slightly different if you do have a big salon with lots of staff because there isn't just one face. So that's where your business brand comes in a lot more. But if it's your business and you are the sole person working in this business, and you're the person that owns the business, you need to be the face of it. You need to be the one that's showing up, and you need to be the one that your clients are seeing consistently on socials or on whatever way you're doing your marketing, because you are the person they need to trust. They don't need to just trust the brand because you're not selling a physical item that they can just buy. That is a completely different kettle of fish with that. When you are providing a service, they need to see you, especially when it's such an intimate service as well. Like what we do, I think we kind of forget sometimes. It is so intimate. People are coming in and showing us what is potentially the biggest insecurity they have, whether it be like acne, eczema, psoriasis, rosacea, just being unhappy with their skin in general, aging, whatever. People and the connection between like how they feel in their skin runs so deeply. And I did a post about this on my clinic Instagram the other day. It runs so so deeply that people that are unhappy with their skin, especially when it comes to like acne acne and eczema and psoriasis and things like chronic skin conditions, it runs that deep that if they're that unhappy, it can actually make them feel suicidal. That's how important it is for us to recognize just how much trust people need before they come to us. People need to feel like they're gonna be in a safe space. So if they have no idea who it is that they're booking in with, do you think these people are gonna want to book? Because I wouldn't. If I had a massive insecurity, like something that I really, really struggled with every single day, and then I just had to randomly go and show some stranger, I would feel so anxious, I would feel really worried, I'd feel scared, I'd feel like, what if they take the piss out of me? Like, I don't know how they're gonna behave. Have they ever seen anything like this before? Kind of thing. You need to give them who you are before they can give you them, if that makes sense. They need to be able to trust you, they need to feel like they have a relationship with you before they come in. Even if they don't, even if you have never actually spoken to this person in your life, you can make them feel like you have a relationship already from the content that you put out, which is crazy. And this is why influencers, again, do so well, is because they give their personality, they give their energy, they include you on everything, everything they do, everywhere they go, anything they eat, everything, you will know about it, and that's why you feel like you know them. Think of like your favourite influencer, like Molly Mae, for example. She's like probably one of the biggest influencers, especially in the UK. If you are a Molly Mae fan, you feel like you know her. You feel like you could go and sit a quiz about Molly Mae's life and you could confidently answer the questions. Am I right? Because she gives so much, but she also herself has said she is a very private person. She doesn't actually give everything, like there's a lot that she does keep private, but what she does give gives us enough to make us feel like we know her. And then when she launches a new product or she has a brand collab, what happens? Sells out within minutes, within literal minutes. I bought both pairs of the Molly Mae added ass trainers. Both pairs on the day that they released, no questions asked. Yes, they're both really, really nice trainers. Would I have even looked at them if they weren't Molly Mae's collab? Probably not. Because I have never really been an added ass wearer, added assidus, however you say it. I've never been an added ass wearer. I'm more of a Nike girly or a new balance girly. But that matcha colour, obsessed, and also the fact it's Molly Mae, sold. Give me 14 of them, you know? This is how important it is. And I will keep stressing this and how sick of it you get, you need to show your face on your socials. The more you do it, the more clients you get. And that is honestly a promise. As long as you are doing it well, you need to show up as the person you want your clients to see and to buy into. You need to show up as the professional. So you need to look professional and you need to be professional. However, that is to you as well. I'm not saying that you need to go on and not be yourself. You do need to be yourself, being yourself is very, very important. The way you put yourself out there is the clients that you'll get back. So if you want girly clients that you can chat and banter and have that with, that's the energy you need to put out. If you want clients that are gonna spend, you want the rich clients, that's the energy you need to put out. Am I making sense? Like, does that make sense? If, say, your like competitor, I say in air quotes, is doing all of this, she will get the clients, unfortunately. She is the one that will get the clients because she is putting her energy out there, she's the one that's giving the clients what they need to make them feel confident that they can book in. You need to show who you are and why a client should book with you, why a client should trust you, why a client should come and show you their potentially biggest insecurity and why they should spend their money with you. So that comes into your branding. Branding isn't just a logo, it's so much more. It's not just picking a cute colour palette and call it a day, it's the full experience of you and your business. It's how your page looks, it's how your content feels, it's the words you use, it's the energy you bring, it's the way that you speak to your clients, and it's the consistency in everything that you put out. So it all needs to be cohesive. So again, if you go. On my clinic Instagram at the Foxy Skin Clinic, forgot what it was then. Um, you will see that everything I post, especially my carousels, are all cohesive, they're all the same, they're all the same template. So I have one template for my carousels, like my wordy carousels. I never stray from that. I always use the same template, same colours, same fonts, same format, just different words, basically. And I'll switch up and add like pictures in sometimes, whatever. That is being cohesive. That means that before a client or whoever's viewing it on socials sees that format, that colour, that brand, that everything, they know it's me. They know that that's a post from me, and that might make them think, hopefully, oh, I need to read this because it's Paige and she knows what's going on. She knows her shit, so I'm gonna read this one. That could be what captures that client to read that post and then potentially book in. Your brand is what people think of when they hear your name. So it's your reputation, it's your identity, it's the vibe that you give off. If that's all over the place, people will feel that. People won't know what's going on, they won't know who you are, they won't know what your like mission is. What are you trying to achieve? What are you trying to get? What is it that you want to give to clients? They won't understand that. But this is where it's all like super, super important to be really consistent, and this is where a lot of people do go wrong. So they're changing what colours they're using. So even if they're sticking within the same sort of colour palette, roughly they're not the same colours. You need to find a handful of colours, I would probably say like three or four colours, get the colour codes, save them in the notes in your phone, and use those exact colours on everything. And if it's say pink, for example, we're not using a different pink on every single thing that we're posting, we're using the exact brand colours. We need to be consistent with it because that is the first thing that's gonna grab a client's attention and think, oh, that's so and so's colours. Fonts, two or three fonts. I have two. I have a font for my like headers, and then I have a body font. So like the smaller item. That's it. That's all I've ever I've never really felt. Oh god, I wish I have a third font. But I would pick two or three. Pick your fonts, stick to them, save them. If you use Canva, you can save all of this in your brand template in Canva. So you can save your colours, you can save your logo, you can save your fonts, everything. So pick your fonts, save them, know what the name of them is, and then use them on everything. Using the same like tone of voice, and I don't mean specifically the tone of your voice, I mean the tone that you're giving off. So the tone on your socials, the tone in your captions, the tone in your reels, the tone on your stories, the tone on anything else. It's the energy that you're giving. So, personality-wise, if you're normally going in and you're being really bubbly and really friendly and really like high energy, keep that through everything. Consistent. If you're more calm and relaxed but luxurious, keep that and use it through everything. What you're posting is also really, really important. So if one day you're posting something that looks really, really luxury and like potentially has like designer elements to it or whatever, and then the next thing you're posting is quite chaotic and wild and very different to the last post, that's not being cohesive. That's not keeping your like brand in the same. Pick a thing, pick a vibe and stick to it. So if you want to be designer, rich girl energy, pick that and keep it and put it in all of your content. Give that energy to all of your content. If you are a bit more chaotic and a bit more crazy, use that. That is you, that is who the client is gonna be meeting when they come in. So use that in your content because you'll have people that resonate with that that will pick you because of that energy, because they feel like, oh, you can relate to me. We're the same, we have the same energy. I will come to you now. So, by not doing those things, by just using different fonts and different colours and different energies, all that does is creates confusion for clients, and confused people won't buy because why would you spend money on something that you're like, I don't know what's going on here, I don't know what this is or who this is or what the energy is. Why would you buy that? Why would you spend money on that? And sometimes a lot of money, you know, like skin treatments aren't cheap and they are a luxury. That's what we forget. People don't need skin treatments to survive. It's not a necessity. This is a luxury thing that we're selling, so we need to make it that people cannot live without this, that they need it, that they want it, that they want to come to us specifically. That's what we're selling is the experience, basically. And the experience starts the first time they see you or your socials or your brand, and that's where it basically is make or break. If they see it and think, that doesn't look like something I want to spend money on, that's it, gone. First impressions count. So by being cohesive, by being consistent, by being everything being the same and on brand, you'll draw people in and you'll draw clients in and they'll start building that trust and building that like what's the word? Like relationship with you. It's like Apple as a brand. You know an Apple product before you know it's Apple. Like you don't even need, like, you can just look in the general direction of something from Apple and know that it's from Apple because everything has the same vibe. Their adverts all have the same energy, regardless of what they're about. They all have that same energy, they've all they're all filmed in a very specific way, they always use the same font, they always just give that Apple vibe. And Apple is quite a luxurious brand. They're expensive products, like a phone is over a grand. Like, that's a lot of money to spend. Obviously, I know people don't tend to like buy them outright, you get them on a contract or whatever, but it's a lot of money to spend. Apple Watches, a couple hundred quids, iPads, Macs, everything. I am an Apple girly through and through. I've got my iPhone, I've got my Apple Watch, I've got my Mac, I've got my AirPods, I've got my iPad. Apple had me in a chokehold. I'm never leaving. I will be a Samsung girl when I die. Like, never. Don't like the Samsung vibe. I don't like their branding, I don't like the energy, like I don't like their like interface on the device. Don't like it. I'm an Apple girl and I will die on that hill. And that is good branding. That is a business that has their shit together and is doing exactly what they need to do to get clients and to keep them, to get them buying everything they make, me, and then in two years' time, I've had this phone for nearly a year now, so I've got a contract for two years. Next year, when my contract runs out, my phone will still be absolutely fine. It will still work, it will still do everything it needs to do. I don't need to upgrade it. But will I? I absolutely fucking will. I will be getting the new iPhone 29 million, whatever it will be at that point. Because I want it, because it's got all the new stuff, Apple will push it, everyone else is gonna have it. The FOMO I have over not getting the iPhone 17, I could have waited. So I got my 16 in June last year because I wanted it for when I went to Marbella because I was going on a business retreat and wanted a new phone so I could get all the content. Great. And then the iPhone 17 came out in like what September, October time. I cannot tell you how good I was that I didn't wait. I'm so annoyed at myself. And why? Because they do the same thing, they're the exact same thing, but it just looks fair and everybody has it, and I want it. That is insane, like absolutely insane. Like even now, it still annoys me that I didn't wait, and I've had it for nearly a year, and that is just proof of what branding and brand visibility does for a brand. Like it's absolutely crazy. So, again, you are the brand. We're not just selling treatments here, we're selling you as the treatment provider and the service provider and the face behind the brand. So, not only do we need the part of the brand that is like the business brand, we need the personal branding too. So you need to show yourself off. You need to show what you're doing, you need to show what's new, what you're doing behind the scenes, what makeup you're using at the minute, what skincare you're using at the minute, what your personal life looks like. So if you've got, you know, a family or a dog or whatever, show bits and bobs of them as well. I can't tell you how much engagement I get when I post stories about my cat. Like, everybody loves him, everybody loves beans, they're obsessed because I posted him when I got him at Christmas, it was a surprise, and I put him where I saw it, everybody was obsessed with him then, and everybody's obsessed with him now, and he's so naughty, and I put all the little like naughty things that he does, everybody loves it. I get more engagement when I post beans than I do of anything else, which the time I spend on getting my content, putting it together, and like just curating it all, and a picture of the bloody cat just there. Sometimes I just think right, okay, cool. But it's just how it works, and you can use that to your advantage. Even posting things, asking people for recommendations, even if you don't want them, even if you literally couldn't care less. Post asking what foundation. You look are I'm looking for a new foundation, guys. What are your recommendations like? I like it to be quite sort of like low to medium coverage, I like a dewy look. What are you using? You could not give a shit what foundation everybody's using. You don't care, you're not gonna change foundation. You might really like the one that you're using. But that is gonna get you engagement. People are gonna reply to that because people love to be involved, people love giving their opinions as well, as we well know. People love telling you what they think about things. So if you are asking people for a recommendation, you're gonna get replies. And if people are replying to your story, like you post a story and it gets a lot of replies, those people that have replied to your story, the algorithm will actually then push your content too, because they've replied to something of yours, so the algorithm thinks they're interested in you. They're interested in what you have to say and what you're showing them, so they'll push your content and then they'll see your content more, they'll see your stories more, they'll see your grid posts more. So getting people involved and getting responses, especially in the DMs, from a story, is so valuable. Definitely something that you should start doing, even as a minimum, be start doing that. If that's your like intro into doing like face-to-face, like talking to camera, then that's such an easy thing to do because it will also give you that like confidence boost of yes, people are responding. And if you're posting something, if you post a picture of something, like say, let's go back to asking for a new foundation. If you post a picture of a foundation and say looking for foundation recommendations, you'll get responses. But if you post a video of you specifically asking for the recommendations, you'll get more because people feel like they're talking to you, like actually to you rather than a picture. People want to build a relationship with the person that they're looking to have as a treatment provider. They want to come in and feel like you're friends and like they're comfortable with you, and they can have banter with you. So while, yeah, they might be coming in, and once they're in the treatment, you could get on really well, you could have loads of banter and it'd be great, and you get on with them, and that's great. They have the best time and they think, yes, I'll come back again. But how do they know that that's gonna happen before they come? Because a lot of people are really worried of going having treatments done because of like the anxiety of going into a space like that, especially if they're going into a salon that has other people in as well that they have to then like walk past to get to you. A lot of people find that really, really, really intimidating and actually just won't do it because of the anxiety that it gives them. So you need to give them that comfortability before they even come in of I kind of know this person already. We've had a few chats. I feel like I know her through her socials. It'll be fine. I'll go and I'll have a really nice time. It won't matter that I've actually got to walk through the salon to get to her room because she'll probably greet me before I come into the room, so then it'll put me at ease. I might have to sit in the waiting area for maybe five-ten minutes if I get there a bit early, but it's fine because then I'll get to go into that room and have a good time with this person that I feel like I know and I trust, and that is branding. It might feel like, oh, it's just content, oh, I'm just posting myself and it makes me feel uncomfortable. But that is what is going to get you clients, whether you want to hear it or not, that is what works. So sticking to your visual branding is one thing that is super important, but then also your personal branding and showing you on the screen, on the grid, on the stories consistently is gonna just change your business for the better. Look at any big skin specialist, so let's say the skin specialist, so Sophie, she's got however many followers, I think she's over 100,000 followers at this point. All she posts is herself. There's barely any content of her work anymore because since she started to post who she is and what she's doing, and her face and her talking, that's elevated her brand massively. Emily from Emily Jane Skin Revision or the Advanced Acne Academy, look at her content. Almost all of it is her, her talking, her doing something, her showing you something, all of it. Obviously, she does have client pictures in there as well because as a provider we need to show what it is we're actually doing. But you can literally get away now with not really showing much client work and showing you and pushing who you are and why they should come to you and why you are the professional and what you know, as well as your personal life and like things that you're doing on the weekend and like training that you're going on and all of that. People are nosy, people want to see everything. That is why influencer culture is so massive now because people love to see what this person's doing and what that person's doing. Obviously, these big influencers weren't always big influencers, they had to build it from nothing, they went from zero followers at one point, or a hundred followers, or a thousand followers, or however many followers they had before they decided right, I'm gonna be an influencer now, and this is what we need to do. We need to think with an influencer mindset. So if you go out for dinner, best believe you're getting content of that. If you go to a skin event, best believe you're getting content of that. If you go to the gym, best believe you're getting content of that, and then you can use that content as educational content. The gym. Why should clients go to the gym? Why is that gonna benefit their skin? Explain it to them. You could use it in a reel, you could use it in a carousel, you can repurpose the content over and over and over and over again. If you could post that content today, and then post that content again in another month's time, but reframed with it, you know, if you post it as a carousel today, for example, and then a month's time you post it as a reel, nobody is gonna know that you've actually already used that content. No one. Not every single person sees every single piece of content that you post. So you can re repurpose content all the time. I do it. I use the same content. I did a content day in September last year. I'm still using the content now. Obviously, I get bits of content here and there as well, like from clients and whatnot during the week, but I have still been using the content from my content day in September now. I also did a content day at a content studio, which was just like getting pictures of me for branding purposes in October. Still using them now because why wouldn't you? That's the whole point. You get your content, you bank your content, and then you can use it. And I am gonna do another episode on that in its like entirety another week because I could go on for ages, and it's there's just so much to know about that. It's such a good thing to use, is content banking. It's so useful because people tell me all the time, I don't have time to get content, so make time. Take one day, get a look like three or four content models booked in, and really make the most of it, change your angles. When I do a content day, I'll have my models and I'll tell them it's gonna it's not gonna be a relaxing treatment, it's gonna be a content treatment. I'll be stopping and starting to move the camera, to move the tripod, to move this, to move that, to get you to change angles, everything. And even out of like just doing a single cleanse, I will get five or six different angles of it. So then I can use that exact single cleanse a million times. So, yes, I will do another episode on that and go like a bit more in depth for you because that I think that is something that is really valuable and not a lot of people really know how to do. But back to today is the branding. It's so important. If you just sit down, you can either go through it with somebody that is qualified to do that, like that is their business, you can pay them. If you want the details of who I used, DM me, I will send them to you. She's amazing. I did say before it's a lawness at the brandology lab on Instagram. She is brilliant, amazing, would highly recommend. And I'm not getting like paid to say that ironic in this is literally just off my own back. I have used her, I have paid her, and I would do it again. So you can yeah, either pay somebody or you can just sit down and do it yourself. Obviously, having a complete rebrand with somebody is expensive, like it's a lot of money, but you can do it yourself. You just need to mark out the time to do it. Sit down, decide what your colours are, decide what your fonts are, decide what energy you want to give, use ChatGPT, put it all into Chat GPT, tell it what you want, ask it for information, ask it for advice, ask it to give you different text in different voices, like different energies, different tones, so that you can see what that would look like coming from Chat GPT. And then when you decide on one, tell it to remember it, and then you can use it to make your captions, to make your emails, to make this in that exact tone. You know I love ChatGPT and I use it all the time. And the last thing is to just be showing more of you. Start small, you don't have to go crazy with it. Just like I said before, do a talking story asking for recommendation of something. If there's something that you're actually genuinely looking for at the minute, I really want a well I want an aura ring, but can I warrant spending£500 on a ring to then have to pay I think it's like£70 a year subscription for the app as well? That annoys me. If I'm paying£500, I should be getting the app for free. Like, no. So I've been doing my research on some other ones and looking at ones that are like the same sort of like they have the same things in them but are a little bit less expensive. And I'm gonna ask for some recommendations. I want to know what people are using, if they're using Aura ring, what they think of it, if they've used a different one, what they think of that, what their experience has been with it. Everything I want to know. If I'm investing hundreds of pounds into a ring, I want to know that I'm spending the money on it, like that I'm getting the best one, or like one that's good, you know. Maybe Aura is the best one and that's why it's so premium. But if I want to come in at like entry level or want to try one, because I might hate it, I might think I don't want to wear a ring every day. Like I wear rings, so that is kind of like I feel like I will like it, and I hate like I like wearing my Apple Watch, but like it's not the best. And I hate that I get messages on it because I get so distracted by it. So I know I could turn that off, but then I think what's the point? And I want all of the things that like an aura ring will give you, like, your health, and like it will literally tell you when you're getting ill, like a couple of days before you actually get ill, it'll tell you that you've had like a temperature spike or whatever. I want that, I want to know deeper what's going on in my body for like a functional purpose. So I'm gonna ask for recommendations. So that is the perfect way to ease into doing talking to camera videos, is just ask for something. You don't even need to do it like this, like talking directly at it. Get a little sticky tripod for a new car. I got one off TikTok shop, I think it was four quid. It stuck to my wind windscreen. So now anytime I think, ooh, I'll do a little talking video, I'll stick my phone in it and I'll talk while I'm driving so I'm not having to look directly at the camera and talk at it, because that can be quite intimidating for people if you're not used to doing that. So that's a great way to do it, or do it while you're doing something, while you're doing your makeup, whatever. So you're not having to just sit here and go, I would like some recommendations for a new foundation place. Because that is that does feel really awkward. So until you get comfortable doing it, doing it in a certain way and not having to focus on the camera and you can be driving and obviously watching the road and just maybe like glance at the camera every now and again. That's a lot I find easier as an in to doing it. So that would be my recommendation. If there's one thing I want you to take away from this episode, is that your branding could be the thing that's either attracting your dream clients or the thing that's just pushing them away. And the best part is you have full control over it. So start showing up with intention, start being consistent and start owning who you are because that is what a client is going to pay for. That is what a client is gonna spend money on. And when your brand becomes really strong, selling becomes so much easier because you have to fight less to do it. You have to fight less to convince a client that they should buy what you're selling. If this episode has helped you, as always, I would love if you would share it on your Instagram stories, tag us in it at the skin industry underscore. You can also tag my clinic at Foxy Skin Clinic. Follow both, that would be great. If you could also subscribe to the podcast, that would be amazing. That's something that I always forget to ask you to do. It's subscribe. You'll get a notification when the next episode comes out every week. So you'll obviously like be first to know you'll get taught exactly when the podcast lands, and then you can listen to it straight away. If you could also rate the podcast as well, I know that they have that on Spotify, I'm pretty sure they have it on Apple Music and Amazon Music. If you could rate the podcast, maybe if they you can leave a review, leave a little review of it that will really help like push the podcast out to new people. If you're a skin specialist who's struggling to attract clients or build a brand that actually converts, I do have my new one-to-one coaching sessions available where we can deep dive into this together. So you will have me for a full 90 minutes and we can talk about whatever you want to talk about, whether that's content, whether that's your brand, whether that's behind the scenes stuff, whether it's getting a strategy in place for something. Whatever it is, we can talk about. You will have my undivided attention for the full 90 minutes, and you will leave with a strategy in place that you can go and implement yourself. I'll be in your corner cheering you on, engaging with your content, doing whatever I need to do to help support you afterwards. Just drop me a message and we will have a chat and see how we can help you. Hope you have an amazing week, and I will see you on next week's episode.