Are you ready to learn how taking the time to brand—REALLY brand—can knock your whole profession, your business, your life—over the top? When you do it right, it really works. I always say, driving your success without a brand is like driving a car without a steering wheel. That’s why it’s imperative that you know ahead of time where you’re going, who you need and what you need to get there.
In our business we have an amazing opportunity to make our work our life, our life our work—and to blur the lines in-between. This isn’t about letting our jobs run us; it’s about loving what you do so much that work doesn’t seem like work. So, your brand should reflect the fact that you are an impressive expert. You’re the type of person that others feel they “have to have” in their lives. Why? Because you add value to theirs.
If we have learned nothing over the past two years, it is that just when we think things are a certain way… they change. In fact, life is all about adapting to change. Simply put, when you’re flying high and everything about your business is rocking and rolling, it’s inevitable that something will step smack-dab into the middle of that. But, that’s okay. That’s also when re-branding stares you directly in the face, like a baby bird staring at its mommy for its next meal. So, what are you going to do? Sink, or swim? (You’re going to swim!)
Remind yourself that with every challenge, comes a beautiful opportunity for growth. It’s all about approaching branding evolutions with a positive mindset.
In my opinion, Jessica Alba is an excellent example of someone who (re)branded herself for ultimate success. She was already a famous actress when she co-founded The Honest Company and turned herself into a billion-dollar business mogul. In her words, “A brand is a set of shared values, not just for looks. So, if you can look good and represent a value system that aligns with your target audience’s value system, you’ll win.” To that, I say, Right on, sister!
You don’t need an expensive PR team to help you get started. If you can afford to work with a designer—great. A designer will help you streamline your goals. But whether you’re working with one or not, the best way to get your dream into motion is to create a vision board. This will guide you in the direction you want to take. The idea is to narrow down what it is you have to offer regarding a unique set of skills, energy and goals. It will require a few rounds of “Yes, that’s what I’m seeking," and “No, that’s not me.” Keep plugging away on this until you hit an “aha moment.” Choose a color palette and font that are pleasing to you and represent what you want to put out into the world. If you’re a person who prefers subtle neutrals, then purple and red in Comic Sans are not going to feel right to you.
If you don’t yet have a name for your company, take some time looking at letters of the alphabet that you like. Sounds funny, I know, but we all have letters that we lean toward, and those that we avoid. Also keep in mind that some letters (and numbers) get ranking preference in Google searches, so do some research there first. Learn from your competitors, but never try to duplicate them or you’ll have to deal with brand confusion down the road.
Branding and re-branding are not exclusive options to people with endless sources of income and celebrities. It’s something that each and every one of you can accomplish; all it takes is a conscious decision to create and execute a plan that aligns with your values and passions. You’ve got this.
Louis “The Laser Guy’s” Three Additional Tips to Design and Elevate Your Brand:
- Check with friends, family, and co-workers for feedback regarding the brand choices (logo, font, color, etc.) you are considering.
- Google your ideas first! You might be surprised by what comes up when you type in something like “best skin professional in Scottsdale” etc. Make sure that results align with your vision for your brand.
- Consider hiring a professional (attorney, designer, etc.) regarding creating a “mark” for your business (think: Target bullseye, Nike swoosh, etc.) The more potential clients associate your biz with a simple “mark,” the more easily you will be identified and remembered for future business transactions.
Louis “The Laser Guy” Silberman is CEO/Founder of National Laser Institute, a cosmetic laser and medical esthetic training institute. He is the owner of medical spas in Scottsdale, Arizona, and Dallas, Texas, and a nationally recognized author and motivational marketing speaker. Silberman created the 6th most visited online health site and was a semi-finalist for the Ernst and Young Entrepreneur of the Year Award 2014. Most recently, he created “Louology, the science behind crushing it in aesthetics, in beauty and in life,” designed to help aesthetics and beauty pros stay connected and build thriving practices. He can be contacted at email@example.com and followed on Instagram @ louisthelaserguy.