Working within the aesthetics industry, it is easy to forget that one of the most important aspects of your brand is how your profile is perceived. Whether you have a single sessional practice, a busy clinic, or a multi-chain business, you, your values, and your vision are at the very heart of this.
In the everyday navigation of overseeing and running your business, it can be easy to overlook the importance of your profile within your business and the industry as a whole.
Not only does your brand profile allow you to define yourself to your patients – but it also allows the industry and media to learn and to better understand about your values and attributes, which can easily be forgotten when you are focussing on establishing and growing your business.
A strong and consistent brand helps clients find you, rather than it being the other way round. Clients have a lot of choices when it comes to choosing a practitioner therefore, it is beneficial to give some thought to your profile and brand attributes as this is ultimately what will draw them, and their business, to you.
ESTABLISHING YOUR BRAND
Any ‘brand’ will have a life cycle, one which shall naturally experience ups and downs. Consider conducting regular brand audits to ensure your profile resonates with the current trends in the industry.
By taking the time to establish your brand, you can also define your place within the aesthetics industry. In the same way, a defined and strong profile makes an impression on clients. It also informs the industry and media who you are and can create value for consideration as a brand ambassador, KOL, speaker or expert. Aesthetic device and pharmaceutical companies include KOL and brand ambassador activities as part of an ongoing communications strategy for both the industry (to offer their services/products) and to drive demand (via press coverage and consumer demand). They will be drawn to a strong practitioner profile. Someone who has an area of specialty that is relevant to their product and is also suitable for peerto-peer and/or consumer media activity.
“A strong and consistent brand helps clients find you, rather than it being the other way round”
Furthermore, in terms of PR, your PR team can pitch you for expert comments and inclusion in features relevant to your area of expertise. Give some thought to defining how your profile is perceived and your area of specialism, and invest in this area, as this sets you apart and defines your expertise.
Alongside this, invest in your profile communication tools. By having a library of professional profile images, for both print and online, you can ensure cohesion of your brand and present your professionalism.
Keeping your brand assets and profile library updated furthers this consistency. Being prepared means, you are equipped to utilise any consumer and trade PR opportunities which come your way.
Having a clear brand is the easiest way to tell people who you are and what makes you distinct. It can allow you to lead in an area of specialism, resulting in a loyal client base, better media coverage, KOL or brand ambassador roles, all of which shall further strengthen your profile proposition and, in return, your own brand.
Jenny Pabila is an independent beauty and aesthetics public relations consultant with more than 27 years of experience in public relations, marketing communications and brand building. She specialises in providing a bespoke service to ensure that every client receives a tailored and targeted strategy for success, creating the perfect balance of offering support with an in-house approach alongside all the benefits of outsourcing to an external consultant. Jenny is passionate about upholding the integrity and values of the aesthetic industry. She joined the BACN management committee in 2015 and is committed to supporting the BACN Code of Conduct.