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Confidence & Branding: The Secret to Social Media Success for Eshteticians
114 Plays1 month ago
In this episode of Beyond Esthetics, we’re diving into the power of confidence and branding in growing your esthetics business and social media presence. Tiffanie and Jess share their personal journeys of overcoming fear and imposter syndrome, proving that when you embrace your unique brand, showing up online becomes effortless.
We’ll break down:
✨ How confidence fuels a strong, authentic brand
✨ Why branding builds trust and attracts dream clients
✨ The key steps to defining your brand identity, visual aesthetic, and messaging
✨ How a clear brand makes content creation and social media marketing easier
Take Action & Connect with Us!
🎯 Your challenge: Take one small step today—post an intro video, refine your brand message, or engage with your audience more authentically. Then, tag us and share your biggest takeaway from the episode!
📲 Follow & connect with us on social media:
💖 Jessica: @the_esthi_coach | @jess_eminence
💖 Tiffanie: @sweetcheeksuniversity | @sweetcheekswaxingskincare | FB & TikTok: @sweetcheekswaxingskincare Beyond Esthetics Podcast @beyondestheticspodcast
⭐ Love the show? Support us by rating and reviewing Beyond Esthetics on your favorite podcast platform! Your reviews help us continue bringing you empowering content to grow your esthetics business.
It’s time to stop overthinking and start showing up with confidence! Tune in now and take your brand to the next level.
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Transcript
Introduction and Host Greetings
00:00:03
Speaker
Good morning. Good morning. How are you? Good. Happy Monday. Happy Monday. Really excited to be here in the recording studio for this podcast. Me too. How was your weekend? It was really good. It was fast as they usually tend to go, but we spent a ton of time outside, even though we got a ton of snow and it was really needed. it How about yours?
00:00:29
Speaker
Yeah, exactly the same, lots done around the house, good workouts, time in the snow, reading, it was really a perfect weekend. Yes, going well refreshed. Yes, the same, very much the same. Okay, so we're going to go ahead and
Podcast Focus: Beyond Aesthetics
00:00:45
Speaker
dive in today. So everybody, we are overjoyed to be here with you today. Welcome to the Beyond Aesthetics podcast, where we dive deep into the journey of estheticians who aspire to grow not just professionally, but personally and spiritually.
00:00:59
Speaker
This is a space where the art of aesthetics meets the soul and the power of community fuels transformation. Whether you're looking to elevate your skills, expand your mindset, or align your career with your deeper purpose, you're in the right place. Join us as we explore stories, strategies, and insights that go beyond the surface because growth happens from the inside out. to This is Beyond Aesthetics, Let's Grow
The Impact of Decluttering on Well-being
00:01:21
Speaker
Together.
00:01:22
Speaker
love it. It's hard not to smile. ah be When we read that I love it so much. One thing I'm gonna actually add and that I wanted to talk about today is one reason why I'm feeling so refreshed is because I cleaned my office out. I i feel like a spring cleaning bowl because I am Oh yeah, I literally have had like Tiffany noses. I got stuck last like Wednesday and Thursday with my work. I was really, really struggling just on so many different levels. And it really dawned on me how much I just need to clean out my office and organize it. And I'm so glad that I did. So I'm finally
00:02:06
Speaker
Last night it took me a good three hours to go through my closet and all of my drawers and just clean everything out and throw. I got um one full garbage bag full of stuff to take to the trash and recycling.
00:02:22
Speaker
And it literally made me feel so refreshed. And so I just have to say for those of you who might be struggling, especially winter can just be hard winter is such a roller coaster, because some days are sunny, some days are not obviously it depends on where you live. But I know for me,
00:02:41
Speaker
I just get on such an emotional roller coaster that leads to this mental roller coaster. So some days I'm on a high as Tiffany knows, and then someday I'm on such a low. And by cleaning out my office and reenergizing the space, and deep cleaning it too, like I dusted, I vacuumed, I did the whole thing, everything is organized.
00:03:06
Speaker
I feel like a brand new person. So that's my tip of the day. If you guys need to clean out your workspaces or a couple of closets in your house, like whatever that looks like for you, I feel like don't wait until the spring to do some spring cleaning. If you're struggling with that, like I was, just get it done and you're going to feel so much better.
00:03:27
Speaker
I'm so glad you brought that up because actually yesterday I was doing some chores and some housework and I've just been getting this pull like I get like I got to get rid of everything because I'm feeling suffocated in my living space and so I got went through some of the kids clothes went through some of my closet got some stuff to donate to the local thrift store And it does feel this like this physical weight is being lifted because you're clearing out your energetic space or your physical space that you're living in, but it's an energetic benefit that you get. It's so, so powerful and valuable. I can't agree more because it is, I've been riding this roller coaster too. And I think it's just winter time of like, I do really, really well. And then I wake up and feel like overwhelmed or stuck or just like all of this stuff that I have to get done. So it's really, really valuable to tip to do.
00:04:17
Speaker
Love it.
Confidence and Branding for Estheticians
00:04:19
Speaker
Let's get into today's episode though. So we're going to talk about confidence and branding and how Those two things are the secret to social media success for estheticians. I think for anyone who chooses to listen, listen but estheticians and beauty professionals, especially confidence and branding kind of go hand in hand. So I'm really excited to get into today's episode and all of the value that we're going to bring to you guys that are listening. Really quick though,
Meet the Hosts: Tiffany and Jessica
00:04:47
Speaker
we want to, if you're new here or if you've only tuned in a couple of times and you're just getting to know us,
00:04:53
Speaker
We want to make sure that we introduce ourselves. um I am Tiffany Orr. I am a licensed esthetician and ah owner of my own skincare business, Sweet Cheeks Waxman Skincare. And I also am an esthetician educator through Sweet Cheeks University. And I have teamed up with Jess.
00:05:13
Speaker
to co-create this beautiful passion project of ours, Beyond Aesthetics, that started out as be Beyond Aesthetics podcast and now has ventured into Beyond Aesthetics coaching, which we're gonna tell you a little bit about here in a second. Go ahead Jess, tell us who you are.
Creating Beyond Aesthetics Podcast
00:05:26
Speaker
Yeah, my name is Jessica Peterson. I've been a licensed master esthetician for 21 years. I've done so many different things in the industry. I've been in the resort industry. I've opened up treatment rooms for myself in different salon spaces. I've worked at Dave's Bug. I'm a rep for Eminence Organic Skin Care. um This will be my 12th year with them. So that's really exciting too. And I, yeah, I started my own coaching business a couple of years ago.
00:05:53
Speaker
And it just kind of exploded. It continues to explode and grow. I brought Tiffany into the business last year, and it was the best decision that I have ever made. So together, we have created ah beyond aesthetics podcast, of course, but we do one on one coaching, we have a super successful and incredible mastermind that we are so passionate about. And we have just created this beautiful,
00:06:20
Speaker
community. Tiffany and I are spot partners. We've known each other for this this April will be eight years actually. yeah And we I don't know our like we've been spot partners since then but as friends and like soulmates and twin flame over the last few years our relationship has just taken this different course And we've ended up really having the same vision. And so that's how we came together to do this. And it is just a passion project for us, and especially the podcast. We don't make any money doing this. We really do it because we're we love it. We want to make money someday. It's certainly a goal. ah But we wear so many hats. And so right now we're doing recordings every other week and just doing longer, more powerful episodes.
00:07:06
Speaker
And so we wanted to also let you guys know that we're going to stick with this pattern for a while because it's working really well for us and the content is better. It is better. we can We can bring more value to it when we're not spreading ourselves too thin and we can be really intentional about what we talk about on the podcast. So I'm here for it. I'm here for these longer episodes with tons of value and just, yeah, honored to be here every single time.
00:07:34
Speaker
Yeah, today's going to be basically a masterclass.
Episode Overview: Confidence and Social Media
00:07:36
Speaker
And so I mean, gear up and get ready, take notes, download this episode because you're going to want to come back to it for sure. So we're really excited to dive in with you guys. And of course, we're going to start off by talking about branding and confidence. And so I think the first thing we want to cover is sharing why personal and professional branding is so essential in the beauty industry.
00:08:02
Speaker
Tiffany, tell me your thoughts on that. And then I'll tell you mine, but I bet they're the same. So
Overcoming Social Media Fears: Hosts' Experiences
00:08:07
Speaker
go ahead. Um, well, okay, my first thoughts when it comes to personal professional branding is they go hand in hand and really like you are your brand. And it's your essence. It's your authenticity. It's you behind the business behind your profession that you're pouring into the business itself that really like transcends it. into I think like immense success when you can align with your brand and your personal values, your deep core values, they really go hand in hand. So I think that's why it's so important to get really, really clear on what your personal values are, what your core values are for your business, what your mission statement is, what your purpose is. If you have a purpose, what your why is behind everything,
00:09:00
Speaker
so that you can get really clear on your branding and so you can get really clear on your brand messaging and then really just like transcend that out into the unicor universe and attract your ideal clients and create this beautiful career that you really love. um So it really does all go hand in hand, but it really does start with you. It starts with like you're the essence, you're the everything behind your brand and you really have to get clear.
00:09:25
Speaker
on why you're doing it in the first place, who you are as a person, what your vision is, all of that. We talk a lot about that kind of stuff, but that's my thoughts. What are yours? I definitely agree with that. And the only thing that I would add is that there's so many of us out there in the industry. I mean, there's millions of estheticians and new ones coming every day and also just all types of beauty professionals and stylists and massage therapists. And and so your personal brand is not just if you're and owner of a business at all. Your personal brand is who you are as a beauty professional. And when you get really clear on that, like we're going to talk about today, and like Tiffany said, everything actually is a lot easier. and Social media will be so much easier and you're going to attract the right people to you. So in an industry where there is
00:10:18
Speaker
and just so many of us out there. And saying that to I don't believe that the industry is saturated. I believe that we are more in demand than ever. And that is why there's so many of us having your own personal brand that you stand firm in is saying I know who I am. I know what I have to offer. This is how I can help you and it's just going to bring the right people to you and really set you up for six success. So That's what I would add too is that I don't want anybody listening to this to think, oh, I don't own the business. And so I don't need to worry about branding. Nothing could be further from the truth. I think everybody needs to have your own personal brand, especially in the days of social media, you know, where you're, you're really constantly selling yourself and marketing yourself. And so if you can nail down your brand, then you're going to be that much more successful.
00:11:10
Speaker
That is actually such a good point and it is so very important and I think this is something that a lot of estheticians especially wait to get really clear on their branding because they're working for somebody else and because they're in this middle phase and maybe they have this dream of going out on their own and opening their own business someday.
00:11:30
Speaker
And they're willing right now to work for somebody else and soak up all that knowledge and learn their skill set. And then they just like are in this waiting period. And that is definitely something that we don't want to see you do. You want to get really, really clear right now. Like right now is the time to be doing that because not only are you attracting your ideal clients for you as a professional, that's going to benefit you as a professional, the business as a whole. And when the business as a whole succeeds,
00:11:56
Speaker
you succeed as a professional, and then it's going to set you up for success. Because if you're not putting in the work right now and practicing those things right now, then when you do get out on your own, you're going to feel really lost or you're going to feel a little bit behind or a little bit confused. So it is like a practice. Like we want to be doing those reps, kind of like we're working out right now. When we putting it in those reps in the gym and doing that work, so when we go like out and run the marathon or whatever it is we're doing, we're prepared and we're ready. It's such a good point.
00:12:25
Speaker
I love it. So good. So how about, um, so, okay. So what we're going to go over today, I'll just share a brief outline of what you guys can expect. So first we're going to talk about the role of confidence in showing up online. And then we'll go into how branding builds trust and attracts the right clients. And then why a strong brand makes social media marketing easier and more effective. So first we'll dive into confidence as a foundation for a strong um brand.
00:12:56
Speaker
When you believe in your skills, values and mission, it's so much easier to show up authentically. So we wanted to touch on some really common fears. and that people can have and showing up on social media and then also share our own stories about that. We're currently in our mastermind working with several women who struggle with confidence and showing up on social media but they've already come leaps and bounds without us even having to dive too deep into it. I think because they do have a community of support now that they feel a lot more confident but It's really, really common. So some common fears that I think people have is being judged. So they're they're afraid to show up online. They have, and we talked about this in the last couple episodes, this like content graveyard, the real graveyard, where they don't even post all of the content that they create or they get into a state of paralysis and they do nothing.
00:13:57
Speaker
because they are so afraid of being judged. And then also perfection, just getting really hung up on things not being perfect enough to post. So those are the two main things that I see people struggle with the most. Have you noticed anything outside of that? No, maybe a little bit of imposter syndrome, I think can be common as well. But yeah, those are the main things for sure. And what's interesting is that not even that they don't have creative ideas,
00:14:27
Speaker
they have these ideas, they have a all of the creation they need, they actually spend a ton of time creating it. And then they get this like paralysis or this idea of perfection, and then they don't post it.
00:14:39
Speaker
Or maybe they posted something and it has, it didn't have the return that they were expecting in their head. So they thought it was a failure. And so we're going to talk about that too, and why that is a big hump to get over and an important one to get over. But those are the main ones. So, um, you know, fear of being judged, imposter syndrome, and then this idea of perfection and getting paralyzed within that. Those are the main ones.
00:15:04
Speaker
Yeah, so if that resonates with you, stay tuned. with And also know that you're not alone in that because we also have been through that and I have not met very many people who have not or are not currently going through that too. So this episode is definitely for you.
00:15:21
Speaker
And you're definitely not ah alone in this. And so I want to take a minute and just kind of share each of our own experiences with this, because Tiffany and I, you guys have probably noticed, um if you've been on our social media, neither one of us are afraid to show up. I have no problem getting on camera and spewing out all sorts of information. And um I think for me, why it's so easy is because I'm so much more focused and and this is kind of what I had to overcome because initially it's not a comfortable thing for anybody to do. However, if you can stay focused on the value that you're creating, I knew for sure, for sure, for sure that what I had to say people needed and wanted to hear.
00:16:13
Speaker
And so once I just stuck with that and I was like, oh, well, you know if anybody does judge it or disagree with it, I'm just going to have to let that go because what I have to say is really important and really valuable. And so that was the first thing that really got me over that. And even if you only get a few views, like let's say you create this amazing content and you're putting this message out there that you're so passionate about and you only get three likes.
00:16:47
Speaker
I want you to stop for a second. And Tiffany actually has a great analogy. Like if you were in a room with three people and you shared that content with those three people in the room, how valuable and incredible would that be? You wouldn't feel bad. No, it wouldn't feel bad. Like one person saw it and gained value from it. Two people, three people, five people, eight people.
00:17:11
Speaker
It doesn't matter if you have a ton of followers or a few followers. What matters is that you have something valuable to say. and Something on your heart and so you put it out there or you have this creative idea You have this amazing content and you do it staying focused on the value that you are creating So I know that that is what really helped for me I know Tiffany is really the queen putting herself out there on social media. She is a very creative with her social media, but I know that initially I It wasn't easy for you to just jump on there and start making all these reels, especially when reels first became a theme. You're one of the first people that I knew that I worked with who just took it and ran with it and put yourself out there. So
Fostering a Community over Competition
00:17:56
Speaker
I think we would all, I know we'd all love to hear how that went for you and how you gained your confidence throughout that timeframe.
00:18:06
Speaker
i really i have Okay, a couple parts here. So when Reels did hit the scene, I had been putting in the reps. I had been showing up in my stories. I've been getting more comfortable, even though it's uncomfortable doing lives on Instagram or Facebook. I had been practicing for that. So then when Reels came on the scene,
00:18:26
Speaker
And, um you know, all of us had to learn how to do them and navigate them and they were very glitchy and whatever but they were fun and exciting. It was like this new way to show up where I had already been showing up. yeah um like not just by posts on like your, your social media feed, but like in your stories, like real time, I'd already been putting in those reps. So when they did come on the scene, it was kind of just this new fun thing to do with music that hadn't been an option before. So it was like really simple. So that goes back to what I had said in the beginning, like you got to put in the reps, you got to practice for it. You never know what's going to ah appear before you ah or what opportunities are going to appear for you, for you to be able to like,
00:19:09
Speaker
flex what you've been practicing, if that makes sense. So with that being said, in the beginning though, um, when I first started showing up on Instagram, I think I just really anchored into all of this value and the immense opportunity I had at my fingertips to reach so many people just within my community, my small community that I built and the small amount of followers that I had that holy cow, this is free.
00:19:36
Speaker
like advertising free marketing and they're choosing to follow me. And so by like, I kind of was able to be like, okay, they're choosing to follow me. So that means that I've got to show up for them because they're here. Like I have this audience and how can I bring them value? What fun ways can I do it? What, what ways can I think outside the box to do that and just really like educate them and share product knowledge and all the things. Um, so I think in that sense, I really just like tuned my brain into, I have this audience and I've got to show up for them kind of like, you know, you're a movie star and you've got these fans and you got to show up for them with the stuff that you create. So,
00:20:16
Speaker
Um, that's really how I approached it and then just had to really, really separate myself from the people that were possibly judging me and probably were judging me and probably still do. And the things that they were saying or will will say and just like anchor into my purpose. And that's really what helped me grow that confidence of like, I'm not here for them. I'm really showing up for myself.
00:20:45
Speaker
first and foremost, and for the for the clients that I want to reach. Does that make sense? It does. And you know what? It's bringing up for me too. And you and I had started talking about this a lot last year that I want to actually revisit is that when you're feeling, um when you're when you're not feeling confident or when you're afraid of like being judged and you're afraid of the rejection, you're immediately making it about you.
00:21:15
Speaker
versus what you have to offer to your clients and your community. And I do think that the problem is that people are focused on what their peers are going to think. And I have been there too. And I know that's what you're talking about too. You're like, people are probably, they might judge you, they might question you, you know what, they might. But when you're overly focused on what other estheticians are thinking then that means that you're posting for other estheticians then what are you even been doing and like that makes zero sense and so it I think we're both on the same page of like when you realize and you can hone in on who your audience is
00:21:59
Speaker
they're not It's not your peers. It's not people judging you. You might have other estheticians following you. I've got lots of other reps following me. I've got lots of estheticians following me, lots of business owners following me, lots of other coaches following me. You're not there for them. I'm not posting for them. I am so focused. I know exactly who my audience is.
00:22:22
Speaker
and so you know you can You will learn to tune those people out. And I have found as well that once you start getting some positive feedback, now the positive feedback, that can look so many different ways. For you, that translated to sales, you know because you weren't coaching yet. So this is just Tiffany's, like her skincare business, especially you know when she started um selling online and when she had her her clients. and So it could look like that. It could look like you're showing up on social media and now your sales are increasing and you are gaining maybe new clients. We don't get a lot of new clients from social media, but we do get some. um So it could look like that. For me, it was really positive feedback. People who were thanking me for talking about the things that I'm talking about. And once you even get just a little, little taste of that,
00:23:15
Speaker
It's so huge. but like It could be one person, it could be one sale. But once you realize that translated, that landed, and you get that positive feedback, then it also becomes a lot easier. But you're not going to get there unless you can just do it. Yeah, you have to you have to like make this commitment to yourself that you're gonna you're willing to do it and show up, whether you get that or not.
00:23:40
Speaker
Right. Because sometimes it can take a really long time. Sometimes it's going to show up in ways and that you didn't expect or that maybe you didn't want. And so we have to be really open-minded and we have to commit ourselves to showing up regardless of what comes back to us. And a and no matter what, the work that you choose to put in will come back to you in some way.
00:24:03
Speaker
Absolutely. Especially when you're anchored into your purpose, especially when you're showing up authentically and especially when you are showing up for the right reasons and for the right audience, like you were saying, it's really important. We're not showing up on social media for other estheticians or we're not creating content for other estheticians. And sometimes, and like I can look back and see exactly when I did veer off of my um my path and maybe I was creating content for other estheticians and it was getting a lot of likes and it people were resonating for it but then it wasn't actually in the right way and it wasn't serving my right goals where I was trying to convert to sales and all those things. but Yeah.
00:24:49
Speaker
And then we touched on this last time too, but I'll never not touch on this. The amount of people who are judging you is usually zero to 1%. So I think it really doesn't happen as often as we think it is in our heads.
00:25:05
Speaker
Um, I actually have never seen it. I think Tiffany's probably seen it like once or twice in all of her years. And so we were creating this mountain of a problem, this mountain of, you know, that's holding us back when there's actually not really much there. And I can't remember the verbiage that I used on our last episode, but it's usually people are watching you and they're, it's like this jealous admiration. They're like, wow, I wish.
00:25:33
Speaker
that I was confident enough to put myself out there like she does. You know, and so I always have to throw that in there because it's not as real as you think it is. No, I think we do a lot of assuming too, that we're assuming so and so is going to judge us for the content we create or how we show up or what we do on social media.
00:25:53
Speaker
or online and I think that's ah that's really, really unfair because by assuming we are thinking, we automatically know what they think. And ah when we're in this state of fear, then it's automatically gonna go to like a negative thing. And so I think really what's important, and you say this a lot Jess, is people are always only thinking about themselves. And if they are judging you, it's more in a, jealous I like that jealous admiration, and or maybe an envious state,
00:26:22
Speaker
And they're really just wishing that they could do what you you're doing and what you're choosing to do. And so it makes it really a lot easier when you realize that people really aren't judging you like you think they are. It's not as big of a deal. And when we allow those fears to overtake, we're really just like standing in our own way. And so we really have to separate ourselves and like move yourself out of the way and then just do the work, just show up and then it will come back to you. yeah
00:26:54
Speaker
And if initially to you need to just post the content and then turn your phone off for a while, do that. yeah I will say if you are just getting into it, and you post something, it's really easy to sit there and like watch it and rewatch it and judge it yourself and just stop like literally just put the content out there and go for a walk or something. But um that part of it, I will say gets easier and easier and easier.
00:27:22
Speaker
And the time consumption that social media can be that gets easier and easier and easier. And we'll create an episode like we're going to create a class on this anyways, but we'll talk more about that part of it later. Right now we're just showing about we're just talking about showing up and doing it with confidence. i'm Now confidence also remember from the last episode, this is basically keeping your promises to yourself and also doing things that are uncomfortable. And social media is both showing up on social media is is what will create a lot of confidence what you when you just go for it. And and it is uncomfortable, but you're going to do it. And it's going to be fine. And you're going to realize that it's fine. And then with that, you get more and more confident as you go. And I also would work on reframing to, yes, there are other professionals who are watching you. So reframe that to know you're setting the example. And ah Tiffany has been that way. I know for my spa partners,
00:28:23
Speaker
and especially here in Idaho, who know and love Tiffany, it's because of her showing up online. And they had so much admiration for her. And she really set an example. And um same for for me with Eminence, I was one of the first ones who had a social media page. And initially, I was like, what are all of my peers going to think but then it's really turned out that they now have all of their pages and they give me a lot of positive feedback and I've been very helpful for a lot of them too in just in growing what they're doing so that they can also have a wider reach and and then we're all able to support like all eminent spot partners all over the place and so if you can think of it as you know what they might be watching me so I might as well set a really good example of what is possible and how to show up online and really help people and create value.
00:29:17
Speaker
Absolutely. And I think it really does matter the mindset that you have but when it comes to your peers and your quote unquote, we'll just call them competitors when you have this very community based mindset and that there's enough to go around for everyone. We're all in this together. We're not competitors. I'm not in competition with anyone else but myself. Then it does take all of those, not all of them, but it takes a lot of those fears away. It strips them down to the bare bones and you're just like, okay,
00:29:48
Speaker
I'm showing up for myself in my business and my team if I have one, she's showing up for hers, we can support each other. And then it just takes away that fear of being judged. And, um and it really does elevate you to this leader status, that you are setting the example for these other peers. And when you raise your vibration vibration up, then they're going to meet you and the ones that don't meet you are going to filter away, they're going to go somewhere else.
00:30:15
Speaker
yeah yeah
Branding and Building a Business Identity
00:30:16
Speaker
ah that and Wow, that could have been a whole episode. So next I want to talk about, um and this is a question for Tiffany, I would love to know how, so now we're going to talk more about branding. So your personal story and how you and your business were transformed by embracing your unique brand.
00:30:38
Speaker
and Tell us more about that. I was telling Tiffany before we started, and I tell her this all the time, you really are the best at personal branding of anybody that I work with. Your brand is so solid and consistent down to even just your colors when people, when I see this color, I think of Tiffany. You know, I just have,
00:31:04
Speaker
this, this tie to your brand. And, and so that means you have a super, super solid brand and people really feel a certain way about that. So tell us how you really became so solid about it and how that has translated to your business success. Uh, well, first, thank you. I have worked really hard at it and I've stuck with it. And, um, now it's just like, it is who I am. It's like everything behind like sweet cheeks is.
00:31:33
Speaker
very branded and it has been from the start. So when I think back on my story of when I opened Sweet Cheeks and when I got going, like i i to be very transparent, I've always worked with a graphic designer from the very beginning. I've had several. um So that has been really helpful in curating my brand because even though I had this idea and this vision, I needed help like bringing it to life. And so I've had several over the years,
00:32:01
Speaker
Um, over the past several years though, I've had the same graphic designer. And so she knows me and our core values and my essence and everything, like the back of her hand. So it's really, really easy. So, um, our branding though, like my goal in our branding is like you said, to be very cohesive across the board, no matter where that is, no matter if it's in person in our store, like our store is very, like every, if you follow sweet cheeks waxing and skincare online,
00:32:32
Speaker
If you drive through Sam and Idaho, like you would be able to pick out, even if we didn't have the name on the door, you would be able to pick out our spot just by seeing it from the street. And I kid you not, like we're very branded down to everything in, in person to how we show up on social media, to our colors, to our fonts and our logo and our email campaign and even our events. Like they're very sweet cheeks branded in it.
00:33:00
Speaker
comes back to just being like the essence of who we are. And I have this whole story behind Sweet Cheeks Peak and what it means. um And so I think I kind of got off base on that. But anyways, it really did transform my business into being very, very successful because my whole goal is if you see a post on social media, even if it doesn't have our handle on it or our logo on it or our name,
00:33:27
Speaker
you're going to know that it's sweet cheeks before you even read the caption. Like that's always been my goal. And I think we've stayed pretty well across the board, even if it's not sweet cheeks peak. Like I have a lot of content that I, that I share. That's not our brand colors, but it still will have something within our, her our brand in there, whether it's like the font or the feel like we create a feeling behind our brand.
00:33:54
Speaker
And so I think that's the goal for everyone listening is you really want to create this feeling that your customers can take home with them, that they can feel when they see your content on social media, that they can feel when they walk into their into your space or get a treatment or byproduct from you. Like it needs to have, it needs to, your brand needs to compose a feeling for your clients.
00:34:22
Speaker
I don't know if that answered the question, but. It does. Is there any specifics you could give us on why that makes you successful? It's hard to pinpoint. I think that part is just hard to put into words.
00:34:39
Speaker
and Is there anything that comes to mind though? Well, I think it is like so solid. yeah I think it comes back to being cohesive with everything across the board. And so your clients know what to expect from you and it like, um, elicits trust. I think when things are consistent and they're like to the core solid, even though, even when you,
00:35:04
Speaker
I mean, you can you can upgrade your branding throughout the years and you can do those things, but there's still like this base core thing that elicits trust with your customers. And that's what will carry you. And that's what will help keep those customers coming back to you and wanting to shop with you or wanting to see you for services. And so it is really hard to put into words, but um that it I think in itself, the consistency of being like across the board,
00:35:35
Speaker
branded from start to finish, even how, there's like for those that don't know, I started as a solo esthetician for six years. I was a solo esthetic before I grew my team and brought anybody else on and had employees. And so from the beginning,
00:35:52
Speaker
I was like branded to the core of me and how I showed up for my clients and how I presented myself in my community and online and this presence that I was creating either in person or online. And then when I grew my team, like we, everybody who is on, who works for sweet cheeks has those same, like we talk about our core values and we, um,
00:36:15
Speaker
we show up as them. And so like, even though we're all individuals, even though we all have this very unique talent that we bring to the table for each of our customer base, we still have like this big vision, I guess you'll call it this big collective that make up who Sweet Cheeks is.
00:36:36
Speaker
So what also comes to me as I'm listening to you is that because you convey this trust and this message and this emotion, you also brought in all of the right clientele and they've stayed with you, including your team, the people who have been attracted to your team because you are so solid on your brand, your messaging, your values, then it created the community, right? It it created the clients. it It just attracted all of the right people to you as well. Absolutely. So I think if I like any message I can say about this on how my branding has led to my success is it's, yes, it's been about like your, the physical aspects, like your brand colors and your fonts and your logo and all that, but really is about the emotion.
00:37:23
Speaker
that you're creating and that you're carrying and that you're living by. Um, that really, that's part of the brand too. Like it's, it's a very layered branding is not just across the board, you know, one thing or the other, it's pretty layered and it, you know, it's definitely emotional.
00:37:46
Speaker
I could not agree more, could not agree more. And we'll talk more about that just a little bit later, but I think that the emotion behind a brand is the success of a brand too. And it is very layered, but you know, when I, when I researched branding, I look at branding about once per week. Cause that's kind of how I have my Pinterest board, like my Pinterest algorithm shows me that type of stuff. And what has been popping up a lot for me is emotional branding information.
00:38:16
Speaker
And as you're sitting here telling me these things, that's what keeps coming up for me too and how and important the emotion really is behind it. So I'm excited to get to that portion. and I'm not sure if I have much of a story to share about my branding, mostly because I am in the process of rebranding and solidifying all of these things for myself.
00:38:41
Speaker
um And I think I'll just share more of that as we talk further. um But I will say that as I have gotten more narrowed down to my brand for my own coaching business, I am so much more confident in my messaging and my business has actually grown.
00:39:00
Speaker
And it's actually become a lot more authentic as well. So I still am working on mine. So thank you so much for sharing yours though, because you truly are one of the best examples of it. So now we're going
Steps to a Strong Brand Identity
00:39:14
Speaker
to go ahead and get into the actual steps of branding. So here we're going to dive into kind of your masterclass and then we're going to tie all of that back into social media as well.
00:39:27
Speaker
So first what we're going to do, and I'm going to let Tiffany take over a lot of this just because she's so dang good at it. And we're going to start by talking about defining your brand's identity. So and Tiffany, go ahead and and go go through these highlights with us, and then I'll just kind of chime in whenever I feel like I have something to add. OK.
00:39:51
Speaker
so defining your brand identity, there's a couple things that you want to ask yourself when you're just getting started or when you're thinking that you need to rebrand or just get really clear on your branding. So first question, what do I want to be known for? So say you're an esthetician and your you want to ask yourself like, what do I want to be known for in my community? um Maybe in the industry, where are my um Where do my passions lie? And what do I want my ideal clients to like remember about me? And so another question, who do I want to help? Or what impact do I want to make in my clients' customers' lives? and So this comes back to getting really clear on who your ideal client is. We've talked a lot about this, especially recently. We want to get really clear on who the ideal client is so that we can attract them to our business, our practice,
00:40:46
Speaker
And so that we can help create immense impact in those ideal clients and customers' lives. And then this also helps clarify your brand's mission statement as a whole when we get really clear on these first couple of things. So just to reiterate, what do I want to be known for? Who do I want to help or what impact do I want to make in my clients' customers' lives? Yep. So that's your very, very first question. That's literally step number one to defining your brand identity. What do you want to be known for?
00:41:13
Speaker
Who do I want to help or what impact do I want to make in my clients and customers' lives? So that's the very baseline. That is where you are going to start. And now Tiffany and I are going to share our own mission statements. And so Tiffany, I'll let you start. Do you have yours for Sweet Cheeks? For Sweet Cheeks? Yeah. So whatever you want to share i' share. I'll share both. I have them both. um I have my mission statement right here on front of me in the wall for Sweet Cheeks University.
00:41:43
Speaker
So I'll just read it to you. So I first and foremost want to be known um as a Brazilian wax. expert and aesthetician educator, actually a world renowned Brazilian wax expert and aesthetician educator. And so um my mission is to empower aestheticians and media professionals around the world with the skills, knowledge and confidence they need to succeed and prosper. So that's really what my what I would love to be known for through SCU, through this coaching venture, we we'll call it.
00:42:16
Speaker
and um what my mission statement is. And so our mission statement for sweet cheeks, waxing and skincare. And again, this is a collective mission statement for me and everybody who works for sweet cheeks is kind of our, I don't have it in front of me, so I'm going to try and read it off the top of my head without butchering it. Basically our mission statement is where skincare meets empowered self-care. And so we want to be known for um empowering women around the world to love their skin from the inside out through skincare and self-care practices. And so we at you know we revisit this mission statement at the beginning of our team meetings, we have them print, oh
00:43:08
Speaker
I think I lost Jess.
00:43:17
Speaker
Uh, resume. Okay guys, we have a little, little technical difficulty. We're back. Uh, as they happen. Okay. So just revisiting, um, uh, my mission statement for sweet cheeks waxing and skincare and what we want to be known for.
00:43:37
Speaker
Um, so sweet cheeks is where skincare meets empowered self care. We want to be known for empowering women around the world, um, to love their skin from the inside out. Cause beauty is more or beauty is an inside job. It's not skin deep or it's more than skin deep goodness. And so, um, you know, we want to be, we're known for clean and, um,
00:44:02
Speaker
you know, really good skincare and cosmetic progress or products and and showing up for our clients and in every way possible. It's just always been and always will be for us so much more than skincare. Kind of butchered that, but that's okay. Jess, share your mission statement.
00:44:24
Speaker
Okay, so I'll share mine first by your beauty collective, and then we will share ours together. So for for my coaching business, aspire beauty collective, I empower beauty professionals to elevate their careers, enrich their lives and align with their highest hearts calling and potential. Through personal professional and spiritual development, I provide guidance through coaching, course offers and community support to turn dreams into reality.
00:44:50
Speaker
My mission is to inspire growth, foster confidence, and create a thriving industry with a new era of beauty professionals that deeply flourish in business and life. Beautiful. So good. and Okay, we have one for the pod. So I'll read ours for the podcast as well.
00:45:10
Speaker
Beyond Aesthetics podcast is the community dedicated to helping estheticians grow professionally, personally, and spiritually. Our mission is to empower beauty professionals with the confidence, knowledge, and mindset needed to elevate their craft and create a thriving purpose-driven career. Through insightful conversations, expert interviews, and real-world heart-based strategies, we go beyond the surface to inspire transformation from the inside out. Together, we rise support and redefine success in the beauty industry. So beautiful.
00:45:40
Speaker
So together we want to be known for being like the go-to support system for beauty professionals around the world. We want to, our goal is to raise the level of vibration across the aesthetics industry and beyond through, like you said, spiritual and personal growth. And um yeah, anything else dad?
00:46:07
Speaker
No, but we do have one for our coaching as well. Do you have that one in front of you? I do, I'll read that one. Beyond aesthetics coaching, our mission is to empower beauty professionals to step into their fullest potential personally, professionally, and spiritually through personalized one-on-one coaching and a transformative mastermind community experience. We provide the support
Developing a Cohesive and Authentic Brand
00:46:30
Speaker
strategy and mindset shifts needed to help aestheticians and beauty entrepreneurs build driving purpose-driven careers. We believe in the power of community, confidence, and continuous growth, guiding our clients to break through limitations, achieve their goals, and create lasting success in both business and life. Together, we rise, support, and redefine what's possible in the beauty industry. I just love that so much. I miss you.
00:46:58
Speaker
I do too. I love mission statements and I think it's important that everybody has one. um Once you have your mission statement defined, that becomes a massive part of your brand and your values. They're all really tied together. You can tell what our values are and just based on those.
00:47:17
Speaker
mission statements and also the energy and the emotion that we're trying to convey as well. So a lot of those similar themes, just now talking about the podcast and our coaching business, empower, transformation, purpose driven,
00:47:36
Speaker
community, confidence, growth, rise, redefine, and heart-based are some of the main things that and you can tell that we feel really passionate about. and And you can see that throughout our branding. If you've ever been a part of the mastermind program, you know that that's really what happens. If you've ever done one-on-one coaching with us, when you listen to the podcast, it is very clear what those values are.
00:48:07
Speaker
Absolutely.
00:48:11
Speaker
e um It's also important to identify your tone of voice, which makes your content feel uniquely you. It's the emotional connection you create with your audience. So it's important to define it very clearly. So and you open that up further.
00:48:29
Speaker
for us Well, I think that defining your brand voice does also go back to those feelings and those emotions and being able to identify what those and feelings and kind of power words are, and then bringing your own authenticity to it. And so once you have defined those words for yourself and those emotions, that is what becomes your brand voice.
00:48:58
Speaker
in my opinion. Same, I think that's kind of what I was going for. I think it's important to and to identify those power words and then um elicit a feeling behind them and then attach yourself to that feeling. So you kind of have to envision like your you have your power words and then you envision, okay, what am I going to create with empowering estheticians, for example, and then you create this feeling behind it. And then that's kind of the motivator behind how you're going to show up and how you're going to build your brand and create everything that you do, basically. here Absolutely. Couldn't agree more. So the brand voice kind of comes with time. I think once you identify the brand and you identify all of those things, then your voice will basically come from there. And I think I want to add really quickly too. I think for some of us, I get like so in our head about it and can get overwhelmed.
00:49:56
Speaker
we really just have to like go back to your heart center and like let that lead. So um it's easy to get caught up in like so-and-so is doing this or I really like this person's brand and then you can kind of let ah or sometimes allow that to take over and get in your head about it. So for anybody who's trying to build a brand or create a brand and you're trying to get really clear on that right now, really just connect with your your heart and go to your heart center and then like lead with your highest self. And that like, you kind of have to block out the noise. Kind of have to sit with it. You need to journal about it. You need to pray about it. You need to meditate about it. And then, especially if you're just like very unclear, you're really confused and you're like, I have no idea. I have these three colors and that's it. You need to like,
00:50:52
Speaker
yeah ah Connect with yourself and your heart and your source, however that looks for you and let that be. I couldn't agree more. I think that we as beauty professionals have a strong calling on our heart. And earlier you said to your why, you know, and ah one thing that I do in most of my courses, most of my coaching is I have people reconnect to that before we start anything. And so that's a really good place to start too, is to actually just go back to why you got into this in the first place, because and that is going to,
00:51:30
Speaker
help you reconnect with that heart space and that calling that you had on your heart, and to be able to further define that as well. So you can start by choosing three to five adjectives, as Jess said, to describe your brand tone, such as here's just some examples, empowering, professionalism, luxurious, authentic. You can go from there. Chat GPT can be a really big help if you need help.
00:51:56
Speaker
um And I think it's important i if you do use shop beach Chat GPT to give it some information about who you are, what your why is, what your core what your mission is, or your core values once you identify them, and then it will serve you better if you do utilize that.
00:52:15
Speaker
Absolutely. Yes. Um, I think we both shared before our chat GPT knows both of us pretty well. So I know for me, chat GPT helps actually for our podcast. It has has been a game changer because it's gotten to know our messaging and it has our mission. It has our values basically all plugged in. And so a lot of our content is built on chat GPT because it is so in tune with us and who we are. It knows us and our mission. Yeah.
00:52:43
Speaker
Absolutely. And it's not necessarily doing the work for us. It's just helping like generate our thoughts and what we want to convey out onto paper, so in a very clear and concise way that we can follow. Yes, it's amazing. So but I love that. All right, so we choose our adjectives, and then and that is going to help to define how your audience will feel when they interact with your brand. So again, that's the brand voice. um So some examples of that could be, I want them to feel inspired, relaxed, educated, confident, beautiful, et cetera. Absolutely.
00:53:17
Speaker
Love it. So let's revisit that again, just for anybody taking notes. So this is still in step one in identifying your brand identity. So first we ask, what do I want to be known for? Who do I want to help? Or what impact do I want to make in my clients or customers lives? That's going to help you with your mission statement. Then we're going to identify and define your brand tone by crafting a unique brand message that aligns with your personality and expertise and service.
00:53:46
Speaker
So that's about the emotional connection that we create with our audience. Now to define that, we're going to start by choosing three to five adjectives to describe your brand tone, such as empowering, professional, luxurious, authentic, etc. Then once you have that, define how your audience will feel when they interact with your brand. Okay, that's going to be social media.
00:54:08
Speaker
It's going to be in person. It will be your email marketing, your website, basically anything. Your brand goes everywhere with you across every platform, including and especially in person. So those examples would be, do you want them to feel inspired, relaxed, educated, confident, beautiful, et cetera. So that's basically the first step in defining your grant identity.
00:54:37
Speaker
No one can get into visuals. Oh, yeah. Yeah. I love visuals. I know you do. I really do. Visual branding and aesthetic consistency and why it's step two, step two, branding. So why it's important is to have cohesive visuals such as color, response, logo, social media layouts. It creates helps elicit the feeling behind the brand.
00:55:06
Speaker
and it builds trust and consistency so your clients know what to expect from you. Absolutely.
00:55:20
Speaker
It includes a lot. I think that this is actually where a lot of the work takes place is deciding your colors, your fonts, your logos, your layouts. And I think that is where a lot of people actually get a little bit hung up which is why I potentially want to hire that out. So my little sister does most of mine for me. um Tiffany has her graphic designer do her stuff for her. And this is also kind of the place where you're going to change your mind the most. You guys have watched me change my mind often with, with my colors until I finally landed on what feels the most true and authentic to me. So, um, what advice would you have about that though? Because this is, I think, especially as estheticians or beauty professionals, aesthetic is everything and it's easy to just continue to change your mind. How do you land?
00:56:17
Speaker
on what you're looking for. I think sometimes, especially like in your case, it's a process of elimination. You do something and then you're like, eh, this is just like, even if it initially resonates as you get going and as you grow as an individual and as a business, and then some of those things tend to fall away that weren't really, or that don't stay in alignment with how you grow. So sometimes it's a process of elimination. Um,
00:56:43
Speaker
Like you said though, working with an actual professional who went to school to do this stuff, like most of us can navigate our way around Canva, myself included. And I know that I don't have what it takes to like do what I want created in my head, if that makes sense. And so that's where me and my graphic designer work really closely together. I give her the information that I want. And then again, she knows my brand and my voice and my tone behind the brand.
00:57:12
Speaker
And then she can create it really beautifully and aesthetically and then give that back to me for me to post or show up on social media. So I think it is easy to get confused or to get overwhelmed, maybe not confused, but overwhelmed.
00:57:32
Speaker
so um
00:57:37
Speaker
e My best advice is to get on Pinterest. Yeah, I was just going to say Pinterest is a really great tool. So while my little sister, she did go to school for this, and but she also has two babies. And so I try to do as much on my own as I possibly can without bringing her into it. But initially when she created it for me, and she did a really great job, just like Tiffany's graphic designer. I gave her the information, she put things together, and then we just went back and forth for a while.
00:58:09
Speaker
Now that was before she had her second baby. So now that she has a brand new little one, I have tried to do most of my rebranding on my own. And so I took to Pinterest. So she kind of had everything laid out in Canva for me, but um I really could have done it all myself through Pinterest. So if you were to get on Pinterest and you were to start researching brand fonts, brand colors, you are going to find a wealth of information. It's going to tell you exactly how to plug all of that into Canva. It's going to tell you, you know, if you were to find a color template on Canva that you love, it gives you the codes for those colors that you just plug into Canva. So you could take um a Canva class, you could um just take to Pinterest and then put all those codes in yourself. But with my new rebranding, I did it on my own. So I actually just kind of had taken what my sister Tyra did. And then I plugged in new codes when I was finding things that resonated with me a little bit more. And it wasn't hard. It wasn't hard at all.
00:59:18
Speaker
I think the hardest part is that we question ourselves, right? And so when you finally land on something though, and you understand how important it is to just be really, really consistent, you'll change it less and less. So for me, it was kind of like trial and not error, but I was just tracking how things are being conveyed and how do I feel when I was looking at my page and my colors and all of that. and so Now that I'm getting ready to put all this into a website, I actually do feel really confident that I have landed on something that feels true to me, which is another really good point is that I for a long time was trying to appeal to what I thought other people would like.
01:00:00
Speaker
And that's why it wasn't resonating with me and it just wasn't sitting with me. It's because I would see somebody else's brand and I'd be like, that looks so good. Let's change it to this. And then I would start playing around with colors again. And um I have stopped doing that. And I finally landed on what feels right to me and who I am, what feels empowering to me, what feels confident to me and my authenticity. is is a very, very basic black and white and neutral colors. I love the fonts that I'm working with.
01:00:34
Speaker
And I'm very, very clear now on my brand messaging. So and that's the other thing that I would say is that what happens often when people redo their branding like I did, it's because initially they were trying to do what they thought other people would want. Guess what? That's probably not even going to draw in the right person the right people, the right clients, the right customers, like all of that. they're just It's going to be not as aligned because you're trying too hard to appeal to what you think people want versus like, hey, this is who I am. I'm in my center of power. This is very authentic to me. I'm very confident. And my business has actually grown since my brand tone has became a lot more confident and authentic to me.
01:01:25
Speaker
Absolutely. You have to, after you have to be willing to be unapologetic about it. And that's, I think what's led to in part, my success with all of the branding I've done is it's in a sense, not to say like it hasn't been done before, but like a lot of the stuff that I share or this is nobody else shares about it. And it's because it's just like truly authentic to me.
01:01:47
Speaker
and it goes back to our Y and our core values and our mission statement, of course, it always is aligned with that, but um you really just kind of have to be unapologet ah unapologetic about it and just do it for you, show up for you, and it has to be authentic or else it isn't going to land, it isn't gonna resonate, and like you said, maybe it's going to work for a while, but then you're just gonna feel out of alignment and you're going to wonder why, so it really starts with your branding and then branding is like foundational for your business or your practice or however however you're structured right now, but it really does matter. And so Pinterest is a really great tool. I love that. And I will add, if you're not the creative type to do your own Canva work, I wasn't for a long time. Actually, until I started Sweet Cheeks University, I didn't even learn Canva.
01:02:41
Speaker
So if that's not you, that's okay. And you can work with somebody who can help you with that. There is tons of graphic designers out there. So if you're looking for a graphic designer, I would look the same way that you're looking to like that you're trying to identify your brand. You want to look for somebody that aligns with you that can understand your mission and who you are and what you're trying to create for your clients. And, um,
01:03:08
Speaker
asked to see some of their work to see if it actually like is aesthetically pleasing to your own brain. And then that is just some good tips on aligning with the right graphic designer because um it's not for everybody. And I truly believe like working inside your zone of genius. And so right now I have the capacity to create on Canva for the longest time when I was building sweet cheeks, waxing, and skincare, I didn't. And so I was willing to hire that out. I was more than willing to pay for those services.
01:03:40
Speaker
so that I could be in my zone of genius and put my energy and time where I needed to be. Does that make sense? Absolutely. Absolutely. We still need to work on our branding for our... I literally had the thought this morning, it's time for another brand photo shoot. ah yeah um mental by year yeah Yeah. And do.
01:04:05
Speaker
We need to do, because we have now decided to do just and our coaching, our mastermind, everything is under beyond aesthetics podcast. We need to rebrand a lot and now that we have finally settled on doing nots that. So we need to get together and redo our own branding, but, um, it will be fun because I feel like we're so much more clear on where we're going and who we are and what we have to offer now. So it's.
01:04:32
Speaker
a really fun plan. really And sometimes with that being said, that's such a good example. Sometimes it just takes some time to get clear on your on your message and your mission and what you are exactly doing because When you're like start something new, it feels very unclear. You don't even know what you're doing, right? How can you even put into words what you're doing? If you don't even know what you're doing and you just have to continue to show up and it will get clearer with time. So like give yourself some grace in that too. If you're just like, holy cow, I don't even know what I'm doing. How do I say on paper what I'm doing? And then build a brand around it and it's okay. And you're allowed to change your mind. You are allowed to change things.
01:05:11
Speaker
you're allowed to pivot, you're allowed to completely rebrand from across the board, and sometimes you absolutely need to. So just know
Power of Personal Stories in Branding
01:05:19
Speaker
that that is okay. That's 100% allowed. And it's definitely even like necessary sometimes if you're working out of alignment. good So true. So, so, so true. So, step three now is the power of storytelling.
01:05:37
Speaker
because people connect with people. So we want to share our journey, experiences and behind the scenes moments. This is so true and so powerful. And again, it comes back to in part my success because from the beginning, I've just tried really hard to bring bring our clients, bring our followers, bring whoever's watching in into the process. Even when that process is messy, even when I again don't exactly know what I'm doing or I'm like mentoring into new territory. And so just allowing, I think them into that process, again, builds trust.
01:06:17
Speaker
And it allows this chance for a deeper connection between you and your clients. That's just so beautiful that you just like can't replicate in any other way. And so i I feel like I've been very transparent in just my business growth and letting like our customers know that like this is new and we're going to learn it together or you know stuff like that. And just like telling the story. and they people Like you said, people want to connect with people. That is the whole idea behind social media. And they want to connect with real people. They don't want to connect with a bot or this curated version.
01:06:57
Speaker
of you and then and why that's so important is if they see this very curated perfected version of you on social media and then they choose to come get a treatment from you and realize that you're not at all like you present how you present yourself on social media that's going to create a disconnect that's going to create some mistrust and then that's really and or that's going to attract the wrong type of people to your to your business and so it really does matter but people at the end of the day they just want to connect they want to see like real behind the scenes stuff i love behind the scenes reels or like come with me ah during my day i like live for those and i love when they're messy and i love when it shows like
01:07:38
Speaker
just mundane stuff of driving in the car picking up your coffee or cleaning your treatment room like I i absolutely live for those because it's a way to like see a peek inside of how somebody lives their day or runs their business.
01:07:56
Speaker
We have a guest. Oh boy. I don't want him to feel rejected. Milo is, that if you're not watching this, walking across Jess's desk back and forth, back and forth. because He probably needs some attention and he knows that his mom is busy and i mean he's just like my kids.
01:08:17
Speaker
If I'm on a phone call, my kids could care less until I get on the phone. And then they just like want to come crawl all over me. Yes, this is what he does. He never does this until I'm on a zoom call and and he needs all the attention. like I don't even know who you are right now. Yes.
01:08:35
Speaker
So yeah, sharing your story is so, so, so powerful. I think your your story is also such a huge part of your brand messaging and I encourage people to find different ways to share their story. um If that's part of your content pillar, if it's, you know, I don't know how, like, that there's so many different ways that you could do it, but I do think that that is so important and authenticity is in and perfection is out. Oh yeah.
01:09:03
Speaker
Oh my gosh, we are not in the era of trying to pretend to be perfect anymore. Everybody needs to just drop that and let it go. We're just into being real these days. You don't need to overshare on social media either. I think that there's a really fine line between and how much we share and can still be professional. And we've got to learn how to walk that line. I agree.
01:09:33
Speaker
And how do I say this? Sometimes when you overshare, it can elicit a response that maybe fills your cup in a way because you're getting maybe a lot of sympathy or a lot of attention or whatever, but is it the right attention that you're tracking for your business? And I think it's important like to always keep this professional level of you're still the professional. These are still your clients and followers and we want to show up always as the professional and keep it like very classy and respectable. And so I think they're like, you're saying there is a fine line to walk with it. And if there's like, like I share stuff about my kids on our social media page too, but I also have a, or it's not even private, but I have a personal um Instagram and Facebook where I put like my personal stuff and I just kind of separate it.
01:10:28
Speaker
I think that's so important. I have, I think, four different social media pages for a reason. I don't share much or post much about my fitness life, which is a massive part of my life. I love being a competitor. and I don't share any of that professionally. I have a very private page for that kind of stuff.
01:10:49
Speaker
and Also, I love to know that people are moms. I love to see people's pets. So there's things like that that I think as a professional.
01:11:00
Speaker
will connect you to people. and But there is a fine line. There is a fine line. So when you're having a really hard day, you might not want to jump on social media and cry about it. You know what I mean? Or like you can talk about it, but just in a way that connects with people, but not enough. I don't know. I think you guys know the gist and maybe it's a little bit different for everybody, but I think it's a fine line and I think you need to be really, really careful.
01:11:28
Speaker
But I also feel like once you're clearing your brand messaging, that becomes a lot easier, right? Like I'm very, very clear on my and coaching messaging these days, and I'm gaining more clarity as I go. So I am really mindful about what I'm sharing and what I'm not sharing, right? Like I shared my time in the mountains this weekend. I didn't go too deeply into it, right? But most of what I share is about my brand and about who I am and what I believe in and what I offer. But there's just those little like glimpses that we can give into other parts of our lives. Yes. Essentially. And I love like having this little bit of like
01:12:09
Speaker
Keeping this little bit of mysteriousness too, it adds like, I don't know, it adds like an attractiveness to somebody when you don't know absolutely everything from A to Z about their life. And so it makes like me want to like know more about them and follow them more closely. And I respect that I don't get to know everything about them. Yeah. And it does come back to to like, I'll just add really quickly like who your ideal client is.
01:12:38
Speaker
And hot that's how you show up for them. So like say, for example, you had a really hard client in the treatment room and you want to bitch about that client showing up on social media and doing so is not the place for it. And so we just want to like, I think that's like what you're getting at a little bit too is like, we want to keep it really professional and respectable always. And um yeah,
01:13:06
Speaker
I know what Tiffany and I can't stand more than anything in the world is people who bash on their clients on social media because they're posting for other estheticians. Yes. So you're showing up for the wrong audience. Wild, wild,
Simplifying Content Creation through Branding
01:13:20
Speaker
wild for me. Wild, wild west. All right. So by doing so, we attract the right audience. So a clear brand naturally filters out non-ideal clients and brings in those who resonate with your message.
01:13:33
Speaker
It builds trust and loyalty so your consistent brand presence makes people feel like they know you leading to stronger client relationships. Now we're gonna start i'm talking a little bit more about social media here because once you're solid on your brand, you're gonna simplify your content creation. So when you have a strong brand identity, you always know what to post and who you're talking to. So it's a lot easier to create your brand pillars And that is going to help you guide your content topics.
01:14:06
Speaker
and We might touch on brand pillars next time, or I mean content pillars next time, but essentially I believe that everybody should have about three to four content pillars. I'll read you just some quick examples without going into too much detail. So like number one would be education and expertise. What might that look like? Skincare tips?
01:14:31
Speaker
business and marketing strategies, product knowledge, ingredient breakdowns. The second pillar could be personal and professional growth. I think this was for my own business. Actually, this is just chat GPT.
01:14:49
Speaker
Okay, yes. Sorry, so I'm gonna actually start over from the very beginning. So the examples I'm going to give are basically what could potentially be my four brand pillars just based on either our, but let's say based on our coaching. Number one would be education and expertise. So example would be industry insights, business and marketing strategies, strategy um common mistakes and how to avoid them. Okay, so number one, at education and expertise.
01:15:17
Speaker
The second pillar could be personal and professional growth. We could talk about mindset shifts, goal setting, productivity tips, overcoming challenges in the beauty industry. The third pillar would be community and connection. So client success stories and testimonials, mastermind member highlights, engagement driven posts such as Q and&A. The fourth could be spiritual and holistic development.
01:15:42
Speaker
That could include self-care practices beyond skincare, energy alignment and manifestation in business, work-life harmony and mental wellness, inspirational quotes and affirmations. And then of course the fifth, this is an important one, would be promotional and offerings. So just sharing about what we offer, such as our mastermind program and coaching services, any upcoming events and webinars,
01:16:07
Speaker
And of course, as we create podcast episodes, we both post about those as well. So that's essentially what your content pillars look like. Uh, so when you are really clear on your messaging, you basically just have a list of like, here's my pillars. Here's some examples in each, and that makes your content creation literally so seamless. So seamless. So I highly suggest you just like you did.
01:16:32
Speaker
you have some content pillars written down or in your notes on your phone so that when you do want to create content, when you do want to show up on social media, you can just go to that list and pick one that, you know, resonates with how you're feeling or where your mindset is right now. And like you said, it makes it really, really simple to create that content and show up on social media because you kind of have this blueprint. You know what you're going to talk about. You can plug in the pieces of information really easily, and then you just,
01:17:02
Speaker
create that content however you want. Like you can do a reel or a feed post or show up on your stories. There's a there' a bunch of different ways that you can choose to show up to, but it just simplifies the entire process. It gets you out of your own way. It gets you out of your own head. And then, um and like you said, when your branding is very clear and cohesive across the board, then it just makes the whole process so simple. I think a lot of it, we're just like overthinking it and a lot of a lot of you know, as statisticians or be professionals out there don't have these like little pillars to build upon. And so that's just our whole goal right now is to give you guys these actionable steps and these pillars to build upon. And then it just makes it really simple. And never be afraid to rinse and repeat because most people don't see your close anyways. And, and so feel free to just consistently
01:17:52
Speaker
rinse and repeat, rinse and repeat, rinse and repeat. It's actually part of your brand messaging. There's nothing wrong with doing that. People don't get tired of it. You don't do that all the time, but there's nothing wrong with doing that. In fact, I think that that's actually what has made Tiffany super successful with her skincare business, especially.
01:18:10
Speaker
There's a lot of just i repeating the same basic information that people needed to hear over and over and over again. And that's how she was able to build such a successful, especially online store. Yeah. And especially if you have a piece of content that performs really well, you get a lot of engagement on it. You get a lot of shares. That's a clear signal that that's something that you can read, rinse and repeat, share it again, recreate it in a little bit of a different way. But like the base is already done for you. And I, I said, I say this all the time, but it takes on average seven to nine times for one person to see the same content to choose to convert. So we'll just do a very simple, like example. It takes seven to to nine times for someone to see an ad.
01:18:57
Speaker
on, say, Facebook, the very same ad or same type of ad from the same company seven to nine times, you guys, for them to choose to click on that ad and actually go into choosing to like buy something. That is so many times. And so that's why we see like a lot of the same like big, big companies like Gap or Nike or whatever. We see the ads a lot of times like on our feeds over and over and over again. It's actually a marketing tool. It's a process that they're doing because as a human, we have to, we're seeing so much information all the time. A lot of the information we're not even seeing or it's not even resonating because if we just fly by it. So um keep that in mind seven to nine times. That's so many times. So if you think about it, you have to share one thing seven to nine times for somebody to maybe even see it, but definitely choose to act on it.
01:19:50
Speaker
yeah Yeah, so true. I love it. And the last one there is encourages engagement. So a confident and authentic presence encourages audience interaction and builds a community. You've watched Tiffany do it over the years. Yeah, and I think it comes back to um just like it says, being authentic in your branding.
01:20:16
Speaker
It really resonated with who you are, how you show up on social media and in person. Like that really does matter. Being confident in who you are and how you show up and attracting your ideal clients. And then that just builds on itself. Like I can't even take all the credit because I think like I just was so clear in my branding and my messaging. And then I attracted like those first little group of key clients and then they like through word of mouth, they just continue to grow through that.
01:20:46
Speaker
And so um like i I can confidently say our community, our Sweet Cheeks community as a whole, like we were really like felt like they share a lot of the same core values that we present. And so as like we all like are a very supportive group of women and we all believe in each other and we all want each other to succeed. And like it goes beyond just like this very individualized seeing one person in the treatment room and then making sure they're successful in their skincare, to be like, we're all in this together. And so that's been part of the success too. Yeah, I love that. So good. So we're gonna leave you guys with a couple of things. First of all, I think if you do have a brand, feel free to conduct a brand audit. Does your online presence reflect who you are and what you offer, and do you still resonate with your branding? So then create a simple brand guide.
01:21:44
Speaker
color response, content themes, go back through the steps that we just gave you and then start showing up on video. I'm gonna start doing that again on my page now that I feel really settled into it. I'm very excited about it. I love showing up on video. ah Confidence grows with practice. Again, we talked about that earlier. You just do it over and over and over until eventually you're barely even thinking about it anymore and it becomes second nature.
01:22:10
Speaker
Engage with your audience genuinely, build relationships, not just followers. That is so, so important. We get so caught up in the follower count when really it doesn't matter. And I think you shared this in the mastermind last week that there's a lot of companies or businesses you work with personally.
01:22:32
Speaker
that have a big following on social media and their numbers maybe don't reflect that. um And so just keep in mind, like, if you're creating impact in one person's life and it that's really all that matters through how you choose to show up through your brand new through your messaging, that's really the goal and it will always build on itself. It will always come back to you when you practice and show up consistently through that messaging. Yes, absolutely.
01:23:03
Speaker
We're going to give you guys a challenge. Take one small step today, whether it's updating your bio, posting an introduction video or sharing a personal brand story. Encourage your listeners to direct message or tag the pod. Oh, sorry. That's our next challenge for you. We want to encourage you guys to send us a message or tag the podcast on social media with one of your biggest takeaways.
01:23:29
Speaker
We love takeaways. We love to hear from you guys. Tag us at beyond aesthetics podcast on Instagram. Um, even if you in the challenge, um, like if you update your bio, send it to us. Um, if you do a post or introduction video, tag us, um, tag us in your personal brand needs story so that we can celebrate you and celebrate that. Like small win. It's not a small win. It's a huge win, but,
01:23:57
Speaker
We want to show up for you and that's a way that we can do that. So definitely share us share with us on social media. We love it. Any helpful resources?
01:24:10
Speaker
such as branding exercises, social media content prompts, you guys, I can't like literally Pinterest. So Pinterest is one of the best places to help you with your branding. It's one of the best places to even get like a 30 days of content ah calendar if you need a guide like that. So Pinterest is such a wealth of information. Pinterest is very much like Instagram and YouTube where it will find an algorithm based on the stuff that you like, the stuff that you save, the type of boards that you create, and it's going to keep showing you more and more of that. So I think Pinterest is one of the best resources for stuff like this. And then also on Pinterest is where I find a lot of my social media templates.
01:25:02
Speaker
and no and So I have my favorite ones saved in a folder so that whenever I go to and I purchase those on Etsy. So essentially I I go into ah Pinterest and I would just type in the search bar, social media templates for coaches. And then I look through and find what resonates with me and then download them, save them in a folder on my desktop so that whenever I go to create some content, I have those same like three to four that I revisit.
01:25:34
Speaker
And I edit all of those in Canva with all of my branding. So trust me, I'm not making all of that type of stuff by myself. Most people don't. They have some sort of a template that they are using.
Tools and Tips for Branding Success
01:25:46
Speaker
And I have found all of my through Pinterest through simply doing a search for, you know, what I'm looking for. And I have run into so many that are specific to estheticians as well.
01:25:57
Speaker
and i And I think that's brilliant. and So you don't have to create all that type of stuff yourself. Those templates are done for you. They are purchasable for very, very, very inexpensive. I'm not sure I've ever paid more than 10 bucks four for like 100 templates at a time. So and that's how I have found all of mine. So those are some of my best tips, Pinterest, Etsy, and then just creating a lot of your stuff through Canva.
01:26:27
Speaker
Absolutely. I would also recommend following a couple key players on Instagram that share a lot of tips on, um, not only branding, but social media and how to get really clear on your messaging. So one of my favorites to follow is I am Michelle Gifford. She is an Instagram and branding expert. She shares a lot of free content, a lot of valuable stuff just on her, on her page.
01:26:55
Speaker
You can also follow she and social agency. um She's got a lot of branding tips too um that are really valuable. So check both of those out. we'll put We'll put both of those in the show notes for you guys too.
01:27:13
Speaker
There I have some cats that are starting to fight. yeah though I love that though, actually. And I am not aware of that first person. So I'm excited to look into that.
Embracing Your Unique Brand
01:27:26
Speaker
So let's just quickly recap some of our key takeaways. Confidence heals branding.
01:27:31
Speaker
Branding simplifies social media and social media growth happens when you show up authentically. And when you're really clear on your vision and your branding and your messaging and and all of that, this all really goes hand in hand. Yeah, start there, start with your why. And if you get off course, as I think most of us do for whatever reason, when life happens, always go back to your why.
01:27:58
Speaker
and it makes it really, really easy to re-solidify your commitment to yourself and to your business or your practice and to realign with like your your true mission, your true calling, um and you know who you wanna show up as, who you wanna attract to your business, um how you wanna grow, who you want to become. So good. Yeah. We have...
01:28:27
Speaker
an empowering message to leave you guys with. Jess, do you want to read that for them? Absolutely. The more you embrace your unique brand, the easier it becomes to attract your dream clients and build a thriving aesthetics business. I'll say it again. We've just said it a hundred times, but the more you embrace your unique brand, the easier it becomes to attract your dream clients and build a thriving aesthetics or otherwise business, any type of beauty business that you could ever want to create.
01:28:57
Speaker
So thank you guys so much for joining us today. We really appreciate a lot of the positive feedback we've been getting lately. It really means the world to us because again, we just do this because we want to. And we just have so much to say and we really love helping people. And so thank you.
01:29:15
Speaker
Please, please, please rate and review the podcast wherever you
Engagement and Future Plans
01:29:19
Speaker
listen. As we start to get some more of those ratings, we're going to start doing giveaways. And it just means a lot to us that helped us grow. It helps us reach more people. It helps us know that we're on the right track and offering you guys the best value possible. And we say this all the time and not enough people take us up on this. If there are certain topics that you guys want us to talk about, please let us know. Slide into our DMs and say, hey,
01:29:44
Speaker
This is currently what I'm really struggling with and would love just some more guidance if you guys could just show up on the podcast and talk about this in particular, or I'm noticing this in the industry lately. What are you guys thinking about it? Our industry is crazy. It's growing all the time. It's changing all the time. And we're here for it. And we're here to guide you guys through it in and the best way possible. So feel free to just let us know what you need from us specifically.
01:30:12
Speaker
Yeah, absolutely. And we'd love to hear from you guys. Like we even just a shout out or just say hi in our DMs. Like it really does. It really is a fuel for our fire to keep going and keep showing up for you guys. So yeah, reach out. We're here for you guys. That's why we're here. um You can find us on social media, of course. You can find me, Tiffany, at Sweet Cheeks University on social media, or on Instagram, excuse me, or Facebook, or even TikTok if you're over there. and I'm not as consistent on TikTok because I am a millennial, but um I am there. I know. We're gonna be 40. Well, I'm a year and a half. I know, it's so funny. I know.
01:30:57
Speaker
And you can find me on Instagram at the underscore SD with an E underscore coach, you can also take a look. I mean, if you're my eminence pages, Jess underscore eminence. And that's actually really good branding for who I am. There's there's pretty good content pillars as far as my role with evidence, you can see a good amount of that type of educational stuff over there.
01:31:24
Speaker
And if Tiffany didn't say this already, of course we have our podcast at the end of Beyond Aesthetics podcast page, which pretty soon is just gonna turn into Beyond Aesthetics and it's gonna be a lot of different things. But that is a really good place to reach us as well, so.
01:31:41
Speaker
um Okay, I think that's all we have for you guys today. We have an exciting week coming up working with some of our one-on-one coaching clients. We don't have much room left for that at the moment in our schedules, but if you guys are interested,
01:31:56
Speaker
and some one-on-one coaching, let us know. We'll probably open up some spots maybe within the next like month or so. and Then our next mastermind group actually starts next September. We do have a couple of people on the list who are excited and ready to join that as soon as it's open. so If you're interested, let us know so that we can keep a running list of people who receive that information first. I do one-on-one retail sales master class.
01:32:23
Speaker
that is really, really popular. It is a huge, huge success. And so um let me know if you're interested in that as well. My website is just about halfway done right now. And so I'm just doing everything through direct message at the moment. It's working. So absolutely.
01:32:42
Speaker
Yeah. And then I didn't add this. I'm going to, I'm just going to plug this in really quickly. If you are somebody, if you're an aesthetician or a beauty professional who wants to master um the art of intimate waxing, I do have a Brazilian wax masterclass online course. It's a virtual course. It's a really comprehensive training.
01:33:01
Speaker
that takes you start to finish through Brazilian waxing. Brazilian waxing is like a deep passion of mine and um it's something that I did not learn well in aesthetic school. Aestheticians I still am talking to like yesterday had a conversation with an aesthetician who is didn't learn it in aesthetic school and that's really what fueled my passion for creating this online course. And so if you're interested, if you need help, you can always reach out to me on social media or check out sweetcheeksuniversity.com.
01:33:31
Speaker
and access that course and I would love to help you through that process. um And if you want to check out my branding through my skincare business, you can check out at Sweet Cheeks Waxing Skincare on all the platforms as well, just to kind of get an idea of, i like Jess said, I think to give you a clear idea of who we really are, that's really like the essence of who we are. Our branding is very clear on our original Instagram pages, both Jess from Eminence and My Net Sweet Cheeks. So check those out, let us know what you think. Again, we'd love some feedback from you.
01:34:05
Speaker
Absolutely. All right. Thank you so much, you guys. I would love to hear from you, but enjoy the rest of your week and we'll see you in the next episode. So have pretty dreams and we love you and appreciate you and believe in you. Absolutely. Love you guys. Bye.
01:34:21
Speaker
oh