In today’s world, having an online presence is an integral part of both society and business. It’s almost impossible to imagine a well-known person or company without their own social media accounts or a dedicated website. People spend a significant amount of time online, and that’s why it’s crucial to think about building an online brand if you plan to work or promote yourself in the digital space.
Be Authentic
People want to see the real you. Share your journey, your challenges and your successes. Whether you’re sharing a new nail technique, talking about a product you love, or even discussing your personal growth, authenticity will always resonate with your audience.
Create Recognizable Content
Think about what makes your content unique. For me, it was my videos, which people could identify anywhere. For you, it could be a specific style of nail art, a signature color scheme, or even the way you communicate with your audience.
Focus on Quality Over Quantity
It’s better to post less often but with high-quality, engaging content than to flood your feed with mediocre posts. High-resolution images, well-edited videos and thoughtful captions make a difference.
Engage With Your Audience
Building trust is key. Respond to comments, answer questions and make your followers feel seen and valued. This connection turns casual viewers into loyal clients or customers.
Show Your Values
Share what you believe in as a professional. For instance, I focus on healthy, cruelty-free and vegan products, and I make sure my audience knows why these values are important to me.
Invest in Education and Growth
Your audience will trust you more if they see that you are constantly learning and improving your skills. Share your learning experiences, certifications and new techniques you’ve mastered.
In today’s world, having an online presence is an integral part of both society and business. It’s almost impossible to imagine a well-known person or company without their own social media accounts or a dedicated website. People spend a significant amount of time online, and that’s why it’s crucial to think about building an online brand if you plan to work or promote yourself in the digital space.
An online brand doesn’t necessarily mean selling physical products. It’s the image you present to your audience or customers through your posts, your values and the way you communicate your message. An online brand can be a business, a personal identity, or ideally, a combination of both.
Today, it’s more important than ever to ensure that your personal and business brands are closely connected. Why? Because people buy from people. They are more likely to trust a personality than a faceless brand that focuses only on selling. That’s why major brands partner with celebrities for advertising campaigns or designate a public figure as the face of the company. Take Tesla, for example, which is strongly associated with Elon Musk, or Apple, which was synonymous with Steve Jobs. These individuals built compelling narratives around themselves and their businesses, achieving remarkable sales because people want to be part of their story. They want to belong to a brand’s culture.
This principle applies to all industries, including the beauty and nail industry.
My Journey to Building an Online Brand
When I started, I unintentionally began building my personal brand. My journey began with creating memorable videos that were instantly recognizable around the world. Additionally, I always recommended and used only high-quality materials, which earned my followers’ trust. This trust created a large base of potential clients, and when I invented the silicone practice hand for nail technicians, I had no issues with sales—my established online brand did the work for me.
Over the years, I have continued to build my personal and company brands. People who follow me know exactly who I am, what I do, what my company stands for, and how we differ from others in the industry.
Why Nail Artists Need an Online Brand
So how can a nail artist build and use an online brand to their advantage? At the very least, it can help attract more high-quality clients. Paying clients are more likely to choose someone with a clear, professional account that communicates what the nail artist does, how they care for their clients and the materials they use.
The same applies to beauty salons. It’s not enough to simply post photos of your work; you need to show the behind-the-scenes process and communicate the philosophy of your brand.
For example, your social media account should reflect:
- The quality of your work.
- Your unique style and approach.
- The values you hold as a professional or a business owner.
- The products and materials you use and why you trust them.
- Testimonials and stories that show how you care for your clients.
Practical Tips for Building an Online Brand
Be Authentic
People want to see the real you. Share your journey, your challenges and your successes. Whether you’re sharing a new nail technique, talking about a product you love, or even discussing your personal growth, authenticity will always resonate with your audience.
Create Recognizable Content
Think about what makes your content unique. For me, it was my videos, which people could identify anywhere. For you, it could be a specific style of nail art, a signature color scheme, or even the way you communicate with your audience.
Focus on Quality Over Quantity
It’s better to post less often but with high-quality, engaging content than to flood your feed with mediocre posts. High-resolution images, well-edited videos and thoughtful captions make a difference.
Engage With Your Audience
Building trust is key. Respond to comments, answer questions and make your followers feel seen and valued. This connection turns casual viewers into loyal clients or customers.
Show Your Values
Share what you believe in as a professional. For instance, I focus on healthy, cruelty-free and vegan products, and I make sure my audience knows why these values are important to me.
Invest in Education and Growth
Your audience will trust you more if they see that you are constantly learning and improving your skills. Share your learning experiences, certifications and new techniques you’ve mastered.
Personal Brand and Business Brand: A Perfect Pair
When your personal brand and business brand are interconnected, it creates a powerful synergy. People who follow you as a professional are more likely to trust your business because they see the values you represent.
In my case, my personal brand helped establish my company, Red Iguana, as a trusted name in the nail industry. My followers knew I was committed to quality and innovation, and they trusted my products before they even tried them.
For nail artists, connecting your personal and business brands could mean showcasing not only your nail art but also your personality, your story, and your dedication to your craft. This approach humanizes your brand and sets you apart in a crowded market.
A Worthwhile Investment
Building an online brand takes time, effort and consistency, but it’s an investment that pays off in countless ways. It not only helps you attract more clients but also opens up opportunities for collaborations, partnerships, and even new revenue streams.
Remember, your online brand is your digital handshake—it’s often the first impression people get of you and your work. Make it count.
April Ryan is the CEO of Red Iguana, inventor of silicone practice hands for nail artists, educator, influencer, competition judge and author.