Issue link: https://www.ahpindiestylist.com/i/1540979
22 AHP Indie Stylist Volume 6 Issue 2 BIZ THE GETTY IMAGES Branding is the internal foundation: your name, voice, values, reputation, and identity. It's the essence of your business, the vibe, the reason someone chooses you over anyone else. Marketing, on the other hand, is the external expression: the strategy behind your content, your promotions, your client communication. It's what you're putting out into the world to get people to notice and engage. An easy way to think about them is: • Branding is about the who—who you are, who you serve, and who you show up as consistently. • Marketing is about the what—what you offer, what you're known for, and what makes someone take action. BRANDING IS YOUR IDENTITY Branding is a connection that defines your audience and creates loyalty. In my class Your Image, Your Brand, I ask students, "If first impressions are everything for beauty pros, then how effectively do your personal image and brand align to tell your story?" Branding is deeper than content. It's the consistent through line that defines your business. ink of your brand as the silent ambassador that speaks volumes for you before you even say a word. For specialty services, your branding should clearly answer: • Who do you serve (be specific)? • What transformation do you offer? • What makes your approach different? If you're a brow specialist focused on post- chemotherapy clients, your visuals, tone, and the language you use to explain your services should reflect empathy and expertise. If you're a natural hairstylist who only offers protective styles, your brand should exude structure, care, and cultural pride. When your branding is rooted in your values and strengths, it becomes magnetic. People can feel when something is aligned and authentic. When I talk to beauty professionals about branding and marketing, the conversation usually starts with either a brand photo shoot or an Instagram aesthetic. But that's just scratching the surface. Branding and marketing encompass so much more. As a dually licensed creative who works behind the scenes as a session stylist and creative director, I've learned that branding and marketing must work together. ey're like eyebrows: sisters, not twins. ey shouldn't just attract attention; they should build trust and establish longevity in this industry. Many of us have a skill set that goes far beyond a generalist approach. Whether you specialize in textured hair, hyperpigmentation correction, editorial makeup, or holistic skin care, your services are niche, and your messaging should reflect that. Too oen, I see talented professionals trying to market themselves as everything to everyone. at doesn't mean you can't have skills in multiple areas, but it is more important to speak to a specific audience at a given time. is is why I developed a class series focused on the difference between branding and marketing and how each plays a specific role in positioning specialty services. My goal is to help hair professionals, makeup artists, and educators elevate what they do and how it's communicated. BRANDING VS. MARKETING: WHAT'S THE REAL DIFFERENCE? Although sometimes used interchangeably, the terms branding and marketing are not the same thing. More Than a Logo Branding and marketing for your specialty services by Jalia Pettis