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Presentation Pointers

Want to create a stellar first impression? LILLY DELMAGE explores branding, marketing & personal presentation options to help attract & retain clients

Business branding

Ebony Shepherd

Branding is critical in shaping how potential clients perceive and remember your business, as it communicates its values, objectives and character. “Branding is more than just a cool logo or catchy slogan– it’s the blueprint of your business,” shares Ebony Shepherd, creative brand manager at Glitterbels. “Good branding helps you stand out and creates positive, long-lasting impressions.”

Branding can position your business as professional and authoritative, increasing the likelihood of clients placing trust in your services. A 2021 study conducted by marketing software platform, Adobe Experience Cloud, found that 71% of consumers are more likely to buy from brands they trust, and 61% are more likely to recommend trustworthy brands to friends. Therefore, strong and consistent branding is a powerful way to establish reliable connections.

Ebony (right) with Glitterbels co-founder & CEO, Annabel Maginnis, in the company’s branded content room.

Abbie Luggar

Think first

CND™ UK ambassador, Abbie Luggar, reflects on the process of branding her salon business, sharing: “I thought about how I wanted my clients to feel, which was a great way to understand the business’ core values and how to use them within branding. I then explored how to communicate and sell them through marketing efforts.”

Logos

A well-designed business logo serves as a memory trigger for clients, making your brand easy to recognise and remember. As one of the first touchpoints a potential client encounters, it’s important that your logo grabs attention, makes a strong first impression, and communicates something meaningful about your business.

“I think it’s best to keep logos simple,” advises Ebony Shepherd. “Trends are constantly changing, and if you pick something that is popular in the moment, it could become outdated quickly. Opt for a logo that is timeless and simple, and has a sprinkling of your business’ personality.”

Colour palette

A consistent and cohesive colour scheme is key to ensuring your brand looks professional and is recognisable. For example, Glitterbels has become renowned for its signature pink hue – a result of consistent and successful branding.

The Glitterbels team wearing the brand’s signature pink apparel at London Fashion Week SS25.

Online design platform, Canva, provides free templates that can help create branded business materials, and offers a vast selection of colours, graphics and font options. Once you’ve chosen your brand’s colour palette, you can save it to your ‘Brand Kit’, ensuring uniformity across all future branding and marketing content, such as social media posts, business cards and website graphics.

Typography

Selecting and sticking to one or two fonts helps establish a recognisable visual identity. However, the font should reflect your brand’s values and objectives, to shape how you want your business to be perceived. For example, if your business offers a relaxing, tranquil environment for treatments, a bold and playful font used in your marketing materials could suggest the opposite.

TOP TIP “Consider protecting your business and branding with a trademark,” shares Abbie Luggar. “This refers to the legal action you can take to protect its words, sounds, logos, colours and any personalised combination of these. Doing this will also show your clients that your business and brand is legitimate.”

Scan to find out how to register a trademark

Branded décor decisions

“Always make sure that the design of your nail space and products you use align with your brand’s colours, theme and ethos,” shares Abbie Luggar. “Consistency is key. For example, all of the coffee cups in my salon feature the business’ colours, logo and fonts.

“Any way you can enhance the cohesiveness of the brand, such as by having an apron with your branding on it, is worth considering. It shows that you have considered the presentation of your business, so must be dedicated and professional.”

Abbie Luggar’s branded swatch display wheel and coffee cups.

Developing a brand ethos & tone of voice

An ethos is formed from the core values and principles that guide a brand’s overall identity and approach. It influences its tone of voice, which refers to how you communicate with your customers. Reflecting the brand’s personality, values and goals, tone of voice helps build relationships with potential clients and can range from professional and friendly to playful and conversational.

For example, Lincoln-based Chelsey of @naileditbychelseyconsistently uses a personal, playful and warm tone of voice in her brand copy and photo captions. She adds puns, viral social media references and emojis. Find out more about Chelsey on page 70.

Instagram.com/naileditbychelsey

Instagram.com/jessthenailspecialist

Jessica Price, OPI Nail Boss & Scratch Stars Awards Natural Nail Specialist 2024 finalist, opts for a focused and concise brand voice for her business. She regularly details the products she uses within her social media captions.

Representation at the nail station

You can use products and accessories featuring the logos of your preferred nail brands to enhance your loyalty to them and align yourself with reputable companies.

Lottie Asker

“I love incorporating the brands I use into my salon décor,” shares Lottie Asker of Lottie’s Beauty, Norfolk. “Using branded items shows that I am dedicated to one particular brand, rather than switching between multiple product ranges. Clients appreciate a tech who is transparent about the brands and products they use.”

Lottie’s Halo Gel Polish branded apron, phone holder and E-file and more.

Halo Salon Open/Closed Sign £5.99 + VAT www.purenails.co.uk

Artistic Manicure Towels Duo Pack £21.95 + VAT www.sweetsquared.com

The GelBottle Inc Apron £20 + VAT www.thegelbottle.com

The Manicure Company Logo Nail Desk Mat £6.78 inc VAT www.themanicurecompany.com

CNDTM Nail Desk Arm Rest £35 + VAT www.sweetsquared.com

Marketing

While branding actively shapes your business identity by defining its objectives, values and character, marketing is how you share that identity. It focuses on promoting your services and products through strategic tools and methods aimed at driving sales, spreading brand awareness and engaging your target clientele.

Marie-Louise Coster

Digital marketing

An online presence is essential for businesses aiming to reach their full potential. A professional and user-friendly website and/or booking platform enhances the client experience, which in turn helps establish trust and encourage appointments.

Session nail stylist, salon owner & educator, Marie-Louise Coster, shares the benefits of a business website: “For home-based or mobile techs, it is your shop window. Clients can virtually pop in and see who you are and what you have to offer.”

She continues: “For those with a physical shop window, a website provides 24/7 information, allowing you to showcase your work, communicate your brand identity and sell yourself – something we can often feel embarrassed to do face-to-face.”

According to Marie-Louise, your website should:

• “Be easy to navigate. Attention spans are short, so ensure your contact details are on every page on your website. This means a potential client can get in touch quickly if they seek more information.

• Include an ‘about you’ page. Sell yourself, your brand and your story.

• Provide clear service information. Have a specific page for each of your services and be sure to include prices.

• Showcase images. Feature photos of you, your work and your setup so clients know what to expect and can see the quality of your offerings.”

Emails

Email marketing is another valuable strategy for businesses, as it allows messages to be targeted to specific client groups. Create a database of emails via in-salon and online sign-up forms, as well as through client booking confirmations. Then, send reminders, offers and promotions to engage past, current and potential clients, to make them feel valued and remind them to book appointments.

Shannon Horne

Offline marketing

Torquay-based nail tech, Shannon Horne, advises going back to basics to raise the profile of your business. “Use traditional marketing strategies such as signage, and place leaflets and business cards in public areas around your local community,” she shares.

Abbie Luggar also considers word of mouth to be a successful tactic, explaining: “At my salon, we have focused on building relationships and our reputation within the community, which has been our most effective form of marketing.”

Shannon Horne adds: “Wearing eye-catching nail art on your own nails can be a method of marketing. It promotes styles and techniques that clients may not realise you offer, and helps attract new clients when you’re out and about.”

Jo Tompkins

Social media

Social media marketing is popular due to its quick and affordable ability to expose businesses to new clients. Jo Tompkins, two-time Scratch Stars Awards winner & founder of Nail Tech Tribe and the Nail Business Success Club, shares: “95% of our members’ new clients come from Facebook, because of its local area focus and groups.”

Jo shares advice for producing engaging social media content: “I recommend creating a combination of posts, Instagram reels and stories that share client testimonials and your availability, as well as uploading problem-solving posts and those that encourage an emotional connection. Collaborating with other local businesses on social media can also be an effective way to gain exposure in your area.”

Vehicle wrapping

Car wrapping is an effective marketing method for mobile techs, allowing a brand to be noticed while on the move. Catherine Lalonde, founder of US-based Feel Fabulous Mobile Spa, comments: “A visually appealing wrap that clearly communicates your services signals that you are serious about your business and sets you apart from competitors. If you regularly drive your vehicle, wrapped cars deliver more impressions per pound than many other forms of advertising, and you can continue to reap the benefits of the one-time investment for as long as you keep your vehicle.”

Catherine Lalonde

Catherine’s business car showcasing its branding.

However, Catherine emphasises the importance of strategic thinking, advising: “Park in high-visibility areas to maximise exposure, and keep business cards in your car door. Many people have flagged me down in car parks to ask for a card!”

Glitterbels has wrapped a Range Rover in its signature pink hue, featuring its logo.

Top tip: vehicle wrapping

“If you anticipate moving homes in the future, consider using removable stickers on top of the vehicle wrap,” suggests Catherine. “This way, you can easily update your contact information without needing to replace an entire wrap panel.”

Self presentation

“As a nail tech, your personal presentation is a direct reflection of your professionalism, skills and brand,” shares Ebony Shepherd. A client is unlikely to book a manicure or beauty service if the therapist is unkempt, with dirty or chipped fingernails.

“Looking presentable within the beauty industry has been ingrained into therapists,” adds Abbie Luggar. “How would you feel walking into a salon with no branding or consistency, where staffweren’t smartly dressed? I wouldn’t feel confident in the appointment.”

WORKWEAR

Buttercups Uniforms Timeless V Neck Beauty & Spa Tunic B037 in Purple £34.79 inc VAT www.buttercupsuniforms.com

Buttercups Uniforms Waist-Detail Dress with Pockets B620DR in Black £51.59 inc VAT www.buttercupsuniforms.com

The GelBottle Inc Mink Hoodie £45 + VAT www.thegelbottle.com

Chic comfort

“When you look good, you feel good, and confidence shines through,” says Ebony Shepherd. “The Glitterbels team loves the brand’s apparel range for working in the salon, office or warehouse. The stylish and practical outfits look professional and guarantee comfort, so staff can focus on their creativity.”

Glitterbels Hooded Sweat with Back & Chest Print £44.99 inc VAT &

Cuffed Jogger with Drawcord & Back Pocket £39.99 inc VAT www.glitterbels.com

Refresh your salon hairstyle with this TikTok tutorial by nail tech, @suebagleyy

Ebony Shepherd (left) with Glitterbels co-founder & CEO, Annabel Maginnis, and head of education, Charli Jepson, in Glitterbels apparel.

Traditional smart

“I highly recommend that techs wear a uniform, tie their hair back and wear minimal make-up to give a clean, professional and smart appearance,” shares Shannon Horne. “I wear a black tunic and trousers with black dolly shoes. I love wearing a uniform as it takes the stress out of having to plan a new outfit each day!”

Nigel Rouse

Professional impressions

“It is important to create a balance of being professional and personable,” shares Abbie Luggar. “While expecting professionalism, people still want to feel special and valued. To ensure this, I always check the booking system before each appointment so I can address each client by name.”

Mundo Professional managing director, Nigel Rouse, adds that a clean, hygienic salon environment is essential for professionalism.

“Clients gravitate to a clean environment – so it’s important to maintain a good hygiene routine,” he comments. “It helps protect your health and that of your clients, ensures that your salon looks inviting and increases confidence in your services.”