Issue link: http://cp.revolio.com/i/15024
Manage Your Public Image O ne of the challenges facing the independent Choose Wisely Clients and potential clients practitioner is conveying a thoroughly professional image. Some segments of the population see esthetics as a luxury item; others think of some practices as too “New-Agey.” Then there may be those clients who think some practices are too upscale and they don’t feel comfortable there. Layered on top of these perceptions is yet another image that small or home-based businesses may not be stable, trustworthy, or professional. Given the challenges of overcoming these public perceptions, conveying your high standards, ethics, and professionalism is important not only for you, but for your fellow practitioners. Projecting a professional image is a tangible reflection of your commitment to educate the public on the therapeutic benefits of esthetics. FIND YOUR NAME Creating a public image begins with a business name. The moment you name your practice, you stop being a person who provides skin care services and you start being a skin care business. This needn’t be the legal name of your company, but can simply be a d.b.a. (doing business as) name. If you don’t have a business name, choose one carefully. Many practices tend toward either the clinical (Associated Medi-Spa Centers) or high-end recreational (BodyBeautiful Spa). Some choose to narrow their target market (For Women Only); some simply identify themselves by location (Southside Esthetics Center); even others list specialties or credentials (Fantastic Facials). Once you’ve settled on a name, it’s time to create a logo design for your company that communicates the image you want to convey. For a few hundred dollars, you can get topnotch designs from a professional graphic artist. Typically, the artist will take your ideas and create a rough drawing of several different designs for your feedback and approval. The design should be incorporated into everything emerging from your business—business cards, business 46 successful business handbook should see your professional side rather than your not-so- professional side. With that in mind, please choose your email username wisely. Someone with the username ms.hotstuff@ ascpskincare.com may leave a misleading impression. Remember, your actions speak volumes to your clientele. checks, email, fax sheets, letterhead, mailing labels, signage, and website. By its very ubiquity, the logo design brings a sense of consistency and stability to your practice. GET WIRED If you work from home, get a separate phone line for your office. Nothing will tarnish your professional image faster than answering a business call with “Hello.” Always answer the business phone by giving the name of the company, your name, or both. Avail yourself of some of the business line extras offered by your local telephone company—especially a voice mail box. Consumers have become accustomed to voice mail, but not to busy signals or unanswered phones. Likewise, you will find more and more people who wish to contact you by email. Others will want to find out more about your services from your website. ASCP provides members with a free email and website account. For more information, visit www.ascpskincare.com. DRESS FOR SUCCESS Neither your profession nor current fashion demands you wear a dress or suit at work or away from it. Even so, when you are in a public context and representing your profession, you will take your cues from the standards set by your peers in the business and professional community. Conveying a professional image is one small way you can distinguish yourself as a professional. GET INVOLVED Finally, get involved in the community. Teach classes, workshops, and seminars; do volunteer work; and generally establish yourself as a good citizen. In addition to rounding out your resume (and your character), community involvement establishes who you are and what you stand for through actions, which do always speak louder than words (or logo designs). q www.ascpskincare.com