How does brand matter in brow business

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1. Background

In previous articles, we've delved into the topic of branding and its impact on self-association. Research consistently indicates that brand differentiation plays a role in nearly all aspects related to customer acquisition. The pressing question is to what extent branding is the definitive factor influencing consumer buying decisions.

Research Project

From 2018 to 2022, the Powderbrows Research Center conducted two studies targeting 941 customers interested in Powder Brows and microblading services. Out of these customers, 713 converted into paying clients through four distinct social media advertising campaigns. The remaining participants either became paying customers before these campaigns or did so through other marketing efforts later. The fact that these participants ultimately became paying customers for products or services related to Powder Brows confirms their relevance to our target demographic.

Most study participants were based in European Union countries, with a smaller fraction from the UK and a minimal number from the United States. However, comparative data from similar research projects suggest that geographic location does not significantly impact the results.

Questions About Differentiation Through Branding

All participating customers were queried about the role of differentiation in their decision to convert. Specifically, we inquired into the attributes that led them to perceive one artist as distinct from others. Based on their responses, we formulated a theory on the impact of "context effects" or "perceptual set effects" in marketing Powder Brows and microblading services.

2. Differentiation through branding

Surprisingly Limited Ability to Differentiate Organically

Understanding the role of differentiation starts with recognizing some non-intuitive factors. We conducted tests using only photographs, and of the 234 customers interviewed, just under 4% correctly identified the artist based solely on these pictures. It's worth noting that all identifying markers or clues about the artist were concealed. However, there were caveats. These photos were sourced from Instagram feeds, and some customers could recognize specific images or identify the artist's style of filters, suggesting that the actual ability to associate a completed Powder Brows or Microblading procedure with a specific artist is even more limited in practice.

The conclusion was straightforward but noteworthy: the average customer doesn't recognize an artist's unique style. What was surprising was the extent of this inability to link the artist to their work.

Advanced Testing Reveals a Curious Phenomenon

In the next phase of our research, we presented a group of 94 customers with 20 pictures from various artists, primarily from the years 2020-2022. All identifying symbols and logos were modified or swapped. The aim was to gauge how much these elements, along with the perceived background of the artist, influence potential customers. The results were even surprising for our seasoned experts at the Powderbrows Research Center. In 79% of the cases, the "altered" photos were accepted without question, and only around one in every 50 photos was correctly identified as "not belonging to the artist."

It's important to note that if these "altered" photos from different price brackets had been displayed within the artist's own social media account, they would likely have been more easily recognized due to the contrast with other work from that artist. However, the context in which these altered images were presented closely resembled how customers typically select artists on social media platforms.

A Significant Conclusion: Context and Setting Influence 80% of Perception

This led us to a significant conclusion: clients cannot identify the artist based on the brow picture alone. Even more revealing, clients assessed the quality and price bracket of the artist based on recognizable branding elements in approximately 80% of the cases. The actual quality of the brow in the photo was the decisive factor only in one out of five instances. This underscores the substantial role that context and setting play in shaping perception.

Psychological Foundations

This phenomenon is consistent with existing research on heuristics and studies that explore how people perceive the "appropriate price level" and "quality" of various items. For example, experiments have served fast-food items like McDonald's burgers or fries in fine-dining settings, complete with lavish presentation, high-grade tableware, and an upscale atmosphere.

In such experiments, participants commonly rated the food as "tasting better," "being of higher quality," or "worth more money" when consumed in this elevated context, as opposed to a standard fast-food setting.

Furthermore, evidence shows that this phenomenon is not confined to food alone. It has been observed in multiple other areas, including wine tasting and art appreciation. This highlights the significant role that context and presentation play in shaping our perceptions and experiences. Regarding Powder Brows and microblading, our research suggests that similar phenomena are also powerfully prevalent in these fields. It all underscores the power of context and presentation in shaping our perceptions and experiences. When it comes to Powder Brows and microblading, based on our observations, it can be said that the same phenomena exist in those fields, too, and in a very strong manner.

An Important Caveat

Regarding the studies conducted by the PowderBrows Research Center, there is one significant point to consider: the influence of branding varies in proportion to the service's price. In lower price brackets, the impact of branding tends to diminish. Conversely, as the cost of a Powder Brows or Microblading procedure increases, the role of the brand becomes increasingly important.

3. Academy model and branding

A Strong Case for Academies

Upon further examination, we can grasp the considerable impact this has on the academy model. Specifically, the quality level attributed to the academy tends to be transferred to the work of individual artists, regardless of the actual technical quality of the procedures or the photo representations of those results. This phenomenon strongly advocates for academies with significant reach and recognition that are linked to higher quality standards. Essentially, academies can assert that students will find it easier to attract clients using the academy's branding. This claim isn't mere speculation; it's backed by actual observations.

The Potential Caveats of a Hierarchical System

This leads us to another important point: many academies have begun implementing multi-tiered systems for their students, and there's sound reasoning behind it. If an academy offers only one or too few levels, it risks a "cannibalization of quality." Within each level, there is a phenomenon where 15-25% of the artists consistently elevate the quality of work in that bracket. These artists often have a broader influence in shaping public opinion, impacting the entire level's perception. This allows artists who have recently moved up to that level or those whose work is of lower quality to benefit from the enhanced perception and receive similar treatment from prospective clients.

Though this might seem a disadvantage, it's part of the academy model's inherent structure. Therefore, it's not necessarily a negative phenomenon. The key lies in carefully calibrating the number of levels, the size of each bracket, and the steep progression to the next level to suit the pool of artists within the academy. If the bracket becomes too large, "free riders" may begin to negatively impact overall quality. Conversely, managing such an array of levels becomes increasingly challenging if it's too tiny.

The Illusion of "No-Brand" in the Brow Business

In the realm of brow services, you might come across artists who haven't aligned themselves with a prominent brow academy or brand. However, this doesn't mean they operate as a "no-brand" or white-label service. In most cases, these artists still possess a form of branding: their personal brand, usually their name or artist alias.

So, what does this mean for customer acquisition? Essentially, an artist with no affiliation to a recognized brand has fewer persuasive tools at her disposal to convince potential clients of the quality of her work. Should she aim to compete with artists who have cultivated personal solid brands—brands that clients associate with high-quality service—relying solely on the quality of her work won't suffice.

Optimal Scenario for Practical Implementation

Investing in brand development ranks among the most costly elements in the brow business, a trend observed across various industries. In this light, aligning oneself with a well-established brand offers a robust platform for further personal brand development. This two-pronged approach saves time and resources and enhances your credibility and appeal to prospective clients.

Forming a Symbiotic Relationship with an Academy

Associating oneself with an academy is neither inherently "bad" nor "limiting." The essence of the relationship lies in mutual benefit. If the artist produces high-quality work, this elevates the prestige of the particular level they're placed in within the academy. The crucial aspect here is clarity— the artist must understand how, when, and under what conditions they can advance to the next tier.

Most separations between artists and academies can be traced back to a mismatch between the artist's skills and their level within the academy. In straightforward terms, if the artist outgrows their current tier and the academy fails to provide a clear pathway to the next level, the model becomes less effective for that artist.

In the Final Analysis, Academies Serve as a Springboard for Personal Branding

A point that often escapes artists is that progression within an academy, in the long run, serves chiefly as a platform for personal brand development. This is unless, of course, the artist is a shareholder in the academy. Many of our articles have discussed the critical nature of personal branding. As one seasoned artist aptly said: "In the end game, my personal reputation as an artist is all that really counts."

So, the pivotal question to ponder is, "What do I truly own?" If the academy's trademark belongs to another entity, then your business valuations under that banner are inherently weak. To put it plainly, unless you hold shares in the academy, the primary asset you derive from this relationship is a boost to your personal brand, effective for the duration of your association with the academy.

4. Four Potential Paths for the Artist

As an artist who builds a personal brand, the roadmap for your career progression generally unfolds in the following manner. First, you'll need to acquire technical skills from either a single academy or multiple institutions. Once that foundation is laid, you essentially have four options to consider:

Partnering with a Reputable Brand Academy

If the academy you're considering is a well-established, trademarked brand with substantial investment behind it, this could significantly benefit your career. Typically, such academies have a strong Instagram presence, often with tens of thousands of mentions under their hashtag. They also usually boast a solid web presence, a history of excellence, and a trademark that is synonymous with high-quality work. In such cases, aligning yourself with this brand could be advantageous until your skills and reputation outgrow what the academy can offer.

Aligning with a Weak "Pocket-Academy"

Choosing to associate yourself with an academy with limited branding power can hinder your career progression. These are often called "pocket academies," usually owned by a single artist with limited reach. In such a scenario, you essentially use your social media resources to promote another artist's work rather than your own. The primary, and sometimes sole, reason these smaller academies are created is often because the owner lacks sufficient client work. In such partnerships, you are unlikely to gain any significant advantage. Instead, you contribute minimally to propelling the academy owner's career while your own growth is stunted.

Creating Your Own "Pocket Academy"

Upon closely examining the dynamics of working for a weak "pocket academy," it becomes evident—both empirically and logically—that creating your own pocket academy is a more intelligent move regarding financial gains and expanding your reach. Setting up such an academy is usually straightforward and doesn't require extensive trademarking or content creation. Many artists have successfully launched their own academies with minimal effort, often in just one night, by using platforms like brandsnap.ai. Remarkably, most artists find that their own brand potential quickly surpasses that of the "pocket academy" they were previously associated with. The situation can be likened to a race: if you're willing to take a few extra steps, you can easily outpace the competition. This places you in a favorable position, allowing you to certify others in the future.

Choosing Not to Associate with Any Academy

Opting not to associate with any academy can be a viable strategy, especially if it allows you to focus more on building your own personal brand. In this scenario, all branding efforts are channeled into elevating the artist's name and reputation. While this approach is certainly better than aligning with a weak academy, it may not be as advantageous as creating your own "pocket academy," which holds the potential to grow into a fully-fledged academy in the future.

5. Conclusion

Studies have conclusively shown that a strong brand can enhance the perceived value of an artist's work in the brow business, especially if the brand has considerable reach and is synonymous with high quality. About 80% of customers associate the service's cost with recognizable brand names. This suggests that brand differentiation can be an effective strategy in an oversaturated market. Well-established brow academies have leveraged this insight by offering artists various levels that align with their skills and brand potential. A mutually beneficial relationship between the academy and the artist can be sustained if both parties derive value from the arrangement. For artists just starting out, four main paths emerge: aligning with a reputable academy with significant reach, joining a small and lesser-known academy, establishing their own "pocket academy," or focusing solely on personal brand development without forming any external affiliations. Empirical evidence shows that the first and third options yield the best outcomes.