How to brand your beauty business on social media


So, I’m going to get straight in there and begin by talking about how the type of content you post on your social media ties into your business branding.

I’ve got a system for determining what type of content to share online – It’s really simple, but it’s also a really effective way to make sure that you’re sharing content which is related to what you do (of course), as well as tying in some other fun aspects of your brand. This shows potential customers that your business isn’t just a machine, there’s a person behind the brand.

Tip: Come up with a few main brand categories (between 3 and 5) for your business, and cycle through them regularly in your social media posts.

A great way to think about this is kind of like the different categories you might put on your website’s blog – you’ll probably talk about certain topics more than others, but you still want to filter in other layers to your business.

Sharing a variety of content allows potential customers to connect with you on different levels and this is super important because people might not need what you’re offering RIGHT NOW. If all you’re putting on your social media is the same thing over and over again, people will likely pass you by. But if you’re sharing other things such as personal stories, other hobbies, and passions, or things that you struggle with, then they have more of a reason to hit that follow button. Then if they DO end up needing your services down the road, they already have an idea of who you are.

Another bonus about adding more layers to your brand is that your topics won’t be the same as someone else’s in the same industry as you. This puts a nice personal touch on your brand instead of just blending into the background.

Ok, let’s move on to the next area of how to brand yourself on social media – your visuals!


The key here, again, is to be consistent with your branding on all of your social media platforms.

I often see people or brands just pull a quote that they like from someone else’s account and repost it. It’s often not in their brand colours, fonts, or even their style – so it doesn’t feel like their brand at all.

Tip: Take a little bit of extra time to remake the quote or message you want to repost using your brand visuals.

This is actually super easy to do on a phone app like Canva, you can set up templates ready to go with your branding and then you can just drop in the new text and you’re ready to go. It might seem like this is an annoying extra step sometimes when you’re in a rush but it makes a difference to the overall aesthetic of your Instagram feed. People will start to recognise that as YOUR brand instead of it looking like something completely unrelated to you.

Tip: Use an app like Canva to batch create quotes or messages.

I save a collection of quotes that I like whether it’s on Pinterest, or Instagram, or my camera roll. Then when I have a random few minutes spare (e.g. waiting to pick the kids up from nursery or the husband from work) I open my Canva template, quickly type up about some of these quotes, and immediately I have a little database to pull from whenever I want to post a quote on social media.

This saves you from having to stop what you’re doing and make a graphic when you want to post on social. Batch creating is always a more efficient way to get things done, so why not apply it to creating graphics for your social media posts?

The most common excuse people use for reposting other people’s graphics is “it’s fast and easy”, so spending 5 minutes creating a bunch of social graphics at once makes it fast and easy in the future to post your own brand images.

The images you choose to post on social media are a big part of your branding, and again it’s all about consistency. You don’t want your images to all have different filters and editing styles – it’ll make them look like they’re coming from different places and brands rather than having one consistent feel. Even if you do use images from various places (e.g. your personal pictures, stock images, or a brand photoshoot) try your best to have them LOOK similar as far as lighting, colouring, and quality.

Tip: I budget for one or two brand photoshoots a year, and I would highly encourage other business owners to do the same.

Having a library of your own images, all with the same editing style, allows your visuals to be consistent with your brand. And best of all… They’re YOUR images!

No more searching around for what image to post each day – you have a library of unique images ready to go.


The last point I’m going to talk about is how your messaging plays a role in how to brand yourself on social media.

Copying and pasting someone else’s written content is a big no-no! Any and all written copy on social media or your website should be in YOUR brand voice. When you’re the face of your business, ESPECIALLY when its a personal brand, it should be how YOU actually speak.

What I would say is that it’s ok to recycle some of your past content. If you’ve got a website then you can use some of that copy on your social media posts. And those post descriptions from months ago that no one even remembers, don’t be afraid to reuse them here and there.

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