Makeup artist Taly Waisberg does more than make people look fabulous—she makes her business sparkle, too! Read on for her top five pieces of advice on how to get extra creative with your own business’s branding.
Ever since I moved to New York City from Chile in 2012, I have been dedicated to making clients look gorgeous for commercials, fashion shows and photo shoots for magazines like Vogue and Women’s Health. Bold, artistic looks are my calling card, helping me earn a Best Makeup Artist nomination in the 2008 Pedro Sienna Awards for the film “Casa de Remolienda.” But there are many, many talented makeup artists on the scene. Clients keep me on speed dial because I build strong relationships with them. How? By building my own unique brand, and also ensuring quality, professional service to clients in every interaction I have with them—from our very first meeting to sending the bill. Building a brand is essential to any small business, so if you’re a business owner—or are considering becoming one—here are five great tips:
1. Be passionate about what you do.
If you don’t enjoy your work, it shows. If you’re a freelancer or small business owner and are not loving what you do, you’re more likely to neglect responsibilities. And unlike with larger companies, there isn’t anyone else to step in when you drop the ball, and your work (and customers) will suffer for it. I started my career as a freelance makeup artist in 2004 because making women look and feel beautiful is my one true passion. Ask yourself what you love—and what you’re good at—and go from there.
2. Instill confidence from the start.
There are many challenges when first starting a business, including determining how to price your services or products. It’s a delicate balance taking into consideration everything from your overhead costs and competitor prices to what you need to rake in to make a living. What’s most important is to determine your hourly rate or project fee before meeting with a potential client. If you seem uncertain about what to charge, it sends the message you may not be worth what you’re asking for. Be confident when discussing your fees, and your clients will have confidence in you as well.
3. Brand all communication.
Investing in your own logo and determining design elements, such as color palette, go a long way in distinguishing your brand and making it memorable to customers. The next step is to ensure your branding is consistent across all forms of communication with clients and potential clients—from your business card, website, social media accounts, email signature and even tedious paperwork like invoices. I use Invoice2go, a mobile invoicing app, to send all client invoices via email because I can customize my template and add my unique logo. It may seem insignificant, but ensuring even mundane documents are branded goes a long way to demonstrate professionalism. (BTW, you can get a free trial of Invoice2go.)
4. Don’t be afraid to ask for help.
The truth is, there are many aspects of running a successful business, and you may not excel at all of them. Perhaps you’re not skilled at web design or record keeping. Don’t be afraid to outsource those tasks via freelancing sites like Upwork. If organizing your finances and accounts is a challenge, try utilizing apps like Invoice2go. The app does so much more than build pretty invoices—it’s the easiest way to bill customers and get paid faster, ensuring you can make a living doing what you love.
5. Extend your brand personality on social media.
If you’re not promoting your services on social media, it’s time to start. I am continuously receiving new inquiries and customer referrals based on my Instagram account, @talymakeup. Be sure to use a unique hashtag throughout your posts, as this is an easy way for people to view and evaluate your work. Whether you’re a wedding planner, graphic designer or stylist, who doesn’t love to show off their talent with a fun filter?
Building your brand won’t happen overnight, but these tips will get you started on the right track. With time and hard work, your business will be just as beautiful as you are.