3. Differentiation through branding
Surprisingly Limited Ability to Differentiate Organically
Understanding the role of differentiation begins by acknowledging some non-obvious aspects. In tests using only photographs, a mere 4% of 234 customers could correctly identify the artist based on these images alone, with all identifiable markers concealed. These photos were from Instagram, where some customers recognized certain images or an artist's unique filter style. This suggests that the real-world ability to link powder brows, hair strokes, or microblading procedures to a specific artist is even more constrained than anticipated. The striking conclusion is that the average customer doesn't discern an artist's distinct style, highlighting a significant gap in linking an artist to their work.
Advanced Testing Reveals a Curious Phenomenon
Further research involved presenting 94 customers with 20 altered images from various artists, primarily from 2020-2022, with all identifying symbols modified or removed. The objective was to determine the influence of these elements and the artist's perceived background on potential customers. Astonishingly, in 79% of instances, these "altered" images were accepted without suspicion, and only a fraction could identify a photo as "not belonging to the artist." This indicates that clients struggle to identify the artist's work when these altered images are presented out of context, as they often are on social media.
A Significant Conclusion: Setting Influence 80% of Perception A key finding is that clients can't pinpoint the artist from the brow picture alone. Intriguingly, clients assessed the artist's quality and price bracket based on recognizable branding elements in about 80% of cases. The quality of the brow in the photo was a decisive factor in only 20% of instances, underscoring the profound impact of context and setting on perception.
Psychological Foundations This aligns with existing research on heuristics and how people gauge the "appropriate price level" and "quality" o”. Experiments have shown that the same fast-food items are perceived as tastier and of higher quality when presented in a fine-dining setting. This isn't limited to food; similar observations have been made in areas like wine tasting and art appreciation, emphasizing the significant role of context in shaping our perceptions.
An Important Caveat It's crucial to note that the influence of branding fluctuates with the service's price. Branding's impact tends to wane at lower price points, while at higher price levels, the brand's significance grows markedly. This variable influence of branding underscores its nuanced role in consumer perception and decision-making.
Therefore, this question often exceeds mere preference and significantly affects the artist's overall positioning. The general rule of thumb is quite straightforward. If prices are low, artists may not have the long-term resources needed for effective branding, potentially leading to the dreaded "race to the bottom" scenario. Consequently, branding should never be dismissed as merely an emotional or vanity-based choice. Often, it's at the heart of a business strategy, impacting sales, and conversely, sales influence the capacity to invest in branding. This cyclical relationship underscores the critical role of branding in sustaining and growing a business in the competitive pigmentation services market.
