How to kickstart your career as a brow artist

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Powder Brows

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Microblading

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Ombre Brows

Soft Ombre, Pixels, Whip, Pendulum techniques...

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1. Background

To understand the impact of self-branding on success in the brow business, we sought the expertise of 32 leading Powder Brows artists who also practiced other techniques, including Hairstrokes. These professionals are among the top 19% earners in their regions, exemplifying success in the field. Our focus was on artists who have redefined their approach to self-branding. The majority of these artists boast over four years of experience and are predominantly based in various European countries. We also included perspectives from artists in the US and the UK.

An interesting outcome of our analysis was the consistency in self-branding attitudes, irrespective of geographical location. This suggests that effective self-branding strategies are universally applicable and can be a key factor in achieving prominence in the brow industry, regardless of the artist's location.

2. The challenge of self-promotion

Understanding the Hesitance 

Many brow artists, including those specializing in Powder Brows or Hairstrokes, often find the idea of active self-promotion daunting. These artists typically possess a blend of admirable qualities: openness to new ideas, a keen aesthetic sense, an entrepreneurial spirit, and in many cases, extroverted personalities. While these traits enhance their artistic abilities, they can paradoxically lead to a reluctance in self-promotion. Many artists hope that the quality of their work alone will draw clients, preferring their artistry to speak for itself.

The Reality of Self-Promotion

However, the beauty industry operates on visibility and recognition. Our interviews with successful artists revealed a common initial belief that exceptional work alone would naturally attract clients. Over time, they realized this was insufficient. To truly thrive in the competitive world of brow artistry, one must actively promote their personal brand. This step is essential in gaining the necessary visibility to attract and retain clients.

3. Effective personal branding

Starting Early 

  A common reflection among successful brow artists is the wish that they had focused on personal branding earlier in their careers. The consensus is that the best time to begin personal branding efforts is not after starting work, but ideally, even before undergoing training. This proactive approach sets the foundation for a stronger presence in the industry.

Avoiding the 'Newcomer' Label

Many artists adopt a strategy of bypassing the public perception of being a start-up or a novice in the field. In the Powder Brows, and Hairstrokes industry, this means presenting oneself as an 'experienced artist' right from the outset, a tactic known as 'skipping the start-up phase.'

Low-Resolution Evaluation by Clients

This strategy leverages a concept known as 'low-resolution evaluation,' where clients quickly categorize artists based on their perceived level of experience. Typically, an artist is classified as a 'Beginner,' 'Experienced,' or 'Very Experienced.' Since clients generally look for assurance of experience rather than specifics of an artist's career timeline, managing this first impression is crucial.

Controlling First Impressions

Artists have the ability to influence these initial perceptions through effective self-branding. Positioning oneself as between 'Experienced' and 'Very Experienced' can significantly enhance the likelihood of attracting clients. The aim is to avoid being pigeonholed as a novice while promoting a professional image.

Ethical Self-Presentation

It's important to note that this approach does not involve deception. Instead, it focuses on showcasing the artist's potential and professionalism, steering clear of any emphasis on inexperience. The goal is to be perceived as competent and reliable, which is key to building trust and a client base.

4. Practical steps for new artists

Showcase Credentials Tactfully

New brow artists often highlight their recent training, but showcasing this too prominently might inadvertently label them as beginners. While it's important to acknowledge your training, consider doing so more subtly. For instance, mention your certification in photo captions rather than making it the main focus of your posts. Your goal is to stand out from the crowd of new artists, not blend in.

Confidence in Your Messaging

The adage "Ask, and you shall receive" shouldn't be mistaken for an endorsement of passivity. In the realm of self-promotion, modesty can sometimes work against you. Don't shy away from confidently stating your expertise. Use captions and promotional materials to declare yourself as "the best" in your area, and substantiate this claim with solid reasons. This bold approach can be instrumental in transcending the beginner phase. Remember, perception often starts with how you see and present yourself. Adopting a confident, assertive tone in your communication can significantly shift how potential clients perceive you.

Share Valuable "Pro Tips"

When posting your work, avoid generic captions. Instead, enrich your posts with insightful captions that offer value to your audience. If your training in brow artistry has equipped you with expert knowledge, use it to your advantage. Share tips and insights, but personalize them with your own experiences and perspectives. Present these as your unique professional advice, making your posts not just visually appealing but also informative.

Positive Engagement and Community Support

As a new artist, it may be tempting to critique others' work to demonstrate your expertise. However, this approach often backfires, potentially alienating peers and followers. Instead, focus on positive engagement. Leave supportive comments that highlight the strengths in others' work, especially when interacting with artists who have a larger following. This positive engagement fosters goodwill within the community and enhances your reputation as a supportive, professional artist.

Creating a Compelling Social Media Feed

An empty or sparse Instagram feed can be a deterrent for potential clients. It's important not to misrepresent your experience level, but at the same time, avoid giving the impression that you are completely new to the industry.

To address this, a proactive approach is required. Prepare about 100 posts in advance, showcasing various aspects of your work and knowledge in brow artistry. Use grid apps or similar tools to arrange these posts into an attractive layout that captures attention. Once ready, consistently upload these posts to your Instagram, Facebook, and other relevant social media platforms.

This strategy does require a significant initial effort, but it's a vital investment in building your brand's presence online. A well-curated and rich social media feed can significantly enhance your credibility and attract potential clients, laying a strong foundation for your career in brow artistry.

5. Continuous learning

Value Continuous Education

One trait common among successful brow artists is their commitment to ongoing education. Don't limit your learning to just one course. Keep an open mind and continuously seek new knowledge and skills. Many artists initially view training as a costly investment, especially before seeing a return. However, continuous learning is crucial and should be prioritized, despite the initial expenses.

Diverse Perspectives Enhance Skills

Gaining different perspectives by learning the same technique from various instructors can be highly beneficial. Successful trainers often attract a large following due to the value they provide. Approach each class with the expectation of learning something valuable, and you're likely to do so.

Consider One-on-One Training

When looking for training opportunities, consider one-on-one sessions. Research indicates that individualized training can be significantly more effective than group sessions. Many experienced artists find that as they advance in their careers, they benefit more from personalized training than from larger group settings. A practical approach could be to start with group training and gradually transition to one-on-one or small group sessions. The same course can often be much more impactful in a smaller, more focused setting.

6. Paying attention to leaders

Draw Inspiration from Top Artists 

The saying, "Good artists copy, great artists steal," holds a valuable lesson. To become a skilled brow artist, study the work of the best in your field. Look closely at their popular posts, understand what resonates with their audience, and notice how they incorporate elements from other artists. Rather than copying them exactly, use their work as a source of inspiration. Challenge yourself with the question, "How can I improve upon this?" The aim is to learn from others and then enhance those ideas with your unique creativity.

Stay Ahead of Trends in Hairstrokes

Specifically in Hairstrokes, it's crucial to stay abreast of emerging trends. When examining the feeds of leading Hairstrokes artists, pay attention to the subtle changes they make. Are they integrating powdering techniques? What new "signature styles" are they introducing? For instance, in 2023, many established artists began incorporating powdering in their Hairstrokes work, often in the lower section of the brow, while modifying the pattern for the rest. These nuances are key to understanding and aligning with current trends. Aspire to be among the first to adopt these trends, or even better, introduce your own signature style. This proactive approach can set you apart and position you as an innovator in the field.

7. Investing in high-quality photos

Prioritize Professional Photography

A strong first impression is crucial in the brow artistry business, and professional photos play a significant role in this. Contrary to popular belief, high-quality photography, like that seen on top artists' profiles, may not be as costly as assumed. It's worth researching photographers who specialize in this area and inquiring about their rates. Many experienced artists have found that the investment in professional photos is more affordable than anticipated and wish they had done so earlier.

Creative Bartering with Gift Cards

A resourceful strategy used by some artists to obtain professional services is to offer a barter arrangement. For example, propose creating brows for the photographer, particularly if they are female, in exchange for their services. If this offer isn't suitable, consider using well-designed gift cards as a form of payment. These gift cards could be for services like Powder Brows or Hairstrokes procedures. Additionally, offer to cover any direct expenses, such as studio rental fees. This unconventional method has proven effective for many artists and is an excellent way to acquire professional photos without a significant upfront cash expense.

8. Building strong web presence

Invest in a Professional Website

While social media is a crucial part of your branding, it shouldn't be your only online platform. Due to the decreasing organic reach on these platforms, consider creating your website using services like Webflow, Squarespace, or Wix. The cost, typically ranging from $10-20 a month, is a worthwhile investment for better search engine visibility and a more professional showcase of your portfolio.

Content Is Key

Remember, a website filled only with photos is not enough. Engaging text content is essential. Many artists have successfully used the paid version of Chat GPT to help compose their website texts. However, be aware that AI tools are limited in providing specific content ideas, especially in specialized fields like brow business. AI can assist in phrasing your original thoughts but cannot substitute for the unique insights you bring to your content. To captivate potential clients and offer fresh perspectives, start with your ideas and use AI as a tool to enhance your communication.

Secure Your Personal .com Domain

Don't overlook the importance of securing a domain name that matches your brand. Never assume that your preferred domain will automatically be available. If someone else registers it first, you could miss out on significant web traffic. Having a domain that matches your name not only looks professional but also makes it easier for clients to find you online. Act promptly to secure your .com domain to establish a strong and recognizable online presence.

9. Conclusions

 
Successful brow artists often fast-track their journey to recognition by projecting an image of experience and expertise. They tend to avoid typical beginner posts, like training certificates, and instead present themselves as seasoned professionals. A common tactic is to confidently claim their place as "the best in the field," which helps in bypassing the perceived novice stage.

Positive Engagement. These artists also understand the value of positive community engagement. They frequently leave supportive comments on fellow artists' work, fostering a constructive and encouraging professional environment.
Commitment to Continuous Learning. Despite feeling proficient, they continuously seek out new learning opportunities. Attending advanced courses and workshops helps them stay ahead in their craft.
Adding Value on Social Media. On social media, they avoid the appearance of a beginner by initially posting a substantial number of well-curated photos and insightful content. Their captions often include professional tips and advice, offering more than just basic information.
Utilizing Professional Photography. Professional photography is another key aspect of their branding strategy. Many artists opt for bartering their services or offering gift cards in exchange for high-quality photos, ensuring their online presence is visually appealing.
Building an Independent Web Presence.To mitigate the unpredictability of social media algorithms, these artists invest in creating their own websites. This not only enhances their online visibility but also provides a more controlled platform to showcase their work.