Building a Brand That is Everywhere, All the Time: Lessons from the JourneyBuilding a Brand That is Everywhere, All the Time: Lessons from the Journey

In 2018, we started out with just one medspa in El Dorado Hills, Calif. that we endearingly call EC (short for Esthetics Center). This is, and always was, a family business started by my father-in-law, who is a facial plastic surgeon. In those early days, there were times we did not know if we would make payroll. By the end of 2022, we were able to grow from a single surgeon, injector and esthetician to 30 providers across three locations, generating nearly $15 million in revenue.

How did we do it?

We created a brand that, in our local Sacramento, Calif. area, was everywhere, all the time. No matter where you were online, we wanted to be there too. Some might call this “brand presence.”

Here is the playbook that made it happen:

1 Build a Memorable Brand

A powerful brand starts with powerful branding – and that means more than just a logo. Think of your brand as an iceberg. What people see above the surface (website, logo and collateral) is only part of it. Below the surface is where the substance is: your patient avatar, your brand story, your unique selling proposition, your core values. These elements shape your brand’s identity and its impact on people. Take the time to get this right. If you nail this, the rest of your marketing will fall into place.

2 Leverage Influencers to Expand Your Reach

Once you have a compelling brand, invite influencers to help amplify it and make sure you are clear on expectations. Look for influencers who make buying recommendations and genuinely connect with their audience. These are the people who will drive real referrals.

3 Share Consistent, High-Quality Content

Now that you have influencers coming in for treatments, create great content from each experience. Consider yourself a content company as much as a medspa. Executing well on this will give you 10x the content of your competitors, keeping your brand top-of-mind and building trust with patients.

4 Invest in Digital Advertising

To complement your influencer efforts, go all-in on digital ads. Platforms like Facebook, Instagram and Google offer the best return on ad spend if you are serious about scaling efficiently. Other ad types, like TV and radio, may feel good, but digital has proven to be far more efficient for us.

5 Create an Unforgettable In-Clinic Experience

Finally, a fantastic patient experience generates organic word-of-mouth referrals, which can be your most powerful form of marketing. Treat your patients exceptionally well, and you will naturally go viral in your community.

This approach has been the backbone of our success. By building a brand that people in our community trust and recognize, we have created something lasting that resonates. For us, “brand presence” is not just a buzzword; it was the path from uncertainty to growth. And here is the truth: If you invest in being everywhere, all the time, you will find your patients will do the rest – spreading your brand through referrals, trust and loyalty that no ad can buy.

About the Author

John Wheeler

John is the chief executive officer of Alpha Aesthetics Partners, where he leads one of medical aesthetics’ fastest-growing companies. He combines his leadership skills and ability to connect with audiences to make a meaningful impact in the industry. John’s background in pastoral ministry, complemented by a bachelor’s in theology and a master’s in divinity, has uniquely shaped his approach to business and team management.