ASCP Esty Talk – Episode 357: Defining Your Brand Identity

Date: October 29, 2025
Host(s): Maggie Stasik (ASCP Program Director) & Ella Cressman (Licensed Esthetician)
Guests: Margaret Laura & Jacqueline Rowe, Co-Founders of WOW Wonders of Wellbeing

Episode Overview

This episode of ASCP Esty Talk dives deep into the concept of brand identity for estheticians and wellness professionals. With guests Margaret Laura and Jacqueline Rowe—seasoned leaders in the spa and wellness sector—the discussion centers on how practitioners can authentically define and root their brands in a trend-driven world. The episode offers actionable tips, real-world insights, and personal anecdotes about establishing a strong, consistent, and appealing brand identity that drives both client loyalty and business success.

Key Discussion Points & Insights

1. The Importance of Brand Identity

[03:31] - [07:45]

• Margaret: Emphasizes that many spa professionals try to “be everything to everyone,” which leads to a scattered brand presence, confusion among clients, and ultimately, weakens loyalty and business success.

• "If you're not focused on doing that around a brand story, that foundation turns to sand, and nothing's going to stick." – Margaret [05:14]

• Exercise: Think about brands you personally love—not for what they sell, but how they make you feel. Channel that awareness into your own brand’s story and guest experience.

2. Brand Discovery – Knowing Your Story

[07:45] - [13:12]

• Jacqueline: Reiterates that brand discovery is “who are you?” and requires honest self-reflection, competitive analysis, market research, and financial planning.
• "It's ultimately not just about what you like to do... you need that passion to go in day to day and serve others. But at the same time, you need to make sure that it's feasible." – Jacqueline [08:00]
• Cautions against following trends without aligning them to your core values and strengths.
• Shares a real-life example of a massage therapist who shifted focus based on a unique local demographic, showing the importance of market fit and niche.
• Don't rely on friends/family as your business base; focus on who will truly use and benefit from your services.

3. Clarifying Vision & Mission

[13:12] - [15:20]

• Margaret: Outlines the difference:

  • Vision: The “North Star”—the big-picture aspiration.
  • Mission: The pathway—how you show up daily to achieve the vision.

• Examples provided for crafting clear and concise vision/mission statements that guide everything from your menu to your marketing.

  • Vision: “I want to make every guest feel at home in their own skin.”
  • Mission: “We create nurturing, result-driven treatments using nature’s best ingredients.”

• Ella: Highlights that achieving clarity is an ongoing process.

  • “I just want to share that ... what my menu was, my school menu, and I just doubled the price. And it was everything, it was throwing it at a wall... But I have refined it to what I want to do.” [16:28]
  • Personal brand evolution over 20 years, with many shifts along the way.

4. Owning Your Edge

[18:05] - [19:46]

• Coined "owning your edge" as the key to standing out.

• Margaret: Shares her journey from a ballet dancer-turned-spa professional and how accepting her unconventional path made her brand special.

  • "That edge is what makes me so powerful. That edge is what makes me so special." – Margaret [19:17]

• Jacqueline: Reminds that your story doesn't have to be dramatic—instead, authenticity and passion for a niche (e.g., herbal apothecary) matter most.

5. Menu Design and Trend Vetting

[19:46] - [23:54]

• Menu offerings should synchronize with your brand identity.

  • Avoid adding services just because they're trending.
  • Overloading leads to client “decision fatigue” and muddles your brand.
  • Use evocative language (“alpine journeys,” “summit restoratives”) to paint a sensory, emotional picture aligning with your brand.

• Either as a solo practitioner or a multi-provider spa, yearly audits are vital.

  • Regularly assess what’s working, what isn’t, and how market shifts should inform your service offerings.

• Jacqueline:

  • "I think the verbiage you use is going to sell that vision... You want to paint a picture of the experience they’re going to have." [22:27]

6. Auditing and Evolving Your Brand

[23:54] - [28:21]

• Constantly re-evaluate your offerings.

  • Audit your menu and brand story at least once a year.
  • Be willing to cut offerings that don’t align or perform well.
  • Let both data and client feedback guide changes.

• Ella & Maggie: Reflect on their own mistakes and learning curves, stressing the value of continual evolution rather than instant perfection.

  • "What changed it for me was vernacular... it was the same protocol, but... treatment, that they would book... And instead of once every birthday, they were coming in once every four to six weeks." – Ella [24:43]

Notable Quotes & Memorable Moments

• "If you're not focused on doing that around a brand story, that foundation turns to sand, and nothing's going to stick." – Margaret, [05:14]
• "It's ultimately not just about what you like to do... you need that passion to go in day to day and serve others. But at the same time, you need to make sure that it's feasible." – Jacqueline, [08:00]
• "You really just have to think about who are you selling to, be okay with saying no to something that's not going to fit, and start small." – Jacqueline, [09:52]
• "Your edge often comes from your personal story... without that edge, you risk blending in." – Margaret, [18:15]
• "Don’t hide your edge. Find it, refine it into your brand story, and shout it from the rooftops." – Margaret, [19:41]
• "The verbiage you use is going to sell that vision... You want to paint a picture of the experience they’re going to have." – Jacqueline, [22:27]
• "Review your brand at least once a year. You know, brands evolve just like people do, and it’s okay to sort of rebrand once in a while..." – Margaret, [27:41]

Action Steps & Takeaways

1. Define Your Mission & Vision – Use these as a compass for all business decisions.
2. Identify & Own Your Edge – Your story makes your brand unique; let it shine.
3. Audit Often – Service menus, brand statements, and market position need regular review.
4. Consistency Wins – Stay true to your brand story and resist the urge to chase every trend.
5. Embrace Brand Evolution – Be open to change and refinement as client needs and market climate shift.

Timestamps for Important Segments

• [03:31] What happens when brands try to be everything for everyone
• [07:45] Brand discovery and personal story
• [13:12] Vision and mission—creating a North Star for your brand
• [15:20] Practitioner self-awareness and personal brand evolution
• [18:05] Owning your edge and personal story
• [19:46] Building menu and brand alignment, trend vetting
• [23:54] The importance of auditing and regular reevaluation
• [27:41] Annual brand reviews and staying consistent

Final Thoughts

By grounding your business in a strong, authentic brand identity—built from your story, informed by research, and expressed through vision, mission, and consistent action—you not only distinguish yourself in the crowded spa and wellness landscape but also foster client loyalty and lasting success. As the episode shows through frank personal stories, everyone starts somewhere, stumbles are part of the process, and what matters most is learning, refining, and most importantly, staying true to yourself.