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As we dive into our 2026 series on med spa marketing, it is important to pause and address a critical layer of the strategy that often gets buried: the intersection of branding, positioning, and pricing. I’m labeling this “Part 1B” or “Part 1.2” because, in previous years, I feel I haven’t given this topic the attention it deserves. Before we move into the tactical “how-to” of ads and lead generation in future parts, we must first define the identity of the business those ads will represent.
Historically, my take on branding and positioning has been that these discussions are often overblown in a niche like ours. Med spas are local, service-based businesses that are, to a large extent, commoditized. We are all essentially pulling at the same variables to drive demand.
I’ve always argued that there are only three things that truly impact a purchase decision: Reputation, Convenience, and Price. In most cases, we are trying to figure out how to maintain price competitiveness while optimizing for reputation. However, as we look toward 2026, I want to add some formal clarity to how branding influences these three variables. Branding isn’t just about a logo; it is about how you signal your value to the market and prioritize your messaging to maximize growth.
Visual Signaling: The Demographic Filter
Visuals matter because they signal demographics and set expectations before a word of copy is ever read.
The “Aesthetic” vs. The “Energy”
Most med spas operate in a visual realm that tries to be professional, clean, and clinical. This is represented by a palette of blues, golds, blacks, beiges, and minimalist accent colors. This signals “safety” and “expertise” to a broad audience.
However, there is a growing trend of brands leaning into a “pink, fun, and youthful” energy. I actually used Nano Banana—an image creation tool within Google Gemini—to experiment with these concepts. If your brand kit is light-hearted, playful, and fun, you are naturally going to attract a younger demographic that resonates with that vibe. It is a visual shorthand for “this is a place for people like me.”
Demographic Flexibility
Strategic branding also requires you to think about your long-term roadmap. If you have plans to branch out into testosterone therapy, medical weight loss for men, or other services that target a male audience, an overly feminine brand identity becomes a hurdle. You want a visual design that offers the flexibility to reach men without making them feel like they are walking into a space that wasn’t built for them.
Personality as a Hedge Against Commoditization
In the reputation bucket, personality and connection are the most undervalued assets. If two med spas have similar 4.9-star Google ratings, third-party data is no longer a differentiator. It is simply a prerequisite for being in the game.
So, how do you stand out when everyone has good reviews? You use personality.
The Fitness Influencer Analogy
Think about fitness influencers. There are thousands of people online sharing nearly identical information about squats, protein, and cardio. If “the best information” were the only thing that mattered, everyone would just follow one person. But thousands of influencers thrive because personality and connection matter. Certain people will resonate with you being you, while they might find your competitor boring or unappealing.
Practical Implementation: Video and Voice-Overs
To overcome the commoditization of your services, you must replace stock photos with authentic content.
- Website Service Pages: Every service page—whether for Botox, microneedling, or laser hair removal—should feature a video. Even if it is just a cell phone video, having a provider explain the treatment and what to expect on that page builds massive rapport.
- Compelling Case Studies: Before-and-after photos are standard. To make them exceptional, add a voice-over from the provider. Explain what the client was looking for, what the specific treatment plan was, and why you made those clinical decisions. This demonstrates expertise in a way a static image never could.
The Face of the Brand vs. The Supporting Cast
Because aesthetics is a business where people do business with people, having a “face” of the brand is helpful. However, you must also manage “Keyman Risk.”
The Dave Ramsey Model
Look at Dave Ramsey’s organization. For years, the brand was 100% Dave Ramsey. As it grew into a $300 million+ annual business, that became a liability. To mitigate this, they introduced “Ramsey Personalities”—supporting stars who now carry the show. Today, there are episodes where Dave isn’t even present, yet the brand continues to thrive.
In your practice, you should be the figurehead, but your staff should be the supporting cast. Make your injectors and front office team “micro-celebrities” within your marketing. If a provider eventually leaves, it is less of a shock to the system because you’ve built a culture of multiple “faces” rather than just one.
Passion Attracts Your Tribe
You will naturally get an outsized share of leads for the services you are most passionate about.
If you are a provider who loves lip filler, you will naturally post more case studies and share more opinions on the subject. This creates a lifecycle of its own. Your excitement attracts lip patients, which leads to more case studies, which cements your reputation as the “Lip Expert.”
It is much harder for a “Laser Hair Removal Clinic” to suddenly attract high-end Botox clients. Conversely, if you are known for lips, selling a microneedling package is a harder lift than it is for someone who leads with skin rejuvenation. Don’t be afraid to lean into your passion; it’s the fastest way to build an “authority tribe” around a specific service.
Reputation, Pricing, and the “Goods”
I recently spoke with a practice in Arizona that is doing something incredibly effective. They have nearly 1,000 Google reviews, a 4.9-star rating, and insanely aggressive pricing on toxins.
By pulling the extremes of both levers—Reputation and Price—they have made choosing their practice a total no-brainer for prospects. If you are comfortable leaning into that model, it is a proven recipe for massive success.
The Premium Pricing Reality Check
However, many of you want to build a reputation that supports a premium pricing model. This is a valid strategy, but you must “have the goods” to justify it.
- The Reputation: Must be stellar and backed by deep social proof.
- The Talent: You must have top-tier providers and pay them the best to retain them.
- The Experience: Your front office staff must be paid well and provide exceptional service.
- The Environment: Everything from your branding to your workflows must scream “premium.”
Don’t try to be a premium-priced provider if your staff is underpaid, your office looks average, or your reputation is just “okay.” To charge more than the competitor down the street for the same Botox, you must create a level of branding and rapport that sets you entirely apart.
The Race to the Bottom
On the other hand, if you only win on being the cheapest, you are on a dead-end path to a race to the bottom. Reputation must remain your focal point. It isn’t just about Google reviews; it is about the interactions on your website, your social media reels, and the relationship you develop with a client after they leave.
Conclusion
Branding, positioning, and pricing are about more than just aesthetics; they are about creating “Know, Like, and Trust” deposits with your ideal clients. By being intentional with your visual signaling, infusing personality into your service pages, and ensuring your business structure supports your pricing, you can move away from being a commodity and become a destination.
Next Steps for Practice Owners:
- Audit your service pages: Do they have video or just manufacturer text?
- Review your B&As: Can you add provider voice-overs to explain the “why”?
- Check your visual signals: Does your brand kit attract the demographic you want to serve in three years?
If you’re ready to see your marketing as a predictable investment rather than an expense, I’d love to show you our blueprints. Schedule a complimentary strategy session at medspamagicmarketing.com.
