In an industry as intimate and trust-driven as aesthetics, personal branding and likeability are no longer optional. They are the bridge between your clinical expertise and the loyalty of your patients. In today’s digital-first world, your audience isn’t just choosing treatments — they’re choosing people.
Why Personal Branding Matters More Than Ever
Gone are the days when a qualification and clinic sign were enough. Patients want connection, personality, and purpose. They want to see the person behind the procedure.
“In a crowded market, personality becomes the differentiator. Personal branding creates familiarity, and familiarity builds trust,” says Nicole Montgomery, marketing expert and founder of Aesthetic Business Masters.
Your personal brand is your professional reputation expressed through your visuals, communication, tone, values, and client experience.
Likeability Drives Loyalty
According to Harvard Business School, 90% of purchasing decisions are driven by emotion. This means patients are more likely to book with you not just because you’re skilled, but because they like you.
“People do business with people they know, like, and trust,” says Bob Burg, co-author of The Go-Giver.
Likeability is Built Through:
Authentic, values-led communication
Consistent presence (online and offline)
Warm, engaging client interactions
Emotional intelligence and listening skills
What a Strong Personal Brand Looks Like in Aesthetics
Clear Visual Identity: From your social media to your scrubs, your look tells a story.
Defined Voice: Are you clinical and concise? Warm and witty? Be consistent.
Credibility + Personality: Share both your knowledge and your quirks. Patients love knowing the human behind the injector.
Education as Leadership: Break down treatments in a way that empowers your audience, not confuses them.
Values on Display: Showcase ethics, transparency, and client-first thinking.
“Personal branding is not about being known for knowing everything; it’s about being known for being trustworthy,” says Brene Brown, researcher and bestselling author.
Social Media Is Your Personal Brand in Action
Every Instagram post, comment, video, and blog reflects your brand. Use these platforms to tell your story, share value, and humanise your clinic.
Content ideas:
“A day in the life” behind the scenes
Why you love working in aesthetics
Patient FAQs answered with warmth
Your stance on ethics and patient care
The Power of Being Relatable
People don’t always connect to perfection. They connect to realness. Being relatable, honest, and human does not diminish your authority — it amplifies it.
“Authenticity is magnetic,” says Melanie Greblo, brand strategist. “In an industry where trust is everything, being genuine is your greatest asset.”
Final Thoughts
Personal branding and likeability aren’t about ego. They’re about trust, connection, and longevity. Patients invest in people, not just treatments. The more relatable and recognisable you are, the more your business becomes the obvious choice.
Because in aesthetics, the brand isn’t just the logo — it’s you.
Want to build a brand patients trust and remember? Join the next Aesthetic Business Masters Summit to work with top strategists and grow your brand with clarity and confidence.
