When You Say “Differentiate,” What Does That Really Mean?

As a beauty professional, you’ve probably heard the word differentiate more times than you can count. “You have to differentiate yourself.” “What makes you different?” “What’s your unique selling point?”
And maybe you nod along, but secretly think, What does that actually mean?
You’re not alone. The concept sounds simple, but when it comes time to put it into practice—especially in a saturated industry like beauty and wellness—it gets a little murky.
So let’s break it down. No jargon, no marketing-speak. Just the real, practical truth about what differentiation actually is, why it matters, and how to find yours.
What Differentiation Is (and What It’s Not)
At its core, differentiation is about answering this one question: Why should a client choose you over someone else offering the same type of service?
It’s not about being better in a vague, general way. It’s about being different in a way that matters to your clients.
It might be:
Your specialty or signature technique
The experience you provide (calm, luxury, therapeutic, clinical, etc.)
Your vibe or personality
The kinds of results you’re known for
The way you educate your clients or the trust you build
It’s not about being the cheapest, busiest, or loudest in the room. Differentiation is about clarity—knowing who you are, who you serve, and what you bring to the table that no one else quite does.
Why Differentiation Matters (A Lot)
Let’s be honest: there are a lot of people doing what you do. Hair stylists. Estheticians. Facialists. Brow artists. Scalp specialists. You name it. The industry is full of talent.
But that’s not a bad thing. It just means that if you want to attract the right clients—the ones who are excited to work with you, who respect your process, who refer their friends—you need to help them see why you’re their person.
Differentiation makes your business easier to market, your clients easier to retain, and your services easier to sell—because people know exactly what they’re getting when they choose you.
What Differentiation Sounds Like (In Real Life)
Here are a few examples of how real beauty pros differentiate themselves:
“I specialize in scalp health and relaxation. Clients come to me when they’re overwhelmed and looking to reset. It’s more than just a shampoo—it’s therapy for your nervous system.”
“I’m known for my color corrections. If someone’s had a hair disaster, I’m the person they call.”
“I offer a completely quiet experience. No small talk. My clients love that it’s a peaceful space where they don’t have to entertain anyone.”
“I work with women over 50 to create low-maintenance looks that still feel modern and fresh. They trust that I understand how to enhance their features without overdoing it.”
Do you see the difference? Each of these professionals knows exactly what they offer and who it’s for. That’s what makes it work.
How to Start Finding Your Own Differentiator
You don’t have to invent something completely new or never-heard-of to be different. In fact, most of the time, your differentiator is already there—you just haven’t named it yet.
Start with these questions:
What do clients compliment you on most often?
What do new clients say made them choose you?
What part of your work lights you up or comes naturally?
What experience do you want every client to walk away with?
Who do you love working with?
It’s also okay to ask. If you have trusted clients, friends, or mentors, ask them what stands out about your work. Sometimes we’re too close to see our own magic.
Mistakes to Avoid When Defining Your Differentiator
Trying to appeal to everyone. If your message is too broad, it blends into the noise. Don’t be afraid to speak directly to your people.
Basing it all on price. Competing on price alone is a race to the bottom. Instead, focus on value—what makes your service worth what you charge.
Overcomplicating it. Your differentiator doesn’t need to be fancy. It needs to be true, clear, and easy to understand.
Copying someone else’s brand. Inspiration is great, but your brand should be rooted in your story and strengths. Clients can spot authenticity a mile away.
Bringing Your Differentiator to Life
Once you’ve got a clear sense of what makes you different, it’s time to work it into every part of your brand. That doesn’t mean slapping it on a website and forgetting about it.
You want to weave it into:
Your website bio or about section
Your service descriptions
Your social media captions and videos
How you talk to clients during consultations
The way your space looks and feels
Consistency is key. The more you reflect your unique value everywhere, the more likely you are to attract the clients who are aligned with it.
Still Not Sure? That’s Okay.
Sometimes it takes a little digging to figure out what really makes your brand stand out. That’s why part of our consulting and brand strategy work includes helping beauty pros like you get to the heart of what makes your business different—and how to express that clearly.
Whether you need a little guidance or want us to handle the brand messaging for you, we’re here to help.
Because once you know your differentiator, everything else gets easier: marketing, client retention, pricing, even confidence in how you show up.
So yes, differentiate yourself — but make sure you really know what that means.
And once you do? Make it your superpower.
Want help finding your differentiator?
We offer brand clarity sessions and done-for-you positioning packages. Reach out if you’re ready to find your edge and build a brand that truly reflects who you are and why clients should choose you.