Behind the Brand: Rhode Skin by Hailey Bieber

Great branding is magnetic. It pulls in the right people, sparks a connection, and turns a simple product into something your audience feels like they need. Take Hailey Bieber’s Rhode Skin, for example. She didn’t just create another celebrity skincare line. She built a brand that feels like it was made just for her followers. Rhode isn’t about over-the-top claims or complicated routines. It’s about simplicity, clean ingredients, and glowing, healthy skin. Hailey tapped into a huge audience of beauty lovers who want products that are effortless but effective, and, of course, a little bit of that celebrity glow. The key to Rhode’s success is how it makes its audience feel seen and heard, while offering them exactly what they want in skincare.

So, how do you build a brand that attracts the right clients? Let’s dive in.

Step 1: Know Your Non-Negotiables (aka, What You Will Not Stand For)

No one talks about the deal-breakers in business. Like, how much you absolutely cannot work with clients who don’t respect your time, your values, or your aesthetic. And yet, without knowing where your boundaries lie, you’ll end up with every client under the sun asking for discounts or demanding that you "just do this one small thing" because "it'll only take five minutes."

Building a brand that attracts all the right clients starts with saying NO to the wrong ones. Get clear on what you stand for and your mission, your vision, and your aesthetic will follow. Then, be unapologetic about it. Because if you’re too busy trying to please everyone, you’ll end up attracting nobody who actually respects what you do or worse don’t buy from you. From the inception of Rhode Skin, Hailey Bieber was very clear on her brand’s mission and values.

Step 2: Show Your True Colors (Don’t Be Shy)

People don’t buy from brands, they buy from people. And when you’re building your brand, you’ve got to remember that authenticity isn’t just a buzzword. It’s a non-negotiable. We all know that influencer who only posts "perfect" images of their life but guess what? That’s not real. No one can relate to perfection.

So, what do you do? You peel back the curtain. Show your messy, real, human self. Your ideal clients don’t want another cookie-cutter brand. They want a brand they can believe in. One that feels like a conversation with a friend who gets them.

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Step 3: Define Your Vibe (Hint: It’s Not Just About Logos)

It’s easy to get caught up in the logo, the color palette, and the font choices. But here’s the hard truth, the visuals are just the beginning. Your vibe is what attracts the right clients, and that vibe is what your audience feels when they interact with your brand. It's your tone of voice, your storytelling, the consistency in how you show up every day. You need to create a vibe that feels magnetic to the clients you want to work with.

Ask yourself: What do I want people to feel when they see my brand? And then make sure your visuals, your content, and your messaging all align with that feeling. It's less about trying to look like everyone else, and more about being so unapologetically you that only the right people will be drawn in. Hailey’s brand nails the balance between high-fashion and effortless cool with its editorial-style photoshoots, making her audience not just admire the products, but actually want to buy them.

Step 4: Speak to ONE Person (Yes, ONE)

This is where most people get it wrong: they try to speak to everyone. It’s tempting, right? You want to grow your business fast, so you think if you cast the widest net, you’ll catch the most clients. But that’s like throwing a party and hoping everyone will have a good time without knowing who’s actually on the guest list.

Instead, think of your ideal client like the one person you’d love to grab coffee with. Get crystal clear on who they are: their problems, their needs, their dreams. Then, speak directly to them. It’ll make your messaging feel personal and intentional. And when you do this, you'll attract a crowd of clients who resonate deeply with your brand.

Step 5: Stay Consistent (Yes, Even When It Feels Boring)

Consistency doesn’t just mean posting on Instagram every day (although, let’s be honest, that helps). It means showing up in the same way, every time, so your clients know what they’re going to get. They want to feel like they’re walking into a place where everything just works where the experience, the message, the vibe, the visuals, all click together.

But consistency can be exhausting. The trick? Don’t let it feel like a chore. Stay true to what excites you about your brand and keep showing up. Your right clients will notice. They’ll trust you. And that trust? That’s where the magic happens.

Conclusion: You’re Not For Everyone, and That’s Perfect

Remember, building a brand isn’t about being everywhere. It’s about being exactly where you need to be, where your ideal clients are, and where they need you. You’re not for everyone. And that’s perfect. The more you lean into your unique brand, the more you’ll attract the people who are ready to invest in you—flaws, authenticity, and all.

Need help auditing your brand? Here’s a helpful blog post on Transforming Your Brand with Regular Brand Audits. Looking to revamp your brand? Ask us for our pricing guide here! 

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