Ask the expert - how can I make my clinic stand out from competitors?

Emma Barrett, owner of Advanced Facialist, based in London's Chelsea Harbour Club and founder of The Therapist Finishing School in Fulham gives her advice...

Number one you need to understand the difference between copying a business and admiring one. Admiration should encourage you to follow your own ideas, think outside the box, and more importsntly, be brave. As a business owner, I've had times were things have been slow and it seems everyone else is on the fast track to becoming the next big thing. It's at those moments that it would be easy to cling on to others' supposed sucess and copy it, but that's not the answer. Plus, clients need to feel they have made a connection with your business because we buy from people we like - so find your personality. For example, if you love colour and art why have an all-white clinic like everyone else? Create your vision.

Secondly, consider your audience. This seems simple but it's often overlooked and it's because, in our minds, everyone would want to be our customer. The key is to align your services, ambiance and experience to match your potential customers.

Thirdly, are you a jack of all trades, master of none? While you might feel having lots of treatments casts a wider net for potential customers it can also dilute your brand. Being known as he best at something means you will have customers seeking you out. Focus on your strengths and become the best you can be.