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Unclogging the Mysteries: How These Skin Docs Created a Brand, Built Their Legacy, and New Business.

Luxury Branding and the Power of Expertise: A GVG Journey of Transformation


In a world where businesses compete for attention, it takes something special to stand out.


In a market saturated with skincare brands, the journey to build transformative new businesses is a challenge for dermatologists. Here’s where cleverness and creativity come into play.


Although there are plenty of marketing strategies, using personal branding to enhance both effectiveness and create trust is a clear winner!


This article dives into how branding can be very powerful and what to avoid when building your brand.


Popping Up In the Market


Figuring out what product could be good for your skin can turn into an overwhelming journey. This insight prevailed in the mind of the following dermatologists, who, knowing the needs of both their patients and those more interested in personal care, decided to offer options with formulas suitable for even the most sensitive cases, or those that large consumer brands would have taken into account.


  • Dr. Shirazi – AziMD: Out of the concern of knowing many of her patients were spending hundreds of dollars on products they believed were miraculous or unsuitable due to misinformation about their skin, Dr. Azadeh Shirazi launched her own brand AziMD. In addition, during the pandemic she started to create educational content and became a noticeable spokesperson on social media, helping her to get AziMD in the hands of those who were dealing with skin problems while staying at home. What happened next? She made her life and her patients way more easy now knowing exactly what they were using for their skincare routines.

  • Dr. Idriss – PillowTalkDerm: Board-certified dermatologist Shereene Idriss earned fame on social media thanks to her “Pillow Talk Derm” series and Skin Nerd Academy, and with a well-focused mindset she launched her skincare brand inspired by the same name. What was crucial in its success lies both in the positioning of its brand, being perceived as effective and free of nonsense formulas, and in its unconventional packaging, opting for more joyful appealing colors that are a reminiscence of a sunset.


Dermatologist-owned skincare brands have reshaped the beauty and skincare industry. Rooted in the expertise of these medical professionals, these brands have become synonymous with quality and effectiveness.


These 2 examples underscore the significance of personal branding and how making use of it in your field can become a game-changer.


Spicing Up Your Brand with GVG


In a previous post, we mentioned how we specialize in creating amazing brand stories and value propositions through the 3 Ps: Persona, Problem, and Paradise.



Fran Berger's story is a prime example of GVG's success in transforming brands. Transitioning from a Los Angeles restaurateur to a national home entertaining expert and sophisticated living designer, Fran Berger's journey was powered by GVG.


Through a comprehensive content and media strategy, she became a national lifestyle personality with a regular spot on Hallmark's daytime TV show, Home & Family, and columns in luxury lifestyle magazines.


Her brand partnerships and product line attest to the transformative power of personal branding.

Top 5 DON’T When Branding


Building a personal brand can be challenging but is also a rewarding journey; therefore, it’s essential to steer clear of common pitfalls. Take a look at our top 5 mistakes to avoid when branding:


  1. Lack of Authenticity: It is easy to detect when someone’s being fake, for that reason, your brand should reflect your true self. Remember: Authenticity builds trust.

  2. Inconsistency: A simple way to undermine a brand is to not be consistent with its image across its different platforms. From your social media to your website, everything should be cohesive among their messages and offerings.

  3. Neglecting Your Audience: Let’s be real, how does a concert work without a public? Listening and understanding your audience’s needs and aspirations is key to creating a brand that resonates with them.

  4. Ignoring Storytelling: Doing marketing is no different from creating appealing stories. Compelling storytelling is the heart of personal branding. Share your journey, challenges, and successes.

  5. Underestimating Expertise: Specifically for personal brands, highlighting your expertise is a perfect way to build trust and authority in your field.


As you may see, personal branding is not restricted to Hollywood celebrities. Anyone can and must harness the power of personal branding to grow their business. With the right approach, expertise, and storytelling, your brand can transform into an iconic and profitable force in whatever your industry is.


GVG is here to guide you in your personal branding journey. With over 20 years of experience working with luxury brands such as realtors, interior designers, architects, plastic surgeons, and cosmetic dentists, we are your very best partner to come up with a plan to reach out for success.


Contact us if you have any questions and let's make your brand story irresistible.


By Steven Le Vine, President and Founder at GVG Agency

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