Brand Tone

Aspirational, empowering, professional, authoritative, supportive, and accessible.

Brand Values

• •Quality & Excellence
• •Flexibility & Accessibility
• •Career Focus & Success
• •Community & Support
• •Innovation

Best Practices

• •Lead with Empowerment, Back with Professionalism: Always frame your messaging around the student's potential and career dreams. Follow up immediately with proof points like certifications, brand partnerships, and expert trainers to build trust and authority.
• •Focus on Outcomes, Not Just Features: Instead of just saying "Online Course," say "Your Career in Makeup Starts Online." Emphasize the end result—a professional certificate, a new career, happy clients—rather than just the process of learning.
• •Cultivate a "Family" & Community Feel: Use inclusive language ("Join the family," "We're in this together"). Encourage user-generated content by featuring student work prominently and tagging them. This builds social proof and makes the brand feel more personal and supportive.
• •Maintain Visual and Textual Consistency: Ensure the clean, professional, and modern aesthetic of your Instagram feed is reflected everywhere—from your website's font choices to your email templates. The visual and written tone should always feel aligned.
• •Be Transparent and Accessible: Clearly answer common questions about prerequisites, financing (like the Bildungsgutschein), and post-graduation support in your copy. An approachable and honest tone in FAQs and ad copy can help overcome the lack of independent reviews by building trust directly.

Social Perception

The social perception of ProAcademy Online is almost entirely shaped by its own curated online presence, projecting an image of a high-quality, modern, and legitimate academy that offers a clear path to a professional career. There is a significant lack of independent, third-party validation, meaning customer perceptions are heavily reliant on the brand's direct marketing and lack external social proof.

Copy Examples

• •Your Future in Beauty Starts Here. Gain internationally recognized certification in Makeup and Hairstyling with our flexible online courses, and turn your passion into your profession.
• •From beginner to pro, from dream to reality. ✨ Welcome to the ProAcademy family! We don't just teach you skills—we build your career. Ready to start your journey? Link in bio to explore our certified courses.
• •Learn from Industry Leaders. Why train with us? Because we partner with the best, like MAC Cosmetics & ghd. Our AZAV-certified courses are designed for your success, offering professional kits and flexible online learning. Your career as a makeup artist is closer than you think. Financing available via Bildungsgutschein.
• •Still dreaming, or ready to start? Hey [Name], we know taking the first step is the hardest part. That's why our courses are designed for everyone—no experience needed. With 24/7 access and personal coaching available, we’re here to support you every step of the way. Let's make your dream a reality, together.
• •Think you can't do this? We'll teach you how. Are you ready to start your beauty career? [YES! / I'm thinking about it]