Company brands are just like people, each with their own unique personality. Just like with people, some brands tend to stand out from the rest. Generally, people who are fun, unique, intriguing and have the ability to make a connection with us are the people who often pop-up on our radars, and company brands should be the exact same way.
So, let’s get down to transforming your salon or spa's brand into one that will steal the spotlight, shall we?
1. Develop your mission.
First ask yourself this: What is the purpose of my business? Chances are, your customers are asking the same thing. To build a more professional brand, you need to establish a mission statement.
Not to be confused with a slogan, some things your company’s mission statement should address to the market are:
- What pain point does my company alleviate for customers?
- What principles and/or beliefs guide the company and its culture?
- What level of service is provided (i.e. luxury vs. bargain, quick-and-easy vs. timely but thorough, etc.)
The mission statement is your starting point; it will act as the focal point for all your branding efforts.
2. Create a great logo
Let’s be real, we all love pretty things. Naturally, you want to make sure that your business’s brand has a clean, attractive and unique logo.
It doesn’t have to be anything too crazy. Considering the top three most valuable brands in the world are currently Amazon, Apple and Google, keeping the actual icon simple is fine. Your business’s brand is the face of your company, and although the image itself doesn’t have to be the next Sistine Chapel, you definitely want to dedicate the time into making it visually appealing. Your brand's logo will be put on everything, and I mean literally everything, that your company produces so make sure it looks professional.
3. Establish a voice
As we’ve discussed, a brand is the living, breathing force behind your business, and like most living things, your brand should have a voice. This voice should have both a distinguishable and consistent tone.
If your brand could speak, how do you think it would/should sound? Would your brand speak with elevated, refined language, or a more “chillaxed tone?” It’s all about what you think will resonate more with your target audience.
Lastly, once you’ve established your brand’s voice, just remember to keep it consistent across all your messaging. For example, if Adidas or Kate Spade switched “voices” for a day, I'm pretty sure their respective audiences would be rather confused.
4. Promote your brand all the time and everywhere
When it comes to forming a popular, professional brand for your small business, half the battle is going to be simply getting that brand in front of your audience. There are tons of avenues at your disposal. Definitely think about promoting your brand through:
- Social Media
- Online Directories
- Editorial Coverage
Whichever outlet(s) you choose, always think about which choice lines up best with the first three steps we’ve already discussed. Additionally, always contemplate which channel resonates best with your target audience.
5. Establish your “primary customer"
This step is all encompassing and should be applied to all the tips we’ve already gone over. At the crux of every branding decision that you make, always consider what’s going to agree with your “primary customer.”
First, carve out this amorphous figure. Contemplate demographics and psychographics. For example, is your “primary customer” male or female or both? Are they more spontaneous and wild, or mannered and reserved? Use some segmentation tactics to nail down your “primary customer,” and then focus your branding on appealing to that audience.
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