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A brand is the holy grail of small businesses: something many strive for, but few truly achieve. Small businesses often find themselves competing on price or location rather than creating a brand which stands on its own and sets their business apart. For your beauty salon, consider the following to create a brand.
Brand Is Not Just a Logo
A brand does not begin and end with a logo and specific font for your company name. Your salon’s brand is the overall perception of what the company is and stands for, created in part by you and in part by your customers. The company logo may be a way to spot the business on a sign or product, but it is only meaningful if it is clear to customers what the salon means behind the graphic.
Brand Is Everything...
Your brand must stem from everything you say and do. All marketing, products, and services must be in agreement to create a clear brand for customers. If marketing describes the company as a salon using organic products, but customers watch staff use inorganic chemicals for their beauty treatments, the marketing can backfire. It is often better to make no claims about what your company is than to make faulty claims. This is a quick way to lose the trust of customers.
Brand cannot be enforced on customers. Although marketing may tell customers what the company stands for, it will be up to the customers to decide if those statements hold true after visiting the salon and using its products and services. For example, a beauty salon could organize its marketing around the idea that their beauty treatments put the customer in control of the service process. When staff work with customers, they must see this carried out in order to trust the salon’s brand. Remember that branding can only be created when the company and customers agree what the busines is all about.
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