Branding strategies are an important component of any business’ marketing activities, and that is certainly true for beauty salons and spas. In a competitive market, it is important to identify a desired brand image and take steps to cement that image in the minds of consumers through consideration of product, price, place and promotional strategies.
Understand Client Needs and Desires
While many business owners believe that they determine their brand, the reality is that customers define the brand based on their interactions and experiences. Clearly understanding client and non-client needs and desires can help salon owners create experiences that lead to their desired brand image. For instance, a salon owner who wishes to nurture an upscale image would need to convey this through not only logo, signage and marketing materials, but through how personnel are dressed, the store design and every element of the client experience. First, though, they must understand what is important to their clientele; this can be determined through one-on-one conversation, observation or through formal surveys.
Engage Clientele in Reinforcing the Brand.
Salon patrons can help to reinforce the brand by becoming brand ambassadors. Those who have a positive experience will tell others and, through word-of-mouth, both business and brand support will go. This can be encouraged through client referral programs that offer incentives to patrons who recommend new customers, or simply by asking satisfied clients to spread the word about the services. Brand management is an ongoing process that starts and ends with the customer. The more you can do to cement their support of your brand, the better the odds that they will share positive experiences that can help to reinforce your brand identity.