The use of uniforms is an effective way to create a strong brand.
Take a look at the clothes you wear and think about why you chose them. If you tend to stick to certain labels, then you’re scrubbing to that age-lold marketing tactic known as branding.
Clothing, manufacturers aren’t the only ones with a knack for branding, however. Salons also benefit from labeling themselves long after clients have gotten their services and left, they’ll be more apt to remember a salon with a strong brand.
But if you don’t think you have a strong brand how do you go about building one? We asked Kate Grider-Troc, president of 20-20 Foresight, which helps salons and salon owners develop better business-building and customer service skills, for some insight.
“First, know your mission. Write it down, teach it preach it, and live it,” she suggest ‘The mission should be the definition of your brand.”
Then, she suggest taking a look around your salon. What is your key contribution to your client’s? If you don’t know, ask them something along the lines of “Why do you choose our salon over another in the area?” or “What is that makes you return to us?” Find your strengths and build on them.
Besides that, take a look at your presentation. Does your business look professional or does it seem more like Betty’s Beauty Box? If there are signs taped up on the walls and stock on the salon floor, fix the situation fast.
But don’t stop there. Take a good look at your staff. “The image of your team must also match the image of your brand. After all, they are your brand,” says Grider-Troc.
Once you know what you want your brand to be, go to a professional ‘Too often, in this business, we are determined to do everything ourselves, even when it’s not in the best interest of our business,” she says.
Have a graphic designer visit your salon to understand the feel of it, then collaborate on creating a logo that is unique to your style. After all, a strong logo creates familiarity, which creates comfort, which in turn leads to trust - and sales. Once your logo is designed, it should be very where on signs business cards, referral cards, marketing collateral, etc.
Above all else, always remember that branding isn’t just about marketing - you also earn points for behavior. And if you treat your clients well, they’ll return the favor by coming back for more.