I may use the word “branding” from time to time, but the truth is, I’d have a hard time giving you a good working definition of the term. I just read something salon consultant Bryan Durocher had to say about the importance of salons branding their image and it’s suddenly more than a marketing buzzword to me:

I think he makes good sense:

“One of the most valuable assets in business is the combination of words, images, and feelings evoked from a ‘brand.’ Your brand is unique to your spa. It’s your collection of products, your team’s uniform, stationary, e-mail signature block, and your on-hold message. It’s the music you play, the sights, sounds, flavors, aromas, and feel of your unique environment. Everything you do has to re-enforce that brand.

“From the first impression, to the ‘extraordinary client experience,’ to the follow-up home maintenance regimen you prescribe, you want your mission, core values, color schemes, unity of logos, and labeling to speak volumes about you.

“Brand marketing makes us appear much bigger (and more successful) than we may actually be. It can give you a more corporate look, an image that says, ‘We are experts. We have our ducks in a row.’ Continue your branding to your website, and protect what you have. Legally register your brand so it becomes a protected trademark. Potential customers want to do business with spas that have their act (brand) together.”

— Judy