BRANDED FOR SUCCESS Developing a deliberate, cohesive brand is a key element to business success
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by Lauren Snow
Branding—the process of creating a recognizable professional name and reputation for yourself and your business—is one of the most critical, yet most overlooked, elements of a business’s success. In an ultracompetitive market, it’s important to make sure your brand is instantly recognizable and easy to connect with. Whether you’re a business owner, a solo practitioner, or an employee, an opportunity to brand yourself exists—and the benefits are fruitful when done correctly and consistently. www.ascpskincare.com
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If you’re new to marketing, you might be wondering what branding is, or even what branding is not. Often when we think of branding, we think of one thing: a logo. Logos are certainly an essential element of visual branding, but branding itself is far more than a pretty emblem on a business card. It’s a common theme or thread that deliberately unites all pieces of business marketing opportunities to form a story. There are millions of purchasing options out there, but people buy what they feel a connection to. Create that connection through your brand story. You are the storyteller, your business is the story, and the plot is to get clients in the door. As a skin care professional, you are telling a story whether you realize it or not. From the way your website looks to the way a client feels when they enter your space, each opportunity for a client interaction is an opportunity to communicate your spa’s values and identity. It is the essence of your purpose, passion, personality, values, and vibe. When you craft your business story by using repetitive elements of unique branding, it allows you to quickly tell clients and potential customers who you are as a business, what type of services they can expect, and how you’re different from other spas and salons. It also gives your business a professional and polished appearance. So how does an esty uniquely brand their business to tell an authentic and engaging story?
DEFINE YOUR WHY
Before you start thinking about color palettes, elaborate font combinations, or even a name for your business, it’s important to take some time to reflect on your “why.” Ask yourself why you do what you do. Think about why you chose this profession and consider all the reasons you get excited to come to work every day. Do you live for popping pustules and extracting comedones? Or maybe it’s the
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How does an esty uniquely brand their business to tell an authentic and engaging story?
way a client glows after a series of peels that changes their confidence that does it. Defi ne whatever lights your beauty business soul on fi re before you go any further.
REFINE YOUR MISSION
The next step is creating or refi ning your mission statement. According to Entreprenuer.com, a mission statement is “a short written statement of your business goals and philosophies.” Most are not much longer than a single sentence, yet they defi ne what the business is, what it does, and what its goals are. To get started, look at wellestablished brands that you respect and value. Mission statements are often published on websites and are easily accessible with a quick Google search. For example, CocaCola’s mission statement is “to refresh the world in mind, body, and spirit. To inspire moments of optimism and happiness through our brands and actions.” When you consider Coca-Cola’s marketing efforts, it is apparent their mission statement is at the heart of all they do.
DESCRIBE YOUR IDEAL CLIENT
The goal of a brand strategy should not be to attract all clients in your area but to draw all of your ideal clients in the area. Not only does this allow you to form a deeper connection with your clientele, it also helps you gain a laser-like focus with all your marketing efforts. Begin thinking about what type of clients you want to attract. Are they busy professionals or stay-at-home moms? Are they socialites at their country club or teenagers who can become lifelong clients? Consider who this ideal demographic is for you and start to develop an avatar. Choose an age range, then narrow it by 5–10 years. Also consider their gender, proximity to your location, their profession, family life, availability, lifestyle, hobbies and activities, and of course, their pain points. When you defi ne your ideal client’s pain points, think about what keeps them up at night. What are their major skin care concerns? Are they the baby boomers who spent years tanning in baby oil and reflective mirrors only to fi nd out the years of sun worshiping have left a lifetime of repenting for all that photodamage? Maybe your ideal client’s pain point is merely wanting to age later by undergoing preventive measures with skin care therapies. This is for you to decide and tailor a solution to.
YOUR UNIQUE SELLING PROPOSITION
What makes you unique? Did you start out in the guest bedroom of your house? Are you literally curing acne? Do you apply the best lashes in town? Do you use and sell the best products available in your area? What is it that sets you apart from your competition? While what you do may
From the way your website looks to the way a client feels when they enter your space, each opportunity for a client interaction is an opportunity to communicate your spa’s values and identity. It is the essence of your purpose, passion, personality, values, and vibe.
be complex, this is the time for a simple, kindergarten moment of show-and-tell. Get creative and analyze your business and your strengths. Talk to your friends about your business and see what holds their attention, then focus on developing a unique selling proposition based on that. Amazon, for instance, is known for two-day shipping and offering everything from “A to Z.” Walmart, on the other hand, is known for saving money, allowing you to live better. Both of these brands define their unique selling proposition well, and they consistently deliver on their promise.
YOUR BRAND’S PERSONALITY
Imagine if your brand was a person. What would it look like? How would it dress? How would it talk with clients and interact with interested parties? Take a moment to reflect on how you’d like your brand to be perceived. If you are a lashista, your brand’s playful and glam personality is going to be different from a green spa’s tranquil and organic vibe. The same goes for an acne clinic in contrast to a full-service salon and spa. A brand’s personality should be felt in every part of a business. From the words you use on marketing materials to the feeling clients get when they enter your space and everything in between, each element should be a deliberate reflection of the brand’s personality and complementary to the clients you want to attract.
THE ELEMENTS OF A BRAND STRATEGY
Once you’ve answered the tough questions, the next phase of branding is to develop a strategy surrounding the elements that make up your brand. These items can include a business name, slogan, logo, colors, fonts, images, style, and overall feel. Get Logical on Logos A logo is an instant storyteller and should be considered the foundation of marketing for your business. It should be reflective of who you are, what your company does, and the vibe you want to create. Designing a logo doesn’t have to be a daunting task if you look to the professionals for help. A graphic designer is a great partner in helping you build your brand assets, but before you get going, it’s essential to do some research and be able to present them with a general idea of what you’re looking for. For inspiration, do a quick Google search and type in broad search terms such as “medical spa logos.” You’ll find a plethora of soft lines, tranquil-feeling graphics, cool colors, and clean designs. Alternatively, if you search for luxury spa logos, you’ll find examples filled with warm colors, heavier font styles, and more commanding designs. These designs are intentional, and they do what they’re supposed to. They elicit emotion.
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Low-Cost Logo Design Resources Fiverr.com Freelancer.com 99designs.com Upwork.com Logomakr.com
Once you have some ideas, it’s time to get creative and design your own personalized and memorable graphic. For instance, Amazon’s logo showcases their “A to Z” unique selling proposition by hanging an arrow under the “a” and the “z” in the word “Amazon.” This is easily legible and utilizes white space. Keep in mind that colors, shapes, and graphics all provide an impression. You want your clients to get an immediate sense of what your company is all about, and at the same time, be unique to you. Bonus tip: make sure your logo looks great in both color (if you choose colors) and black and white/gray scale. This will help when printing and producing in various media. The Consensus on Color Color psychology has always played an influential role in how the mind perceives things. Color can provoke many emotions, so it is critical to be aware of how the color(s) you choose for your brand will make your clients feel. Warmer colors such as orange, yellow, and red can take on a more active role in eliciting emotions ranging from comfort and warmth to anger and passion, while cooler colors like purple, blue, and green can take on a more passive role, prompting feelings of calmness or even sadness. Specific colors can also make people feel hungry, happy, or energetic, so keep this in mind when choosing colors for your logo, fonts, and marketing materials. Don’t forget, this also applies to paint, furniture, and textile selections in your space too!
Low-Cost Color Resources Paletton.com ColorHunter.com Color.Adobe.com
Yellow Optimism, warmth, clarity, friendship Orange Friendly, cheerful, confident, fresh Red Excitement, intensity, bold, romance Purple Creative, wise, imaginative, healing Blue Trustworthy, dependable, strong Green Peaceful, healthy, growth, natural Gray/white Balance, calm, purity, cleanliness
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Font Family Values Fonts contribute to the overall image, attitude, and feel of your brand. While there are thousands upon thousands of fonts to choose from, it’s best to allow a graphic designer help you select functional fonts. Graphic designers also have an eye for balance and creativity, along with access to an arsenal of design tools and software—something you want for a polished, professional look. For a modern look, sans serif fonts are a good choice, while classic serif fonts contribute to the feeling of reliability and strength. Curly or script style typography can be used as well—but they should be used sparingly. You can even pair two opposite fonts together for higher impact, such as a thin and thick font, or a modern sans serif font with a fancy script font. Some fonts are not universally recognized on all devices and can leave you with strange characters or random replacement fonts that don’t align correctly, so make sure to ask your designer about fonts that work well online. Also, a good rule of thumb for any marketing piece or logo is to use no more than 2–3 fonts together. Staying in the same font family looks cleaner and is less confusing for the reader. In the end, the most important part of font selection is readability. Once you’ve chosen your font(s) for your brand’s personality and logo, make sure you stick with them on all things related to your business. This includes business cards, websites, brochures, logos, signage, and even name tags. Continuity is important for strong, successful, and memorable branding. Setting Your Sights on Your Website Perhaps the most revealing extension of your visual brand identity is your website, as it combines all elements and tells a more in-depth story. Many customers will review it long before they book an appointment with you, so it’s imperative it mirrors who you are as a brand, and ultimately what customers can expect by scheduling an appointment with you. Informed on Uniforms Your appearance is also a part of your professional brand, so make sure you and your staff dress the part. Polished and professional grooming complemented by a clean, pressed uniform is always in style and can take the guesswork out of what to wear every day. Again, be sure to choose something that is consistent with the brand’s identity regarding style, color, and any embroidery or enhancements.
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Free and Almost Free Fonts losttype.com fontfabric.com fontsquirrel.com
Physical Space From the parking lot and business signage, all the way to the treatment rooms and restrooms, your brand’s story is being told by its physical appearance too. It’s important to make a great first, last, and lasting impression by making sure the mood matches your brand’s vibe both online and in person. When your client pulls up to the spa, you want them to know they’re in the right spot because it feels familiar—even if they’ve never been there before— because the colors and ambiance subtly mirror the brand’s identity. Retailers like Home Goods and Marshalls can be a great, cost-effective stop for revamping your space if it needs it.
BRINGING IT ALL TOGETHER
Branding your business doesn’t happen overnight. It takes a conscious effort to continuously and consistently make strategic choices based on the brand’s best interest. However, the benefits are worth it. Each time you’re presented with an opportunity to make a change in your business, put the brand’s identity and personality in the forefront of your mind. Weigh the shift by how it will affect the perception of your brand and whether it falls in line with your overall mission. By making sure you’re always putting your brand’s best foot forward, you’re allowing your clients and potential customers to connect with you continuously, building familiarity and brand loyalty. Remember, it’s never too late to begin a brand strategy, and it’s certainly never too late to reinvent your spa’s brand with a beautiful and calculated update.
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