Ignite your brand
In a challenging market, your salon needs to stand out from the crowd and secure a loyal fan club of staff and clients. How the people who matter to your business FEEL about you and your salon is crucial. Harriet Evans, managing director of Flint Consultancy and Ignite, offers her top tips on getting it right!
Giving your business a branding boost is the key. Try following these six simple steps…
 Re-fresh your brand:
Be ruthless – test your brand with the ‘naff-ometre’! Does your logo, your publicity material and imagery; your salon décor and its ambiance inspire your audience? Simple, inexpensive steps will make a huge difference to the look and feel of your brand. Make sure you’re consistent, too.
Live your brand:
Make sure you and your staff are ‘living the brand’. Dress code, hairstyle, language and manners all need to be in synch - don’t accept anything less than perfect for your brand.
Shout about your brand:
Get your messages clear. Work out what’s great, different or better about you and your salon - the people, the services, the expertise and the look and feel – and shout about it through local and trade press and direct to your clients and your team.
Target the people who matter:
Be clear about who your target audience is. Who is your ‘perfect client’? What does she wear, read, drive, love to do at the weekend? If you can appeal to her through your branding, then you’ll get her husband, her children, her mum and all her fabulous friends! Try the same exercise to attract and keep the ‘perfect’ staff.
Plan your branding boost:
Get organised. All of the above needs time, energy and a realistic budget to make it work. Plan the year ahead, divide into months and have a rolling plan and to-do list so you can make it happen!
Keep checking!
You must keep consistency and refresh when you need to. Don’t get complacent. Choose a brand from outside the industry that you love and that works, see what they do. You’ll notice they keep their brand identity strong but introduce new and different ideas to keep their market interested and engaged.
Good Luck!
 Every business needs a spark…
Ignite (part of the Flint group) is a
new
agency offering bite-sized
solutions to give your brand a boost.
Email
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for more details.
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