Brand Strategy Pres For SpaPresentation Transcript
Brand A tool for differentiation & competitive advantage 4th November 2009 The Growth Catalysts
Is the market full of me-too services & products?
As you know most spa menus, are more or less similar, How do you then differentiate?
Has your esthetician just left you for other greener pasture? Do you see your customers walking away with her… trouble!
Are you a great spa which offers amazing experiences to your customers? That isn’t enough… But how unique & proprietary are they?
Are you content with a smaller slice of the same pie?
What do you do?
What you need is a change You need a catalyst
Catalyst = Brand Which is unique & proprietary
Building a brand is important, only through a brand a business communicates the positive attributes of its products or services
By building a good brand, businesses will also be able to curtail their overall marketing budgets
What do customers buy?
Customers buy more than products or services, they buy your Brand
Who are you, how you look, how you treat people, what are you all about
Every experience your customers have with you, must be wonderful and it must be consistent
So your Brand, happily, does not go with your esthetician… It remains with you and acts like a magnet that keeps pulling your customers back.
A stronger brand always wins Take two identical, competing products, and the one with the best-executed brand will always win
A great spa brand offers unique, proprietary experiences that customers can’t have elsewhere
Build that kind of personal connection with you customers, and they’ll be loyal to the core Yourbrand is the personal relationship your customers have with your brand, company, product or service
Many startups feel they’re not “ready” for a brand when they first open their doors. If they’re afraid to put their name on a bottle, they’d better not put their name on a building, either.
Branding your spa is as important to your business success as having a professional staff and competitive pricing!
Extended Branding of your Spa The purpose of having people remember the brand name and have positive associations with that brand is to make their selection easier and enhance the value and satisfaction they get.
Defining Your Brand Define the qualities associated with your products and services. Describe the core value of your company and characterize the promise behind the brand. Who are your primary customers? What are their values and interests?
Move on to your competitors Gain insight into their brands, particularly the thrust of their marketing campaigns. What is their relative strength? Describe your product and service mix. What do you do exceptionally well? Why do people do business with you?
Develop your Brand Strategy Developing a brand strategy is a critical part of establishing your company identity. Yourbrand identity must be communicated consistently across different media
Marketing a Service Brand Differentiate your business from competitors by emphasizing experience, expertise, and professionalism. But don’t stop there People choose personal services on the basis of feelings, emotions & trust
EmployeesAs treatment providers, they represent your brand, including its message, promise, and personality. They have to buy into the brand statement and actually live the brand The impression clients receive from your employees influences their opinion about your brand.
Create a compelling name for your spa business Create a logo and 'style guide' for your spa. Do you have a quality logo that represents the level of professionalism offered by your salon or spa? Does your color scheme invoke the correct type of response in potential customer's minds, or is it a rainbow of randomness?
Create a slogan: Defines the qualities your business has that may set it apart from the competition Install attractive signage on your building and around your business location Create and Promote a Website for Your Salon or Spa: More and more consumers are turning to the internet to find products and services, and locate businesses in their area Promote your Website through Email Marketing Promote your Website through Search Engine Optimization (SEO)
Increase your spa client base through regular advertising methods Increase your spa client base through creative advertising methods: develop an incentive system for your customers to refer their friends & family Donate gift certificates / coupons to a charity organization
11 Networking and referrals from other businesses or customers is a great way to improve your business. Don’t be shy about asking for the referral 12 Write articles for your local newspaper or for online publications such as “e-zines” and newsletters. They provide a great way to establish your credibility and promote your business. 13 Internet forums allow you to post comments and offer advice. Find beauty forums where you can establish your credibility as an expert in your field. Although advertising is prohibited, you can include your signature file with each posting.
14 “Free gift with purchase” Try giving away a small, inexpensive gift as an added incentive to promote your brand and good will among customers. 15 Display your brand on tee shirts, polo shirts, etc. Promote your brand while you’re not working by wearing your branded clothing. For instance, if you belong to a walking club or gym, wear your spa tee shirt during exercise. 16 Offer a guarantee. The guarantee behind the brand goes a long way to insure consumer confidence. Are you confident enough about your products and services to offer a guarantee?
Qualities of Great Brand Advertising: Keep a brand focus: your ad must sell the brand as well as the product or service Your ad should capture the brand’s most compelling story Use your brand theme line in all media seen by the public Demonstrate how your service is superior Make your ad believable
Give customers more than they expect
All the little things you do for your clients add up to a big brand statement