The words, images, thoughts and feelings that come to mind when someone thinks about or interacts with your business in some way is YOUR BRAND. Most spa owners are clear about their brand when they first open, but as businesses evolve with service, product and staff change, the brand’s original concept can
be diluted. When the message you want to deliver is not always the message your clients are getting, your brand may just need a reboot.
A reboot requires you to step out of your role as spa owner and into the role of your client to uncover shortcomings and inconsistencies. During this process, you focus on keeping what works, discard what no longer fits and add what makes sense to more fully engage your clients. Here’s a quick checklist of branding strategies designed to entice clients and keep them loyal and engaged with your business.
1. Clarity of Purpose
Be clear about the who, what, how and especially the why of your brand. Why does your business exist, and why are you passionate about it? Who are you (innovative, luxury-minded, health-conscious), what services do you provide and how will you convey that message. Your business name, tagline and descriptive copy should represent exactly what you do.
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