1. kind, grade, or make, as indicated by a stamp, trademark, or the like:
the best brand of coffee.
How Do You Define A Brand?
Being branded by a company is something that happens to us all without even knowing it. We don’t go into Starbucks because they have taken our email at every instance possible. They didn’t cookie us on the internet and decide we would be someone that would purchase from them. People go to Starbucks because, Starbucks is a status symbol.
Consumers think if we drink coffee from Starbucks, that puts us in a specific category of lifestyle. As a result, we are of a higher standard if we drink Starbucks for $5 a coffee instead of $1 at the local gas station. Therefore Starbucks has put their mark on us without us even being aware of it.
HOW DO YOU DEFINE YOUR BRAND?
When you start your own business, you start with an idea. You have brought your idea to life. Was it a problem you were trying to solve for yourself? Maybe it was to better the lives of other people?
This is especially relevant because, this is where you can derive your brand message from. For example, if you wanted to be known as the most prestigious salon in town, you would want your marketing efforts to suggest that you are in fact. The most Elite salon and spa in (your town).
So how do you build your brand?
If you want to be known as the most elite salon in town, you don’t even really need to be the most elite salon. For example I think Starbucks tastes sub-par to other coffee places in town. Although, I still get Starbucks because of what it represents.
I’m not saying that you can become the most elite salon in town, and not provide quality cuts or spa services. Although, It is entirely possible though to have equal services to other salons in town yet still hold that status within your community.
What are the tactics in building the brand?
Word of mouth has always been the best avenue for growing a business. You can’t just go around saying that you are the best salon and expect it to work though. Therefore, you are going to need good testimonials from your clients. Hence, if you are a new business people aren’t just going to take your word on the services you provide.
Get your clients front and center within your marketing. Being someone that their friends can trust is the strongest move you can make. As a result, the word will spread very fast. A bride with a beautiful style will spread like wildfire on social.
Finally, create an ad campaign around that bride’s service. Getting a client to share their experience is much more powerful than an ad. Having its own organic growth across all social. That is what is different about marketing and branding today. The reach of people isn’t just reserved for their close friends anymore.
The reach in the past would have been restricted to those attending the wedding. As a result of social, someone she hasn’t spoken too in person in years will be reached. If that person is getting married, and likes what she sees then you win.
Building brand with local influencers
Spreading the great cut and style is a bit obvious though. An underused but most noteworthy tactic is to find influencers. To be known as the most elite salon and spa in (your town), gaining the trust of someone who has influence on others is key.
If your salon also provides spa services, and that’s something you want to promote. A very powerful thing you can do would be to find that elite person. Offer them a complementary massage.
Giving is the most powerful thing you can do to grow your brand. If you have a famous athlete in your town. Offer them a great free service. As a result, they will tell their friends as well as their social media following. That small investment in your time could turn out to be the best thing to grow your business.
Gaining trust in your brand
You want your name to be top of mind when people think of your product or service. You do that by providing quality product or services. People won’t trust you right away. If you can get gain the trust of someone people look up to. Due to their influence, others within the community will follow. It takes time and it might take a few tries. Possibly a few different influencers. The end result will be worth it.
Be persistent with your vision, and don’t stop providing the same value to customers. Just as quickly as your brand grows it can fall. People love to tell about their great experiences, furthermore we love to talk about our bad experiences. Be genuine with your customers, as a result they will understand you can be trusted. Therefore they will be more likely to do business with you.
Identifying yourself as a brand can be difficult. At Snotra we will assist you in getting your message across to your consumers. We will guide you through the process in creating impactful messages, across all mediums. Therefore, there is no question as to who is top of mind within your field.
Identifying your brand is something we are all very passionate about. All of our services are here to provide your company with direction for growth. We are laser focused when it comes to building your brand. You already build your business, let us help you grow to something great.