News & Reviews

Brand Building Nov 09

I was recently asked by Gemma Ward, Editor of The Salon magazine www.the-salon-magazine.co.uk to contribute to a feature on Building a Brand.  Click here for the published version entitled "Identity Parade" in the November issue of The Salon which contains contributions from me.

Here is my unabridged version:

What is ‘brand identity'?

A brand is essentially a seller's promise to consistently deliver a specific set of features, benefits, and services to the buyers. Brand identity, therefore, is the unique way that is used to communicate these services and to differentiate them from those of competitors. The elements of brand identity include name, logo, design, packaging and communication on all levels - written, verbal and visual - to the end user. These elements must reflect the core values of the brand consistently to create a strong brand identity.


Could you give an example of a company that has a solid brand identity?

I have always been a fan of Innocent drinks.


Using this example, could you describe what their identity is and how they have created it?

Innocent was set up by three guys who wanted to create a drink that was 100% natural, tasted good and did you good. They also wanted their business to have green credentials and to ‘give back' by donating to charity. If you look at elements of their brand identity, you can see how well these core values are reflected in the way they communicate with their customers:

Logo - the hand drawn, natural style reflects the honesty behind the brand; the face with a halo is informal and fun yet depicts something ‘angelic' and good.

Packaging - Innocent go out of their way to visually communicate to their audience through their packaging, using the prominent halo logo, cheerful hand drawn images of the fruit, a quirky, hand written style, messages about recycling and the invitation to interact directly with the brand via the "banana phone", another word for their customer services line. Everything about the brand looks, sounds and tastes natural and good!

Communication - Innocent have always said that they are just "being ourselves". The team behind the brand write "how we speak" and act "the way we act". They take their product seriously but not themselves. They are trying to deal with huge issues such as ethical sourcing and sustainable packaging but they've made sure that it doesn't look onerous, in fact, it's the opposite - it's fun and it comes to them naturally, just as naturally as their freshly squeezed smoothies. Their communication, at every level, is very consistent with these beliefs and behaviours which makes for a very trustworthy brand.


Can you explain why this is important for an overall branding strategy for any business?

It's not just important, it's crucial. No business can offer a unique proposition to its customers and differentiate itself from the competition without a strong brand identity. Innocent's biggest competitor is owned by the Pepsi conglomerate but they have maintained a strong market positioning by remaining true to their core values and continue to produce drinks that are 100% natural, ethically sourced, taste good and do you good. They have never forgotten this from day one and that is why they are so successful.


How can a salon start to create its own brand identity?

Before a salon starts to create any visual brand identity, it's important for the owners to ask themselves a few questions about what their beliefs and desires are for their business and their brand. Questions such as what will my salon stand for, who is my ideal customer, what will their needs be and how will the business answer those, how will they feel when they walk into my salon, why will they want to return etc. It's worth writing down what you believe to be the ideal client journey at your salon, from the moment they first walk in to their next visit and to describe it in detail using all the five senses and especially describing their feelings. We are in a service industry after all and one of the most important things we are selling is the ability to make a customer feel good as well as look good. Once you have a clear idea of what you want to achieve you can start creating a brand identity to reflect that.


What are the main points they need to consider? (e.g. target clientele, message, service on offer etc)

Brand values
• Functional: what does your salon deliver?
• Emotional: what does your salon say about itself when a customer interacts with it?
• Core: taking into account all the above, what does your salon stand for?

Target audience - step right into their shoes and describe them from top to toe, what do they like to wear, what do they like to eat, where do they go on holiday etc. You've got to get to know your customer intimately to offer them something they really want.

Positioning/competition - what are the competing businesses in your area, what services do they offer their customers, what can you offer that is better than or different to your competition

USP - what is your unique selling proposition, what is it about your brand that is completely and irresistibly different, that will make it stand head and shoulders above the rest

Mission/philosophy - having decided what your brand values and USP are, you will be clearer on what exactly your business aims are and how they can be communicated through your mission statement or philosophy and the identity of your brand


What are the main factors of building this identity? (e.g. signage, colour scheme, client experience etc)

Logo
Colour palette
Language
Decor
Customer service


Please could you break these factors down and explain key points to consider for each?

Logo - Your logo depicts how you communicate your brand values as a sign or icon. You must make sure your logo is visually strong, clear and reflects everything you want to say about your brand. On a practical note, it's important that your logo will reproduce effectively in print, on uniforms, on web sites etc.

Colour palette - Choose no more than three core colours that are integral to your branding. Some or all will be in your logo. Your graphic designer will help you with this and make suggestions. These colours can be used to great effect in your signage, decor, marketing materials, uniforms, stationery ie everywhere in your business

Language - The words that you use to describe your business and your services are just as important as their visual representation. Use words that are key to your philosophy and to how you want your clients to feel.

Decor - First impressions count so the environment you create within your salon, at reception and in each treatment room must reflect all your core brand values, too. Right down to the kind of couches you buy or the colour of your chairs.

Customer service - If a client does not have a good experience at your salon, they will not have interacted well with the brand and therefore they won't come back. Simple. Your team are the ambassadors of your brand. They will need to look, speak and even think like your brand. Thorough training on your customer service expectations, written protocols and regular staff appraisals is a must.


How should salons select products to work with in conjunction with their identity?

It's very important that the products you use reflect your brand's core values. If your brand stands for natural, hands-on therapy then don't select products that contain too many synthetics or treatments that require electrical equipment, for example. They won't be consistent with your brand identity, your customer will become confused and the integrity of your brand will suffer.


What about their service? How can they ensure the service they offer compliments their brand identity?

Give your team some training on the brand, rather than just on the treatments you offer and your customer service standards. Organise a workshop and ask them what they think the brand values are. Ask them for feedback and contributions on how to communicate your brand to their clients. By feeling part of the brand, they will be more committed to its cause.


How can the internet/ a website help this?

These days a brand without a web site is not a fully fledged brand. Having a web site is another crucial medium for marketing your brand, selling your services, communicating with your target audience 24/7 and even reaching out beyond your core market to different audiences. Online booking and e-commerce sites will increase revenue and continue customer interaction outside the salon, whereas blogs and user generated content (e.g. reviews) offer up more opportunities for customer communication and building a sense of trust and community around the brand.


What about staff? How can they get the team to reflect the business' core values?

Image - Your therapists are the ambassadors for your brand. What they wear, their hair, make-up and cleanliness should reflect the quality of your brand.

Behaviour - The way your therapists talk, the words they use to describe your services and the skills they have learnt to perform them should all be consistent with the way you portray your brand.

Knowledge - The standard of qualifications and training of your team is vital in building the relationship between your customers and your brand. It's important to maintain these high levels with refresher training from product houses and your own on-site brand training.

Advice/recommendations - By building up a relationship of trust between client and therapist, you are investing in the brand long term. This will lead to repeat treatments, retail sales and an increase in client loyalty to your brand. Again, this comes from the knowledge, skill and attitude of your team.

 

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