You can read pretty much any article on marketing and it’s bound to include a section about branding. Why? Because branding is one of the most important elements of building a successful business.
Branding is how you communicate both your business’s core mission and its personality to your clients. It can set you apart from your competitors and instill trust. Here are four reasons why branding is critical to your overall business success.
Branding defines your ideal client
First and foremost, your brand helps establish your target client base. It defines who you serve and attracts your ideal clientele. Is your salon edgy with a bold style and trendy music? Or is it serene with a soft color palette and a relaxing vibe? These two examples are going to attract different people.
Branding is about more than colors and style. It also ties directly to your business’s values. If one of the core values of your salon or spa is sustainability, your branding should communicate that message to potential clients and draw those with similar values.
Branding gives your business personality
Just as people attract or repel others with their personality, your branding expresses your business identity and helps potential clients get a feel for your salon’s vibe. Remember the examples from above? One salon is more trendy and high energy while the other has more of a spa feel. The branding of each of these salons lets a client know if it’s the right fit.
Branding helps potential clients understand what kind of atmosphere they can expect from your business. It also helps to make your spa or salon recognizable and memorable.
Branding distinguishes you from your competitors
Your brand is what sets you apart from other salons in the area. There are most likely many options where people can get their hair or skin needs addressed so why will they choose your salon or spa?
There are three key areas of branding that can make your business stand out. One element is your visual identity such as colors, font style, and decor, which we talked about earlier. A second focus is offering unique services and products. The third area that can help set you apart is excellent customer experience.
Branding helps build trust and authenticity
Over the past few years, the importance of transparency and authenticity in businesses has soared. A recent survey shows that 86% of consumers believe authenticity is very important for a business, but only half believe that businesses convey an authentic message.
What does this mean for your business? It means your branding must communicate honestly to your clients and prioritize reliability. Your services and products should deliver the promised results. Your values should be present across the board. For example, if your branding emphasizes sustainability, you need to be intentional about the products you use and the brands you support.
The Bottom Line
Branding is a key part of operating a successful business. It is an opportunity to attract your ideal clientele, as well as communicate your core values and distinguish you from your competitors. Not only does branding help give your business personality, but it allows you to set your business apart through honest and authentic messaging.
You can learn more about effective branding in our Business Basics course found here.