Building a brand identity is a process that takes time, but it’s essential to get it right. The more people know about you and your business, the better they will be able to connect with your brand. There are many ways to build your salon’s brand identity, including creating a suitable logo and designing merchandise such as t-shirts and mugs. Here are some things you can do today that will help build your brand:
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Have a Well-Designed Logo
Your salon’s logo should be memorable, eye-catching, and unique. It should be easy to read and understand. Anyone who looks at your logo should instantly recognize you as a beauty salon.
The logo design process involves a lot of brainstorming, researching, and sketching before you can finalize the perfect design representing your salon’s brand identity. You may want to hire a professional designer with expertise in creating logos or simply rely on free online tools like Canva, which has hundreds of templates for creating beautiful logos that meet all sorts of requirements.
Once you’ve created a basic template for your logo in Adobe Illustrator (or another vector editor), here are some tips for making sure it meets all the criteria needed:
- Make sure there is enough space between different elements to make them legible when they’re used in smaller sizes too
- Choose colors that work well together, so there are no clashes when printing out your marketing materials
While you can create a basic logo for your brand, it is advised to seek professional help because it is one of the most crucial parts of your branding. According to a recent study, around 65% of businesses are ready to spend up to $500, 20% up to $1000, and 15% over $1,000 for the brand logo. In fact, it may surprise you that BBC was charged $1.8 billion for their logo.
Know Your Audience and Create a Target Audience Persona
Now that you clearly understand your brand, it’s time to take your research further. You need to know your audience and how they want to communicate. As a beauty salon owner, you should identify the ideal customer who will most likely patronize your business and ensure your salon’s brand identity reflects these customers’ personality traits. According to a recent report, 56% of consumers feel that brands should know their needs and preferences.
The more detailed and specific you can get in identifying this target audience persona, the better it will serve as a guidepost for creating content on all platforms (social media accounts, website page titles/headlines) and designing logos or color palettes that appeal to them specifically.
Establish Your Specific Voice and Tone
Establish your brand’s voice and tone. This can be a complex process for some people because it requires the ability to see yourself as an outsider would—an exercise most of us haven’t had much practice with.
Some brands praised for their strong voice and tone include Twitter, Airbnb, Netflix, Amazon, and Apple. Their voices are consistent across all media platforms (print ads are just as witty as TV commercials), and they’re not afraid to poke fun at themselves or make smart-ass jokes in their ads.
The opposite is true: if a brand has no personality, it will fail to connect with customers on any level. The goal is to establish the type of language you want your audience to use when they talk about your salon and ensure that this language can be used appropriately in every imaginable medium!
Promote Your Brand Through Goodies Like Apparel, Mugs, etc.
Next, you’ll want to make sure that all of your mediums are consistent with each other. If you have a logo, use it consistently on your website, social media pages, and other marketing materials. These other marketing materials can be goodies, such as apparel, mugs, cookies, etc.
As a beauty salon owner, you can give these goodies to your staff or even have a lucky draw or some competition among your customers and gift them to the winners. If you’re giving these items to promote your salon brand, ensure they’re branded correctly. This may sound obvious but can get complicated quickly if your branding is inconsistent across mediums (think mismatched fonts).
You can choose a local business to help you with that. The benefit of partnering with a local company is that you will have many opportunities to meet in person with them to discuss different things. This will allow you to customize the promotional goodies and products based on your preferences. So, if your salon is in Oregon, you might look for Oregon-based custom t-shirts and apparel providers. Moreover, look for someone who can spend time talking with you to understand your brand and requirements.
Leverage Digital Marketing for Storytelling
Digital marketing can be used to tell your salon’s story. Digital marketing has grown to become the go-to marketing option for all businesses. It’s no surprise that global digital advertising spending in 2021 was over $520 billion, which is expected to reach over $876 billion by 2026.
The best digital marketing tool to use is social media. Social media platforms, like Facebook and Instagram, are great places to use engaging content that helps you stand out from other salons in your area. You can share your customers’ stories after their haircut or upload photos after a facial. Engaging the audience on social media through relevant and compelling content can do wonders for your beauty salon. Hence, over 33% of digital spending goes on social media.
You can also use your website to tell the story of your salon. On this platform, you can share information about yourself or employees’ bios (for example) and what makes your salon unique. You could even create a blog where people can read about new beauty trends or exciting things happening in the industry!
Final Thoughts
Having a strong brand identity for your beauty salon is essential for many reasons. It will help you stand out from the competition and attract more clients. It also gives your salon a unique character that will allow you to build consumer trust. So if your salon struggles with what kind of image they want to project, or even if they don’t know where to start, these tips can help!
