A recognizable and loved brand is one of the most valuable assets a company owns.
What is a brand?
Your brand is the way your customers see your business. As Jeff Bezos (the founder of amazon) said "your brand is what other people say about you when you are not in the room"
Your brand is your reputation!
Branding doesn’t happen overnight…or even in a few months.
Building a brand is definitely a process. However, the ongoing effort will result in establishing long-term relationships with your customers.
What is a brand building?
The definition of brand building is to generate awareness about your business using marketing strategies and campaigns with the goal of creating a unique and lasting image in the marketplace.
How to build a brand customers love
Every successful brand has a purpose behind it. The reason you get out of bed every morning. Ask yourself these questions, I have put my answers after each question so you can see the difference:
Who are you?
What is it?
A beauty salon.
How do you it?
By offering beauty services e.g. manicures.
Why do you do it?
Because I love making people feel glam and better about themselves. (Note - this cant be money orientated)
Flip these questions to completely change how you see things
Why do you do it?
Because I am passionate in the beauty industry, I love to make people feel better about themselves giving clients the time to relax and unwind from day to day life.
How do you do it?
By giving clients the very best treatment I can possibly give each and every time the visit the salon.
Helping clients mentality and lifting spirits. You wont believe how much a fresh manicure can make someone feel better.
Myself trading as Totally Polished
Research your competition
Its inevitable that there will be competition around you. When starting up you need to research your competition, see how they run their businesses. See what you can do differently to make yourself stand out from the rest, this is having a unique selling point which you can play on when advertising your business. Don't copy other businesses, what's working well for others doesn't mean this will work for you and most of the time customers can pick out posts that are similar to other businesses.
The goal is to differentiate from the competition. Convince a customer to purchase from you over them!
Determine your brands target audience
The foundation for building your brand is to know who you are focusing on. You wont suit everybody! You’ll tailor your mission and message to meet their exact needs. For example a mobile therapist cant target all beauty clients as some clients like that salon experience, so for a mobile therapist you want to target a group like older clients with less mobility so you can visit them in the convivence of their own home.
Let your brand personality shine through!
You need to be irreplaceable! Being irreplaceable creates a power and gives you wealth.