This post is part two of my earlier post Marketing Strategy 101 (Part 1) that lays the foundation to a solid marketing strategy. Building on top of this foundation is critical to creating and communicating a memorable brand.
There is a lot of confusion around what a "brand" is and why it is important. As the name suggests, it can be a iron that is placed in hot coals to burn a brand into cattle or other free roaming animals. Clearly, burning your clients is not what I'm talking about here. Marketing branding does relate to marking a spot -- in this case, your clients mind -- that is wholly owned by you or your business. To have "good branding" does not mean simply having a logo. Good branding is ensuring that every single time your business interacts with your client, that it communicates and reinforces your key marketing message. These business interactions include: how you answer the phone, your website, the actual service you perform, an email newsletter, your ad in a paper, etc. While your logo is important, it is just one part of helping your clients remember you...even subconsciously.
Creating a brand that triggers a subconscious memory is critical for branding success. And since the mind is a complex and multi-talented thing, there are multiple ways to create a memory of your brand.
Sight. What your client sees is the first place to start making sure your brand is consistent and memorable. This includes your logo, store front, lobby, treatment rooms, website, service menu, advertisements, signage and anything your clients can see or read. The colors should be consistent and complementary (no point in having a bright purple door if nothing else in your business mimics that color or image.) Pick and consistently use the same logo on your website, store front sign, and marketing materials. A good logo is important but doesn't have to be overly expensive. The words you use on anything that is read should always, always refer to your key marketing message or tagline. Your decor style and tone should match your brand (e.g., if you have a water-themed name or brand, a flowing fountain or wall pictures will reinforce it).
Smell. Often overlooked as a marketing technique, linking a memory to a scent is one of the most powerful memory anchors. Have you ever been in a Tommy Bahama's store? Or noticed there is a certain smell to a brand new Tommy Bahama's piece of clothing? They intentionally scent their new clothes and have diffusers in their store of the same scent. I have smelled it maybe 5 times...but now I have an automatic memory of their brand (and the desire to go on vacation). Find a unique scent (you have to pick just one) and scent everything with it -- use diffusers in the changing room and reception areas, linens and towels, eye and neck pillows, use a spray at beginning and end of all treatments, etc. Do as much as you can to anchor that scent in your spa and then sell candles and the essential oil blend of that scent. If you do a mailer, opt for a letter where you can scent the paper. You may think that this would be overpowering -- and it can be -- but experiment with it and you'll find it can be a powerful memory trigger that is linked to your business. [The downside is that you too will have this trigger and will likely want to take a shower as soon as you get home for work to try to forget about work!]
Sound. Have you every just heard a few notes of a song and it takes you immediately back to a long ago memory? Perhaps high school dance or a wedding or a concert? Usually this memory also comes with an emotion --- nostalgic, happy, or even scared. You may also notice that sounds are becoming associated with cellular phone brands (Cingular and Verizon both have one). While you are not going to spend money on creating a customized 5 note jingle or even a unique song, you can use sound and music to create a memory. You can add a song to your website and of course you probably have a internal speaker system playing throughout the spa. Whatever you do, the music selections should complement each other and your brand. And you can also create a private label CD to sell that includes songs you play in your salon or spa. Check out Prescriptive Music or At Peace Media.
Taste. Although it is a strong memory trigger, taste is clearly not an easy thing to link to a salon or spa. However, you can offer a unique beverage such as water with cucumber and lemon slices, or a green tea mix or anything that isn't as plain as a glass of water.
Touch. Probably the least strong of all memory triggers, touch can be incorporated into your brand. You can create a memory of a particular texture of your linens or the material and threadcount of your towels. Consider a signature finishing touch on facials or head massages. Or a unique surface of the walls or floor. Unless there is an obvious fit for your brand, I don't recommend spending much time on this one.
Bottom line, have fun with picking those signature touches that will reinforce your brand in all aspects of your business. Your enthusiasm and attention to detail will be felt by your clients and will help them remember the fantastic experience they had at your salon, day spa or medical spa.
Do you have any favorite sensory memory triggers of brands? Do tell.
