Your brand is responsible for identifying you as a unique provider. Last month, I explained how your salon’s choices about visual concepts and voice have a major impact on your branding efforts. In this article, I’ll show you how your marketing and corporate values also play a part in cultivating a complete brand story.

Marketing

Although marketing itself — the tactics you use to create awareness and call customers to action — would seem to be a completely different topic, there are components of where and how you market that are a reflection of your brand.

When you use media to market your business, you are essentially renting space: You don’t own Facebook, the newspaper, a billboard, or a radio station. Just as you would rent a location for your salon or an apartment, you want the location to say something about you. Just as important as what you say is where and how you say it.

Click here to read the entire article in the latest issue of Smart Tan Magazine.