By Jenny Backman, Carolina Tan Factory

I am a small business salon owner, just recently adding my third salon, all within 20 miles of each other. I get asked time and time again if there are locations in different areas outside of my local town. I believe the reason for this is because I run my business very professionally and structurally, and customers associate that with how most larger chains operate. I’m not saying your goal should be to operate just like a chain, but you should always strive to look like a “big deal.” Ideally, the biggest deal and the best place to tan in your area! Let me explain how to do this:

Branding

You’ve heard this word, I’m sure! You’re never too small to claim your stake on your business! Make sure you have a custom designed, professional logo and use it. It should be on every piece of literature your customers look at, such as your website, social media or any ads you run. Your salon décor should mirror the color scheme and design of your logo. The goal here is for someone to know where they are or what they are looking at just by seeing your logo and brand. Successful branding creates feelings and awareness for customers.

What Do Your Customers See?

Get up every day and walk into your salon with fresh eyes! What do customers see? Tanning salons, in particular, have a stereotypical curse on them that portray them as being somewhat stuck in time with dated, unkempt salon atmospheres. Now, I understand it’s costly to make cosmetic changes to your salon, but small things can make a big difference. My mother always told me “It’s not what you have, it’s how nice you keep it; you always want to be prepared for guests.” That has always stuck with me! So, take the 1980s dirty poster down of the bikini girl, and think of a trendy DIY option that, again, models your logo and brand!

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