By Lydia Calderón

In the ever-changing times we live in, you want your brand to be seen, heard, and remembered. Not only does a successful brand image retain customer loyalty, but it also helps grow sales, and builds a solid visual foundation for your salon and the services you offer. Most consumers expect the customer experience with your brand to be consistent across all channels and devices. With that being said, maintaining a consistent brand is one of the single most important aspects for your business.

On average, it takes five to seven times for a person to recognize your brand. They’ll remember your font usage, the colors you portrayed, and the voice you used to convey your message. Keep in mind that if these items are not the same across all channels, it will take them even longer to recognize.

In-store marketing items and social media images need to reflect one another as well. Posters, signs, lobby monitors, and any other in-person marketing tactics, must showcase your style. With our world being digital and more people on smart phones, your social media presence and website is just as important when showing your consumers who you are. In fact, customers are more likely to search for you online before going to your business. Once they obtain the first impression of your brand, they’ll be wanting to see the same thing in person. If the identity is not equivalent between your social media pages and storefront, consumers are not likely to trust you.

Along with visuals, keeping your language consistent is essential for your business as well. The message you are portraying is what potential and current customers are hearing when they see or think about your brand. To draw your target audience in, research their personalities and plan language that would appeal to them and send the right messages about your brand. Being authentic and speaking to the intended demographic can make your salon’s identity stronger and successful.

Constantly seeing and hearing the same elements will help establish a thorough brand image for consumers. Even if consumers aren’t thinking of your salon, hearing a radio advertisement or seeing a post on Facebook will instantly cause their subconscious to picture your storefront, logo, and everything that has to do with your salon. Consistency is necessary in marketing because it makes consumers remember. Their brains are acquired with an image of your business whether their subconscious know it or not.

Keeping a business consistent when branding is crucial to achieve profits and growth in modern times. Trust will be built, customers will know who you are, and they’ll continue doing business with you.