Everyone knows that the sign shaped like a goofy cowboy hat is for Arby’s. When we see the mile high golden arches from the highway we know there is a McDonald’s near by. We recognize these signs without being told the names outright because these fast food chains have forged strong brand identities, which allows us to identify them so easily.

This same branding idea used for fast food is also true for tanning. What sets your business apart from the other salon down the block? Or the salon ten blocks away? Or ten miles away? Having a strong brand identity is essential to getting and retaining customers.

“There’s an old marketing rule that it takes as many as seven impressions before a consumer will really recognize your brand,” said Green Bay Gazette contributor Larry Obermann. “Imagine how much you extend that process by varying your fonts, color and logo style.”

Basically, the key factor to a strong business identity is be consistent. Pick the logo, font style and color that you love and stick with it. “If you don’t have the same look on your marketing materials, whether it’s a business card, letterhead or signage, you essentially confuse the customer,” said Obermann. The goal is to stand out in the customer’s mind and so you’re not just another ordinary salon.

To read the entire Green Bay Gazette article, please click here.