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<\/p>\nEveryone knows that the sign shaped like a goofy cowboy hat is for Arby\u2019s. When we see the mile high golden arches from the highway we know there is a McDonald\u2019s 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.<\/p>\n
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.<\/p>\n
\u201cThere\u2019s an old marketing rule that it takes as many as seven impressions before a consumer will really recognize your brand,\u201d said Green Bay Gazette contributor Larry Obermann. \u201cImagine how much you extend that process by varying your fonts, color and logo style.\u201d<\/p>\n
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. \u201cIf you don\u2019t have the same look on your marketing materials, whether it\u2019s a business card, letterhead or signage, you essentially confuse the customer,\u201d said Obermann. The goal is to stand out in the customer\u2019s mind and so you\u2019re not just another ordinary salon.<\/p>\n