Build a business - creating a brand

As part of HJ’s Build a Business series, Antony Whitaker looks at the importance of creating a brand Manchester United is a brand, Vidal Sassoon is a brand, BBC is a brand, Virgin is a brand, Apple is a brand, Toni & Guy is a brand, Disney is a brand... A brand isn’t a logo or a name, although they are important; a brand is an intangible asset, a perception, an idea. It is probably the most important idea you will have because your brand is bigger than your product or service. It is the relationship you have with your clients, your team, your industry and your community on and off-line – anyone you see as your target audience. It’s a living thing and in today’s overcrowded market, your brand is your most valuable asset. Creating a brand doesn’t happen overnight, it takes time, investment and commitment. It is created through a relationship built on experience, and its value grows in the mind of your target audience. It should feel like a friend to them, one that can be trusted. Because, at the end of the day, a brand is only successful if its audience is emotionally attached and trusts it implicitly. What makes a successful brand? Successful brands: • Have a clear vision of what they are and what they want to be in the future • Adhere to strong values, not just words written down and then forgotten • Are consistent in what they are, what they are doing and how they do it • Have strong leadership • Are simple yet unique, with a memorable corporate identity that is instantly recognisable Building your brand As the desire to own your own business has grown, so, too, has your vision of how you want your salon to be. You know who you want to target as clients. You are clear about how your salon will look. You’ve determined what your service will feel like. These all contribute to the concept that will become your brand. But you need to write down what your vision is. Giving expression to your vision at the beginning will pay dividends in the long term because you and your team will stand for something. You know where you have come from and where you are heading and you can communicate it easily to clients and new team members. You must also establish what actions and behaviours will demonstrate your brand and embed it in new employees’ induction process. For example, where and how do your assistants stand between tasks? How do they dress? How does your team talk to one another in front of clients? Only then can you really think about how you communicate the personality of your brand through its logo and corporate ID, with the décor of your salon, all marketing materials and the services you offer. This is the creation of what you want your brand to become. But to turn it from idea to reality requires long-term consistency, living up to those values, day after day. And the only way to do that is to establish systems so neither you nor your team compromise on what you want your brand to be. Antony Whitaker is a leading educator and motivator, with a worldwide reputation based on more than 30 years’ experience in the hairdressing industry.  For more informative and inspirational business news and features subscribe to HJ