Build a business - the importance of branding

HJ’s official Build a Business mentor Michael Van Clarke talks about the importance of branding How would you define what a brand is? It’s a representation of a product or service that carries an assurance of standards. This collection of values is built over time and triggers feelings in the consumer. How would you describe the Michael Van Clarke brand? It’s a representation of luxury, quality and innovation in the hairdressing field. Has this changed or evolved since the early days? I believe it has become more clearly defined over the years. That has come with consistent investment in how we project our brand. How did you plan your brand even before opening the salon? The brand is a representation of my values and wasn’t consciously planned. Over time we have become more deliberate in how we stay aligned to our brand and project it to a wider audience. How do you ensure your team are on-side with the brand? We have written core values and behaviours. We enforce a professional dress code. We are a small team of 40, so it’s easier to see when someone is off-brand.   For more informative and inspirational business news and features subscribe to HJ