How to reinvent your salon brand
Published
07th Jul 2010
by sophieh
If you want to appeal to a different clientele, or transform the way people think about your salon, it might be time to rebrand. Colin McAndrew, director of Medusa Salons in Edinburgh, has reinvented the salons since taking over as director in 2007.
"With the right steps, reinventing your brand can take your business to the next level," says Colin. Here is his advice for how you can do just that.
- Physical appearance
I started by designing a logo that reflects the brand identity. From the new, simple and sleek logo, we created letterhead, stationery, in-salon literature and, most importantly, the salon front signage. These changes instantly instantly gave the salon a new lease of life. - Team
The team is the foundation of a salon, a brand and a business. It is important to continually invest in them and help them develop professionally and personally. They need to embody the brand in every way - their appearance, their manner and, of course, their skills. Communicating with the team is essential. Ensure the employees know about plans and developments for the company, so they realise they are valued. - Events
Getting involved with your local community is a great way to gain new clients and build your salon's profile. You can't support every charity/school or event in your area, so think about what message you want to project and pick a suitable cause. - Interactive - website, social networking, blog
Having a presence online is key. It is a free, fast-moving environment, that you can use to gain new clients, promote offers, promote your team and their achievements, and display your artistic work. Our salon mascot Coco, a French bulldog, 'writes' a blog which our clients love. She talks about trends, celebrities, products and services available in the salon. We have a fan page on Facebook where we comment on the latest celebrity looks, talk about fashion and beauty and offer prizes. - Target clientele
By changing the corporate image of the salons, I offered the group to a wider target clientele. But, be careful not to pigeonhole your business or become too focused with one particular group.
