Need a few new ways to boost your business? Take a look at these back-to-basics ideas that will help you refine your salon brand.
Sometimes fresh marketing ideas don’t require a whole new brand identity but simply require a different approach. According to Shauky Gulamani, president and CEO for FHI Brands, business innovation is as critical as innovative technology when it comes to keeping your brand fresh and relevant. That said, Gulamani, a Canadian who is also a professional hairstylist, believes that it’s not necessary to reinvent the wheel in order to take your brand and your salon business to new heights. Here are five cost-effective ways to make your mark and create a whole new experience for your salon clients.
Refining your strategy
Whether you’re a corporate company or a salon, staying current with relevant branding and messaging helps you maintain current business while sparking interest from new revue sources. But staying fresh doesn’t necessarily require a whole new branding strategy, it can be as simple as refining your presence in the industry. For FHI Brands, it meant establishing a parent company which supports and reflects the professional hair care brands, including FHI Heat and Stylus.
Go back to basics
While your salon brand may be well-established, keeping a critical eye on brand messaging is an important part of retaining a fresh look and feel. For FHI Brands, developing innovative products combined with education, has enabled the company to remain relevant, despite the competition. “Our brand standards create our consistent image and identity,” explains Gulamani, adding that thisconsistency of messaging further generates brand awareness.
Stay socially aware
Like it or not, social media isn’t going anywhere, and as business owners you can’t afford to disregard the importance of how you communicate. Even on social media platforms, Gulamani believes that engaging with customers and potential new ones is important, but must be done in a value added way. Along with promoting launches and innovation, offering immediate feedback and assistance goes a long way to creating a relationship with an audience.
An integrated approach
Clarity and consistency is key when you’re creating the look and feel of your brand. “At FHI we incorporate more than one campaign, ensuring the brand’s voice and message is clear and consistent,” explains Gulamani. In addition, he underscores the importance of presenting the right message on the right platform, at the right time will generate the best return on your investment.
Get talking
Your salon team is your best form of marketing. At FHI, Chris Campbell, vice-president of shows and education, works with the brand’s spokesperson and more than 50 educators to expand the brand’s messaging. In addition, the brand takes part in events and shows, offering additional opportunities to engage new customers
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