The Potting Shed Spa’s Sam Pearce shares her five top tips to creating a strong brand identity

 

Winner of the Professional Beauty Award “Beauty Salon of the Year”, The Potting Shed Spa is a unique spa concept designed to offer essential maintenance treatments – manicures, pedicures, waxing, tanning, lashes and brows, alongside their award winning signature body and facial treatments.

Co-owner Sam Pearce created a quirky brand identity that has been praised for its authenticity. Here she shares her five top tips to create a unique brand identity.

1. Separation

What separates you from the competition and indeed the stereotype high street salon? Be clear about what you are offering – trying to be too conceptual or clever will confuse your audience and in turn make them nervous. A simple, well thought through concept will do all the explaining for you.

2. Description

The description of your brand is also critical. Remember where you are. Your location is vital to what and who you are. Customers want to have an immediate buy in. Speaking emotionally is such an undervalued commodity.

3. Naming

A clever name sets your tone and personality as well as being a key element in marketing activity. Choosing a name can be difficult, so check carefully that any names you are considering haven't already been used or trademarked.

4. Theme

Without question, a theme or thread that runs through your services, if comprehensive and well thought through, will engage with your clients and in-turn attract more. It is OK to appeal to the humorous side of beauty, without being crude or distasteful. In doing so, you know the clients that do choose your services have bought in to your brand image, and will stay loyal.

5. Engagement

Once your brand image is watertight and you have researched your catchment area and client demographic, where do you go with it? Engagement is such a valuable asset to any customer-led business. The nature of what we do is hands-on so this should be a critical aspect of your brand. You have to be the face, voice, heart and soul of your business. Diluting this by employing strategists will undoubtedly be felt by your customers.

This article is taken from Professional Beauty magazine. To subscribe for just £37 a year, click here.