What's in a brand?
A brand is about the way a person feels about a product, service or organisation.
Brands are based on individuals' perceptions ─ not by organisations, markets or the public as a whole. They are about feelings rather than facts, because people are emotive beings. A brand is not what you might want it to be: it's what people think it is!
A brand needs to be strong, consistent and effective.
To build a strong brand a salon needs to be distinctive in its communication. This will help customers to understand you and to differentiate you from competitors.
Branding usually begins with the salon's name, which needs to be distinctive, brief, appropriate, easily spelt and 'likeable'.
Every form of communication is an opportunity to influence how people see your salon: your communication should convey your values and aims through your visual style.
A salon's identity is more than just the logo; it's made up of a combination of elements including colour, typeface, imagery and style of writing. Used together these help to build a strong brand, and support and communicate your salon's purpose and values.
To brand something is to make it more valuable. In other words, branding adds value.