Have you built a solid brand for your tanning salon yet? Are you working at creating one? If you haven’t, you could be missing out on a huge portion of potential customers who are being attracted to other competitors that might have good brand names themselves.
A lot of tanning salons don’t focus as much on branding. They focus on their tanning products themselves or just rely on their location and hope business comes their way.
Now think of the psychological effects of a tanning salon storefront that just says “Sun Tans” or something else similarly generic: you’re going to drive by that place – which features the same architectural characteristics and appearance as the rest of the buildings in the local strip mall – and think, “Oh that’s interesting…tans,” and then you’re going to forget all about that place. You’ll do business at the next salon that’s convenient for you.
If you’ve settled with a generic salon name such as “Sun Tans” or “Spray Tans” (which is getting very generic, but you get the idea), your business is missing out on market presence and potential business. All of your customers are going to leak out to other generic salons until eventually they settle with a company that has built a brand.
The key to having a growing, successful business in today’s crowded marketplace is being unique and having something to offer that differentiates you from your competitors. You have to find a niche in the market and stand out among the others. One of the best ways to do this is to develop your brand.
A brand will elevate you as a tanning salon “personality” in the tanning market and give your customers a memorable impression to retain when they walk away from your salon. Your personality will gain you customer loyalty if your customers like you and what your business stands for. Branding is a great way to do this.
Coca Cola stands as a giant in the soft drink industry because of the great branding they have done. Same with Starbucks and McDonalds and other huge names. These companies have developed a personality and a unique presence in the market and they have instilled that in their brand.
In the next post we will go over what branding is and in the following weeks we will continue with why you should brand, and how you can build your brand into a marketable personality.