The TanWall Blog

What is a brand?

A brand is the identity of a specific product or service, which could be a name, a sign, a symbol, a combination of colors, a slogan, or a combination of those elements such as the Coca Cola brand and its classic red lettering or Apple with its apple icon.

The term “brand” came from the practice of branding cattle. Ranchers would brand their name on their cattle to mark the cattle as their property. In the 1800s certain companies started branding their crates and barrels of goods to designate their product and the practice expanded into the huge marketing science that is branding today.

Brands serve as symbols that embody all of the thoughts and associations that go with a certain product.  

As time goes on, the sum of all of the consumer experience that goes into dealing with a certain business becomes equated with that business’ brand, and the brand becomes a collection of everything the company means and stands for in the consumer’s mind.  

A brand becomes a source of familiarity and trust for the consumer. The more a brand occurs in the marketplace, the more the consumer begins to recognize and become familiar with the brand. Familiarity builds trust. If a consumer sees a brand constantly coming up in the market place, he/or she is going to assume that the company behind the brand is doing something right and must be relatively stable to be around as much as it is. The more familiar with a brand a consumer is and the more trust a consumer places on a brand, the more likely it is that the consumer is going to continue to buy that brand and stay with the brand.

A good brand will become a seal of quality for the product. Brands that last over time are brands that have become associated with a quality product. The brand itself will represent quality in the consumer’s mind. As long as quality is maintained in the product, the brand will continue to represent that quality and the consumer will know where to buy whatever it is that they need when they need it.

So now we have a better grip on what a brand is. In the next post, we will talk about why you should build your brand and what that brand can do for your tanning business.

The Overview

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.

If you own a tanning salon you probably know how important it is to have a friendly and engaging employee at the front desk. They’re essentially the face of your tanning salon as far as your customers are concerned.

A large part of customer retention has to do with the customer’s comfort level when they come into your salon. A combination of clean, visually appealing tanning environments with personable employees goes a long way in securing the loyalty of your customers.

If customers come in to find the person at the front desk texting or talking with other employees or altogether ignoring them, they might not come back the next time if they don’t turn around and leave on the spot! A customer always wants to be the subject, not an object.

If you have your employees get to know your customers by name, your customers will feel welcome when they come into your salon and will most likely return. Tailor your services to each customer based on their habits. Do they have a favorite bed they always go to? A favorite lotion? Do they feel that their visit is a social occasion and not just something to “get done?”

It is the little things that keep your customers coming back.

The Venture:
Michael Loomis began working on a business plan for a new tanning salon, soon to-be- called Tantations. As a first-time salon owner, Michael wanted an easy, efficient, and cost effective solution for his build-out needs.

The Challenge:
Tantations needed to be more then just a one-store-wonder. Michael wanted a build solution that was so cost effective he could see himself expanding his business from one salon to a multi-location operation. Conventional construction methods for his rooms and walls just wouldn’t cut it, once he considered time and money. So Michael started exploring the possibility of using a modular wall system instead. And that’s when TanWall came into the picture about 6 months ago, when Michael approached us to consider the construction of a healthy number of rooms for his brand new tanning salon.

The Solution:
TanWall’s Modular Wall System was exactly what Tantations needed. TanWall proved to be faster, easier and less messy then other construction methods. After some careful and thorough research, Michael soon discovered that TanWall’s system provided the flexibility, efficiency, and cost effectiveness in order to expand and develop Tantations into a competitive brand.

“I chose [TanWall’s Moduar Wall System]…” Michael explained, “…because they look amazing, pave the way for possible franchise opportunities and save money as you do not have the added expense of a contractor, building permits, or [missing] your deadline due to construction delays.” He went on to finish by saying, “Overall, TanWalls are one of the smartest investments you can make when building a salon!”

For Tantations, Michael chose Rosewood TanWalls with Bronze framing and stained the doors an upscale color to compliment the Rosewood walls. Michaels order, from approved to layout to manufacturing, took 2-3 weeks.

The Conclusion:
We can’t argue with Michael. TanWall’s Modular Wall System is the best investment you can make into your tanning salon.

Kristina Admire, National TanWall Design Manager, had this to add, “I hope many more entrepreneurs in the tanning industry may come to see TanWall as a simple way to build out a salon that creates a brand image along with a fast and repeatable process for future stores.” She also had this to say to Michael of Tantations, “I was so happy and excited to help you develop Tantations. I wish you all the best and look forward to seeing the growth of your business and brand.”

iTAN Solarium is a rapidly growing tanning franchise that is poised to take the lead in the Southern California tanning market. With headquarters in San Diego, California, iTAN Solarium is successfully catering to a growing group of happy clientele while expanding to keep up with rising demand.

iTAN Solarium is a first class industry model distinguished by its core competencies: skilled and knowledgeable staff, exceptional product, and luxurious, upscale look. iTAN Solarium holds its salons to the highest standards of cleanliness, professionalism, and technological advances – including the most elite beds in the industry. Each iTAN location offers fit body wraps, teeth whitening, and hydration therapy/photo facials to meet the diverse needs of its discerning customers.

iTan’s growth and expansion plan necessitates a solid and consistent construction method. iTAN Solarium uses a modular wall system manufactured by TanWall to create each private room. This system utilizes colors custom matched by TanWall that are available exclusively to iTAN franchisees. This repeatable, reliable construction process – and its stunning final result! – is fundamental to the success of the iTAN Solarium franchise.

If you are interested in exploring franchise information, please visit www.itansolariums.com.