Effective branding is vital to the success of any salon. If you aren’t getting the number of clients you want, have trouble retaining them or see yourself falling behind competitors, it could be time for a salon rebrand.
The decision to rebranding your salon is one you should make only after careful consideration. Customers are averse to change, and a poorly executed rebrand might only confuse clients while compounding your business’s underlying problems. However, a successful rebranding can help your salon overcome the challenges it faces while opening opportunities for further growth.
Signs Your Salon Needs a Brand Makeover
Here are a few signs to watch for that may indicate it’s time for a rebrand:
1. You Can’t Reach Your Target Market
You take out ads in the local paper and keep up with social media, yet nothing seems to attract the amount of business you want. It may be that your salon isn’t branded to appeal to the clientele you are targeting.
Make sure your salon’s aesthetic and marketing strategy is well-defined and targets the demographics you are seeking.
2. Your Competitors are Pulling Ahead
Your salon will face competition ranging from nationwide chains to sole proprietorships. It can be difficult for any salon to distinguish itself in this environment.
Compare your salon to its competitors to find out what you can improve. Your salon’s lighting and decor, advertising strategies and styles it offers may have to change depending on what you learn.
3. You Can’t Keep Your Clients
It’s not enough to attract clients if you want to build a successful salon. Return clients provide easy upsells and are more likely to make referrals, which makes them a prize for any salon.
A rebrand can make your salon more memorable and welcoming to clients. Consider offering referral programs and group packages to bring in new clients and to keep them coming back.
4. You Have Multiple Locations
Sometimes it makes sense to rebrand from a position of strength rather than in response to decline. If you have multiple salons, you might choose to rebrand in order to let clients know that they can expect the same quality of service from each one. This can be a great way to get loyal patrons of your individual salons to visit your other establishments.
You may also consider rebranding if you decide to open a new salon. It can attract new customers while exciting your current client base. Yo may also with to rebrand a salon you purchase if it has a previous history or an aesthetic that does not match your other establishments.
5. Your Salon Looks Dated
Fashion changes by the season, and what was once hip and modern can go the way of shoulderpads if you aren’t careful. There’s a big difference between timeless and passé, and if your salon is the latter, it could be time to rebrand.
Decide on what aesthetic you wish to cultivate with your salon but make sure it appeals to your target demographic. A classic barbershop with a rockabilly twist might be better suited to a younger, urban crowd while a family salon could be a great place to build community in the suburbs.