Do you like Coca Cola or Pepsi? Are you a Mac user or do you have a Dell PC? Do you prefer Holiday Inn to Marriott? Every day we make decisions about the products and services that we incorporate into our lives. A large part of that decision making has to do with our personal connection to the offering.
What we’re talking about is branding. Branding is what your company stands for. The intent of any branding effort is to get your customers or clients to see you as the preferred solution to their problem. Large companies spend millions of dollars to shape their brand and consistently communicate it to you in a number of ways – marketing, advertising, direct mail, graphic imagery and more – to create an impression that builds a lasting bond with you.
Your Brand is your Promise to the World
Don’t think because you aren’t a large company that branding isn’t important to your business. It is very important. As the demand for massage has increased, so has your competition. That makes personal branding more important than ever. Your brand is your way of differentiating yourself among all of your competitors and reinforcing why they should choose you over other providers. Personal branding is your promise to the world.
How you determine that promise takes time. To determine your brand, ask yourself the following questions:
What makes you unique?
What kind of personality do you want to convey?
How do you compare against other service providers in your area? Do you have expertise in certain areas or do you gravitate toward a type of clientele?
What are your values that are intrinsically woven in your service offering?
What can your clients consistently expect from you?
Create your Brand and then Raise Awareness.
Once you’ve identified your brand you want to convey it to your marketplace. You may decide your logo and other company graphical elements need changing to reflect your brand image. The messages you convey in advertising or email campaigns might needed revising. Don’t forget social media. Facebook, LinkedIn, Twitter and other social networks enable you to engage in a conversation with your clients, providing a great way for them to get to know you and what you stand for.
Nothing beats direct contact. Get out in the community and volunteer your services at events where you can showcase your expertise and educate the public about massage. Events give you the opportunity convey your brand promise, and build your image. As a result, it’s a good bet when someone is thinking about getting a massage, they will reach for your business card.