Professional Beauty : Pro Beauty Jul-Aug 2017
IT’S EASY TO SEE when it ’s someone else’s business that ’s beginning to look at bit tired, because you’re looking with a fresh pair of eyes. It ’s not always as easy when it’s your own business, because you are looking with familiar, un-noticing eyes! Just as hotels date quite quickly, so do skin treatment clinics and salons. There’ll always be new business opening nearby so it ’s important you don’t become the ‘tired’ neighbour. Caring for your brand image is paramount to you and your customers and why it ’s so important to keep your business looking fresh and current. A change in visual and kinaesthetic scenery also prevents customer boredom. For regular clients it’s essential to stimulate their interest and keep them engaged; you can do this with relatively small ‘tweaks’ by simply ‘making the familiar, unfamiliar’. You constant need to demonstrate: 1. Magnetic charm: Your image and strong branding is the ‘magnet ’ to attract new customers. Strong, clearly branded imagery translates to a powerful marketing message. 2. Enticing appeal: Does your business ‘entice’ and ‘invite’ with the eyes? Does it encourage people to come in and want to ‘buy ’? 3. Exciting engagement: Does your front of house offer the customer an easy, engaging and fun shopping experience? Are you capitalising on every retail sale available? 4. On-point messaging: Does your business visually state that you’re progressive, evolving, and at one with industry trends? Having a regular ‘nip and tuck’ business adjustment signals to your customers that you care about your business - and you care about them too. You don’t have to break the bank with a total overhaul; all that ’s required are a few simple but effective changes that can make all the difference. The Golden Dozen checklist 1. A new coat of paint - consider changing the colour - perhaps just slightly if you don’t want to deviate from your business colour palate – ensure the colours you are using are not considered dated. Neutrals and pastels are hugely popular and work well in the relaxing treatment room environment. Try to avoid using ‘pink’; many women are over the use of pink in representing something as ‘feminine’. Have you stayed in a hotel recently and thought to yourself, “Hmm...this place is looking a bit tired and dated; it could do with a face-lift”, asks Emma Hobson. 64 | WWW.PROFESSIONALBEAUTY.COM.AU BUSINESS Inneedofa FACELIFT?
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