Branding Your Massage Business, Part 2
In this three-part blog series on branding, Attiya Abdulghany, a digital marketing consultant and CMO of Artichoke, shares advice on branding your massage practice.
If you’re feeling overwhelmed at creating your massage practice’s brand, take a deep breath and have no fear. There are a few simple steps on how to create a brand for your massage business. Take note of our tips:
To Thine Own Self Be True
As a business owner, you should build your brand to be an extension of everything that you want your business to be. Regardless of whether you’re just getting started or if you’ve been out in the world for a while, it’s important for business owners and solo massage practitioners to reflect on why they started their business regularly, as well as why they believe that their practice is better than Sally’s Massage Studio down the street.
So, brew up a cup of coffee, grab a notebook, and take some notes.
Study your Competition & Establish Brand Differentiation
Getting to know your competition is critical to developing a brand that is not only true to your business but will also promote brand differentiation. You should allocate time to researching your competition and jotting down some thoughts on various parts of their brand. Ask yourself these questions:
- Do your competitors have a website?
- How polished is that website?
- Do your competitors allow their customers to book online or do you have to call to make an appointment?
- When you call, does anyone answer the phone?
- How appealing is your competitor’s practice when you drive or walk by?
Culling a list of likes and dislikes will help you build your brand wish list from the steps above into real, actionable items that you’ll want to incorporate into your brand.
Know Your Target Massage Customer
Understanding the needs, wants, limitations, and desires of your target customers are key to outlining all of the details that contribute to an awesome client experience. Are you planning on opening a general massage practice that caters to the local community as a whole? If this is the case, maybe consider offering a variety of basic massage services, and ensure that gift certificates are readily available — especially around holidays like Valentine’s Day and Mother’s Day.
Remember your location and how your local customers can access your services. For example, if your practice is in a business district that caters to 9-to-5ers, perhaps you want to offer “express” services during lunch breaks or keep your studio open later to accommodate after regular business hours.
Stay tuned for Part 3 of this series on branding your massage business.