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Readers Ask … is a column featuring the responses of industry experts to questions posed by the Skin Inc. audience regarding all aspects of the skin care industry, from business and ingredients to treatment protocol and legislation. Each month, a different question will be highlighted.
Answer this question by filling in the blanks: “My spa is the brand of ________ (spa category you want to compete in) that provides ________ (consumer benefit) because ________ (features of my spa that deliver the consumer benefit).
By filling in the blanks you determine the strategic decisions you need to make to create relevant differentiation for your business. You also need to determine how these branding decisions will be executed through your physical property and product offerings; communication and promotions; and the personality and culture of your staff and environment. Ultimately, brands have personalities and characteristics; communicate in an individual way; and develop and change with time, just like people. So, decide what kind of “person” your brand will be and behave consistently until there is a good reason to change.
—Szilvia Hickman, Senior Vice President Szép Élet, exclusive distributor of ilike organic skin care and Purée Organics