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$pa Marketing: Is It Time to Rebrand?

Contact Author Louis Silberman, National Laser Institute
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When was the last time your business had a makeover? While you might think your current look and message are perfectly fine, if it has been more than three to five years since you freshened things up, it’s probably time to rebrand.

Look, I get it. You like the wording, font and colors you chose for your logo and lobby, and a few years back, those Himalayan salt lamps in your treatment rooms were all the rage. You spent time, effort and money on that stuff and there’s nothing wrong with it. However, customers get bored seeing the same thing over and over. Think of it like this: If your significant other wore the same shirt every day, even if they looked like Angelina Jolie or Brad Pitt, you’d beg them to put on something different, right? While your customers may not realize it, they, too, would like to see a new look from you.

Who doesn’t love a good makeover story, especially in the health and beauty industry? Rebranding can be a lot of fun, and it doesn’t have to cost a lot of money.

The Art of Rebranding

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Rebranding is defined as “a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new differentiated identity in the minds of consumers, investors, competitors, etc."1 In other words, upgrading the brand of toilet tissue in your bathrooms might be a welcome change for your customers, but it doesn’t fall under the category of rebranding. Rebranding requires a noticeable change in both your look and message; you’re recreating your existing business while at the same time, staying true to your core message and goals.

Follow Their Lead

Mega-giant companies like Coca-Cola, Wendy’s and Walmart certainly know how to rebrand. Coke frequently changes its labels to keep up with current sporting events, social issues, holidays and dietary trends. Wendy’s is replacing its 1980s décor with modern, open dining areas that feel less like a fast-food establishment and more like your favorite trendy café. Walmart realized that, depending on location, smaller neighborhood markets are sometimes preferable to super stores. We already know what types of products to expect from these three companies, but they keep us interested by mixing things up from time to time.

Another example are night clubs—even the biggest, hottest clubs typically have a life span of only two to five years. As soon as another club opens its doors down the street, that oh-so-trendy club you couldn’t get into six months ago is forced to close. Unless, they rebrand. Owners will spend millions turning a once gothic-themed club into a salsa spinning house with fog machines. The location is the same, of course, but everything else looks and feels different.

Start Simple

One of the easiest ways to rebrand is to ask how you would want your customers to describe you in ten words or less. Whether you want to be known as “the most upscale spa in town,” “the one that offers all-organic products” or “the lowest prices in town” your look should reflect that desired goal. I want my customers to think of my business as the best educational facility in the industry, the Harvard or Stanford of cosmetic laser training schools, so my look and messaging via website content, emails and social media reflects that goal.

Start with your marketing collateral like your spa menu, business cards, brochures, emails, signage, etc. Ask yourself questions like these

  • Is your color scheme current?
  • Is your font up-to-date?
  • Is your logo fresh?

Maybe five years ago you used sans serif font in purple and green because it was hot, but now, you’re seeing a lot more block fonts in earth tones. The key is not to look just like everyone else. Whatever changes you make, be consistent; carry your new theme across the board in all of your marketing efforts. This includes your letterhead, promotional materials, emails, website and even the backgrounds you use for any posted photos or videos.

Rebranding doesn’t mean you have to spend a fortune or your hard-earned vacation time changing everything about your business; you can stay fresh in the game with a few simple, thoughtful and consistent changes. Get excited about your business, all over again!

Top 3 Tips for Rebranding

  1. Research your competition; create a look and message that stands out from theirs.
  2. You might consider hiring a graphic designer to help guide you in your rebranding decisions; if you’re on a tight budget, ask friends if they know a designer who can help you out.
  3. Get plenty of feedback from friends, family and co-workers before you pay for any new marketing materials. Take polls on social media and weigh your options

References:

  1. https://en.wikipedia.org/wiki/Rebranding
Louis Silberman

Louis “The Laser Guy” Silberman is CEO of National Laser Institute, a national cosmetic laser and medical esthetic training center founded a decade ago, and owns medical spas in Scottsdale and Dallas. He’s the author of Make It Happen Online and a motivational marketing speaker. Silberman created the sixth most visited health/beauty website and was a semi-finalist for the Ernst & Young Entrepreneur of the Year Award 2014. Contact him at louis@nationallaserinstitute.com.

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