How to build a unique brand identity

Salon owner Safy B shares how to create a USP for your business and build brand awareness to attract clientele

As a colour expert with her own salon space, Safy B knows a thing or two about creating a strong, visual brand image to stand out from the crowd. If you’re looking to attract new clients and build a stronger USP, here are some top tips to help your business boom.

Identify your unique strengths

“Every hairdresser possesses a unique set of skills, talents, and techniques. In order to create a strong USP, you need to identify and highlight your best qualities. Reflect on what makes you stand out from others in your field. I specialise in unique hair colouring, cutting and restyles, but whether you specialise in a specific hair cutting technique or renowned for your expertise in intricate updos, pinpoint your strengths and capitalise on them to create a memorable and distinct brand identity.”

Define your target market

“Understanding your target market is essential for building brand awareness. Determine the demographic profile of your ideal clients. Are you targeting young professionals, brides-to-be, or fashion-forward individuals? By defining your target market, you can tailor your messaging, marketing strategies, and even your salon’s aesthetics to align with their preferences and needs.”

Craft a compelling brand story

“Behind every successful brand, there is a compelling story. Share your journey, experiences, and passion with your audience. People connect with authentic and relatable narratives, so use your brand story to forge emotional connections; highlight what motivates you as a hairdresser and how you bring that passion to your clients. This will help potential clients relate to your brand and establish trust.”

Develop consistent branding elements

“Consistency is key when it comes to building brand awareness. Create a cohesive brand image across all platforms, including your salon’s physical space, website, social media, and marketing materials. Design a visually appealing logo, select a distinctive colour palette, and choose fonts that align with your brand’s personality. All of these elements make your salon easily recognisable and reinforce your brand identity.”

Leverage social media

“In today’s digital age, social media is an invaluable tool for promoting your hairdressing brand. Utilise platforms such as Instagram and Facebook to showcase your work, share hair care tips, and engage with your audience. Be consistent in posting high-quality content that reflects your brand identity. Encourage your clients to share their experience on social media and use relevant hashtags to increase visibility. My team and I are passionate colour experts, and we love sharing our expertise on social media. We take pride in promoting ourselves as colour specialists and not only do we showcase our finished colour work, but we also share insights into the colour process, colour setups, and much more.”

Provide exceptional customer service

Customer service is a vital aspect of building a strong brand. Treat each client with personalised care, actively listen to their needs, and deliver consistent, exceptional service. Encourage positive online reviews and testimonials from satisfied customers – word-of-mouth recommendations are powerful, and happy clients become loyal advocates for your brand. We keep in communication with our clients even after they have left the salon. We a have a news page on our website sharing salon news and hair tips/advice, and we also have salon software that allows us to send texts and emails to clients too.”