marketing vs branding

[brownsuze]

A lot of us are thinking right now about how to market ourselves, and make some damn money. Marketing is (losely defined) as your plan -- promotions & pricing -- to get your services sold to your target audience.

Some will do email blasts, advertising, direct mailing, postcard/ flier campaigns, and depending on your area any, all or none of these might work.



Branding is a slightly different idea. Branding doesn't target a specific group, nor does it have the goal of making an actual sale. Branding is more about creating a look and feel, and therefore the idea that you will fulfill the needs of your clients in a certain specific way.



These are important disctictions to make. Are you trying to promote a sale or event? You need to make sure these are quick and obvious within your material. Or are you trying to paint a portrait of your business, that you will be offering an exceptional experience and that you are the ONLY one who can offer this?



When you plan your stratregies for the next few months (if you haven't already) keep in mind the flow of it all...


Branding creates the identity, what your salon represents.


Marketing generates sales, creates a buying enviroment.


Again, depending on who & where you are, you will need to decide if you will be branding yourself, or marketing yourself. Some owners might prefer to brand -- create the image of a tanned, healthy person, in a posh luxurious environment getting everything their hearts desire...

Some owners will go for the big bang "One week free, 25% off MSRP, friends tan half off!"



Those of you who have the idea this is NOT the time to do sales, promos or give-aways -- This is the time to BRAND yourself. This is the time to plant the idea in minds that you are the best, the most fabulous and the ONLY place that will provide the ultimate tanning experience.


Those of you who want asses in beds, market market MARKET. Get top notch materials done by professionals and sell the hell out of yourself.

[solman]

Very good advice BrownSuze. Never miss an opportunity to brand your solon and never compromise your brand with your marketing.