Branding can be an incredibly powerful tool – when done right.
At ISM Spa, a boutique spa management company based in Asheville, TN, we understand that effective branding can provide a competitive edge. Our expertise in both brand promotion and brand development has enabled our clients to enjoy that edge.
History of Branding
The background information available on the development branding reveals interesting aspects of successful branding.
According to a scholarly paper by Karl Moore, at the time an Associate Professor at McGill University, and Susan Reid, an Assistant Professor at the Williams School of Business and Economics, “Brands are as old as civilization.” Indeed, they found evidence of branding, in various forms, dating back to 2250 BCE in the Indus Valley.
For centuries, branding was used to keep track of the ownership of livestock, a practice that carries on to this day. The modern concept of branding, on the other hand, can only be traced back to the 1970s.
In How Brands Were Born: A Brief History of Modern Marketing, which appeared in The Atlantic, Marc De Swaan Arons noted that, “The shift from simple products to brands has not been sudden or inevitable. You could argue that it grew out of the standardization of quality products for consumers in the middle of the 20th century, which required companies to find a new way to differentiate themselves from their competitors.”
From there, he says, “’Winning’ was determined by understanding the consumer better than your competitors and the[n] getting the total “brand mix” right. The brand mix is more than the logo, or the price of a product. It’s also the packaging, the promotions, and the advertising, all of which is guided by precisely worded positioning statements.”
In the 21st century, “The market looks very different to just 20 years ago,” Arons wrote. “The average western consumer is exposed to some 3,000 brand messages a day.”
Cutting through the Clutter
Our spa consultants work closely with you to develop a concept that will infuse your brand with value. We look at market research to gain insight that will allow us to strengthen your spa’s position. We craft an authentic brand concept based on your spa’s culture that will pave the way for success. We can then weave your spa brand into every aspect of the guest experience – from product and service creation to subliminal design enhancements.
The bottom line: ISM Spa Management Company cultivates successful spa branding. For more information about Concept Development and Branding – or any of our other professional day spa management services – please contact us.