Let’s get back to it. The relationship between brands and clients evolved quite a bit on social media during 2020, and in “Part One: Post-Covid Game Plan for Social” I spoke about how your brand’s social media needs to produce Value Added Content while also actively participating and creating a conversation on the platform. Now let’s talk about ways your content can stand out in an already saturated market….

Who’d ever imagine that “all things vampire” would suddenly become trendy and chic? Just look at the impact of  “The Vampire Diaries” and “Twilight”—not to mention “True Blood”— in pop culture. Seems we can’t get enough of this gritty, supernatural brand of entertainment.

The term dermaplaning may be new to you, but the procedure itself is both time-tested and well-established. It’s a form of exfoliation that offers instant, safe results leaving your complexion with a more refined appearance and an appealing glow.

As Medical Spas move from a trend to a staple in the industry, many doctors would like to create their own unique, profitable business. Taking the correct and necessary steps during the development stage is essential to a Medical Spa’s success. During the development of a Spa project, your money and time need to be managed efficiently.

Angelina Jolie, Jennifer Garner, Idina Mendel, legendary beauties like Sophia Loren and Audrey Hepburn…what wouldn’t we give to have the kind of chiseled cheekbones that give their faces such shape and symmetry?

When I first heard about Micro-needling, I thought, “Stick 1000 needles into my face? No way!”  But then, my inner beauty junkie—and my curiosity—got the better of me.  If you tell me I’m going to look younger…I’ve GOT to know more!

A brand is the words, images, thoughts and feelings that come to mind when someone thinks about you, or interacts with you and your business in some way. It’s the real estate about you in someone else’s heart and mind. Most spa owners are very clear about their brand when they first open, but over time, as businesses evolve (i.e. services, products and staff change), the brand’s original concept can dilute and the message you want to deliver is not always the message your clients are getting. It’s at this point when your brand may just need a reboot. 

If you’re already familiar with the rudiments of spa management, you know the right location, business plan, branding and space are vital to success. Yet if you’re venturing into the arena of a medical spa, that success depends on additional factors--including a thorough understanding of what your clientele expects, what your facility will entail, and what’s needed to present an enhanced menu of professional services credibly and effectively.

Maintaining beauty and youthfulness is a daily preoccupation for many women and men. Environmental exposure, lifestyle choices, normal chronology and many other factors all take their toll on the aging process of our skin—and most appearance-conscious people are eager for ways to effectively turn back the clock.  So it’s no surprise that millions of dollars in research and testing have helped to create mass market, anti–aging skin care products. 

Everywhere you look you see products labeled as green, eco-friendly, sustainable, non-toxic, organic and natural. Spas are easily following this trend because guests want holistic treatments and natural products. So how do spas make small eco-friendly changes? It’s not as hard as you think and you don’t have to pay a fortune to do it. If you’re spa is up and running here are some ideas to help you make those baby steps that will bring you huge benefits in the future. 

There’s a well-known motivational expression: “If you are persistent, you will get it. If you are consistent, you will keep it.” When it comes to your brand, consistency not only enhances your credibility but also helps ensure your image is crystal-clear to clients/patients. Conversely, if your approach is haphazard and inconsistent, clientele won’t know quite what to make of your brand.

“At the end of the day people won’t remember what you said or did, they’ll remember how you made them feel.”  No less a philosopher than Maya Angelou made that wise observation about one of life’s truisms. And nowhere is that wisdom more true than in a profession dedicated to giving people a boost in appearance, confidence and self-esteem.

It’s been said that information is power, and the more you tell, you more you sell. Content is another key brand touch point for your business: Every news bite, commentary, photo or bit of factual material you send out should carry your unique branding signature. 

Jeff Bezos, founder and CEO of Amazon, defines a brand as “…what other people say about you when you’re not in the room.” The words, images, thoughts or feelings someone has when they think of you and your business--that, in a nutshell, is your brand.