Ask the experts – getting across a rebranded salon

What’s the best way to get across to existing and new clients that we’ve rebranded our salon and upgraded the facilities and treatment menu? 

As a company that recently rebranded I’d like to share with you some of the strategies we successfully utilised to promote and explain our new brand identity. For our existing clients there was a lot of effort put into assuring our ladies that we are the same The Nail Spa (TNS) that they have always known, loved and been a part of creating. We really focused on making our core company values and attributes visible. For example, “fun” was one of the main values we wanted to convey through our brand visuals and spa interiors and we used bright pops of colour and playful patterns to implement this. 

The tone throughout our menu, website and social media was also carefully curated with a tongue-incheek female friendly wit that remains consistent throughout all of our marketing materials. Our services menu had a re-vamp too, with lots of new pampering treats. To communicate it all we launched our “We’ve had a makeover” campaign. This included a leaflet given to all our clients informing them of why it was time to give our brand some TLC – as women we share one unifying characteristic – to make things better. 

We wanted our clients to not only resonate with how we looked on the outside but who we are on the inside to understand who TNS really is, from our clients, our people, our products, services and our planet. With our stakeholders we took the same approach, creating a corporate profile that included our awards and accolades to date and again highlighting our core values and the things that make us different. 

Our therapists had new uniforms and badges and we ran competitions with the staff to encourage them to feel part of the transformation and unveiling of our new look. From nail art competitions using our new brand patterns and colours to our “create a song” for TNS competition where our spas competed by composing a song that used the words of each of our five brand values: fun, communication, integrity, excellence and respect. They wrote and even produced videos for the songs, which were fantastic and a great way to engage and excite the whole company about the rebranding.

As a way to reach out to new clients and encourage them to come and visit us, we recently created a TNS experience video which can be viewed on our website, Facebook and YouTube page. The video not only highlights our core values and commitment to the highest beauty standards, but also provides an insight into some of the unique elements that we believe set our brand apart – our candy bar, spa aroma, bespoke chairs designed in Italy, and the way we apply our polish. 

Shabana Karim is the owner and founder of the House Of Enspa, a

holding company which comprises TNS, premium hair salon chain Marquee and Espai - a dedicated beauty distribution, training and franchising division. 

This is taken from the June issue of Professional Beauty magazine.