Whether you’ve owned a massage therapy practice for 10 years or you’re thinking about opening one, investing time and resources into your brand is crucial for success. In this post, we are going to discuss why your massage practice needs a brand and 6 components of building a massage brand.
We’ve talked with massage therapists who have asked us “why does my massage practice need a brand built?” Our answer is that your brand is an important part of your business; it positions all that you do to align with what your customers are searching for.
The word “brand” can be kind of a fluffy word for many massage therapists, but I like to simply state brand as this: The process of connecting your target audience to your business effectively. It goes much further than a logo and colors.
Forbes defines brand as follows:
“Put simply, your “brand” is what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual (e.g. It comes in a robin’s-egg-blue box), and emotional (e.g. It’s romantic). Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in someone’s mind.” -Jerry McLaughlin, Forbes.com, 2011
In the next section, we will review 6 components of your massage brand.
When you first start building a massage brand, you need to define your practice’s purpose. This is the reason for your business’ existence. Although your massage practice is in business to make money, it should be much more than that. To truly resonate, your business should have a clear purpose that rings loudly for your target customers. Here are some examples that I like:
“To inspire humanity – both in the air and on the ground.”
“To bring inspiration and innovation to every athlete in the world.”
“To create a better everyday life for the many people.”
Can you think of a purpose statement for your massage business? It should be short and cut right to the heart of your mission as a practice.
Brand positioning means the place a brand occupies or wants to occupy, relative to the competition, in your customer’s mind. Brand positioning takes into account the target audience, competition, and any outside market factors. Your massage practice goal should be to find a way to differentiate your practice from your competitors to target the right type of client. One of the most memorable in my mind was Apple trying to differentiate itself from PC in the mind of consumers:
In these old Apple commercials, Apple tried to position itself as the “hip” and “cool” option. Did they succeed?
Creating a brand promise for your massage therapy practice means that you create a statement that tells what your customers can expect to get when they hire you for a massage. Here are 3 brand examples that you can learn from:
“We are Ladies and Gentlemen serving Ladies and Gentlemen.”
“Save money. Live better.”
“15 minutes or less can save you 15% or more on car insurance.”
Are these three examples clear on what their customers can expect to get? What can you include in your brand’s promise? Make sure you actually believe and achieve your promise.
The next component of a brand is a brand’s beliefs. Sometimes these can be controversial to some, but a light of hope for others. Other times, a brand’s beliefs can be a problem you want your brand to stand up to. A brand’s beliefs are your business’ core values and what you stand up for.
Stella Artois created a campaign to drive awareness to the global water crisis around the world. While not exactly controversial, Stella connected their product as a solution to this major problem.
What can your massage practice brand do to show your brand’s beliefs?
Your brand’s personality are the characteristics associated with your brand. Your brand could be humorous, conservative, innovative, inspirational, or more. If your target market is 60 year olds, your brand needs to develop a voice that can reach that age group. If you brand targets college kids, then you can’t have the same type of brand personality as you would for the 60 year old.
Think about who your brand targets and the personality you need to create to reach that person type(s).
The final part of your brand is the appearance. This aspect of a brand typically gets most of the attention. It includes the color scheme, the logo, the typeface, the layouts, and many other aspects. We’ve put this component of your massage brand strategy last because decorating your brand should be done to accomplish each of the previous 5 components of your massage brand.
Establishing these components in your brand strategy is an essential first step in the digital marketing process. It forces you to think about components that spill over into all of your marketing efforts. As a massage practice owner, we urge you to take some time to think about the above components of your brand. As you’ve read, there is so much more involved in building a brand that connects with your target customer than just having a logo or choosing a few colors. Do you have a massage brand strategy?
Executing digital marketing strategies for your practice isn’t an easy thing to do. It takes vast knowledge, perfect timing, a lot of dedication, consistency, and a competitive will to beat out your rival massage therapists who are taking your potential patients.
Schedule a 90-minute session today or contact us about managing your strategy. We’ve also partnered with an internet marketing expert, Anthony Bart (the author of this post), owner of BartX Digital. You can schedule a consultation with a marketing expert about your digital marketing strategy.
Learn the best massage marketing strategies to grow your practice.