Dayspa

NOV 2013

DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.

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MARKETING SAVVY Do the Logo Motion Spa pros sound off on how to develop a logo that emulates your spa's branding message and resonates with clients. By Carrie Borzillo make a first impression. For most businesses, that first impression is the logo. Although, as a spa owner, you may not spend much time thinking about your business' logo, brushing it off as a relatively minor detail in the grand scheme of things, it's actually a vital component of your spa's overall branding package. Your logo is what will first draw a client's attention to your spa's facility or website and is also what will stick in her mind long after she has left your spa—and hopefully keep her coming back. "Logo and corporate identity design are the most effective means of visual communication," says graphic designer and marketing strategist Ron Bercume, who has designed materials for a number of corporate clients including the U.S. Army, L.A. Fitness and Live Nation. Think of all the major companies that have leveraged the power of the logo: fast-food giant McDonald's with its iconic golden arches; global coffeehouse chain Starbucks with its distinctive siren; and retail superstore Target with its… well, target. Interested in developing (or redeveloping) your spa's main branding piece? DAYSPA consulted with Bercume and three logo-savvy spa owners on how to design and execute a memorable logo. 90 DAYSPA | NOVEMBER 2013 1 DAYSPA: Why is a strong logo so important to a day spa? Keith West-Harrison, co-owner of Great Face & Body Spa in Albuquerque, New Mexico: Your logo is your visual identity and your biggest step toward successful branding. It should truly represent your company in a way that is unique and individualized. The spa industry can be competitive and each business needs to stand out from the crowd. Alice Koskas, owner of The Lounge Spa in Culver City, California: Your brand's logo can often set the first impression of your business' concept for potential clients before they even walk through your doors. Bruce Schoenberg, president of Oasis Day Spas in New York City and Westchester, New York: To capture a successful brand identity, you need to have something that defines you to the general public. It should be something inspiring and unique as well as relevant to the industry you serve. 2 How should a spa owner go about choosing the logo's look, feel and design? Bercume: First and foremost, do not create it yourself. Hire a professional. It's an investment that can make or break a business. An experienced firm or designer will © ISTOCKPHOTO.COM It's often said that you never get a second chance to

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