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CASE STUDY
Creating Brand Identity for Beautique beauty salon
Read time: 6 min
Beautique is a beauty salon that opened its doors in December 2019. In a very short time, we managed to analyze its very saturated market and position the newly created brand into a niche to avoid some of the possible competitors out there.
Due to the lack of time, the decision-making needed to be fast and actions prompt. What seemed almost impossible was done and efficiently executed within the given timeline, mostly thanks to a very engaged team and good strategy.
Due to the lack of time, the decision-making needed to be fast and actions prompt. What seemed almost impossible was done and efficiently executed within the given timeline, mostly thanks to a very engaged team and good strategy.
THE CHALLENGE
Main challenge was a very tight timeline
I started working with the Beautique team from the early stage. From the very beginning, we knew this would be more like a sprint rather than a marathon. Namely, the main goal was to open the Beautique beauty salon in two months – the timeline was tough and the to-do list was extensive.
And there was even more to that. Namely, Beautique is located in a small city where the market is very saturated and rigid, therefore the positioning/niche had to be extra carefully chosen.
And there was even more to that. Namely, Beautique is located in a small city where the market is very saturated and rigid, therefore the positioning/niche had to be extra carefully chosen.
THE PROCESS
Building the Beautique brand
First, we defined goals and roughly set up the timeline for the project. On top of that, we built the whole strategy and afterward adjust the timeline accordingly where needed. It is crucial to be able to adjust when changes happen.
We started building the brand by defining the niche target audience and Beautique’s voice. It was essential to get all these right, before focusing on the visual part of branding.
The next step was to develop a logo, colour scheme and choose brand fonts to stay consistent. The feel of the brand should be “high-end beauty salon with a focus on individual approach”, whilst remain neutral and welcoming to both women and men (although the focus was on women).
To complete the first milestone, we needed to design and develop a one-page website that would integrate with an online booking system and automate and simplify the key process for both, the Beautique staff and its customers.
The final step, with not a lot of time left before the opening of the salon, was to design visuals for social media and brand collateral such as business cards, vouchers, loyalty cards, etc.
We started building the brand by defining the niche target audience and Beautique’s voice. It was essential to get all these right, before focusing on the visual part of branding.
The next step was to develop a logo, colour scheme and choose brand fonts to stay consistent. The feel of the brand should be “high-end beauty salon with a focus on individual approach”, whilst remain neutral and welcoming to both women and men (although the focus was on women).
To complete the first milestone, we needed to design and develop a one-page website that would integrate with an online booking system and automate and simplify the key process for both, the Beautique staff and its customers.
The final step, with not a lot of time left before the opening of the salon, was to design visuals for social media and brand collateral such as business cards, vouchers, loyalty cards, etc.
THE RESULT
Introducing Beautique to the market
After 2 months of hard work and great collaboration with the Beautique team, we were ready to introduce Beautique to the market. Our main channel was Facebook, whereas we have prepared a series of 5 posts that would be published before the opening and would work as a teaser.
The main goal was to get a good organic reach, build an engaged audience and to redirect people to the website – to online booking.
Within the first month, the FB page got almost 1k followers which is a lot for a local shop in a small city and also compared to competitors. Another good news is that the traffic on the website was decent with a very high conversion rate – meaning people adopted an online booking system very quickly.
The main goal was to get a good organic reach, build an engaged audience and to redirect people to the website – to online booking.
Within the first month, the FB page got almost 1k followers which is a lot for a local shop in a small city and also compared to competitors. Another good news is that the traffic on the website was decent with a very high conversion rate – meaning people adopted an online booking system very quickly.
THE CONCLUSION
Once all the work was done it was nice to look back at the process and also at the achievements. The brand felt consistent across all visuals and the salon itself and complementary to its voice on social media.
The first working month was already a nice indicator that the niche still had some space for another player and also that people were really happy about the main competitive edge – online booking. Furthermore, the revenue within the first two months exceeded our goals (set in the early stage of the process). Beautique took its place inside a though market relatively quickly.
The first working month was already a nice indicator that the niche still had some space for another player and also that people were really happy about the main competitive edge – online booking. Furthermore, the revenue within the first two months exceeded our goals (set in the early stage of the process). Beautique took its place inside a though market relatively quickly.
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