Spa Branding: Is Your Spa A Good Storyteller?
I spoke to the spa director at a resort connected to a park.
famous national He told me that even though
the resort was packed, the spa was empty. “People come here to go to the park,” he said, “not to come to the spa.”
I thought for a moment
and asked, “Does the story of the spa relate to the national park?” he replied, “The spa has no story.”
As we talked further, he shared with me that people from the spa lead hikes to the waterfalls and evening star walks. I asked if they had ever thought to add a hot tub and a massage to any of their hiking packages and he said “No, we haven’t, but that’s a great idea.” What a simple way to instantly make the spa more relevant.
Another problem is when a spa has a confused story. So often, spas are just thrown together because a spa director loved a vendor she worked with in another spa and brings them into the new spa, as was the case in the story below: A friend of mine took a job as
the spa director of a new resort and asked me to come there and bring ZENsei, my clothing line. As I entered for my appointment, I saw, the theme of his spa was Italian. ZENsei had an Asian influence, so I turned around and started to walk out. He stopped me and asked “Where are you going?” I told him that my Asian inspired line obviously did not fit the Italian theme of his new spa, so I was taking it back
to the car. He said, “I know, but I love your line and it sells so well, I want it anyway.” I told him I appreciated him wanting to bring my line in, but suggested he buy an Italian clothing line. Every spa is a brand, and every brand tells a story. When that story is told well, communicates a clear message and touches something meaningful in others, people buy it. Look at the story behind Tom’s Shoes. For each pair of shoes they sell, a pair is donated to a child with no shoes.
Even Coke invites you to open
happiness. Are they selling a soda, or a feeling? Or both? Who doesn’t want to be happy?
Toyota and Lexus share engineering, chassis and design- the story behind the brand is what makes a person buy one over the other. Just like Toyota and Lexus, your spa probably shares some similarities around you.
with other spas
What sets you apart is the branding story you tell. It affects everything you do.
“Every spa is a brand, and every brand tells a story. When that story is told well, communicates a clear message and touches something meaningful in
others, people buy it.”
From the way you greet
people, to the design of your spa; from the selection of your treatments, to the products you use; from the care you show in treatments to what you offer in retail; when a customer walks through your door, they should instantly understand you story. Do they? D
aniel B . Levin
Daniel B. Levin is a branding company. He is currently working on branding the Andaz Maui Wailea Resort in Hawaii. He works with individuals, small compa- nies, and large corporations to tell a story that communicates the values of a companies brand instantly. He is also a thought coach and speaker. The author of Zen Book, Zen Life, Zen Cards and the Zen Journal, Daniel is the creator and presenter of IGNiTE and the founder of ZENsei, a high-end inspired yoga and loungewear collection.
www.DanielBruceLevin.com
www.spaprofessionalmexico.com 9
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