The Value of Branding Your Day Spa

Early on in my Day Spa career I learned that branding my Spa was the single most important element to achieve value as a business. Beginning with the end in mind, you have very little to show for your years of hard work when it is time to retire and sell your business if you have a strong brand in the service business. The service business is by and large, the relationship business. When I started Bellanina, I was a service provider and my connection was with my clients. As you grow and develop your business you bring in service providers to take care of your clients and you find that your relationships shift away from your clients and moves towards the business people who help keep your business thriving such as press agents, graphic designers, vendors, CPA’s, and consultants.

How do you go about branding your spa? It starts at the front door and is a single thread that carries through everything you do from signage and graphics, brochures, print media, web design, products, scents, and style. At Bellanina, we even have our napkins wrapped with a band with our signature brand. Attention to detail is what reminds your clients over and over again that they are connected to your company – your brand. The best part of branding is when the clients take your skin care or bath and body products home with them. Perched on their bathroom counter is an array of your brand, to remind them of the wonderful Spa experience and to keep them coming back again and again. That is when you know your brand is working and gaining value!

There are many private label companies in the skin care and bath and body industry. I would be happy to guide you to some great companies. Just post your questions.

Nina Howard,
Bellanina Day Spa & Gift Boutique

Day Spa Association – Membership Committee Board Member


6 Responses

  1. Nina –

    Once again you are right on target. There are so many aspects of branding that are important to create a cohesive image and feel for your business. These happen from the first moment your client hears about your business to the moment they leave the building after every service and beyond.

    Marketing and branding also encompasses details like how your staff answers the phone, what kind of attitude they have, and how your business is involved in the community. In short, marketing and branding can involve practically everything that touches the client.

    I worked with a client not too long ago that had both some big pluses and minuses in the branding department. On the plus side, they have a beautiful space, chic marketing materials and web site that all create an upscale, high-end feel. When I went in for a secret shopping visit, I noticed that even their door mat and pens had the business’ name and logo emblazed on them.

    On the minus side, their company name and outside signage (beautifully done awnings, by the way) give no indication as to the type of products or services they offer. While choosing a name like “LItchfield and Company” (not their real name) may seem exclusive or classy, it gives no indication of the fact that they provide skin, nail, hair and massage services and products. That is NOT good branding!

    Another example that really stood out to me was the spa’s intake forms. While I was given an expensive, beautifully logoed pen to fill this form out, the form itself was a poorly photocopied, generic intake form likely from a product manufacturer. The questions it asked were incomplete (no birthdate or email address blanks for example) and not really effective for the therapists performing the services.

    While these examples do not cover the whole business, they stood out to me over many other things I saw during my visit. The point is, that all of your marketing and branding tools and efforts should guide clients in the same direction – doing more business with you.

    Felicia Brown, LMBT
    Owner & Spa Consultant
    Certified Guerilla Marketing Coach

  2. Dear Felicia,

    I agree that it is consistency that is key here. A famous Architect said, “God is in the details”. Everything you do says something about you……..your brand. Your business cards, to brochures, to signage, advertising, to the products they take home with them, there needs to be a cohesive, common thread. This is so even with your staff. If you have a dozen well groomed staff members and then one comes in to work out of uniform and with polka dotted shoes on, it messes up the picture! Even your Staff contributes to your brand!


  3. I follow your posts for a long time and should tell that your posts are always valuable to readers.

  4. This is so true and what we have been telling our clients for a long time. to be a great Spa you must brand yourself properly. Our Spa Music CDs are a great example of this and have helped Spas like Evason and Mandara to strengthen their brand.

  5. What a impressive post! I did a kind of blogging for dummies over on one of the CPA Marketing forums and I thought it was too easy for them, but the number of emails I got asking questions just like what you addressed was unbelievable. As young people today we have grown up with computers, but it’s easy to forget that even individuals just a a couple of years older have not! Really good post! 🙂

  6. Hello,

    I have had this spa for 5 years. Bought it as a massage place and turned it to a full day spa. I didn’t notice the name had hidden meaning which I later change it to a different name and people love it. I have tried so many different things but still can’t seem to be sucessful as it deserves. Please help! I am not sure what I am missing?

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