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STAMP 2018: Creating a Salon Mantra or Mission Statement

October 3, 2018 | 9:43 AM

Marketing is a salon’s way of telling its story in order to attract new clients and encourage existing ones to try different services from the menu. The ways salons leverage marketing to tell those stories is expanding every year, as owners sample newer vehicles like community videos, influencer programs and social media, along with more traditional methods.

Here is the winner of the best Branding Strategy in SALON TODAY's STAMP competition.

MISSION STATEMENT: “We improve lives from the outside in.”

Penzone Salon + Spa
Powell, Ohio
Owners: Debbie and Charles Penzone
When Penzone Salon + Spa opened its newest location in May 2018, it took the opportunity to completely reinvent the brand. Working with business consultant Venn Brand Group and the micro agency The Wonder Jam, the salon realigned its spa mantra to “We improve lives from the outside in.” This mantra supports the salon’s new holistic approach to beauty.

“The mantra also extends to our brand pillars: Enlightened, Daring, Focused and Strong,” Debbie Penzone says.

The salon introduced the new brand mission and pillars through a video at the salon’s company-wide event. “Our salon management team uses aspects of our pillars to ground our team in their roles and to constantly reinforce the level of guest service we wish to bring to our guests each day,” she says. 

This is one of only one of 31 marketing ideas featured in Salon Today's September/October S.T.A.M.P. issue. See the others here. (Coming Soon!)

More about STAMP:

SALON TODAY’s Annual Marketing Program, (STAMP), puts the spotlight on fabulous marketing—ideas that have been tried in the salon environment and proven successful. By entering this competition, these winning marketing teams are willing to share those entrepreneurial ideas with you, to encourage your team to put your own STAMP on it.

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After years of planning, Cutting Loose Salon introduced a new VIP program that rewards guests for their loyalty. The program, which has three levels, starts every guest at the Circle Level. After a guest spends $150 in the salon, Cutting Loose sends them an automated email with a $15 gift card. When the client spends $400, the salon gifts them a $30 gift card.

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Stacey Soble | September 19, 2018

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