Stage 1 Assess the Market

By considering the competitive set, market segmentation and your target audience, we can establish the gaps and opportunities for a clear defined and differentiated spa experience brand. This assessment creates a solid foundation on which to build your brand in line with your business plan – most of this information will come from the feasibility study.

Stage 2 Define Vision and Values

We work with you and your team to create a picture of success for ‘The Spa/Resort’; this will be a vision understood and shared by everyone. We also define the core brand values upon which the business will stand – these are the values the brand will not compromise upon; it’s what the brand stands for. These values will provide the bedrock for everything the spa does, how it behaves and how it communicates, internally (underpinning our culture) and externally to its customer.

Stage 3 Brand Promise and Proposition

Once we have clearly defined your vision and values, we need to get a little more detail about what that really means it terms of the “Claims and Promise”. This will be items like the commitment we make to our customers at each and every visit. Defining the unique experience you will create for your guests – memorable, authentic and based on your values, personality and benefits.

Does this meet the business objectives?

An experience that inspire your guests to buy and refer again and again.

From this information, we will write a series of key messages borne out of the brand promise. These will be used write the introductory paragraphs for use in the web site, treatment menu and all marketing collateral.

Stage 4 Create

Bringing the brand to life visually. We will prepare a creative brief for your approval, from which we will create a brand identity and design templates for ‘The Spa’. We will write a detailed brief for the development of a creative route to deliver your key messages (look and feel of your material) to ensure that it reflects your purpose, promise and personality when applied to internal and external communication collateral.

  • ž complete Brand Identity (look, feel, logo, font)
  • ž colour palette
  • ž design templates
  • ž human – welcome ‘script’

The Brand Bible: a single point of reference for the team, trainers, partners and printers.

Brand Guidelines: how the identity is applied

  • approved colour palettes
  • typefaces
  • layouts
  • do’s and don’ts
  • tone of voice – the way we speak about ourselves. Creating our own style and our own language (from the lexicon of vocabulary derived from brand values workshop).