Ever wonder why an individual chooses a certain brand over another similar brand, like Target over Walmart, Coke over Pepsi, or vice versa? Effective branding is usually the culprit. Branding is a term that gets bandied about everywhere in business although many do not have full comprehension of what it means or how it can influence human behavior. To pull back the smoke and mirror curtain, all branding boils down to getting super clear on the business’s “what,” “how,” and “why” – in other words, brand identity, brand personality, and brand story. Authenticity, consistency, and connection on an emotional level with the target perfect potential client (Make sure to read March’s installment of “Owner’s Manual” for the full description.) should be the goal when creating the spa’s unique brand. 

 Melissa Allen has lived many lives as a dance teacher, biologist, and marketing director before becoming a successful aesthetician and spa owner. All of these former positions help color her opinions, actions, and style. Allen’s career in aesthetics has also been far-reaching; she has been an aesthetician in the back of a salon, a solo aesthetician, a spa owner with several employees, and a global brand consultant. Allen has experienced many of the paths of aesthetics and is open, honest, and willing to share her adventures. As her time in the treatment room comes to an end, she is focusing on mentoring and guiding the next generation of thinking skin care professionals and spa owners.