You might wonder, is excellent branding essential for a business like a dance school? Do I need a logo for my swimming or dance lessons? Should I choose brand colours for my activity business? And most importantly, would parents care about my business’s appearance rather than the quality of my classes?
We’d say that, yes, branding is pretty crucial for businesses of any size. It’s a way to be different from your competitors, more memorable for anyone who encounters one of your marketing materials and more easily recognised by your existing clients and potential customers.
Let’s explore further what branding is and why we think it is essential.
What is branding?
If we ask you to close your eyes and think of a bubbly dark drink, do you also see a red background with white cursive letters? See, we didn’t even need to name names here. Perhaps it also reminded you of a big red truck with fairy lights and made you wish a little bit that it was December already.
That’s what branding is – your overall experience of a particular business and all the things you associate with it. Branding is the logo, distinct colours, and a company’s slogan. Branding is also the customer service, the relationship you build with the brand, the promotional messaging you put out there and your way of working as a whole package.
Why is branding important, no matter the size of your business?
Branding yourself can be powerful but also simply convenient and helpful. Think of it as a shortcut – a quick way that can show your prospective clients who you are and why they should choose you. Branding can highlight how you are better than your competitors, making an instant good impression and help build trust with your clients.
Put yourself in your client’s shoes for a moment; you google (as most parents would) “swimming classes in Newcastle”, and dozens of results come up. Now you have to choose. Would you prefer the chaotic site with broken links, no logo, and a messy look? Or would you be reassured by a clean, orderly website with consistent colours and logo and an overall professional look? Sometimes it’s hard not to judge a book by its cover - and people do.
You could be the best football coach in town, but parents need to hear of you and choose you above your competitors. Good teaching is how you keep your clients, but good “looks” is sometimes how you get them in the first place.
What are the basic five things you can do to brand your classes well?
1. Your website
As we mentioned above, would you choose the business that looks messy and unprofessional or that looks reassuringly put together? A website is often the best way to put yourself out there and be easy to find. More than just being easy to locate, it also serves as a shop window for your business. On your site, you can show parents why they should choose you, and you can highlight customer testimonials and team and pupil achievements.
You can brand yourself as a good, trustworthy and successful place where students thrive. You can do that by using good quality images, having a neat logo and consistent colours that you always use, and having a friendly, easy-to-read text. Oh, and let’s not forget – always put your contact details in the most accessible place to find them!
2. Your social media
Social media is one of the best ways to further your branding. A word of caution, though – try not to spread too thin. Focus on one or two best social media channels that would work for you; think about where your target parents hang out. Once you choose your channel, use consistent colours, style and graphics that match your brand.
It’s always a valuable idea to prepare a few template posts – for example, a post for new classes, available spaces and holiday closure times. Once you have them ready, you can change the dates and times next time you need them. Templates will keep your branding looking consistent and will save you time.
3. Your marketing materials
Even though it feels like so much branding is happening virtually these days, you shouldn’t neglect any potential opportunities in the real world. It can be a good idea to have leaflets done and distributed, or a poster you could hand at your local gym where you rent space. It would be nice if parents could instantly recognise your signature colour and look whilst switching from digital to print. So, when making them yourself or getting a professional to do them, ensure all your materials have a consistent look – from your website to your leaflet.
4. Your booking system
Parents are busy people; they might be juggling having a job, setting time aside for their kids, putting dinner on the table every night, shopping, cleaning the house, doing endless pick-ups and drop-offs and so on. They appreciate anything that makes their life easier and solves a problem quicker.
An easy-to-use, streamlined booking system, like Signaclass, will put you in their good books. Signaclass can enhance your customer service experience and ease the process of signing up and managing a busy parent’s subscription. Signaclass also lets you change the interface to your brand colours and set your logo, thus further personalising it and making it your own.
5. Your customer service
Often people think of logos and catchy slogans when they think of branding. But in reality, how you make your customers feel is an integral part of the whole image. To keep your clients and your good reputation, you need to ensure that at every point of interaction, your parents feel heard, listened to and treated well. Good customer service will strengthen your brand, keep your customers from moving to a competitor and bring in new ones from recommendations.
Summary
Branding is a chance to stand out from competitors and make a lasting impression on parents. It’s an opportunity to tell them at a glance who you are and what you stand for. Good teaching is how you keep your clients, but good branding could be how you get them in the first place.
It’s always a good idea to ensure your overall look is consistent. From your web presence – be it a website or just a Facebook page, through your leaflets and posters. Use your brand colours and logo, clean images and quality graphics. And lastly, don’t forget that the whole experience of your clients is essential – from the website to speak to you on the phone when their kid is sick. It’s all part of who your business is and what it stands for; it’s all branding.
