When reading business books, devouring podcasts and engaging with business training online one of the most overused and misunderstood concepts we come across is “branding”. We hear about personal branding, business branding and sub branding but never really dig into what this could mean in business – or more specifically, for your dance studio.
The bottom line when it comes to creating, building and integrating your brand in your dance studio is that this is going to reflect and encompass your truth. It is what you stand for. Your brand is your avenue to communicating your values, attributes and characteristics. It’s your promise to your customer when you announce loudly, proudly and consistently ‘This is who we are.’
The million dollar question for studio owners is HOW does your brand become a brand and, how will you ensure your ideal students and parents connect with it?
To start building your brand, you need to consider three things:
- What is your mission?
- What are your benefits and features?
- What qualities do you want associated with your studio?
Once you’ve had a brainstorming session and are confident that you have answered those questions in a way that reflects your studio, it’s time for the fun part: creating a tagline! You know what a tagline is, and would have heard hundreds of them over the years such as:
Nike: “Just Do It”
Apple: “Think Different”
Dollar Shave Club: “Shave Time. Shave Money.”
L’Oréal: “Because You’re Worth It”
MasterCard: “There are some things money can’t buy. For everything else, there’s MasterCard.”
What makes these jaw-dropping? They’re memorable. They include a key benefit. They differentiate the brand. And most importantly, they impart positive feelings about the brand. The same concepts are used when creating and sharing hashtags on social media and should definitely be something you are thinking seriously about when building your studio’s brand.
Once you have spent hours, had lightbulb moments while driving and been kept awake by the ideas buzzing around your head, it’s time to start exploring how you can build sub-brands for your classes. It’s getting harder and harder to stand out from all the other jazz or ballet classes out there, so creating a brand around your classes is a great idea to excite your ideal students and parents quickly and really stand out from the rest. A popular example of this that works really well is to brand your preschool classes by calling them “Little Superstars Jazz”, “Little Superstars Ballet” for example. Get creative!
The best way to generate a great and lasting sub-brand in your studio, you’ll need to consider the following:
- What is the age group?
- What classes have potential to grow?
- What name will you use?
- What will you use for your logo?
Once you’ve nailed these, you’re all set! This is where the fun stuff kicks in, like marketing your branded classes, ordering branded uniforms and most importantly, updating your website to really make your new and improved classes pop.
For more studio growth tools, tips and expert feedback, join our tribe of dance studio owners in the Dance Studio Owners Association