Branding is one of the most important things an Indie barber can do for their business, and probably one of the hardest to get right. But the impact of good branding is the difference between a successful business and a failed one. There’s a reason why big companies spend millions on TV advertisements and billboards—because branding matters. 

As an indie barber, you’re probably not buying a commercial slot during primetime, but even a small investment into your branding will have worthwhile results, allowing you to build a client base by creating a distinct and appealing brand image.

Read on to discover the best ways to effectively brand your indie barber business, as well as common mistakes to avoid as you learn how to build clientele as a barber over time. 

How Poor Branding Can Hurt Your Business

Branding is more than just the name and logo for your business. It’s how customers perceive their experience with you. Everything from the booking experience to how you take payments tells clients something about your brand. 

Don’t make the mistake of skimping on your brand. But don’t brand your business carelessly, either.

Branding yourself the wrong way is just as bad as not branding at all. Outdated visuals, an unconvincing mission statement, or any number of other missteps could turn a potential client away.

If you follow the few basic guidelines outlined below, you can easily avoid common mistakes and make sure your business’ brand is poppin’ from the get-go. 

Step-By-Step Basics of Branding Your Barbershop

• Research Your Local Market – What works in one place won’t work in another. Check out the successful barbers in your city and surrounding areas to see what kind of image appeals to local customers. Also, consider the demographics of your target market and the average price points for similar services. Using these insights, you can better determine what makes sense when setting your barbershop pricing strategy.

• Find Your Target Audience – Do you specialize in a certain hairstyle? Is there an age bracket you feel most suited to serve? Figure out who you want walking into your booth and tailor your brand to them. 

• Play the Name Game – What’s in a name? A whole lot when it comes to branding. Your business’ name should reflect your values and appeal to your desired client base. Your name also needs to be unique, memorable, and available. Additionally, consider how it would look as a URL—you want to have a website that’s easy to find. 

• Cultivate a Visual Identity – A striking and consistent visual identity goes a long way in creating a lasting brand. Whether you opt for modern minimalism or a retro 50s throwback, make sure the font, colors, and imagery you use, as well as your logo, tie into the overarching concept of your brand. 

• Identify Your Mission Statement – Why would a customer come to you instead of the competitors you checked out during your market research? That’s where the mission statement comes into play. Figure out what makes your business different and what you can offer to your customers and community at large. When people know what you stand for, they’ll be more likely to stand with you and stay loyal.

• Tell Your Story – It takes passion to strike out on your own and start an indie barber business. Tell the world what drives you to be the best barber you can be. Customers will relate to your brand image more if they get to know you and learn why you love what you do. As an indie barber, you’re the face of your business–so put your best face forward.

• Make a Digital Footprint – Small businesses need a lively digital presence to thrive. To that end, consider promoting your business with your own website. Bolster this with active social media accounts that let you engage with potential customers. Lastly, keep your Google Business profile and Yelp information up-to-date so that your customers can find you no matter what platform they use. 

• Put Your Brand into Action – If you’re renting a booth, you may be limited in your ability to brand your space. Even so, there’s always a way to translate your brand ideas into the real world. Fill your website and social media with your visual branding materials, and consider showcasing your logo in your booth in whatever way you can. Make sure your whole client experience reflects your brand’s values.

Looking at this list, it might feel overwhelming to create your brand. But by putting in the work now, your brand will become second nature and have a hugely positive impact on your business’ future. 

Common Branding Mistakes to Avoid 

Following the above steps can make your brand stand out and help you develop a loyal client base. But, there are a few things you’ll want to avoid in the branding process:

• Boring or Unclear Names – A name like “[Your City Name] Barbershop” tells your potential client nothing about your brand. Pick a name that reflects you, your values, and your mission so that you can attract like-minded people. On the other hand, make sure your name also reflects the nature of your business. People need to know that they’re going to a barber, after all.

• Brand-Audience Disconnect – If you’re trying to attract a youthful new customer base, avoid old-school nostalgia themes in your brand image. Your ideal clients and your business’ identity should be in sync.

• Lack of Important Information – Physical advertising materials should clearly display your website and social media information—and your website and social handles should prominently feature your booking link if you use one. Make it easy for your customers to find what they need once they show interest in your business and brand. 

• Lack of professionalism – You don’t need to spend a fortune on branding to come off as a professional that people will trust. A professional image and professional barbershop experience ensure customers will return again and again. 

• Lack of Brand Cohesion – A cohesive experience across all elements of the customer’s journey is another tool to foster customer loyalty. This is why branding your physical booth space in the same way as your digital presence is so important. If you change a logo or a name in one place, make sure it gets changed everywhere.

• Disregarding the Customer Experience – Ensuring clients feel at ease with the booking process by making it simple and streamlined is essential to attracting and keeping customers. Additionally, operating on a cash-only basis alienates people in an increasingly cashless world, so consider offering various payment methods. Using an all-in-one barbershop management system can help with both of these issues. 

Put Your Best Foot Forward with SQUIRE

As an indie barber, your time is valuable. Between building your own distinctive brand and providing clients with a memorable and enjoyable experience, you shouldn’t have to worry about the logistics behind the scenes.

That’s why there’s SQUIRE.

SQUIRE streamlines shop operations and improves the client experiences. Manage bookings, payments, customer communications, and inventory all from one place. SQUIRE helps your business get to the next level while you focus on your craft, your brand, and your customers. Request a demo today!