WHY IS A STRONG BRAND personality IMPORTANT FOR DANCE STUDIO MARKETING?
A strong, consistent brand personality helps dance students both current and potential or in most cases their parents understand what to expect from your dance studio
Your brand is a way of standing out from competing studios and showing what it is that makes your offering the preferred choice. A good brand should accurately reflect both who you are as a business and how you want to be viewed. But before you can establish a strong brand with solid brand guidelines, you first need to establish what your brand personality is.
WHAT IS A BRAND PERSONAILTY?
Ask google what a brand is, you’re likely to get multiple answers, many focusing on fonts, colors, logos and other similar concepts. And while all of these are extremely important for portraying a brand and how you present your dance studio to your current and future customers, a brand personality goes much deeper than this.
So, what is a brand personality? Put simply a brand is how people perceive your studio. It isn’t how you think you are, or would like to be perceived. It’s what those customers actually think. You could say it is the personality of your studio – your brand personality
what makes a brand personality?
As a dance studio, you will already have a personality, you may be a competition studio, producing the very highest standard of dancers, a totally recreational studio or somewhere in-between. The trick is to fully capture your studios personality to present it through your brand and marketing. That way, you know the customers you attract will be the right fit for you (and probably stay for longer)
This simple six step brand personality spectrum is a great starting point for identifying your dance studios brand personality:
the brand personality spectrum
To identify your brand personality, score each of the five points on a scale of one to five. One being that you associate your studio with the personality on the very left of the spectrum and five fully associating with the very right. Ideally everyone involved with the running of the studio will complete to process to give a well-rounded view
PERSONABLE AND FRIENDLY
CORPORATE, PROFESSIONAL
SPONTANEOUS, HIGH ENERGY
CAREFUL THINKING, PLANNING
MODERN OR HIGH TECH
CLASSIC AND TRADITIONAL
CUTTING EDGE
ESTABLISHED
FUN
SERIOUS
ACCESSIBLE TO ALL
UPSCALE
USING YOUR BRAND PERSONALITY SCORES
Your brand score is a great basis for developing a successful marketing plan founded on a solid brand.
Once you have a clear understanding of the personality of your studio, and customers’ you are looking to attract, the next stage is to develop strong, robust brand guidelines including a clear culture and mission on which to base your entire dance studio marketing.
