You’ve heard the marketing terms mission statement, vision statement, tagline, and slogan. But, do you know what they mean, the difference between them, and why you would need any of them to help market your salon or spa? Below we identify the purpose and structure of each of these statements so you can decide the best options for your business. But first, a note about marketing…
Before you can effectively market your business to find or engage customers, you should first define what you do, why you do it, and who you do it for. You’ll use this description as a foundation for other statements, including those mentioned below.
You’ll also want to make sure that your entire team understands the base description for your business and your core principles. That way, you have a solid foundation when your consumer-facing marketing takes effect. With that in mind, a good mission statement is suggested.
A short, written statement, typically anywhere from a sentence to a paragraph in length, a mission statement succinctly describes the core purpose of your company and its future aspirations. These inward-facing statements are rarely intended for the general public but instead clarify an organization’s purpose and ultimate goal to staff, and even investors.
In simpler terms, a mission statement outlines the “why” of your business and is usually followed with your goals and strategies to fulfill those goals. When writing a mission statement, it’s advised to link what you do with your company’s fundamental values. The statement should use specific language free from promotional claims to describe how and why you do what you do.
Let’s take Aveda as an example: “Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.”
Only two sentences long and to the point, Aveda’s mission statement tells the reader what the company does in today’s market and why. The statement doesn’t get carried away with flowery language or sales jargon. Instead, it states very clearly what the company believes.
While a mission statement tells your audience and/or team where your company is focused today, a vision statement describes where you’re headed tomorrow. It’s where your company aspires to be after achieving its mission.
Something to Consider
Although mission and vision statements are traditionally designed for defining and keeping businesses motivated from the inside (staff and investors), nothing says that they can’t be used to face the public or rewritten to address your customers. Just don’t lose sight of their primary purpose.
Taglines & Slogans
Taglines and slogans are similar in that they are both outward facing and are typically used in advertising campaigns.
A tagline is a formal line of copy often about the business itself and is frequently placed below the logo. They seldom position the brand but evoke emotion or compel an action instead, often exceeding mere description. Examples include Nike’s “Just Do It” or Apple’s “Think Different” taglines. Neither says what the company does but instead compels an action.
Larger companies will usually have one tagline (Apple: Think Different) and many slogans (Neutrogena skincare: Break the Breakout Cycle or Healthy Skin, Visibly Even).
A slogan is about your product or service and is less formal, telling your audience what you do, why you do it, and why they should pick your salon or spa. It can be a frequently used line or a motto to describe the company or its mindset. For example, Olay’s slogans include:
- Your best beautiful
- Love the skin you’re in
- Lie about your age. Hide the evidence.
To help illustrate the different statements, here’s an example of each type for a fictional company named Illusions Day Spa.
Illusions Day Spa offers a wide range of spa services including massage, skin care, waxing, and general rejuvenation in a relaxing sanctuary set in downtown Springfield.
Our mission is to provide a peaceful oasis in the heart of the city to pamper our clients while supporting sustainability and green business practices.
We strive to reduce the carbon footprint for our industry while creating the ultimate client experience by developing and implementing our own techniques, treatments, and line of sustainably resourced products.
Tagline (used under spa logo)
Escape & Exhale
A Peaceful & Sustainable Oasis of Wellness
Notice that the mission and vision statements above are designed for internal use, but in this case, can work for outwardly as well. They identify the company’s goals and have briefly stated how the goals will be reached. The spa’s tagline evokes an emotion or action, while the slogan is short and concise, but captures the essence of what the company does. The description, however, works for everybody.
The difference between these branding terms may seem small, but the result makes a significant impact on your brand. The more detailed you can be with the goals, values, and actions your salon or spa takes, the better you’ll be able to connect, communicate, and engage.