|
Jul 15
2010
|
  |
|
A brand is living, breathing and moving. “Today’s brand represents a set of expectations, memories, stories, and relationships that when taken together account for a consumer’s decision to choose your product,” says Kate Leydon, founder of Ruby Room, The Style of Wellness, in Chicago. “If you’re represented by a symbol or mark and that’s it, you’re missing out. You are yesterday’s brand.”
After 12 years working in top positions for luxury beauty brands Aveda and Bumble and Bumble, Leydon burned out—and needed time to recharge herself. In doing so, she realized a new path to wellness and it became her niche, one that the beauty industry had yet to touch on – infusing energy, healing and all things positive into the spa services Ruby Room offers.
The Ruby Room brand began in 2002 and it continues to live, breath and evolve from the forces that shape and mold it.
Leydon listens to what clients are saying about her brand, and she differentiates her spa by staying true to what she represents daily to her clients, culture, and community. She found an untapped niche in the huge spa market and brought her love of global treatments and traditions into her industry. So do what Kate does: Decide what makes your brand different and special and run with it; be your own biggest advocate; and make sure you hire managers who truly understand your unique culture and mission and are not afraid to communicate it daily.
If you’re interested in reading an interview with Ruby Room’s owner Kate Leydon in the July issue of Les Nouvelles Esthetiques & Spa, click on the link here. Also, if you’re looking for your own niche in the industry and how to make your business stand out amongst all the others, contact Twist’s own beauty and lifestyle branding expert Ann Higby at This e-mail address is being protected from spambots. You need JavaScript enabled to view it . She can help you to stand out in the crowd and for examples of our work and capabilities go to www.twiststl.com.
