Sharpen Your Professional Image
Business Side
By Gerald Kinro
Originally published in Massage & Bodywork magazine, February/March 2001.
Copyright 2003. Associated Bodywork and Massage Professionals. All rights reserved.
Each day while walking to work, I pass the office of a massage therapist. It's in the middle of Honolulu's sleazy hostess bar district, and is adjacent to an X-rated video store. Is it legitimate? I can't say for sure. I am content not to find out. In this case, the owner has projected an image -- perhaps desired, perhaps not.
At the other extreme are advertisements for luxurious spas with waterfalls, massage, pools, baths and other amenities. They too project an image -- one of opulence.
Most of you operate in neither of the above settings. You rent less expensive office spaces or work out of your homes. You are dedicated health professionals helping clients while trying to overcome negative stereotypes of the profession.
The image you portray can influence the type of business you cultivate and can be the difference between success and failure. Here are some suggestions for developing your own business image.
It Starts with a Name
The best names are clear, concise and send the right message. In an old newspaper ad, I came across the name "Foxy Baby." It is clear and concise. It does project an image, though not the one you may want. Your business name must deliver the right message. Akua Lum, of Kaneohe, Hawaii, chose "Bodytherapy By Akua." It is crisp and professional. Words like "therapy," "institute," "health," "massage professional" and "therapeutic" have professional connotations.
Try putting different words together. Run phrases by friends and acquaintances to get feedback. For those who do go the route of Yellow Pages advertising, some use words early in the alphabet to give themselves an edge. Ever notice how many companies start with A?
Once you have brainstormed, make sure no one else in your area is already using the name you've selected. You can check with your local licensing agency, and if going national, do a trademark search.
Many therapists have no company name, preferring to use their own name such as "John Doe, Licensed Massage Therapist." This works just as well, and is still professional and effective.
Logos and Slogans
Akin to the business name is a logo and slogan. A logo encapsulates information about your practice and personality. It has four basic components: color, type, content and style. Strong colors quickly grab one's attention. They suggest a bold, aggressive personality. Pale colors, on the other hand, project restfulness -- an appropriate choice for therapists advocating massage for relaxation and healing. Regarding size, a bold, large logo depicts a company as aggressive. Smaller ones imply quiet distinction.
Content and style can vary according to the message you wish to send. You must ask who are your clients? Athletes? Stay-at-home moms? Business people? Men? Women?
"I chose a lotus blossom and hands because flowers connote relaxation," said Lum. "The hands for a massage therapist speak for themselves." In her practice, Lum caters to both genders and advocates massage for healing and relaxation.
Slogans are catchy phrases used in advertising. While many companies do without, a slogan is a way to enhance an image. Some examples by massage therapists include: "for the active athlete," "for the busy executive." Notice to whom they cater?
Now that you have a company name, a logo and a slogan, how do you start enhancing your image? A business card is a good start. It should have all three of the items discussed above. In addition, you should add your phone number and address. Some add the services they provide on the backside of the card to further enhance advertising. On all correspondence, Lum also emphasizes her affiliation with a national organization.
You may have a graphic artist design your cards or you may make your own, there are many programs enabling you to easily create a design on your computer. Now that you have business cards, dispense them to prospects. Akin to the business card is a brochure that extrapolates what is offered.
While these are things that help bring clients to your office, image building continues. The real work at building an image starts when the client comes to your office.
Where You Hang Your Shingle
While cost is a factor in selecting office space, there are others that affect your image. Do you rent space in a shopping mall? In a medical office? In a pool hall? Where you choose to locate will affect the public's perceptions of you and will influence what type of clientele you attract.
Looks Count
We are continuously judged by what we look like -- our dress, mannerisms, speech, etc. We are often judged long before we are able to perform our skills. In fact, impressions are made within the first few seconds of meeting someone.
The first rule is to be yourself. Anything else will come across as phony. We've all met the salesman who came across as insincere. Most of us are not gifted and trained actors. But, the ability to smile and converse can be learned by introverts.
Dress for the job. You have to be comfortable enough to perform massage. Massage is a luxury. It is also seen as therapeutic. First, you have to be comfortable enough to do the job. Second, dress must be clean, fit appropriately, and be in good taste for the locale.
Your Business Surroundings
Clients expect clean surroundings. They also have five senses. Use things for the office that appeal to them all. Some therapists employ aromatic essential oils, pleasant pictures or relaxing music to assist the massage session. My therapist displays pictures of birds. Some show flowers that give off healing energy. Office color and furnishings have an effect on the client. For a restful mood, use softer colors. You may wish something more dynamic -- red, dark blue and the like -- for a bolder look.
When making decisions about the presentation of your business and how you are to be regarded by the public, no choice is too small or should be done haphazardly. From your name, logo and slogan to your location, surroundings and attire, customers will determine whether or not to frequent your establishment based on the comfort level and welcoming atmosphere you create.
Gerald Kinro is a freelance writer based in Hawaii. Contact him at gkinro@hgea.org.
Copyright 2003. Associated Bodywork and Massage Professionals. All rights reserved.
Each day while walking to work, I pass the office of a massage therapist. It's in the middle of Honolulu's sleazy hostess bar district, and is adjacent to an X-rated video store. Is it legitimate? I can't say for sure. I am content not to find out. In this case, the owner has projected an image -- perhaps desired, perhaps not.
At the other extreme are advertisements for luxurious spas with waterfalls, massage, pools, baths and other amenities. They too project an image -- one of opulence.
Most of you operate in neither of the above settings. You rent less expensive office spaces or work out of your homes. You are dedicated health professionals helping clients while trying to overcome negative stereotypes of the profession.
The image you portray can influence the type of business you cultivate and can be the difference between success and failure. Here are some suggestions for developing your own business image.
It Starts with a Name
The best names are clear, concise and send the right message. In an old newspaper ad, I came across the name "Foxy Baby." It is clear and concise. It does project an image, though not the one you may want. Your business name must deliver the right message. Akua Lum, of Kaneohe, Hawaii, chose "Bodytherapy By Akua." It is crisp and professional. Words like "therapy," "institute," "health," "massage professional" and "therapeutic" have professional connotations.
Try putting different words together. Run phrases by friends and acquaintances to get feedback. For those who do go the route of Yellow Pages advertising, some use words early in the alphabet to give themselves an edge. Ever notice how many companies start with A?
Once you have brainstormed, make sure no one else in your area is already using the name you've selected. You can check with your local licensing agency, and if going national, do a trademark search.
Many therapists have no company name, preferring to use their own name such as "John Doe, Licensed Massage Therapist." This works just as well, and is still professional and effective.
Logos and Slogans
Akin to the business name is a logo and slogan. A logo encapsulates information about your practice and personality. It has four basic components: color, type, content and style. Strong colors quickly grab one's attention. They suggest a bold, aggressive personality. Pale colors, on the other hand, project restfulness -- an appropriate choice for therapists advocating massage for relaxation and healing. Regarding size, a bold, large logo depicts a company as aggressive. Smaller ones imply quiet distinction.
Content and style can vary according to the message you wish to send. You must ask who are your clients? Athletes? Stay-at-home moms? Business people? Men? Women?
"I chose a lotus blossom and hands because flowers connote relaxation," said Lum. "The hands for a massage therapist speak for themselves." In her practice, Lum caters to both genders and advocates massage for healing and relaxation.
Slogans are catchy phrases used in advertising. While many companies do without, a slogan is a way to enhance an image. Some examples by massage therapists include: "for the active athlete," "for the busy executive." Notice to whom they cater?
Now that you have a company name, a logo and a slogan, how do you start enhancing your image? A business card is a good start. It should have all three of the items discussed above. In addition, you should add your phone number and address. Some add the services they provide on the backside of the card to further enhance advertising. On all correspondence, Lum also emphasizes her affiliation with a national organization.
You may have a graphic artist design your cards or you may make your own, there are many programs enabling you to easily create a design on your computer. Now that you have business cards, dispense them to prospects. Akin to the business card is a brochure that extrapolates what is offered.
While these are things that help bring clients to your office, image building continues. The real work at building an image starts when the client comes to your office.
Where You Hang Your Shingle
While cost is a factor in selecting office space, there are others that affect your image. Do you rent space in a shopping mall? In a medical office? In a pool hall? Where you choose to locate will affect the public's perceptions of you and will influence what type of clientele you attract.
Looks Count
We are continuously judged by what we look like -- our dress, mannerisms, speech, etc. We are often judged long before we are able to perform our skills. In fact, impressions are made within the first few seconds of meeting someone.
The first rule is to be yourself. Anything else will come across as phony. We've all met the salesman who came across as insincere. Most of us are not gifted and trained actors. But, the ability to smile and converse can be learned by introverts.
Dress for the job. You have to be comfortable enough to perform massage. Massage is a luxury. It is also seen as therapeutic. First, you have to be comfortable enough to do the job. Second, dress must be clean, fit appropriately, and be in good taste for the locale.
Your Business Surroundings
Clients expect clean surroundings. They also have five senses. Use things for the office that appeal to them all. Some therapists employ aromatic essential oils, pleasant pictures or relaxing music to assist the massage session. My therapist displays pictures of birds. Some show flowers that give off healing energy. Office color and furnishings have an effect on the client. For a restful mood, use softer colors. You may wish something more dynamic -- red, dark blue and the like -- for a bolder look.
When making decisions about the presentation of your business and how you are to be regarded by the public, no choice is too small or should be done haphazardly. From your name, logo and slogan to your location, surroundings and attire, customers will determine whether or not to frequent your establishment based on the comfort level and welcoming atmosphere you create.
Gerald Kinro is a freelance writer based in Hawaii. Contact him at gkinro@hgea.org.
