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EXPERT VIEW Anna Bjurstam you won’t need to sell the concept. Implementation is the tricky bit, and it comes back to trust. My most essential piece of advice would be to test the idea before going big. You’ll find that there are many things you need to tweak and if you go big from the start, making changes will a) become much more costly and cumbersome and b) dilute the trust in your brand. So, no matter how eager you are to roll out the brand, test it out first, going back to the drawing board a couple of times. Add things little by little, including standard operating procedures and templates. Stay true to your brand pillars, voice and vision. They are there to define what to do, but also what not to do. Former Nike & Starbucks executive Scott Bedbury said: “A brand is a story that is always being told”. Branding is the process of forming memories, emotions and a relationship around your brand in the consumer’s brain. The goal is to build such a strong connection that the consumer takes on your identity as their own, using your brand to help define who they are. Look at Apple, Nike and Google; they have diehard followers because they have been successful in establishing a connection with us and consumers purchase Apple and Nike products because their brand identities fit with their own persona. With Liv Nordic, we have found that our authentic Swedish massage; genuinely caring staff; Nordic bathing ritual with its hot sauna and ice cold dips; Scandinavian design; and Swedish tradition of “fika” resonates with our guests in a meaningful way. Our brand pillars of Nordic stillness, creativity and a connection to nature directs us in how we live and, therefore, in what we do and how we serve our guests. Which generates the trust necessary to build a successful brand. Anna Bjurstam has 25 years’ industry experience and is a partner in spa consultancy and management company Raison d’Etre, whose business includes in-house spa brand Liv Nordic and whose clients comprise more than 120 spas in 65 countries. She is also vice president of spas for Six Senses hotels and resorts. raisondetrespas.com World Spa & Wellness | July/August 2017 49
WELLBEING PROFILE Harrods Wellness Clinic Storefront to wellness Department store Harrods has expanded its wellbeing offering with the opening of the ambitious new Wellness Clinic. Nora Elias finds out what motivated the move and what lies ahead 50 World Spa & Wellness | July/August 2017
Page 1 and 2: worldspawellness.com July/August 20
Page 4 and 5: #masterpiece
Page 8 and 9: CONTENTS This month... Cover: Shang
Page 10: Inspired by Facial Skin Care. Perfe
Page 13: NEWS NEWS BRINGING YOU THE LATEST F
Page 16 and 17: NEWS Hilton launches in-room wellne
Page 18: NEWS Department of Calm launches to
Page 21 and 22: EXPERT ADVICE In the know Our indus
Page 23 and 24: MARY COHR OFFERS AROMATHERAPEUTIC B
Page 25 and 26: mr sauna Saunas, steam rooms and mo
Page 27 and 28: ighter eyes, unmasqued Dermalogica
Page 29 and 30: SKINCARE Addressing emotions With t
Page 31 and 32: SKINCARE Addressing emotions for re
Page 34 and 35: TOTAL SOLUTIONS PARTNER CONNECTED T
Page 36 and 37: 25-26 FEBRUARY 2018 EXCEL LONDON Un
Page 38 and 39: EXPERT VIEW Becky Woodhouse “Make
Page 40 and 41: WHY CHOOSE US? • Comprehensive bu
Page 42 and 43: SPA PROFILE Aqua Sana Forest Spa Fo
Page 44 and 45: SPA PROFILE Aqua Sana Forest Spa Pe
Page 47 and 48: SPA PROFILE Aqua Sana Forest Spa Th
Page 50 and 51: EXPERT VIEW Anna Bjurstam Brand bui
Page 54 and 55: WELLBEING PROFILE Harrods Wellness
Page 56 and 57: WELLBEING PROFILE Harrods Wellness
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Page 61 and 62: 2017 GLOBAL WELLNESS SUMMIT October
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Page 67 and 68: SPA PROFILE Thai Square Spa Thai tr
Page 69 and 70: SALON & SPA OWNERS CONVENTION 8-9 O
Page 71 and 72: EXPERT VIEW Paul Joseph With the we
Page 73 and 74: SPA PROFILE Shangri-La Hambantota R
Page 75 and 76: SPA PROFILE Shangri-La Hambantota R
Page 77 and 78: SPATEC 17 Middle East 28-31 October
Page 79 and 80: EXPERT VIEW Valerie Delforge “The
Page 81 and 82: REGIONAL AWARDS Recognising the bes
Page 83: INDUSTRY FOCUS Spa furniture LEMI M
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Page 91: INDUSTRY FOCUS Spa furniture OAKWOR
Page 94 and 95: PRODUCT NEWS DECLÉOR The new Hydra
Page 96 and 97: PRODUCT NEWS SISLEY The Black Rose
Page 98 and 99: FIND THE PERFECT MARKET FOR YOUR BU
Page 100: Make Every Interaction Count ▪ On

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