Elizabeth Kraus

Elizabeth Kraus is the owner of Be InPulse branding, marketing and design and the author 365 Days of Marketing, Little White Marketing Lies and the 2012 Small Business Marketing Calendar.

Kraus also authors niche publications for Salon and Spa including The One To Watch: 2012 Marketing Guide for Stylists, Estheticians, Massage Therapists and Independent Salon Owners, the 2012 Salon and Spa Marketing Calendar and Make Over Your Marketing and 12 Months of Marketing for Salon and Spa.

Elizabeth says, "Everything is marketing. Building a strong business requires you to view branding as an activity that occurs in the mind of your clients and prospects, each and every time they come into contact with you or with any aspect of your business.

"Since people's perceptions about your business (and you!) are established and reinforced (or broken down) at every touch point, it's vital for the business owner to think through the customer experience from beginning to end, from the first possible point of contact or exposure through the appointment itself and to what will happen afterward.

"Developing a more holistic approach, analyzing and taking control of all of the many activities that may occur gives the business owner the opportunity to design a truly exceptional and exceptionally satisfying customer experience."