Going To A Salon Isn’t A Luxury, Going To A Luxury Salon Is A Luxury

November 28, 2023Nina KovnerGROW

Your experience is your brand

In the awesome landscape of the beauty industry, you don’t just provide a service; you create an experience.

Understanding your brand story, and market position, helps you create experiences that are aligned with your brand, business model, objectives, and desired outcomes. Your brand story is the foundation from which you make all of your decisions for your salon, and clarity is the first step to simplifying your decision-making so you have more time for joy!

There are many different brand positions – from bougie luxury to the accessibility of value brands. Understanding where your salon fits into this spectrum is essential to help you create your brand story. Understanding your salon’s story, business model, and market position isn’t merely a strategic exercise; it’s the essence of creating an authentic connection with your clients, teams, and tenants (renters).

Your brand story isn’t just about the services you offer; it’s about the problems you solve and the emotions, values, and experiences you evoke. It’s the thread that weaves through every cut, every color, and every client interaction. Aligning your marketing with this narrative is the key to resonating with your target audience or what we call ‘brand people’. This alignment goes beyond aesthetics or your brand identity; it’s a strategic choice that extends to how you price your services and products. By understanding this intricate web, you’ll gain clarity, allowing you to make informed and aligned decisions and navigate building and growing your salon brand with purpose.

It’s super important to dispel the misconception that all salons are synonymous with luxury. The beauty industry caters to a diverse clientele with varied preferences and budgets which is awesome. Whether you’re a luxury salon offering high-value pampering or a value brand creating accessibility, each has its place and purpose. Your salon brand is a reflection of your values and the experiences you deliver, creating a space where individuals, regardless of budget constraints, can indulge in feeling and looking more beautiful.

This is just one of many tools and strategies inside the Creating Your Awesome Brand, a complete course for beauty professionals. Because when you have clarity around your brand, you have a strong foundation to make more aligned decisions, save a ton of time, money, and energy, and feel more confidence, courage, and joy. Click here to learn more.

Much love, in service to you-

Nina

Two Simple Ways To Keep Your Salon Clients Coming Back To You

November 17, 2023Nina KovnerGROW

Consistency builds trust. Trust builds relationships. Relationships build referrals. Refferals can be retained when you deliver awesome experiences consistently.

In 2023 and beyond, your salon clients are looking for more value, and to know you care about them. They have so many choices, and one of the reasons they choose you, again and again, is because they feel like they matter. That along with the experience you deliver, how that experience is aligned with what they care about and value, and clear, consistent communication.

Telling your salon clients you care is not enough. You must show them. And the truth is, it’s really simple to do that, particularly now that nearly every salon software program and booking app has these capabilities for you. And if you are not sure what is available to you, contact your salon software platform or booking app and ask them.

Two ways you can show your clients you care is in your post-experience follow-up communications.

Post-Experience Thank You Message
This is an awesome way to say thank you and invite your salon clients to share their experiences on your primary review and referral platform such as Google or Yelp.

Salon Client Check-In Message
This is a real game-changer. It is inevitable that your client won’t pre-book their next experience with you for whatever reason and some just ‘fall off your books’. Each week, or month, you simply run a report that shows which of your salon clients are outside their regular maintenance schedule, and you reach out. This not only shows them you care, it gets them back into your chair. One of our clients, who owns two employment-based salons, runs this report and sends this message every week. In less than a year this one action generated over $100K in new appointment revenue. Yes,  you read that right.

The truth is long-term growth happens when you execute the fundamentals consistently. And salon client care and communications are fundamental to building and growing an awesome salon business and brand.

This is just one of many tools and strategies inside the Creating Your Awesome Brand, a complete course for beauty professionals. Because when you have clarity around your brand, you have a strong foundation to make more aligned decisions, save a ton of time, money, and energy, and feel more confidence, courage, and joy. Click here to learn more.

Much love, in service to you-

Nina