Olaplex: How a Brand Built on Bonds Can Rebuild Trust with Salons and Hairstylists

June 26, 2025Nina KovnerPodcast

Olaplex didn’t just create a product; it created a category. It provided stylists a new language around hair health and made the salon pro, at every level, feel more confident, understood, and seen. But as the brand scaled and shifted toward the consumer market, something got lost: connection and community.

In this episode of BUILDING & BREAKING, we explore how one of the most iconic and beloved brands in pro beauty lost its focus, fumbled the moment trust was most at risk, and what every salon owner, stylist, and professional beauty brand can learn from it.

In This Episode:
• Why clarity of brand story is everything, especially as you grow and face controversy
• How silence during hard moments breaks trust faster than any mistake
• The opportunity Olaplex had (and still has) with scalp care as a service experience
• Why connection with hairstylists isn’t built through celebrity endorsements, but in everyday conversations and connections
• What it means to stay aligned with, and speak the language of, the people you serve

Because being the “best” doesn’t build a brand, trust does. And trust is built through clarity, consistency, and care.

If you are a salon owner, salon coach, or independent stylist, and want to have a deeper understanding on how to not only create a brand story, but also, how it connects to every decision a salon makes in their business, click here to learn more about Creating Your Awesome Brand, a complete course for beauty pros.

Thank you for listening, leaving a rating or review, and sharing this episode with a business bestie who can benefit from the lessons.

In-N-Out: The Power of Simplicity, Brand Strategy, and Staying in Your Lane

June 12, 2025Nina KovnerPodcast

This week, we’re driving straight into the In-N-Out experience, a brand that’s never chased trends, but instead chose clarity, consistency, and connection. No chicken sandwiches. No seasonal drops. Just a focused menu, a powerful brand promise, and systems that deliver, over and over again.

In This Episode:

  • Why In-N-Out’s brand promise is embedded into every experience
  • The power of a simplified menu (and what it teaches us about over-complicated service menus and product lines)
  • How consistency builds lifetime customer and client value
  • Why slow growth is sometimes the smartest growth
  • And why pricing isn’t just about numbers, it’s about trust

From hairstylists to salon owners to beauty brands, this one’s for anyone ready to stop overcomplicating and start focusing on what matters most. Focus is a strategy. Consistency is the real flex. And trust is how you build something that lasts.

If you are a salon owner, salon coach or independent stylist, and want to have a deeper understanding on how to not only create a brand story, but also, how it connects to every decision a salon makes in their business, click here to learn more about Creating Your Awesome Brand, a complete course for beauty pros.

Thank you for listening, leaving a rating or review, and sharing this episode with a business bestie who can benefit from the lesson.

 

Trader Joe’s: How Brand Story Creates Connection & Builds Trust Through Every Decision

June 9, 2025Nina KovnerPodcast

Trader Joe’s isn’t just about $3.99 flowers or dark chocolate peanut butter cups, it’s a masterclass in brand clarity and alignment. In this episode, we break down how every decision they make, from no delivery to no self-checkout to no coupons, is driven by their brand story (which includes brand promises), and why it keeps us coming back (even with those chaotic parking lots).

Because brand clarity isn’t a constraint, it’s freedom.

In this episode:

  • Why Trader Joe’s brand story is so clear and why it matters
  • How saying no to delivery and self-checkout protects the experience
  • The real reason their Crew Members are so friendly lol
  • Why no coupons build trust
  • How living your brand promise through your decisions and actions, not just talking about it, builds connection and high lifetime customer and client value
  • The lessons salon owners, hairstylists, and beauty brands can take from Trader Joe’s to build stronger, more trusted businesses, and create higher lifetime client and customer value

If you are a salon owner, salon coach or independent stylist, and want to have a deeper understanding on how to not only create a brand story, but also, how it connects to every decision a salon makes in their business, click here to learn more about Creating Your Awesome Brand, a complete course for beauty pros.

Thank you for listening, leaving a rating or review, and sharing this episode with a business bestie who can benefit from the lesson.

 

Starbucks: How Losing Focus On The Brand Experience Cost Them Barista & Customer Trust

May 29, 2025Nina KovnerPodcast

In this episode of BUILDING & BREAKING, I unpack Starbucks: the iconic brand that built its success on human connection and consistent experience, and what happens every time it drifts away from that brand promise.

From Howard Schultz’s bold 2008 shutdown all U.S. stores to reconnect with the baristas and Starbucks experience, to this year’s decision to cut 30% of the menu, Starbucks follows a familiar pattern: build, overcomplicate, break trust, and then attempt to refocus on their brand and what made them successful to begin with.

I share what salon owners, hairstylists, and beauty brands can learn from Starbucks about brand drift, operational alignment, and the myth that “more” always means better.

Because it’s about the coffee, or haircuts, or bottles of shampoo, it’s about the entire experience. And when that breaks, so does trust.

In This Episode:

• The real reason Starbucks shut down all US stores in 2008, and what that bold move teaches us about leadership and brand clarity
• Why cutting 30% of the menu is about more than efficiency, it’s about restoring the brand experience
• How complexity inside the store created chaos, stress, and emotional disconnect for both baristas and customers
• What the new dress code reveals about the disconnect between brand story, business goals, and the experience
• What salon owners, stylists, and beauty brands can learn about staying focused, building trust, and aligning the decisions you make with your brand story

If you are a salon owner, salon coach or independent stylist, and want to have a deeper understanding on how to not only create a brand story, but also, how it connects to every decision a salon makes in their business, click here to learn more about Creating Your Awesome Brand, a complete course for beauty pros.

Thank you for listening, leaving a rating or review, and sharing this episode with a business bestie who can benefit from the lesson.

Taylor Swift: How Storytelling, Emotional Connection, and Healthy Boundaries Built A Personal Brand

May 22, 2025Nina KovnerPodcast

In this episode of BUILDING & BREAKING, I break down one of the most iconic personal brands in the world, Taylor Swift.

This isn’t a fangirl episode (though I’m a Swiftie, duh). This is about a personal brand and consistent leadership, grounded in brand clarity, emotional connection, and healthy boundaries.

From how Taylor speaks the language of her audience to how she uses storytelling to build trust and community, this episode explores the exact strategy behind her global impact.

You’ll learn how to apply Taylor’s brand genius to your salon, business, or beauty brand, including real-world takeaways for hairstylists, salon owners, and beauty marketers.

In This Episode:

  • A breakdown of Taylor’s brand story and why it works
  • Lessons in client communication from Taylor’s inclusive language
  • Why emotional connection builds long-term relationships and lifetime client value
  • How healthy boundaries are part of brand strategy
  • What it looks like to care deeply while protecting your energy

I also share how Taylor’s music and the Eras Concert Tour helped me heal through deep grief. This one’s personal, and yes, there were a fear tears shed.

If you are a salon owner, salon coach or independent stylist, and want to have a deeper understanding on how to not only create a brand story, but also, how it connects to every decision a salon makes in their business, click here to learn more about Creating Your Awesome Brand, a complete course for beauty pros.

Thank you for listening, leaving a rating or review, and sharing this episode with a business bestie who can benefit from the lesson.