The Brand Lesson Beauty Pros Need To Understand from Costco, Trader Joe’s & In-N-Out Burger

November 10, 2025Nina KovnerPodcast

In this Extended Encore episode, we’re combining three episodes, from three iconic legacy brands, Trader Joe’s, Costco, and In-N-Out Burger, and what they all share in common, and can teach every salon, stylist, and beauty professional about the truth that never changes: your salon brand story is your foundation.

Each of these brands knows exactly what problems they are solving, how they solve those problems, who they are solving problems for, and the solutions they deliver, and they never stray from it.

Trader Joe’s isn’t trying to be Whole Foods. Costco isn’t chasing Amazon. In-N-Out Burger isn’t expanding its menu to keep up with fast food fads. They all built trust by being consistent, keeping their brand promises, and staying focused.

That’s what so many in the pro-beauty industry miss. Your brand story isn’t something you write once and forget. It’s the foundation that guides your decisions, your pricing, your marketing, your content, your leadership, your client experience, everything.

In This Episode
From Costco:
How a clear promise of value and fairness turned a warehouse into a high lifetime customer value.

From Trader Joe’s:
How storytelling and culture created a shopping experience people actually love.

From In-N-Out Burger:
How a simple, focused menu became their secret to obsession.

What it all means for your salon: when you know your brand story, you stop chasing trends, comparing your brand to others, and start creating from a place of clarity, focus, and alignment.

Because brand story is your foundation.
It’s what builds trust, loyalty, and higher lifetime client value in every great brand and every great salon business.

If you are ready to stop comparing and start creating and leading with more clarity and alignment, join me in MENTORED. with Nina L. Kovner. Our first step is building your brand story. To get started, tap Subscribe on the @passionsquared Instagram page.

Thank you for listening and sharing with your business besties!

Costco: A Masterclass In Trust, Brand Promises, and Lifetime Team and Member Value

May 5, 2025Nina KovnerPodcast

In the premiere episode of BUILDING & BREAKING, Nina dives deep into one of the greatest brand loyalty stories of our time: Costco.

Through personal reflections as a newer Costco member (yet longtime studier of the brand) and decades of experience in brand strategy, Nina unpacks why Costco continues to build lasting trust, while other brands seem to be breaking it.

This episode breaks down the fundamentals behind Costco’s success: their unwavering commitment to lifetime customer value, keeping brand promises (no matter the pressure), investing in their people, and always playing the long game over short-term gains.

Nina connects these lessons back to the pro beauty industry, creative small businesses, pro beauty brand execs, offering real-world takeaways on how clarity, consistency, and true care are at the heart of every enduring brand.

Whether you’re a salon owner, hairstylist, creative entrepreneur, or brand leader, this episode lays the foundation for understanding what it really takes to build and retain trust.

If you want to learn more about creating your brand story and how to connect all the dots in your salon business, click here to learn more about Creating Your Awesome Brand, A Complete Course for Beauty Pros.

Thank you for listening and sharing this episode with your business besties!