Let’s Catch Up: Creative Slumps, Content Creation, Seeking Context 


In this episode, Nina shares some thoughts about creative slumps in content creation including a process to work through your slump. We talk about the importance of genuine connections and the struggle with passive content consumption, the difference between creating content for marketing your business and influencers who create content as a business, and the need for a periodic reset to find inspiration, value, and back into your rhythm. We also touch on the importance of seeking context in the online space. You can find Passion Squared on the socials here and the web here. Thank you for listening! 

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Your experience matters. We would be so grateful if you shared your experience with our podcast by leaving a review wherever you enjoy your podcasts so others can discover it. It matters to us, and so do you. Thank you- Nina

Little Things Make a Big Difference in The Salon Experience

The salon experience you create and deliver is your brand


Let’s talk about something close to my heart: creating unforgettable experiences in your salon. It’s not just about hair; it’s about every little touch and detail that makes your clients feel valued, cared for, and truly special. It’s about building trust with your clients and creating memorable salon experiences that keep them coming back to you and sharing their salon experience with their friends, online and off.

Imagine this: Subaru of Portland has a dog wash area connected to the service waiting room. Cute, right? It’s such a simple yet thoughtful and memorable touch that transforms a mundane waiting room into a space where customers feel acknowledged and appreciated. And this is perfectly aligned with the Subaru brand, as one of their brand promises is ‘Subaru Loves Pets” and one way they show that is through their longtime partnership with the ASPCA and Bark. Now, let’s translate that into your salon.

Experience Is Your Brand

Your salon brand isn’t your logo (logos are part of your salon brand identity) or your Instagram feed; it’s the experience you create. It’s how you make your clients feel when they walk through your doors. Experience is a big part of your salon brand promise. It’s what sets you apart from the salon down the street. What’s important to remember is different clients value different things, thus, having clarity around your salon brand story is so important, as it helps you create the most relevant “little things” that your salon clients value.


Here are a few examples of some little, yet significant, things you can do to elevate your client experience as long as they are aligned with your salon brand story:
  • A hook in the bathroom for coats and bags: It’s the small conveniences that show you’ve thought of everything.
  • An easily accessible phone or tablet charger: Keep your clients connected and stress-free.
  • A lap desk for clients who need to work: Show that you value their comfort and time.
  • A cup holder at your station: Eliminating friction, such as where to put your cup, shows clients you really care.
  • A footrest or an extra pillow: Comfort is king and queen and all the things.
  • Specialty beverage and snack service: Elevate the experience with a touch of luxury.
  • Affirmation cards to take home: Leave them with something joyful to remember you by.
  • Silent appointments: Respect their need for quiet and personal space.
  • An elevated shampoo experience: Make it more than just getting their hair clean.
  • Hot and cool towels: A touch of spa-like comfort that’s simple and valued.
  • Cozy blankets and pillows for lash clients: Comfort during those longer appointments is worth it.
  • Noise-canceling headphones for lash and nail clients: Help them escape the noise.
  • Simple confirmation process: Make scheduling simple and convenient.
  • Product samples: Who doesn’t love a free gift?
  • Thank you notes: Never underestimate the power of gratitude.
  • Respond to awesome reviews: Show your appreciation for their support and time.
  • Neck, shoulder, or hand massages: Who doesn’t love a little extra pampering?
  • Foot waxing with pedicures: Add value and convenience to their experience.
  • Neck massager and back support options: Comfort is key for mani/pedi clients.
  • New client welcome gift bags: Make them feel special from day one.
  • Blanket warmers for facials: Little touches of cozy luxury.
  • Hand or foot massage with facials: Elevate their relaxation and create more value.
  • Disposable eyeglass handle covers for color clients: Thoughtful and practical. We love!
  • Facial steamer for shaves: Add a touch of spa vibes to your barber services.

Building Trust, Showing You Care, Adding Value

Each of these small touches builds trust, shows your salon clients you care, and adds immense value to your salon clients’ experiences. It’s about making every visit to your salon more memorable, so they can’t help but come back—and bring their friends.

Remember, it’s the little things that make a big difference. Stay focused on creating those magical moments that set your salon apart. 


The tools and strategies inside Creating Your Awesome Brand, a complete course for beauty professionals help you have clarity around your salon brand, which helps you decide which “little things” you want to build into your salon experience, build 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

Nine Reasons Salons Are Still Growing Their Business in 2024

Executing the fundamentals, consistently, is what grows a salon business and brand long term


No, not all salons or hairdressers are slow, regardless of what your particular TikTok algorithm may tell you. If you listen to the PEOPLE PASSION PURPOSE podcast, you’ve heard me talk about this the last few years because I saw it coming.

If you are in A School, or have taken Creating Your Awesome Brand, a complete course for beauty professionals, you’ve heard this too.

Some salons and hairdressers’ business has slowed down, however, some salons are thriving, having record months even, including most of our client’s salon businesses.

While there is a ton of context, nuance, and variables as to why some salons are slow and others aren’t, below are a few reasons most of our clients who own salons are doing awesome.


Nine Reasons Salons Are Still Growing Their Business in 2024

1. They didn’t overcorrect or overreact to economic pressures because they understand their salon brand and how the decisions they make impact their salon business long-term

2. They have a clear understanding of lifetime salon client value and make their decisions with that in mind

3. They understand the difference between healthy boundaries and walls

4. Their salon prices are aligned with their brand promise and market position

5. Their Client Agreements are clear, kind, and aligned with their salon brand

6. They remain simple and easy to do business with

7. They’re passionate about salon client experience and consistency

8. They invest time and energy into post-experience follow-up and communications with their salon clients which I wrote about here

9. They are wise, compassionate, empathetic, awesome leaders and salon owners who care deeply for their clients, teams or tenants

Is everything perfect? No. Because perfection is a myth.

Are they doing everything in their power to create salon spaces that make their clients, teams, and tenants feel like they really matter? Yes.

The tools and strategies inside Creating Your Awesome Brand, a complete course for beauty professionals help you have clarity around your salon brand, build 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

The Year of Perspective for The Salon Industry: Adapting to New Salon Realities

In this episode, Nina revisits the January 2024 episode on perspective for the salon industry and reflects on significant global and consumer trends impacting the salon industry from 2023 to 2024, emphasizing the importance of providing care, building trust, and creating value for salon clients. We dive into topics ranging from customer psychology and economic factors to specific salon industry trends such as the skinification of hair. Nina highlights the need for businesses to adapt to consumer behaviors, improve salon client experiences, and stay focused on the fundamentals of growing your salon business, focusing on lifetime client value and the importance of clear communication and consistent experiences, online and off, and strategies to retain clients, manage prices, and realign business practices, concluding with advice on focusing on fundamental values and avoiding the distraction of online discourse. You can find Passion Squared on the socials here and here, and Creating Your Awesome Brand, a complete course for beauty professionals here. Thank you so much for listening!

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Your experience matters. We would be so grateful if you shared your experience with our podcast by leaving a review wherever you enjoy your podcasts so others can discover it. It matters to us, and so do you. Thank you- Nina

Trademarks and Your Salon Brand Name

It’s all in a name


From Module 2 of Creating Your Awesome Brand, A Complete Course for Beauty Professionals

Your salon brand name helps communicate your salon brand story and helps connect you to the clients, teams, and tenants you wish to serve. And part of naming your salon brand is knowing if it is available to use and hasn’t been trademarked by another salon.

A trademark is part of your salon brand’s intellectual property, which holds immense value and is worthy of protection.

Trademarks protect the investment you made in creating your salon brand name, including your signage, website address, social and digital page names, printed materials, etc. 


Last week I had three conversations with salon owners on trademarks, and it has been a highly misunderstood part of brand development in the salon industry, so I want to bring attention to trademarks and your salon brand name. This is what we share with our clients in One On Ones, in A School and also in Creating Your Awesome Brand, a complete course for beauty professionals.

In one conversation, the salon was told by ‘experts’ that they did not need to trademark their salon brand name. It took me less than one minute doing a search on the USPTO website (the US patent and trademark database) to learn someone already has the name trademarked in Class 44, the trademark class for salons. UGH.

While I am not a trademark attorney and am not, and will never give you legal advice, I have three decades of trademark experience, being responsible for some of the most valuable trademarks in the professional salon product space, including receiving a gazillion cease and desist letters from conglomerates with way more attorneys on staff than I had, along with helping our clients the last twelve years at Passion Squared.


Things To Consider When Creating Your Salon Brand Name

  1. Is the name aligned with your salon brand story?
  2. Is the name already trademarked in the Class you want to use it for? (Hair salons are Class 44)
  3. Is the name available as a web address and site?
  4. Is the name available to use as your brand email address?
  5. Is the name available on social pages?
  6. Is the name available on digital pages?

Trademark Investment

  • USPTO Directly $250 + (I don’t usually recommend this as it can be overwhelming for some)
  • Legal Zoom $649 +
  • Attorney $2000 + est It takes anywhere from six months to one year to secure a registered trademark, depending on the USPTO and the complexity of the mark.

Cost of Creating A New Salon Brand Name If Your Current Name Is Trademarked by Another Salon

  • New website address
  • New email addresses
  • New social page names
  • New digital page names
  • New signage
  • New printed materials
  • TIME ENERGY MONEY ++++++++

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 salon 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