The Fundamentals of Brand Story and Building Trust From Costco to Taylor Swift (and Beyond)

July 10, 2025Nina KovnerPodcast

In this 10th episode of BUILDING & BREAKING, we’re recapping the first nine episodes by connecting the dots between Costco, Starbucks, In-N-Out, Taylor Swift, Aveda, Olaplex, Trader Joe’s, Drybar, and Target.

From warehouse giants to pop icons, these brands might look different, but the fundamentals that build or break trust are universal.

In this special recap episode, we’re unpacking a few of the biggest lessons that keep showing up across every brand story, and how they apply directly to salon owners, hairstylists, and pro beauty brands who want to build something that lasts.

Because brand trust isn’t built on hype, it’s built on fundamentals: clarity, consistency, simplicity, knowing your people, and creating unforgettable experiences.

If you’re a salon owner, independent stylist, educator, or beauty brand leader, this episode will help you spot where you’re strong and where you might need a brand tune-up.

In This Episode

  • Why consistency builds lifetime loyalty, from $1.50 hot dogs to blowout bars
  •  How clarity of brand story keeps brands from drifting off course
  • Why simplicity is a power move for salons, stylists, and brands alike
  • How unforgettable experiences turn clients into loyal fans
  • The power of knowing exactly who your brand serves (and who it doesn’t)

Whether you’re running a billion-dollar brand or a local hair salon, the fundamentals don’t change.

If you are a salon owner, educator, coach, or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

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

Drybar: How Simplicity Built A Brand And Inconsistencies Are Testing Its Promise

July 3, 2025Nina KovnerPodcast

Drybar didn’t invent the blowout, but they turned it into a brand with a crystal-clear promise: No cuts. No color. Just blowouts.

Drybar built a business and brand on simplicity, consistency, and solving one real and relevant problem for busy people who wanted beautiful hair without the hassle.

But as Drybar grew, fast and wide, the cracks began to show. Ownership and leadership changes, selling off both the salon and hair care brands to two different owners, inconsistent experiences, and a chaotic online journey have all started to test the very brand promise that once set them apart.

In This Episode

  • Why a clear brand story is your ultimate filter in a world full of endless advice.
  • How simplicity can be your superpower and how complexity can erode trust.
  • Understanding that brand promise is the experience you design and deliver, not just words on your website or a cute aesthetic.
  • Why consistency matters more than ever, online and offline, and how it’s the backbone of brand trust.
  • How Drybar’s split into two businesses created a confusing client journey, and what salons and beauty brands can learn from it.
  • The importance of understanding business models and market position, from luxury to mid-market, to value, and the differences in high or low frequency of visit strategies
  • How to use your brand story framework to guide every decision, from services to marketing to growth.

Whether you’re a salon owner, hairstylist, or beauty brand leader, this episode will help you protect your brand promise and keep simplicity and clarity at the heart of your business as you grow.

If you are a salon owner, independent stylist, educator, or coach seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

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

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.