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!

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.