“Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.”
Tom Chappell, Tom’s Of Maine
Meet Woody Lovell Jr., owner of The Barbershop Club at Farmers Market in Los Angeles. Woody clearly knows the why + what + who of The Barbershop Club brand, and in this video, communicates it brilliantly in 1 min. 9 sec. WOW. Can you clearly communicate your brand why + what + who in 1 min. 9 sec?
Once Upon A Time
Both offline and online, whether you are marketing your salon or yourself, it all begins with knowing why you are, what you are, who you are, who you are targeting and clearly communicating your “story”.
In the online world, we all have 24/7 access to decide which brands speak to our hearts and minds. Does your online presence match your offline presence? If I go to your website, Facebook page or Yelp page, will I want to pick up the phone or book an online reservation? While it may seem a bit overwhelming, this is what it takes to engage with today’s connected consumer.
Ok, I know what you are saying, I get it, I get it, but where do I begin?
Start With Why
Simon Sinek, a great author and biz leader we love, has an awesome book called Start With Why. Simon says (lol) “People don’t buy what you do, they buy why you do it.”
So lets begin building your story. Get out a piece of paper, or laptop or iPad, and answer the following questions. Be sure your mind is clear and rested before you start this very important process;
1. Why did you open a salon? Why did you become a hairdresser?
2. Why would a client want to come to your salon? To you?
3. What is your promise?
4. What do you want to be known for?
5. Who is your target market?
6. What do you want clients to say about your salon, both online and off?
By answering these 6 questions, you have begun to develop your brand story. And people buy stories way more than products or services. Think about it, think about your favorite brands and how you have bought into their “why”, their “story”.
Check Out The Brands You Love
The next step is to find the brands you love, Google them, check out their websites, Facebook pages, Twitter feeds, Yelp page, Pinterest boards, etc. How are they telling their story? Do you understand their “why”? Now go back to the 6 questions, would you answer them differently after studying your favorite brands?
If you are serious about building your salon or personal brand both online and off, we offer one-on-one coaching to help you craft your story and bring your brand to life. To learn more about Passion Squared Coaching, click here. We look forward to helping you ignite your passion and live your dream.
(shared with LOVE from your passionista Nina)