Creating your personal brand as a salon owner or stylist

Posted by Jeremy Augusta on

As you grow as a salon owner, more opportunities will present themselves if you know how to look for them. The more people know you, the more you build your brand, the more opportunities try to find you.

1. Identify Your Unique Position In The Beauty Industry

You must take time to think about what skills and experience you have that sets you apart from other stylists. Have you had a unique training opportunity? Maybe you have trained stylists from their first day out of school to being a professional presenter for a major brand. Perhaps you have the level of education about a skill set that you can create your own certification program to enable you to share your knowledge while making money. You don't have to expect to start as an expert, but your pursuit of knowledge and sharing that knowledge will eventually get you recognition as an expert. You want to build your brand on what you can do and what you have done, not what you plan to do.

2. Be Real

Don't try to change who you are; people quickly pick up on that. The point of personal branding is to share your personality with the beauty industry and grow a following of people who recognize you as an expert. Pretending you are someone you are not, or trying to speak above your knowledge level is something that will be picked up on by everyone you broadcast your message to. A common pitfall of stylists trying to climb the ladder in the industry is they pretend, or legitimately think they are smarter than they are. Remember, when trying to build your brand and following, don't say anything that you can not back up with peer-reviewed research papers or hard evidence. 

3. Define Your Target Audience

Do not merely throw your message out, hoping it will stick to someone who sees it in Facebook groups. You often see this as a bad example of someone trying to build their personal brand. It is common to be in a group for weightlifting and see someone share something in there about jumping rope or getting individual training clients or growing your gym. These "experts" are not experts. If they were, they would know they are pushing people away from their message by becoming pure spam. When you determine your target audience, you should find the right place to share your knowledge and content with them. 

4. Build Value

Have something to add. You can not share the same information as the rest of the world and expect people to hit your "Click Here To Learn More" link. When you do share your knowledge, including sources for your content will instantly give you more credibility than you would've had otherwise.

5. Share Wisely

Your story, news, knowledge, and information must be shared across all platforms, even if you do not personally use them. Just because you do not use Facebook or Parlor or Pinterest or whatever for your personal pleasure, these are incredibly important marketing platforms. You need to market wherever the eyes are looking. 

6. Consistency = Brand Growth

Everyone has a blog, but not everyone is disciplined about updating it. The more you use your blog, the more search engines will grab it, bringing it higher in the results when someone is searching for something related to your scope of knowledge. A blog post every day will get you to the top of the search results, helping the community to identify you as an expert. Posting once a week and being on page 4 will not help you to be recognized as an expert or grow your bottom line. 

 

If you are a retail professional and would like to see your sales and profits increase by offering our luxury products in your business, click here for more information.