I have been in the industry for over 30 years and have become more and more aware of the shift that is happening. Once the brand was King and salons felt they were successful to be be associated with them. Now many brands sell on line and through other outlets which again is part of the change but how does the salon keep up to date with the new way of shopping?
I know as a consumer I want service, I want to find solutions to my problems. I want luxury, quality pamper time. No-one gets excited buying a shampoo on Amazon, it’s just transactional. How likely are you to buy a product if it’s recommended to you to solve a problem that you have? How amazing would you feel knowing that you have the solution in your hand?
I think I first realised that I was ready to leave the brand a while ago when I kept hearing the same issues in salons and I knew I could help. I know owning a salon is challenging and sometime you just don’t ever the time or capacity to be able to grow. You end up having a busy salon with full columns but not a brand.
Your brand is the most important part of your business and should give you the longevity. For years now the industry has been disgruntled regarding brands multi channel approach but now this has come back to give us more opportunities. What once was convenience and price is now turned into suspicion because something is too cheap or because of the volume of choice available on-line you feel overwhelmed and have a cold transaction.
Now is the time for change, to change the way we think, behave and working practices in our businesses. All businesses need to have brand values, no matter how big or small.
Taking a brand audit will allow you to understand who you think you are and why you attract your clients, your team and how you can give yourself sometime back to enjoy your brand. Make this one of your goals for 2019.
I hope this blog has given you some things to think about, the journey to greatness takes time and thought.
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