2815 meridian street - bellingham, wa 98225 - Stylist and Salon ...

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Professional Body Sugaring Products High quality sugar for an awesome price. 24 / jar $ 00 | OCTOBER 2008 | NORTHWEST STYLIST & SALON Body Sugaring Certification Class $ 00 225 per person November 8th and 9th Salem, Oregon Spaces fill quickly. Reserve your spot early. 253.569.3336 www.legendtrainingcenter.com 253-569-3336 Are You Branded? The Nail Extension Vicki Peters Would you be able to write down what your brand stands for in one sentence, if someone asked? It’s important to be able to do so. Here’s a story that helps explain why this is so. About two years ago, I crossed over to the dark side, sold my PC and got a Mac and have never looked back. Not only do I have a Mac laptop, I have a desktop now, killer Mac speakers, listen to Mac podcasts, have the top of the line iPod and was one of the first ones to get an iPhone. I make frequent trips to take one-to-one lessons at the Mac store and find myself perusing the apple.com website daily. I guess I am hooked on the Mac brand. And the reason for this story? Here’s a question: are your clients hooked on you just as I am hooked on Mac? If not, you need to brand yourself and get them hooked. Apple, like McDonalds, Target, Starbucks and other well known brands, have been successful in branding themselves so you know whatever you buy from them will provide their consistent quality. We nail techs need to do the same. Many established salons have successfully branded themselves, like Aveda Salons, Fantastic Sams and others. Looking at successful salon brands, you not only get a template on how to manage your salon, but also proven techniques as well as products. Clients rely on product quality and these salons make sure the quality is there. Here’s an example of a nail salon who is successfully branding themselves. Profiles Salon in Cape Coral, FL is in the process of branding themselves with products and franchises. Amy and Tracy McClure, salon owners, have established signature services that are unique and set them apart from all the other salons in town. They have an acrylic application style that is different and are always up on the current trends. They specialize in glitter nails and have established a station where they can bling toes, which is one of their special services. Profiles Salon has branded themselves so well that you can tell where clients get their nails done just by the style of nails. Branding is something I am doing some serious thinking about with my business as well. Now that I have a product to sell, I am considering aligning myself with a few other companies to brand us all together. My You need to define your value and product, the product being your service and the retail that goes along with it. product has always been non-product-centered education. Now I have to think about branding everything I am doing in such a way that the tech knows the consistency and value of what I am offering. You need to do the same even if you do not have a salon. You need to define your value and product, the product being your service and the retail that goes along with it. You can go two ways with product by either choosing one company’s products and using them exclusively or creating your own brand. Doing your own product line is easy and not as expensive as you might think. Start with topcoat and cuticle oils. Many companies private label their own products and have small quantities. Find a good private label company who will not only design the label for you but will print them as well. You can mix your own custom cuticle oils and lotions, have your table towels embroidered with your logo, wear logo shirts or aprons and you can easily have files printed with your logo. You can brand your own polish and custom mix your acrylic colors as well. As long as you stay with the same acrylic company you can custom blend your pink so it’s different that what is normally seen. Another way to brand yourself is to work with all the other techs in the salon and create a consistent method of doing nails with the same products. Like it or not, it’s what the non-standard salons have done very successfully. Clients that frequent such salons usually do not care who does their nails as long as they get them done. So from a salon owner’s perspective, it’s much easier to have a walk-in service, something most of us don’t do. Their brand is consistency in simple services. And that’s a brand people can understand and count on. Now you need to define your brand. Are you a pink and white acrylic tech? Do you specialize in manicures and pedicures? Are you a gel only kind of gal? Think about what your specialty is and build that brand. Talk to your clients and ask them what they think your brand is; you may be surprised, you may already be branded. If so, you’re one step ahead of the rest—now go market it. Tip of the Month: Millie Haynam, master nail tech and salon owner recommends reading the following book “Make a Name for Yourself” by Robin Fisher Roffer. Vicki Peters is a 26 year veteran master nail tech, competition champion, judge, international educator, author and manufacturer and serves on the Nail Manufacturer Council. For more information visit www.vickipeters.com or email her at Vicki@vickipeters.com.
A Brand Differentiates You From Others in the Beauty Marketplace Blue Highways Jerry Tyler With the uncharted waters of the economic times in which we are living, it is time to reassess ourselves as individuals and company brands. Many industry professionals, albeit talented, full of passion for their craft and ready to take on their future success, have no idea of their brand identity or the part it plays in today’s market. While branding alone does not guarantee success, having an identifiable brand does differentiate you or your business in the beauty marketplace. It establishes who you are and where you are placed in the market landscape. Having an identifiable brand makes you unique; it says who you are and what you stand for, and hopefully this will resonate with your intended client base. Notice I used the word “intended.” You have to begin with a clear picture in mind as to the customer or client base you wish to acquire. You have to know what motivates them to visit that special stylist or salon; figure out what attracts them to it. What do they look like? What is their fashion profile, income and educational background? What other brands do they purchase or see themselves as customers of? Are they Cadillac or Prius? Are they Armani or Juicy Couture? Are they college bound or college educated? Do they collect fine art, or do they collect tattoos? Who is this satisfied client in my chair receiving all the amazing expertise my brand has to offer. Then comes the hard questions: Am I or my salon the place they will want to be in? Am I in alignment with the culture they desire to be in? Do I look the part? If I desire a high-end big-ticket clientele, do I provide services on the level they will require? Do I have the advanced and cuttingedge skill sets to provide current and relevant answers to their fashion and beauty needs? Do I need to upgrade my image and wardrobe to look the part to appeal to that high-profile client? Do I have the customer service and communication skills to care for and connect with my intended clients? Does my perceived value meet or exceed the client’s expectation? These are all important points to consider and make the needed changes to assure meeting your target client’s needs and upholding the integrity of your special brand. In the realm of branding I always advise using the “be, do, have” model. 1. What do you want to be? What do you want to be perceived as? Who are you? What are you? 2. What are you going to do to achieve this? What positive action steps are you going to take? What resources will you require to get it done? What timeframe will you set yourself to accomplish what you want to be? 3. Most importantly, what do you want to have when you have fulfilled the first two? What is your reward? This requires you to begin with the end in mind. Know your ultimate destination before you start the journey. Developing yourself or your business as a brand is a creative and challenging journey that evolves as you go. The demands of our ever-changing beauty industry require us to actively assure our continued success now and in the future. Jerry Tyler’s column Blue Highways is his “Road Less Traveled” perspective on the solutions and challenges facing the beauty industry. Jerry Tyler has been a stylist since 1975 serving as the former artistic director for Vidal Sassoon Academy and currently as Director of Education for Carlton Hair salons. He is also a licensed cosmetology instructor and has served as President of the California State Board of Barbering and Cosmetology. Now available in the Northwest! Advanced Professional Skin Care Medical Edition by Peter T. Pugliese, MD Keratin Complex Smoothing Therapy infuses Keratin deep into the hair cuticle, eliminating up to 95% of frizz and curl—leaving your client’s hair moveably smooth and soft. Results include reduced frizz, less blowdry time, added shine and healthier hair. It’s gentle enough to use on all hair types, including chemically treated hair. Each 32oz. bottle of Keratin Complex Smoothing Therapy can generate over $5000 in revenue for your salon. Visit www.keratincomplex.com to learn more. Call your consultant today at 800-251-4247, or visit any of our 10 Washington, Oregon and Idaho showrooms. If you intend to be part of the skin care profession, you need to purchase this set! Get the Hardcover Book PLUS the Workbook Set Now Only $149.00 Originally $180.00 Plus shipping CONTACT GARNIS OLLIVIERRE: 206.550.6888 740 SW 34th Street, Renton, WA 98057 | 800-251-4247 | www.SalonServicesNW.com NORTHWEST STYLIST & SALON | OCTOBER 2008 |
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