october 008 - Stylist and Salon Newspapers

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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.