october 008 - Stylist and Salon Newspapers

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.
CALIFORNIA STYLIST & SALON | OCTOBER 2008 |