Creative HEAD February 2020

THE BUSINESS EDIT
WHAT’S IN A NAME?
WHETHER IT’S ON a sign above your shop
or popping up as a tag on Instagram, your
salon’s name is often the first time that
potential customers encounter your brand
– so it’s important to get it right. But how do
you pick the perfect salon name?
The name of Ego Hair Design was chosen
to reflect its philosophy. “It’s always been
about the client – our team members set
their own egos aside to serve our clients and
make them feel amazing,” explains owner
Caroline Sanderson. “It was never an option
to put my name above the door; it’s about
the clients and the team, not me.”
Most Wanted Best New Salon winner Gina
Conway has described her decision to name
her salons after herself as a blessing and
a curse. “Overnight I lost my anonymity,”
she says. “But having your name be your
brand means that everything you represent
and believe in becomes a greater extension
of you. Your ethics and quality are seen
through the eyes of your team and clients.
When they hear your name, they associate
that with your reputation, be it good or bad.”
When Robert Bruce took over the
Edinburgh salon he had been working in for
three years, he made the decision to change
the name. “It could be confusing for new
clients,” he explains. “I wanted to put my
own stamp on things. We chose ROKU – six
in Japanese – as it’s my lucky number and
also the building number. I was looking for
something that people wouldn’t forget.”
Karine Jackson recently revised her
business’s moniker to highlight her eco
credentials. “When I started my business 16
years ago I decided that using my name was
the best choice,” she says. “We have recently
updated to Karine Jackson Sustainable
Hair and Beauty. It reflects the work I’ve
been doing to create a plastic-free salon with
sustainability at its heart. The name gives
clients a clear idea of what we stand for.”
GEM JONES,
TAYLOR ROSE HAIR
EXTENSIONS LONDON
It’s so important that a name
encapsulates the essence of
the brand and resonates with
the clients. I knew I didn’t
want to use my own name, but
I felt it was important to have
some kind of personal name
for my business. I loved the
idea of using the name Taylor
as it evokes ‘tailor’, and with
that a bespoke service. I also
love how universally roses
are associated with beauty.
Ultimately, I wanted a name
that was elegant and feminine
but still inclusive as a brand.
H …
DELIVER AN A-LIST EXPERIENCE
NEED A LITTLE KNOW-HOW TO
NAVIGATE AND GROW YOUR
BUSINESS? FREDDIE BANKS,
GENERAL MANAGER UK & IRELAND
FOR KÉRASTASE AND SHU UEMURA
ART OF HAIR, IS HERE TO SHARE
SOME INSIDER KNOWLEDGE…
‘EXPERIENCE’ SEEMS TO be the buzz word right
now, but have you struggled when thinking how
you could improve your salon experience?
You’ve probably adapted and improved so
much in the past few years that there is
surely no way it can get any better. Is there?
I take inspiration from author Geoff Ramm;
who simply asks the question: “If your next
customer was an A-list Hollywood celebrity,
what would you do differently?” Would you
take more time for the consultation? Would you
upgrade your coffee? Order more plants and
flowers? Check the bathrooms every hour?
I guarantee you could come up with five
ideas in less than a minute, and ultimately
drive more loyalty. Customer experience is also in
your team’s hands, so ask them what they would
do if their next client was their favourite celebrity?
You will end up with a plethora of suggestions on
how to up your game when you didn’t think you
could do any more.
All that’s left is to put them into action; and
you can do this starting tomorrow, on that first
appointment with Mrs Harris. She may not be
a celebrity but she’s been coming to you for 15
years, so she deserves to be treated like one!
DO THE A-LIST EXERCISE
WITH YOUR TEAM:
1 Imagine an A-list celebrity calls you now to
book in for tomorrow
2 Write down as many ideas as you can in
60 seconds that you would do differently for them
3 Make them happen for every client
moving forward
WANT TO KNOW HOW YOU CAN BOOST YOUR BUSINESS WITH KéRASTASE? CALL 0800 085 4958 OR VISIT KERASTASE.CO.UK
CREATIVE HEAD
21