I met with a career counselor not too long before graduation. I met with him because I had a few questions about how to prepare my resume. I'd always heard how important it was to make sure that the key words and phrases that I used to describe myself were of interest to potential recruiters. One of the questions he asked me during our meeting, I will never forget.
What is your brand?
He was basically asking, what charactertistics and elements do I want to be known for? What would I use to differentiate myself? What will set me apart from the hundreds of others who may be looking for that same job.
I think that this concept is so very important, not only for every individual person to think about but for every salon. Thinking about your brand is just as important as a company's mission statement. It will not only differentiate you from other salons, but most importantly, make it easier for niche market clients to choose your salon out of the others.
Do you make a point to use all organic products?
Do you specialize in blowouts?
Do you specialize in taking care of natural hair?
Are you committed to outstanding customer service?
Is your salon especially eco-friendly?
Make this known!
I personally make the choice of what I spend my money on this way and I know many others do too.
For example, I have natural ethnic hair. I usually only make it a point to go to salons who deem natural hair care/styling as a specialty of theirs.
Don't be afraid to advertise what your speciality is. You may very well be able to gain a lot more clients when not only taking the approach to appeal to a broad market but, define the brand of your salon to attract clients who may be looking for that something special.
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