The Art of Brand Building By Phil Smith

In the first of a series of masterclasses, one of the biggest names in British hairdressing and business mastermind Phil Smith talks us through the lessons he’s learnt in years of running a global salon portfolio and launching his own successful haircare ranges.

In all my years in the hair world, there is one aspect of business that brings the greatest joy but also the biggest challenges. People! I’m not talking about the clients that choose to walk through your door and put their cash in your till. I mean the people you invest in, nurture, and become trusted members of your team. The ones that turn up to your salon every day and deliver your brand the way you dreamed and imagined it to be.

When you find a good team member it’s solid gold – a prize to treasure. But when it goes wrong, it’s without doubt the toughest test you have to deal with. Here are a few of the things I’ve learnt along the way…

A. ALWAYS MAKE TIME FOR YOUR FAMILY

B. TALK IT THROUGH WITH THOSE YOU CAN TRUST

C. ALWAYS KEEP IN TOUCH WITH YOUR CRAFT

D. NEVER ASK ANYONE TO DO ANYTHING YOU WOULDN’T DO YOURSELF

E. KEEP YOUR EYE ON THE PRIZE

F. KEEP SMILIN’

SEEING WHAT’S ON OFFER WITH HARD WORK AND DEDICATION IS HIGHLY MOTIVATING.

Your Team Work With You

I’m eternally grateful to the late, great Toni Mascolo who taught me a lesson I still live by today: “People don’t work for you, they work with you.” Anything else creates an ego. I try to be as generous as I can to my team. I give - and expect - fierce loyalty in return.

Knowledge is Power

Gone are the days of having hushed up conversations behind closed doors. I strongly believe you should include your team in everything that’s going on and educate them on business. Make them feel invested in your brand. Schedule regular catch ups where you all get together and discuss what’s going on. No areas off limits. It’s important to share the reality. Be present and available for staff concerns. Sit in the staff room, eat with them, chat with them, keep up a regular conversation and invite feedback.

Credit Where It's Due

Praise and support are crucial. There’s always a reason your team chooses YOU. If you treat them well and make them feel valued, that goodwill should be returned. If you see the value in them, they are far more likely to repay the appreciation.

Invest in the NEXT best

I took a decision around eight years ago to alter my business model. Rather than a fast-paced, target driven, high pressure environment, my goal was to create a salon where service and standards - rather than profits - came first. I decided there must be a better way to achieve and measure success. This touched all areas of the business and more recently I’ve begun to consider how and where I recruit new staff. My current team all joined me as juniors. Yes, it takes more investment in training, but I’ve been rewarded with loyalty and longevity.

Pay It Forward

Taking on an apprentice rather than hiring pre-skilled staff has massive benefits for you. Not only is it more cost-effective, you get to mould and shape them and pass on your knowledge to a new generation. If you get the pathway right, it breeds loyalty and a lasting team member than can move up through the ranks and secure you a client base that keeps coming back. Your job is to make sure they love coming to work so that they don’t abandon hairdressing for another salon, or alternative sectors. Honestly, if you find someone good, throw everything you’ve got at keeping them!

See Beyond the Scissors

Recruiting from ground level means your team members are joining without any technical hair experience. But rather than being a disadvantage, I see that as an opportunity. For me, talent spotting has never been about who can do the best haircut. The right junior is always the one with the best attitude. I measure potential in staff by their conversation, work ethic, commitment, enthusiasm, and initiative. I’d say you can tell almost instantly whether a recruit has what it takes to make it to the top.

Review & Reward

Yes, probationary periods and regular performance reviews are the standard approach, but I prefer something less formal. Operate an opendoor policy where the newest junior to the most highly qualified stylist feels they can come to you with any concerns. Constructive feedback is really important, and I also believe in plenty of positive praise and recognition. Feed them with confidence and show them that you believe in them. Allow them to visualise their career path and the rewards that could be in store.

Look After Each Other

Get new joiners involved in the culture of your company. Make sure all your team is on board to offer support – don’t let that burden fall to you alone. Maybe assign a mentor and someone they can talk to within the salon. Whether that’s technical questions or a sounding board for their concerns, it can make all the difference between them being heard and valued or feeling overlooked. The world has changed, and we all need to be conscious and aware of mental health.

Reward & Prosper

Once you’ve attracted the right staff, it’s as much up to you as them to keep them there. Don’t assume it’s just about salary. What do YOU offer above and beyond any other salon on your high street? When anyone comes on board, it’s my job to make sure each person has what they need. Everyone has different driving forces and I make it my business to find out what they are. Staff need to know you’re working just as hard or them. At Smith England, we keep the team motivated with opportunities for growth and development such as awards, photoshoots, and experiences outside of the salon. It develops their skills and drives their ambition. Your team will be with you because they want to be part of your brand and I’d also remember that it’s good to lead by example. Whether that’s you or the team around them, seeing what’s on offer with hard work and dedication is highly motivating.

A Flexible Approach

In today’s world, staff are more and more focused on flexibility and being in control of working when and how they need to. Rigid structures are a thing of the past and I’ve had to adapt my business to accommodate this. Longer holidays and time off based around school terms are two areas that come up time and time again. Similarly, I allow the team to run their own columns. They know their capacity and I trust them to find their own limits. If you have someone good who works hard, you need to find a way to strike a balance. Don’t let your inflexibility be your downfall.

In short, you must see your team as your salon’s greatest asset. Investing in finding the right people and keeping them with you does pay off. And don’t forget, by listening to your team and creating a job they enjoy showing up to, they get what they need and – importantly – so do you.