Starting A Beauty Brand by San Diego Monitor News

Starting a Beauty Brand 5 Tried & Trues to

Keep in Mind!

The WHY?5 These five techniques are deep considerations I feel you need to take into an account when approaching your label venture. Starting A beauty brand is tedious even for the savviest of beauty professional. Let’s start with one of the very things that I realized you can’t transfer into brand success, and that is the “Behind the Chair Mentality”. Behind the Chair mentality is one you have while you’re a stylist but becoming a CEO of a brand is a whole other world. While this is further explained in the other 4 techniques, please keep this in mind while reading further.

5) Know why you are starting your own brand?

Your so called “real” reason for starting your own brand insures your success based on sound principals. If your reason is anyone of these listed on the next page you may be headed for some challenges that are not aligned with your expectations.

SELL SELL SELL! Is this one of your reasons? Someone Inspired You To Want to get rid of the BOSS Opportunity Knocked Want A Change of Pace Cutting to the chase, I asked myself this question many times, but to add effect here, I was talking to Joe Dudley and while I started with him many years ago, he would often drop little pearls to me every now and then. Why do you want your own Brand? I answered, I love selling!

He said to me “Good Answer”. If you love to style more than you love to sell, then you might want to reconsider your goals. If you are not good at selling, you won’t breed the thoughts you need I would like to add it’s also the easiest way to stay focus.

Selling is communication. If you’re not sure you’re a good salesperson, I strongly suggest, you take one of my courses, this way you will give yourself all the indicators you need to know about the owner (YOU) abilities to make your brand win. The reason why this is so important, is to weed out your weaknesses and deal with them before the stakes get high and the recovery time from a mistake isn’t too costly with your time and money. Have you heard of “Stay in your lane?” This early starting period is a great time to micromanage yourself into real concrete reasons why you want to do something. A deep introspection of what is really motivating you, this will serve you good throughout the early years.

I just want a Banana!

not a monkey show?

Creating a system is so fun. I remember when my mind share buddy and I would go into NYC to our favorite burger joint, we would design the New Options universe. I remember her telling me Errol, when customer has a want or need, the next thought should be how you’ll deliver it. The “how” is your focus, what the client will be experiencing in that moment.

Selling (communication: If your product is about the hair loss, then your only focus is “HOW the customer will hear you talk about that it and “HOW do you make them feel about it. Hopeful, Depressed, or Excited!? REMEMBER: Since there’s many forms of hair loss try to keep it narrowed to your product’s strength. Selling is about Confidence How well you answer questions about your product, the better the sale will come off. You’re not a hairstylist anymore when you have a brand. You’re selling not the service but the product that makes the service. Your thinking mentality must be neutral to the service experience. Its important to leave your labor mentality at the door, you must be selling the customer the product solution, then service solution

WAIT! Don’t forget about the system! THAT’S #4

The System Knowing how much capacity and how many women suffer from hair loss is very important. When you’re creating the system that will fuel and drive your idea to the customer deserves your undivided attention.

SYSTEM: If your staple product is a scalp mask then your business model should be to get stylist to include an additional service dollar. Remember, you’re selling the solution in both beauty sectors service and product. You are innovative in the way that you’ve created the product and the new service technique to go with it. Solving the clients problem. Is Money to stylist’s ears!

Know how you’re going to deliver the product.

I know this is an impersonal way to look at this but the system RULES. This doesn’t mean that you think everyone’s a number, but what it does say, is that we have tightly formed system of deliverables that keep your expectations of us first and foremost.

Produce Value You should be producing value with whatever you do of course, but especially with the beauty product space. You don't have to be Apple to have created amazing “Value” in their product. Even lower end products like Ikea produce a lot of value to their customers.

Value: When thinking about the value that you can add, ask questions like: Is the product focus specialized enough that it gives the our product benefits an edge? What value do we provide and how does that value differ from that provided by your competitors? How do these benefits tap into your customer’s emotions?

Is what I'm producing for my customer produce enough value for the price I'm charging? Is my brand in sync with how I'm marketing myself?

Build A Platform When I spoke about this 7 years ago, I did not factor in the word “Platform”, boy have times changed. Number 2 is more about how you can uniquely communicate the central problem your product solver into a conversation. WANTED! Blogger, author, content developers. I recommend that you, try to partner with someone or create your inner social media guru. Build your own platform beginning with your own clientele or circle of influence. Then place your communication on a blog or website that you own, then amplify your content and engagement with your audience on social networks.” Go for the gusto here and use what’s working like, Facebook, Twitter or even Pinterest and Instagram. You have options. Find what social network resonates with you.” Here are some keep in minds:

“The Secret: Don’t wait to get it perfect. Just start.” Here are a couple of pointers to keep in mind when creating your PLATFORM: *Be Authentic: Sound Original and Caring *Have a unique voice: Tell it like it should “Be” not like it “IS” *Build an email list: Give something away! *Have a memorable design: Easy and Sleek is Super Sexy! *Create a memorable slogan: Stand for Something *Empower your customers: Michael Jordan made everyone want to be “MIKE”, but they couldn’t of course , but they felt like they could.

A NAME is better than gold What is the power that gives products such a good name? This is where most people dare to fathom. But if you study great brands and their names you’ll be surprise how that brand got their names. Naming a business is a lot like naming your child. Beware that once you do it, the entire foundation and structure is aligned to the energy of your chosen name. And remember, if it needs tweaking, do it quickly and do a relaunch with the new and improve version. So if you want to hit it out of the park the first time, here are some Errol Crockett suggestions and please contact me if you have questions or comments:

Two Names Together: Don’t! Be original, but don’t go over board, it will sound weird and forced and stupid. Try words that flow and are pleasing to say!

Needing a Dictionary: Don’t! Name products that can be conceptualized within 10 to 20 secs.

Create a name that the URL will fit: DO! This one is very important, because its about branding as well naming! If it fits into the URL web address nicely it will be memorable. Plus, it will look nice on letter head and so on.

Starting a Beauty Brand 5 Techniques to Keep in Mind!

Starting a beauty brand huh? If yes, it’s exciting stuff! It’s the getting started, asking people’s opinion, creating logos and just dreaming of all of the money you’re going to make. All this is great but let’s geared up to get ready for the journey. Inside you’ll learn •

The Why: The Real Reason you want to start a Beauty Brand.

•

Build A Platform: Make your brand a conversation piece.

•

Create Value not a Product: Hairstylist make their money styling and curing problems. That’s what the value. :