B r a n d B u i l d i n g / 2021-22 career styler
Brand new you
What is a brand and how can you start building it from the start of your career and throughout your career journey? Journalist and hairdressing PR expert, Emma Summersby, has the answers.
EMMA SUMMERSBY Journalist and hairdressing PR expert
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great starting point for building a brand is to ensure that everything you do is aligned – you need a brand to offer consistency. People need to know what your brand stands for and that it will always deliver to the same standard. Once you have this, you will start to create trust, recognition and loyalty.
“You can be your own brand!”
WHAT IS A BRAND?
A brand doesn’t have to be a giant company. Sure, there are some massive brands in hairdressing, but there are plenty of successful hairdressers, young and old, who are doing a great job of creating a brand out of themselves. You can be your own brand!
WHAT TO THINK ABOUT
Later in your career you may well decide to invest in your own salon. Knowing what your brand values are will be crucial to its success. If you’re trying to build a salon that specialises in high-end, expensive colour, for example, then everything about the salon from the very first touch point that the customer has, must shout this message.
You’ll need to make sure the people working for you are completely clear who their customer is and what the ethos of the company is. They need to dress and present themselves in the right way — in short, they need to look the part and reflect the brand. Everything about the salon will need to reflect luxury – the logo, the magazines in the waiting area, the coffee that’s served, the message on the answerphone – literally every single touch point matters when you are building a brand.
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