Are you one in a million, or are you just one of many? The difference between a salon that outshines its competition and a salon that blends in with the masses is how loud it shouts its uniqueness. While repeat client retention has been holding steady the last few years at 80 percent, new client retention has dropped approximately 13 percent, showing only 25 percent of new clients are returning for a second visit.

In the game of business, whispers don’t win: You have to learn to shout your brand in a way that your community will hear. The benefit of a salon that has a strong brand is increased traffic of new client visits and longer client retention; a well-known brand can also recruit and maintain a healthy salon team.

However, it is important to understand what a brand is in order to develop it and use it to grow your salon. Be careful, many people have a misconception of what a brand is, start off in the wrong direction, and stop developing their brand way too soon. A brand is not just a logo, it is not just slogan, a brand is ultimately your point of difference that is recognized by clients. A brand is a theme of your uniqueness that is the thread through your recruitment, your team training, your menu, your team education, your marketing, your client experience systems, and your scripts. The true measurement of your brand is who your clients say you are.

POINT OUT YOUR POINT OF DIFFERENCE…

If you try to be something for everyone, you end up being nothing to nobody."

Your brand is your belief system, it’s your values, it’s your style, it’s your uniqueness. It’s who you say you

are, and it’s who say you are for (your core group of clients). It’s how you shout your difference. A great measurement if you are on target is when you ask your clients or your community, "What do you think of our salon when you drive by?" If they don’t have a specific and consistent answer, your message has been missed!

NARROW YOUR FOCUS…

Dedicate 100 percent of your marketing to the core of your brand; never take your eye off the ball."

It’s good to be "narrow minded" when growing your brand and discovering who you want to attract as your core group of clients. Set a goal that 85 percent of your clientele would consist of this market. Please don’t misunderstand, everyone is welcome… but your look, style, training, and team performance is dedicated to making this core group of people feel special and connected to you.

SIX STEPS TO DEVELOPING YOUR BRAND FOCUS

1. Decide on your Core Group of clients or your Core Belief System (Men, Children, Green/Recycling, Breast Cancer Awareness)
2. Plan your Décor / Dress Code to complement and not vary from your message
   • Men = leather reclining chairs, Flat Screen TV with Sports Center playing, practice putting area in waiting area
   • Teen = PlayStation or Wii video game systems to play while you wait
   • Breast Cancer Awareness = décor color/style (pink) and dress code (black, white, pink every day) 
3. Advertise or co-market. If you know who your client is, it’s much easier to reach them!
   • Green/Recycle = clients who bring in their empty product bottles to recycle will receive 10 percent off entire retail purchase
4. Specialty Services on the Menu or Special Events 
   • Men = hot towel, neck massage, and hand detailing with every service 
   • Breast Cancer Awareness = scheduled events throughout year with speakers to come to your salon and speak about awareness tips, schedule special events for breast cancer survivors, support group meetings, etc.
5. Scripts and Conversation 
   • Men = know the latest sport scores and who’s on the injury list 
   • Green/Recycle = understand environmental safe practices and talk about it
6. Promotions and Contests 
   • Men = refer a buddy for a chance to win tickets to a big sports event in your area or pre-book your next two appointments for a chance to win a round of golf and a lesson with a local pro

When you know who you are and who you are for, you will see how much easier it is to hire for your team, train your team, develop your scripts, and advertise to your clients. New clients will find you faster and stay loyal longer. Priceless!

About the Author

Kristi Valenzuela is the founder and owner of Crystal Focus Salon Coaching, which specializes in specific systems to help the front desk and technical teams work together to achieve higher retail sales and service tickets, increase client retention, and understand the power of pre-booking. Kristi is also co-owner of Summit Salon Business Systems, the largest salon consulting business in the world. Her in-demand programs, workshops, and training products focus on "real-life" salon solutions that are fun, easy, and create immediate profit. Learn more at www.crystalfocus.com.

Don’t miss Kristi’s featured presentation, "Get Focused and Make More Money From Your Front Desk" at PBA Symposium 2011, July 30 – August 2, in Las Vegas. PBA Symposium is part of PBA Beauty Week. Visit www.probeauty.org/beautyweek for more information.