Social Media Has Us All FooledIt is social media that has everyone thinking that the only thing you need to do to build a personal brand: use Instagram to post pretty pictures on a regular basis. Unfortunately, it is not that easy. To create a personal brand, you have to commit to defining who you are in your industry. Be it through your business practices, your social media presence, or your works in your community every tool that you are using to build your brand has to create the same impact. You have to deliver a consistent message across the board to your audience. It is more than selling yourself to gain views or advertising dollars. Enclosed in a personal brand is what you can deliver to your customer. Keep reading to find out what you need to do to develop your personal brand as a Hair Biz Entrepreneur.
1. Tell YOUR StoryMerge your personal brand with your hair business! Your audience will buy from you if you know who you are. Use these tools to tell them who you are and set yourself apart from other salon owners, stylists, or hair companies.
Tool #1: The About Me SectionSo many people underestimate the importance of the About Me section on their website. The problem with that is you are alienating yourself from a customer who would buy from you to support you. It is human nature to help someone who you feel like you know. If you happen to be a salon or suite owner who opened up a shop because you could not find someone in your town who catered to your hair type, or you experienced a lot of shedding or alopecia, and you decided to open a shop to provide for women who were experiencing those same issues, why wouldn’t you share that with your audience? The people visiting your website are not just men and women who have already visited your shop. You may receive referrals or random visits from a search engine. Those potential customers need to connect with your personal story to purchase from you, so make sure your own story is out there for consumption.
A Successful About Me:
- Captures your audience with a strong opening statement.
- Shows your customer who you are. Try adding a professional video or picture with you doing hair. Put your best foot forward and add makeup and good lighting!
- Add a testimonial to the end of your About Me. Show new clients that your current clients stand by your work.
- Lets readers know who you are honestly. Tell them who you are, what you do, and WHY you do it. Do that in your tone of voice. If you use slang, free to add a couple “YASSS!” or “Fleeky” catchphrases. Do not have someone write your About Me section with words that you would need to sound out if you read it.
- Keeps it short. Sadly this is not the time to share that you come from a long line of hairdressers. Do not expect your customer to read about your grandmother braiding hair in the 60’s. Instead, address your audience with the why’s and let them know why they need you. Use your key selling points to keep them reading, and give them a call to action so that they know to book you.
Tool #2: The PressReach out to local papers or business podcasts that cater to your niche. Get yourself in front of a reporter, blogger, or podcaster so that you can spread your “WHY?” to the masses.
2. Create a personal web experience for your particular demographicIf you specialize in a particular type of hair styling, you are in luck. It would be advantageous for you to make sure that your site highlights those specialized services. For example, if you specialize in frontal installment add videos that show how your method of securing a frontal differs from other stylists and post it on your page. Do this, and you will set yourself apart from the competition because you are providing proof that you do what you say you can do. Another approach would be to advertise your work in a way that other salons are not. A lot of salons and hair companies post images of finished looks, but as a salon, you can create a more specialized website by posting before, during styling, and after styling photos. Show what the process looks like by telling a story in images. Hair companies, you can create video content explaining the different types of hair you are selling. Add in why you choose to stock up on a kind of hair more than another then emphasize the importance of adhering to your coloring instructions, the difference between raw and processed hair, and mention how all of these factors can affect how long you can use the hair you are offering. You want to show that you are knowledgeable about the hair and beauty industry.
3. Do Your HairIf you own, work in, or manage a salon make sure your hair is laid whenever you are present in your salon. Yes, I understand that you do hair for a living and your business is hectic, so you have no interest in doing your hair. However, that means nothing. How do you expect people to buy into your brand and purchase a service from you if only half of your head is done? Then when they see the other side of your head, it has a head wrap hanging off of it? Outside of that, you want to make sure you are presentable at all times. You, your salon, your product, and your styles should always be photo ready. A good rule of thumb: Be prepared for social media promotion at all times by ensuring that you always put your best foot forward. If you are selling hair, you are not off of the hook! Make sure you have tried your product at some point and have images available to show that you have installed it. This tip goes for those of you who do not typically wear weave as well.
4. Set higher pricesTake this branding tip with a grain of salt. If you genuinely believe that your product or services are priced reasonably feel free to ignore this branding tip. However, a lot of times businesses that are just starting out. Or brands that take their neighborhoods into account, price their products and services lower than what they really should be. Stop that! Just because you have a shop in a specific part of the country that may have a low cost of living doesn't mean you should undercut the price of your sew-in. Think of it this way; new clients could correlate pricing with quality. You may think that pricing yourself up may increase the interest in competition, but there is something to say about pricing and quality. If I get my hair done by the local beautician who charges only $100 and her sew-in rips my edges out when I take the sew-in down, I'm going to think twice about going to her again. This is especially true if I know you're down the block and your sew-ins are a $150 and all of the work that I've seen from you shows that my hair will grow underneath and I will still have edges once I take that selling down. Many businesses are afraid to charge what they're worth because they think that it will affect the clientele and customers that they have coming in. This isn't a dangerous stance to take but sometimes you get what you pay for good and bad.
5. Serve your customers before you sellTo build clientele and not one time customers, you need to serve whoever is in your chair and keep that thought process first. Don't think about how much you're getting paid for a service. Don't think about the tip you may get. Build your personal brand by delivering quality and going above and beyond to service your customer. For example, if your customer purchased a coloring service and you notice that their hair looks a little split at the ends after the color, give them a trim! If they have spent more money on this color then just a regular service on your service list you can afford to give them the $15 trim complementary. It shows that you care about their hair, its health, and their look as a whole. It also shows that you're not so focused on the dollar; that will get you a client who continues to come back to you because they know that you care about them and they know that you care about their hair. The client is that's completely different than a one-time customer who may be coming to you because they want the trending color of the moment. Remember, building clientele is how you build a business that lasts and is in it for the long haul.
6. Spend time building your relationships and reputationNever underestimate the power of a previous customer and a current customer. With that in mind be sure to invest in your relationships with both of them. If you perform a simple service for a presumed one-time client and they come back to you because they know that you can do that service well, they might return for a more expensive service. That more expensive service means more money and then that client becomes a repeat customer that you can bank on. Get the client to come because for two reasons:
- You did your job so well the first time.
- You keep in touch.