“Your best work, comes with a narrow focus. That’s exactly what a beekeeper has, every day – just bees. Unlike a zookeeper (who tends hundreds of different animals) a beekeeper has a singular focus, and knows his bees, inside and out. That’s exactly as it should be with him, and with you and your customers. Why? Because having a hive doesn’t guarantee a yield of yummy honey and nor does having a salon.
“A French macaron could be considered a luxury item. You choose to eat one, you don’t need to. They’re difficult to make – it’s practically an art. Perfect ones are made by master pastry chefs, in specialist patisseries. Then there’s the way they make you feel – you know, special. That’s what really makes you buy one, isn’t it? In the second of this series on Luxury Branding, Neil Osborne explores the feelings evoked by luxury items and how they motivate your purchases.
“Since time immemorial, our attitude to gold and silver has been inexplicable. Of the 118 elements in the periodic table, both metals are chemically boring and have few special qualities. And yet … they’re the ones we’ve tended to use for personal adornment and currency for the last 5,000 years. Why? They’re valuable. They’re also storied, scarce and special … like every luxury brand. In the first of a series of articles on Luxury Branding, Neil Osborne explains the hallmarks of a traditional luxury brand and how the myth of luxury has evolved.
“Yes. Now, what was your question?” Saying that felt great didn’t it ¬… and it was even better for the person you said it to – perhaps a smile even appeared? One of the secrets in creating a memorable customer experience is to make your salon ‘better than it has to be’ and a simple way to start doing that is to master the art of “Yes,” which in turn gifts your customers’ with a smile.
“She’s a branding superstar … dressed as a popstar. Why? Well it’s hard not to notice the impossibly perfect red lipstick. Then comes the obvious talent and fashionista looks. But it’s the loyal relationship she’s built with her fans, that makes her a brilliant businesswoman. In this article Neil Osborne shows how a singer/songwriter has dedicated herself to delighting her fans – beyond belief – and has won their lifetime loyalty.
As a stylist, unless you put curiosity to work for you, you won’t be very good at your job. Because curiosity should be incorporated into every step of your client routine – from consult through the basin, bench and on to the register.