get serious

success they enjoy today. What could a great article do for your salon? Look for opportunities in your target press or hire a PR to do it for you, because there’s no telling where a fantastic feature could take your business.

LOOK THE PART

Look at any successful brand and you’ll see that their identity is consistently seen, thus instantly recognisable. For example, if you went to buy the new iPad from Apple, as you walked through the doors of their beautifully branded stores, you’d be greeted by staff wearing Apple t-shirts, with iPod-shaped name tags, who would give you your gadget in an Apple bag. Their sleek, cool design

is mirrored in everything from their products, packaging, and shop front to their uniforms. Do you have a strong logo and identity which is consistently seen? Everything in your salon is an opportunity to embed your brand deeper into your clients’ consciousness. From your towels to teacups, aprons to gowns, bags to brollies, put your logo in as many places as you can, as the more clients encounter it, when they need a tint or treatment, they’ll be more likely to give you a call.

DELIVER THE GOODS

Finally, even if you have a beautiful logo and score a juicy piece of PR coverage in a top title, to truly emulate the success of the big boys, you can’t be all talk – you

have to deliver the goods. Implementing marketing and PR techniques will help to get the clients through the door, but how you perform when they get there will decide how well you endure. So in addition to thinking big, deliver big on your hair expertise plus your customer service and who knows, it could be your salon that is the next big thing.

Sharleen Hunter is the founder of Unleashed Potential™, an independent consultancy specialising in marketing and PR for the hair and beauty industry. She is a qualified Chartered Marketer and a full member of the Chartered Institute of Public Relations. 020 8240 4448 unleashed-potential.com

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