When I embarked on my journey as a stylist, I believed my work was solely about hair. However, I've come to understand that hair is just the beginning. Really, what happens in the salon chair is about building confidence, fostering self-acceptance and inspiring transformation. This realization is what shaped my view that technical skill alone is insufficient in building a brand; you must build the entire experience.
Building a brand extends beyond logos and marketing; it’s about crafting a story that resonates with people. For me, that story revolves around love—love for our craft, love for our communities and love for myself. Every stylist knows that behind the foils, blow-dries and color bowls, we are not just artists but catalysts for change, confidants and storytellers. We alter lives, strand by strand, and that is the true essence of a brand—the legacy we build together.
Over two decades ago, I set out to create Christopher Aaron—not just as a salon, but as a brand that my clients could call home. It’s a place where clients feel safe, celebrated and entirely themselves, and where hairstylists can unite, grow through education and find ongoing empowerment.
The narrative of Christopher Aaron is rooted in the influence of women who shaped me, particularly my mother. She taught me that beauty knows no bounds, transcends textures and dismisses all notions of who “deserves” to feel glamorous. Her unwavering belief that everyone is worthy of love and care became the cornerstone of my brand and career.
As a gay African-American man raised in the suburbs, my journey was not without its challenges. I wrestled with my identity and the need for acceptance, navigating the complexities of feeling seen. These challenges, however, transformed into my strengths and galvanized my brand mission: to ensure that no one in my chair—or in my industry—ever feels invisible. A brand needs to serve a purpose, to solve a problem and to foster a sense of belonging.
I am proud to partner with L’Oréal as an educator, sharing knowledge that empowers fellow stylists to reach their fullest potential. Through this collaboration, I've refined my skills and connected with a community of like-minded beauty professionals dedicated to excellence in the industry. The tactics below illustrate how my brand has enabled partnerships with esteemed brands like L’Oréal, highlighting the benefits and strategies involved.
To all the hairstylists reading this: your story matters. The brand you’re building isn’t merely your business—it’s your gift to the world. Continue to create with love and remain aware of the impact you make every day.
Key Strategies for Building Your Brand As a Beauty Professional
As I continue to grow my brand, I’ve discovered a range of strategies that have proven invaluable throughout my journey. Here are some tactics and practices I detail in my upcoming book on brand building, which have facilitated both personal and professional growth in the industry:
1. Networking and Community Building:
Attending industry events is crucial for me. Engaging with fellow professionals opens doors to collaboration, learning and support. To stay informed about local happenings, talk to your clients and ask about their interests and upcoming events. Additionally, reach out to local schools and organizations to see what they have going on. If there’s a cause that resonates deeply with you, seek out opportunities in your town that align with that passion. By demonstrating your commitment to something your clients value, you will foster a deeper connection, making them feel more invested in you and your business. Building community in this way can lead to endless opportunities for collaboration and growth.
2. Engaging on Social Media:
A robust social media presence is essential. Platforms like Instagram allow me to showcase my work with captivating visuals and storytelling, enhancing my connection with clients. Regular posting, such as transformations and tutorials, maintains engagement and attracts new clients. Consider creating a content calendar to organize and stay on track.
3. Hosting Friendship Blow-Dry Events:
Rather than traditional workshops, I organize friendship blow-dry events, where clients can come together, learn, and enjoy a fun experience in my salon. These events allow friends to book package deals that include blowouts and product purchases, creating a vibrant, social atmosphere. Not only do clients leave looking fabulous, but they also leave with new friends and a sense of community.
4. Client Appreciation with Holiday Gifts:
During the holiday season, consider personalized gifts for clients, like curated retail products, which show appreciation and strengthen client bonds while enhancing retention. Remember, this could include retail products, which can help increase future sales.
The Business of Building Your Brand
Passion for artistry and connection drives our industry, but it is equally important to focus on the business side. Building a successful brand requires strategic planning, organization and financial awareness.
1. Get Professional Guidance:
Seek a financial advisor and an accountant for insights into managing your finances and tax planning. Their expertise allows you to focus on your craft while they handle financial details. I asked multiple people around with successful businesses about who they worked with, and then also did my own research online. Remember, you have to like the people you work with; that is a very important factor. If they don’t fit, it's okay to keep looking for the right person.
2. Stay Organized:
Organization is paramount in the beauty business. Invest in a detailed computer system or app to track your purchases and expenses. An integrated online scheduling system for clients enhances the customer experience, simplifying appointment bookings. Consider tools like client management software that not only schedule but also track preferences, past services, and notes.
3. Curate Your Retail Offerings:
When it comes to retail, remember to choose wisely. Don’t overwhelm your clients with a plethora of product lines; instead, focus on a curated selection of proven brands you trust and can confidently recommend. This approach simplifies decision-making, making clients more inclined to purchase recommended products.
4. Know Your Client’s Purchases:
Keeping accurate records of what your clients have bought in the past is essential. Track their favorite products to offer personalized recommendations during their visits. When clients see you understand their needs, it builds trust and loyalty, making them more likely to return. Set up a system to remind yourself of their likes and dislikes, and prepare special packs of products for their next visits based on this history.
5. Set Clear Goals:
Establishing clear, measurable goals is one of the most powerful tools you can have in your business arsenal. Know how much revenue you need to generate to succeed by calculating fixed costs like rent, supplies, and utilities. Your pricing strategy should align with these needs while also reflecting the value you provide.
6. Embrace Smart Business Investments:
Investing in marketing and social media is essential in today’s digital age. While word of mouth can take you far, amplify your reach through online channels. Engaging with your audience on social media cultivates community and draws in potential clients. As an introvert myself, I continuously challenge myself to network both online and in person, connecting faces and places.
7. Develop a Strong Brand Identity:
Your branding extends beyond your logo; it’s about the overall experience you provide. Ensure your brand messaging is clear across all platforms—from your website to social media and in-person interactions. This includes having a consistent style, tone, and aesthetic that reflects your values and mission.
8. Create an Engaging Website:
In this digital age, having a professional website is crucial. It should reflect your brand's identity, showcase your work, and provide essential information like services offered, prices, and contact details. An integrated booking system on your site can enhance client experience and make it easier for them to secure appointments.
9. Build Client Relationships:
Strong relationships lead to repeat business. Implement a system for gathering client contact information to send follow-up messages, appointment reminders, or exclusive promotions. Consider sending personalized greetings on birthdays or anniversaries to foster loyalty.
10. Emphasize Continuing Education:
Staying informed about industry trends and innovative techniques is key to maintaining a competitive edge. Invest time and resources into continuing education—through workshops, online courses, or industry conferences—to enhance your skills and expand your service offerings.
11. Build the Right Clientele:
Identify your target audience and tailor your services to meet their needs. Use social media insights to understand your audience demographics better, then create targeted promotions that will attract ideal clients. Networking with related businesses, such as makeup artists or fashion boutiques, can lead to valuable referrals.
12. Feedback and Adaptation:
Regularly solicit feedback from clients regarding their experiences. Their insights can reveal areas for improvement or highlight what you’re doing well. Be willing to adapt your services or approach based on their suggestions.
13. Client Rebooking Strategies:
Encourage clients to rebook their appointments for the year ahead. Offer incentives for scheduling multiple appointments at once, such as discounted rates for pre-booked services. Set reminders in your scheduling system for follow-ups after their appointments to check in and suggest when they might need to return for their next service.
Selling Retail Successfully
To maximize your retail sales, you must create an environment where clients feel confident and informed about their purchases. Here are some best practices:
1. Product Knowledge:
Ensure you are well-versed in the products you offer. Your confidence and expertise will help clients feel comfortable making purchases. Consider holding training sessions for yourself and your staff on the benefits and uses of each product line.
2. Personalized Recommendations:
Tailor your product recommendations based on each client’s unique hair type and needs. By providing customized suggestions, you show that you care about their experience and outcomes, making them more likely to return for future purchases.
3. Create Attractive Displays:
Organize your retail space in an appealing way. Eye-catching displays can draw clients in and encourage impulse buys. Consider seasonal promotions or themed displays that tie into current trends or events.
4. Follow-Up on Purchases:
After a client buys a product, follow up to see how they are enjoying it. This not only builds rapport but also opens the door for additional sales or recommendations for complementary products.
5. Educate Clients:
Take the time to educate your clients on how to use products effectively. Whether it’s a styling cream or a deep-conditioning treatment, showing them the right techniques can enhance their experience and encourage them to repurchase.
Personal Branding Tips
Creating a strong personal brand is essential for standing out in the beauty industry. One of the first steps is to develop a clean, memorable logo that reflects your identity and can be easily applied to retail bags, coffee cups, and the door of your space. Consider working with a design professional or crafting it yourself—it's vital that your logo speaks to your audience and is easily recognizable.
Recently, I had a client who displayed my loyalty card on her keychain, proudly showcasing my logo. This sparked a conversation with a friend she met in college—not someone she had known before coming to my salon. When they ran into each other, the longer-term client exclaimed, “Oh my God, how do you know Christopher Aaron? When did you start going to him?” This moment highlighted the way branding fosters connections between people. Your branding is the community you’re building, and every touchpoint reinforces that connection.
Additionally, when clients leave my studio carrying my retail bags or wearing my branded capes during photo opportunities, they become walking advertisements for my salon. These elements contribute to my visibility and create buzz around my brand. I utilize services like The Branded Salon, which provides high-quality, custom merchandise. Such thoughtful branding can make a significant impact on client perception and loyalty.
Loyalty Program for Success
Building a loyalty program is another way to foster client engagement and encourage repeat visits. Implementing a point system allows clients to earn rewards for every dollar spent in your salon. It incentivizes them to return, making them feel valued and part of a community. Even as a small business, it's essential to give back to your clients. Offer rewards like a complimentary glaze treatment or a free blowout once they accumulate enough points. This not only encourages repeat business but also strengthens the bonds you create with your clientele.
Being proactive in providing incentives shows clients that their loyalty matters, making them feel appreciated. The experience they have at your salon goes beyond just hair—it’s a way to build relationships that enhance their overall experience.
Client Stories: The Heart of Your Business
Client stories are invaluable to your brand. I’ve had clients come and go, and while it can be challenging to see someone leave for reasons that I may not fully understand, it’s essential to embrace these transitions. Recently, a client left because she felt my prices were too high. Initially, it was hard to accept, but I realized this opened the door for me to welcome new clients who recognize the value of the services I provide.
Every stylist has their loyal following, and while we develop strong emotional connections with our clients, it’s vital to understand that our impact is not always permanent. As heart-wrenching as it can be, it’s all part of the journey. I’ve learned to focus on those who value what I bring to the table. I aim to create a space that feels like home for each client who walks through my doors. They become a part of a larger family, sharing laughter, ideas, and meaningful conversations.
One of my fondest memories is when clients share vulnerable moments—their struggles during illness, losses they've faced, or simply needing someone to talk to. In these moments, I step into the role of a confidant and support system, offering an understanding ear rather than just a service. These connections deepen the relationship, and it’s incredibly rewarding to know I can provide comfort and care beyond mere hairdressing.
At the end of the day, creating a space that values both you and your clients is paramount. As stylists, we should remind ourselves of our worth while fostering an environment where others feel valued and cherished. The relationships we build can bring great joy and fulfillment, enriching not just our clients’ lives but ours as well.
My Top Five Favorite Tools and Products for Success
To create a thriving salon environment, the tools and products you choose are crucial. Here are my five favorite essentials that have significantly contributed to my business's success:
1. L'Oréal Professional Color Line:
I rely heavily on L'Oréal's color lines, including Inoa, Dia Color, Dia Light and Majirel. Each of these products offers unique benefits that cater to different client needs. Inoa is renowned for its ammonia-free formula, which provides gorgeous, long-lasting color while maintaining the hair's integrity. Dia Color offers a beautiful, tonal finish—ideal for subtle highlights or gentle lifting—while Dia Light provides a super-shiny, translucent color that enhances natural shades. Majirel is perfect for creating rich, vibrant colors with excellent coverage. Together, these products not only fulfill my clients’ desires for beautiful, healthy hair but also allow me to deliver consistent results.
2. Quality Touch Foils:
The foils I use play a critical role in my coloring process, and Quality Touch foils have been game-changers for me. They are durable, versatile, and easy to work with, making them ideal for various techniques, from balayage to traditional highlights. These foils help retain heat effectively, allowing colors to process evenly and ensuring my clients leave with stunning results. The convenience and efficiency they bring to my coloring service increase my workflow and improve the overall client experience.
3. Vish Salon Scale:
Precise measurements are crucial in achieving consistent results. The Vish Salon Scale allows me to weigh my color formulations accurately, ensuring I mix the perfect balance of color and developer every time. This level of precision not only minimizes waste but also enhances the quality of my work. It's a simple yet powerful tool that helps maintain consistency across all color services, reinforcing my reputation as a reliable stylist.
4. Phorest Salon Software:
Managing appointments, client data, and marketing efforts can be overwhelming without the right tools. Phorest Salon Software has been instrumental in streamlining my operations. It offers a user-friendly interface to book appointments, track client preferences and manage retail sales efficiently. The marketing features also help me implement targeted campaigns for specials, events, and promotions, keeping my clientele engaged and informed.
5. Never Let Go Comb by Pink Pewter:
A great comb is essential for any stylist, and the Never Let Go Comb has become one of my favorite tools. This comb's unique design features a comfortable grip and a lightweight frame, making it easy to maneuver during styling. It’s perfect for precision combing, sectioning, and styling, which significantly enhances the overall service I provide. Its durability means it withstands heavy use, solidifying its place as an indispensable tool in my salon.
Conclusion: Empowering Your Brand Journey
As we’ve explored, the journey of building your brand in the beauty industry is both an art and a science. From defining your unique identity and establishing a strong visual presence to organizing your business and setting clear goals, each facet plays a crucial role in your success.
Every great stylist has faced challenges and uncertainties. Embrace your journey, lean into your strengths, and don’t hesitate to seek guidance when needed. Your story is uniquely yours, and the world is waiting to see how you’ll write it.
In my upcoming book, I’ll dive even deeper into the principles of branding, sharing more stories and strategies that have shaped my career. I aim to empower you with the insights you need to build a brand that reflects your passion and purpose as a beauty professional.
Let’s continue to support one another on this journey. I encourage you to share your own experiences and insights, as collaboration and community are what make our industry thrive. Remember, the beauty community flourishes on kindness and connection. Together, we can redefine what it means to be a stylist and create a beauty industry that is inclusive, empowering, and authentic. Here’s to your brand journey—may it be filled with love, passion, and endless possibilities!
Dedication
To my mother, whose unwavering belief in my potential has always pushed me to strive for greatness; you have taught me that settling for the ordinary is never enough. Your relentless encouragement has shaped who I am today. This dedication extends to all women who nurture their families and mold future generations, empowering them to rise above the basics and strive for excellence. Your strength and resilience create the foundation of our world, and for that, I am eternally grateful.
