As the days turn into weeks, having my salon closed has been difficult, as I am sure a lot of you can relate. I first filled my time with tying up loose ends within the salon so when returning to work things would be better organized. Having things organized will help to ease into the chaos of the increased workload that we all face when returning to work.
I then started to focus on my brand…
I think branding ourselves within the hair industry is extremely important because it attracts the clientele that we want. Ideally you really want to make sure your marketing/branding attracts your ideal client. That way you are doing hair that you love and are proud of! This is especially true at a time like this, during COVID-19, because I have no idea what lies ahead. Some of my clients might be okay with waiting 1-3 months when rescheduling and other clients might seek out other stylists because they can’t wait that long. In the event that some clients go elsewhere, I really want to make sure my branding is ‘on point’ so that I am attracting new clientele that is within my target market.
In doing so I revamped my website and changed a few things on my Instagram bio and Instagram highlight tabs.
On my webpage I really wanted to make sure the aesthetic matched the aesthetic of my salon and I also wanted to make online hair products accessible to them through a link provided by Salon Services. Clients purchase products through Salon Services under my account and I get commission from the sale. This feature on my webpage has been extremely beneficial during COVID-19 and I think most clients will find it convenient for future purchases as well.
I also put a video of my salon on my webpage so clients can see what the salon looks like, that way they can get the feel of my space!
For my Instagram I really wanted to convey my three areas of expertise: Balayage (blondes and brunettes), Extensions and Bridal. I streamlined my highlights to Blondes, Brunettes, Extensions, Bridal and one for Features as well! Before I had 8 highlights which didn't really reflect my brand and looked a little disorganized.
In my bio, it states my areas of expertise as well as having a link to my website available making my webpage a click away. From there they can check out the website and email me if they have any questions.
With being a balayage expert, I also wanted to focus on time efficient applications/methods to help with the increase in weekly clients. This is the perfect time to really hone-in on faster application methods so you are able to see more clients throughout the day.
A great way to stay current and fresh on application techniques is through online education. Masters of Balayage has a great resource, Balayage Online, which offers various application methods to use in your work.
Whether you focus on your branding, learning faster application techniques or taking the time to learn an entirely new skill set I think it will work in your favor once we are able to work again. So take advantage of this time! This is certainly a time of uncertainty but the more we are prepared and equipped will help us tremendously once we are back in the salon!
Find me at @heatherhairandbridalstylist
See more on working ON your business when you can't work IN your business here
For reprint and licensing requests for this article, Click here.