Hi,
What is it that you deliver that no one else can? That is your Brand Promise. It’s what your clients value in your relationship and how your brand is different from any other.
The Brand Promise is the turning point in the development of your Branding Framework. It’s when you begin to transform the more introspective aspects of your communication into more client-facing language and messaging. Your Statement of Purpose helps your team understand why your salon exists. Your Vision describes what it will look like when you reach your dreams. It is the Brand Promise that begins to tell your brand story in language that matters to your clients and resonates in ways that are relevant to them.
As it turns out, your Brand Promise is actually several pieces—all of which add up to your overall Brand Promise. For example; expectations you set about your pricing, expectations about the personality of your salon, expectations about the mix of retail you carry—all this, and more, are little aspects of your Brand Promise that will be judged every day. When you live up to the expectations you set your overall Brand Promise has integrity. People will learn to trust your brand and begin to rely on it to consistently meet their needs—eventually promoting your salon to more and more people in their network.
If you are even an occasional reader of these postings you’ll notice that everything is connected in Branding and Transformational Client Experience. It’s really all about your clients and their experience and relationship with you. Everything else you do: Advertising, in-salon promotions, and even how you answer the phone or how often you sweep the floor, all leads back to the client experience. If you want to learn how to harness this power to establish a new brand or strengthen your current brand, please contact me.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Wednesday, December 23, 2009
Wednesday, December 16, 2009
The Importance of Business Values
Hi,
In earlier posts we explored the ideas of Integrated Marketing and Benefitting from Your Branding Framework. Both of these ideas require a certain amount of consistency and a predictable and reliable foundation on which to build. After all, for marketing to be “integrated” it must have a central cohesive theme. A branding framework has to have internal consistency if it’s going to hold together.
Here we want to talk about the most basic point of integration for all ideas, actions, choices, and behaviors in your salon: Your Business Values. In the post titled “Values” we discussed what values are and how they compare to ideals. What we urge every salon owner to do as soon as possible is to begin the process of discovering their values. Take the time to think through the choices you make and the actions you take. What values do you discover behind them? No matter what you discover your values to be, it’s important for you to write them down and keep them clearly in mind. We argue that by acting consistently on your values—even those that might cause you some short-term hardship by sticking to them—you will fundamentally improve all aspects of your business in the long-term.
Here are three ways you can improve your business by consistently acting on your values:
Hiring better, more loyal staff
Developing a more potent Brand Promise
Creating a Transformational Client Experience
If you would like help discovering your values and then applying that knowledge to help you hire the right people please contact me.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
In earlier posts we explored the ideas of Integrated Marketing and Benefitting from Your Branding Framework. Both of these ideas require a certain amount of consistency and a predictable and reliable foundation on which to build. After all, for marketing to be “integrated” it must have a central cohesive theme. A branding framework has to have internal consistency if it’s going to hold together.
Here we want to talk about the most basic point of integration for all ideas, actions, choices, and behaviors in your salon: Your Business Values. In the post titled “Values” we discussed what values are and how they compare to ideals. What we urge every salon owner to do as soon as possible is to begin the process of discovering their values. Take the time to think through the choices you make and the actions you take. What values do you discover behind them? No matter what you discover your values to be, it’s important for you to write them down and keep them clearly in mind. We argue that by acting consistently on your values—even those that might cause you some short-term hardship by sticking to them—you will fundamentally improve all aspects of your business in the long-term.
Here are three ways you can improve your business by consistently acting on your values:
Hiring better, more loyal staff
Developing a more potent Brand Promise
Creating a Transformational Client Experience
If you would like help discovering your values and then applying that knowledge to help you hire the right people please contact me.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Values
Hi,
Values are principles held by an individual or group that influence choices and actions. In other words, our values influence how we behave, the choices we make, and what think certain things in life are worth. For example, a person may decide to save their money for a down payment on a home, rather than spend what money they do have on a new car. We could say that person thinks a home is “worth” the continued sacrifice of driving an old clunker while continuing to save and worth skipping the immediate gratification of owning a new car. Perhaps the value behind their choice is, “family,” or “thrift,” or “security,” or something similar.
There are different kinds of values. Some values we can call life values and others can be called business values. We can also prioritize our values, that is, some are more important to us than others—and we sometimes have to make tradeoffs in our choices. For example, I value security but I place an even higher value on autonomy. Therefore, from time-to-time I might forgo a job opportunity if I don’t think I will have enough say in how the job will be performed.
When we ask someone we know well, “What are your values?” we can get some surprising answers because what people often think of as values, are actually ideals. Ideals are expressions of perfection that exist only in concept, not in reality. That is why sometimes people we know who “Say one thing and do another” act that way because they hold an ideal, or think they will be viewed favorably for holding it, but make decisions and choices based on what they really value.
That is why values must be discovered, not simply stated. By thinking of our values as a discovery process we start to think deeply about why we act the way we do. By looking at our choices, our actions, and our behavior we can work backwards to discover the values that like beneath. Starting from the other way around is problematic. For example, an employee may say that s/he values “teamwork,” but as a day-to-day matter of fact that employee isn’t cooperative with others and constantly looks to maximize his or her own benefit. By working backward from the behavior we might discover that his/her true value is “independence,” or “power,” or “security.” Not that any one value is inherently good or bad, it’s just that it helps to be clear and accurate with ourselves and others about our values.
Values typically are formed in our early years but new values can be acquired. The way we do that is choosing ideals—and then pursuing those ideals until our choices, actions, and behaviors signal that we have incorporated a new value in our way of being in the world.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Values are principles held by an individual or group that influence choices and actions. In other words, our values influence how we behave, the choices we make, and what think certain things in life are worth. For example, a person may decide to save their money for a down payment on a home, rather than spend what money they do have on a new car. We could say that person thinks a home is “worth” the continued sacrifice of driving an old clunker while continuing to save and worth skipping the immediate gratification of owning a new car. Perhaps the value behind their choice is, “family,” or “thrift,” or “security,” or something similar.
There are different kinds of values. Some values we can call life values and others can be called business values. We can also prioritize our values, that is, some are more important to us than others—and we sometimes have to make tradeoffs in our choices. For example, I value security but I place an even higher value on autonomy. Therefore, from time-to-time I might forgo a job opportunity if I don’t think I will have enough say in how the job will be performed.
When we ask someone we know well, “What are your values?” we can get some surprising answers because what people often think of as values, are actually ideals. Ideals are expressions of perfection that exist only in concept, not in reality. That is why sometimes people we know who “Say one thing and do another” act that way because they hold an ideal, or think they will be viewed favorably for holding it, but make decisions and choices based on what they really value.
That is why values must be discovered, not simply stated. By thinking of our values as a discovery process we start to think deeply about why we act the way we do. By looking at our choices, our actions, and our behavior we can work backwards to discover the values that like beneath. Starting from the other way around is problematic. For example, an employee may say that s/he values “teamwork,” but as a day-to-day matter of fact that employee isn’t cooperative with others and constantly looks to maximize his or her own benefit. By working backward from the behavior we might discover that his/her true value is “independence,” or “power,” or “security.” Not that any one value is inherently good or bad, it’s just that it helps to be clear and accurate with ourselves and others about our values.
Values typically are formed in our early years but new values can be acquired. The way we do that is choosing ideals—and then pursuing those ideals until our choices, actions, and behaviors signal that we have incorporated a new value in our way of being in the world.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Tuesday, December 15, 2009
Integrated Marketing
Hi,
There are many ways you market your salon. The most obvious marketing example for many salon owners is when they take out an ad in the local newspaper. An example that may not be quite so obvious is the way you greet your clients—and there are endless examples of marketing in between.
We understand clients and prospective clients don’t notice each and every one of our marketing tactics, and we know they may not fully concentrate on the marketing they do notice. So, it doesn’t take much for us to imagine how a prospective client may glance at our ad, notice our sign, peek in the window of our salon as they walk by, and then hear something about our salon word-of-mouth. Over a few weeks, she pulls together the bits and pieces of what she perceives about our salon and starts to form an image about us in her mind.
Integrated Marketing is an approach to marketing that was developed to make the most of the haphazard, fragmented way that clients are exposed to and absorb marketing messages. In short, Integrated Marketing tells us that everything we put out there about our salon must be well thought out, consistent, and self-reinforcing. In that way, we improve the chance that the fragments of our image, which clients carry around in their heads, add up to something we actually intended for them to think.
If you would like to learn how to improve your marketing by applying the principles of Integrated Marketing please contact me.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
There are many ways you market your salon. The most obvious marketing example for many salon owners is when they take out an ad in the local newspaper. An example that may not be quite so obvious is the way you greet your clients—and there are endless examples of marketing in between.
We understand clients and prospective clients don’t notice each and every one of our marketing tactics, and we know they may not fully concentrate on the marketing they do notice. So, it doesn’t take much for us to imagine how a prospective client may glance at our ad, notice our sign, peek in the window of our salon as they walk by, and then hear something about our salon word-of-mouth. Over a few weeks, she pulls together the bits and pieces of what she perceives about our salon and starts to form an image about us in her mind.
Integrated Marketing is an approach to marketing that was developed to make the most of the haphazard, fragmented way that clients are exposed to and absorb marketing messages. In short, Integrated Marketing tells us that everything we put out there about our salon must be well thought out, consistent, and self-reinforcing. In that way, we improve the chance that the fragments of our image, which clients carry around in their heads, add up to something we actually intended for them to think.
If you would like to learn how to improve your marketing by applying the principles of Integrated Marketing please contact me.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Plan-Do-Check-Act
Hi,
When you began your hairdressing career, you probably visualized yourself cutting clients' hair. When you received your training you learned the basic methods of hair cutting. Then you practiced your techniques, received feedback from clients and instructors, learned from your experience, and then applied what you learned to the next cut. Little by little, the shears became more comfortable, the dexterity in your hands improved, the way you "saw" the haircut changed, and soon you developed real skill. Whether you knew it or not, you used a process to learn how to cut hair.
This same simple process can be applied to managing your salon. The process is called Plan-Do-Check-Act and if you apply it to any aspect of your business, your business will improve.
With roots in Scientific Method, PDCA (also known as the Deming Cycle) is a proven business methodology. First we plan for success, then we execute our plans, check our results, and then modify future plans and actions based on how closely our results matched our original plans. Look at the first paragraph again here:
PLAN: "...you probably visualized yourself cutting clients' hair... DO: ...Then you practiced your techniques, CHECK: received feedback from clients and instructors...and then ACT: applied what you learned to the next cut..." See how simple? Applying it to managing the business side of the salon is just as powerful.
Here’s how it works.
Plan. Countless hours and energy are wasted in business every day because people confuse motion with progress. On a certain level it feels really good to be busy. We get a sense of creating value and being valued for taking action. We get recognition for creating activity and it reflects well on our work ethic. The challenge, as the saying goes, is to “Work smarter, not harder.” The key to working smarter is to have a Plan before we begin. The most important question to ask yourself during the planning phase is, "What is my goal?"
Do. Once we have a plan, we take action. We Do. What we do follows our plan.
Check. Once a portion, or an entire plan, is accomplished it’s time to find out how effective our actions were. How well did our action reach our goal? How efficient were we? How effective were we? Did we learn anything that can help us do a better job next time?
Act. By taking the time to Check, we take the time to learn and set ourselves up to be better in the future and to avoid repeating mistakes. We Act on what we’ve learned by taking the information we’ve gathered and feeding it back into our plans. That way, next time we need to reach the same, or similar, goal we will have a better Plan. Better, because the system we now use to Plan is a learning system.
If you would like to learn how to make PDCA second-nature and apply it to something practical, like your marketing plans for the new year, please don't hesitate to contact me.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
When you began your hairdressing career, you probably visualized yourself cutting clients' hair. When you received your training you learned the basic methods of hair cutting. Then you practiced your techniques, received feedback from clients and instructors, learned from your experience, and then applied what you learned to the next cut. Little by little, the shears became more comfortable, the dexterity in your hands improved, the way you "saw" the haircut changed, and soon you developed real skill. Whether you knew it or not, you used a process to learn how to cut hair.
This same simple process can be applied to managing your salon. The process is called Plan-Do-Check-Act and if you apply it to any aspect of your business, your business will improve.
With roots in Scientific Method, PDCA (also known as the Deming Cycle) is a proven business methodology. First we plan for success, then we execute our plans, check our results, and then modify future plans and actions based on how closely our results matched our original plans. Look at the first paragraph again here:
PLAN: "...you probably visualized yourself cutting clients' hair... DO: ...Then you practiced your techniques, CHECK: received feedback from clients and instructors...and then ACT: applied what you learned to the next cut..." See how simple? Applying it to managing the business side of the salon is just as powerful.
Here’s how it works.
Plan. Countless hours and energy are wasted in business every day because people confuse motion with progress. On a certain level it feels really good to be busy. We get a sense of creating value and being valued for taking action. We get recognition for creating activity and it reflects well on our work ethic. The challenge, as the saying goes, is to “Work smarter, not harder.” The key to working smarter is to have a Plan before we begin. The most important question to ask yourself during the planning phase is, "What is my goal?"
Do. Once we have a plan, we take action. We Do. What we do follows our plan.
Check. Once a portion, or an entire plan, is accomplished it’s time to find out how effective our actions were. How well did our action reach our goal? How efficient were we? How effective were we? Did we learn anything that can help us do a better job next time?
Act. By taking the time to Check, we take the time to learn and set ourselves up to be better in the future and to avoid repeating mistakes. We Act on what we’ve learned by taking the information we’ve gathered and feeding it back into our plans. That way, next time we need to reach the same, or similar, goal we will have a better Plan. Better, because the system we now use to Plan is a learning system.
If you would like to learn how to make PDCA second-nature and apply it to something practical, like your marketing plans for the new year, please don't hesitate to contact me.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Thursday, December 10, 2009
Benefiting from Your Branding Framework
Hi,
In an earlier post we noted how the real benefit of developing a Branding Framework is what completing it allows you to accomplish. We’ve already talked a little bit about how the Branding Framework helps you turn clients into Brand Advocates who actively recruit new clients and stick with you year after year.
Here, we’re discussing another direct benefit of completing your Branding Framework: Developing a shared understanding of what your salon must do in order to thrive.
Unless you work alone, you count on others to help your salon succeed. To coordinate the energies of two or more people you need to develop a shared understanding. That understanding may involve, goals for the salon, the image you want to project, the experience you provide to the client, the promise your brand makes to your clients, the working conditions in the salon, the goods and services you provide, and much, much more.
By working through your Statement of Purpose, Vision, Mission, Messaging Stack, and other elements of the Branding Framework, you and your staff develop a shared understanding of where you are headed. That, in turn, causes three immediately positive things to happen: 1) You develop synergy, in other words, when everyone is cooperating and working toward common goals, things work out better, 2) You make faster progress toward your goals (“Many hands make light work”) and, 3) People have something to believe in that is bigger than themselves. This is particularly useful for improving teamwork and getting everyone working for “The greater good” of serving your clients and building the strength of your brand.
If you would like to enjoy these direct benefits—and many more—please contact me directly.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
In an earlier post we noted how the real benefit of developing a Branding Framework is what completing it allows you to accomplish. We’ve already talked a little bit about how the Branding Framework helps you turn clients into Brand Advocates who actively recruit new clients and stick with you year after year.
Here, we’re discussing another direct benefit of completing your Branding Framework: Developing a shared understanding of what your salon must do in order to thrive.
Unless you work alone, you count on others to help your salon succeed. To coordinate the energies of two or more people you need to develop a shared understanding. That understanding may involve, goals for the salon, the image you want to project, the experience you provide to the client, the promise your brand makes to your clients, the working conditions in the salon, the goods and services you provide, and much, much more.
By working through your Statement of Purpose, Vision, Mission, Messaging Stack, and other elements of the Branding Framework, you and your staff develop a shared understanding of where you are headed. That, in turn, causes three immediately positive things to happen: 1) You develop synergy, in other words, when everyone is cooperating and working toward common goals, things work out better, 2) You make faster progress toward your goals (“Many hands make light work”) and, 3) People have something to believe in that is bigger than themselves. This is particularly useful for improving teamwork and getting everyone working for “The greater good” of serving your clients and building the strength of your brand.
If you would like to enjoy these direct benefits—and many more—please contact me directly.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Establishing an Emotional Connection
Hi,
We like to explore the different levels salons can connect with their clients. Salons naturally try to connect with clients on a functional level. That is, you promote great cuts, knowledgeable colorists, great price (or value), the best products available, etc. Connecting on a functional level is important because, at the end of the day, clients really do expect to get good products and services for their money.
The opportunity, and this is what all great lifestyle brands understand, is that salons must also connect with clients on an emotional level. How do your products and services make your clients feel? How does the experience they have in your salon, and with your staff, make them feel? Beautiful? Nurtured? Special?
By working through the Primary Emotional Benefit exercises in our Branding Framework we help you get at the precise emotional appeal you should make and how to express that throughout all aspects of your marketing communications and Client Experience.
But what’s the value in that? By appealing to clients at an emotional level we increase the not only the depth of the connection but the likelihood that the connection will be internalized by the client and incorporated into their identity at some level. Doubt it? We’d suggest by simply answering the following questions you will get an idea of the power of emotional connections: Mercedes or BMW? Coke or Pespi? Wine or beer? iPhone or Blackberry? Al Gore or Sarah Palin?
Once you establish an emotional connection with your clients, and they begin identifying with your brand—even if it's in small ways at first—then the likelihood they will advocate on your behalf goes way up. For many salons, word-of-mouth is their number one method of attracting new clients. What if your word-of-mouth double in terms of intensity, positive mentions, or frequency? What if every client bragged about your salon to their friends 12 times a year instead of once a year? What if they went out of their way to suggest you to their friends? What impact would that have on your ability to attract new clients—and what would that say about your current clients sticking with you in the long run?
If you would like to learn how to cultivate your own Brand Advocates, please contact me.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
We like to explore the different levels salons can connect with their clients. Salons naturally try to connect with clients on a functional level. That is, you promote great cuts, knowledgeable colorists, great price (or value), the best products available, etc. Connecting on a functional level is important because, at the end of the day, clients really do expect to get good products and services for their money.
The opportunity, and this is what all great lifestyle brands understand, is that salons must also connect with clients on an emotional level. How do your products and services make your clients feel? How does the experience they have in your salon, and with your staff, make them feel? Beautiful? Nurtured? Special?
By working through the Primary Emotional Benefit exercises in our Branding Framework we help you get at the precise emotional appeal you should make and how to express that throughout all aspects of your marketing communications and Client Experience.
But what’s the value in that? By appealing to clients at an emotional level we increase the not only the depth of the connection but the likelihood that the connection will be internalized by the client and incorporated into their identity at some level. Doubt it? We’d suggest by simply answering the following questions you will get an idea of the power of emotional connections: Mercedes or BMW? Coke or Pespi? Wine or beer? iPhone or Blackberry? Al Gore or Sarah Palin?
Once you establish an emotional connection with your clients, and they begin identifying with your brand—even if it's in small ways at first—then the likelihood they will advocate on your behalf goes way up. For many salons, word-of-mouth is their number one method of attracting new clients. What if your word-of-mouth double in terms of intensity, positive mentions, or frequency? What if every client bragged about your salon to their friends 12 times a year instead of once a year? What if they went out of their way to suggest you to their friends? What impact would that have on your ability to attract new clients—and what would that say about your current clients sticking with you in the long run?
If you would like to learn how to cultivate your own Brand Advocates, please contact me.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Scripting the Transformational Client Experience
Hi,
Earlier this week we dropped into BestBuy looking for a gift. Do you shop there? Sometime ago they must have implemented a greeting policy for their front door personnel. For a time, they used to look right at you, smile, and greet you as you walked in. Later, that evolved into a “Hi,” “Hello,” or “Welcome to BestBuy” that was sort of lobbed in your general direction but not clearly at you personally. This week the greeting was gone and we anonymously drifted in and out of their store without making a purchase.
We were on our way to the Apple Store, at the time, and when we arrived it looked like chaos. However, as we went inside someone, busy with another customer, caught our eye—not the other way around—and said “Hi” with a big smile. What looked like chaos was actually a thriving tribe of people shopping, learning, and discussing their needs with a small army of Apple staff members. We were only in front of the iPhone display for maybe 15 seconds before someone approached us and offered to help. We asked our questions, they provided simple, accurate answers, and we selected our phone. Then it got really cool. Our sales guy reached into his pocket and pulled out a modified iPod touch: Not only did he take our payment right there (no standing in line!) but he also activated our phone, set it up, emailed us a receipt (our preference), and helped us pick out a case. On the way out, the same person caught our eye and gave us that same big smile, a nod, and a “Thanks!”
So, two completely different experiences and two completely different levels of satisfaction—not to mention one of the experiences turned into a purchase.
I guess the obvious question is, “What was the difference between these two experiences?” Our answer is this: 1) They were both branded experiences. That is, we have come to associate a certain kind of reliable, repeatable experience with each brand every time we visit their stores. 2) Apple’s experience, while seemingly effortless and very organic, is something they have invested in, iterated on, and improved year after year. Apple’s experience is one of the ways the consciously strive to transform customers into brand advocates with the hope that those brand advocates will “evangelize” the Apple message by telling their friends (or blogging about it).
Séva Education is very much an advocate of creating positive, brandable experiences and using them to: 1) Increase the power of your brand, 2) Mobilize your staff toward a shared goal, and 3) Transform your salon clients into brand advocates that not only cannot wait to return but can’t wait to tell their friends about you.
We’ve developed a Transformational Client Experience (TCE) scripting process that breaks down the experience clients have with your salon into seven separate steps.
FIRST CONTACT / PHONE-IN
DIRECTIONS AND PARKING
WALK-IN
CONSULTATION & GOAL SETTING
CUT, COLOR, & STYLE
PERFORMANCE REVIEW
WRAP UP, RESCHEDULE, & PAYMENT
RETAIL AS A SERVICE
By setting goals for each aspect of TCE in your salon, and by writing scripts that guide the behavior of your staff, together we can craft an inspiring, branded experience that will help you create a Thriving Salon.
If you want to begin developing a Transformational Client Experience for your salon that turns your clients into Brand Advocates please contact me. I’d enjoy talking to you about your needs and the work we’ve done with TCE.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Earlier this week we dropped into BestBuy looking for a gift. Do you shop there? Sometime ago they must have implemented a greeting policy for their front door personnel. For a time, they used to look right at you, smile, and greet you as you walked in. Later, that evolved into a “Hi,” “Hello,” or “Welcome to BestBuy” that was sort of lobbed in your general direction but not clearly at you personally. This week the greeting was gone and we anonymously drifted in and out of their store without making a purchase.
We were on our way to the Apple Store, at the time, and when we arrived it looked like chaos. However, as we went inside someone, busy with another customer, caught our eye—not the other way around—and said “Hi” with a big smile. What looked like chaos was actually a thriving tribe of people shopping, learning, and discussing their needs with a small army of Apple staff members. We were only in front of the iPhone display for maybe 15 seconds before someone approached us and offered to help. We asked our questions, they provided simple, accurate answers, and we selected our phone. Then it got really cool. Our sales guy reached into his pocket and pulled out a modified iPod touch: Not only did he take our payment right there (no standing in line!) but he also activated our phone, set it up, emailed us a receipt (our preference), and helped us pick out a case. On the way out, the same person caught our eye and gave us that same big smile, a nod, and a “Thanks!”
So, two completely different experiences and two completely different levels of satisfaction—not to mention one of the experiences turned into a purchase.
I guess the obvious question is, “What was the difference between these two experiences?” Our answer is this: 1) They were both branded experiences. That is, we have come to associate a certain kind of reliable, repeatable experience with each brand every time we visit their stores. 2) Apple’s experience, while seemingly effortless and very organic, is something they have invested in, iterated on, and improved year after year. Apple’s experience is one of the ways the consciously strive to transform customers into brand advocates with the hope that those brand advocates will “evangelize” the Apple message by telling their friends (or blogging about it).
Séva Education is very much an advocate of creating positive, brandable experiences and using them to: 1) Increase the power of your brand, 2) Mobilize your staff toward a shared goal, and 3) Transform your salon clients into brand advocates that not only cannot wait to return but can’t wait to tell their friends about you.
We’ve developed a Transformational Client Experience (TCE) scripting process that breaks down the experience clients have with your salon into seven separate steps.
FIRST CONTACT / PHONE-IN
DIRECTIONS AND PARKING
WALK-IN
CONSULTATION & GOAL SETTING
CUT, COLOR, & STYLE
PERFORMANCE REVIEW
WRAP UP, RESCHEDULE, & PAYMENT
RETAIL AS A SERVICE
By setting goals for each aspect of TCE in your salon, and by writing scripts that guide the behavior of your staff, together we can craft an inspiring, branded experience that will help you create a Thriving Salon.
If you want to begin developing a Transformational Client Experience for your salon that turns your clients into Brand Advocates please contact me. I’d enjoy talking to you about your needs and the work we’ve done with TCE.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Wednesday, December 9, 2009
Branding Framework
Hi,
Adopting a Branding Framework keeps your brand development on track. There is an old saying, “If you don’t know where you’re going, every road will take you there.” A well thought out framework has a beginning, middle, and ending—and all the points on the journey are well defined. Starting with anything less increases the risk that you will waste precious time, resources, and money.
A Branding Framework also creates consistency. Consistency is important in the execution of any integrated marketing campaign (where each element of the campaign reinforces and strengthens every other element); and it is important for the constant improvement of past and current campaigns so that each new campaign becomes better and more effective for your brand.
The key in adopting any framework, or thinking system, is to adopt it once: Then pouring your energy into execution and continuous improvement. The body of branding knowledge is replete with definitions, counter definitions, and terms that overlap. Our framework is solid and, if used consistently, will accelerate the development and strength of your brand.
Whichever framework you ultimately choose, remember this: In the end, the real value comes from what the Branding Framework allows you to accomplish. So, when you find yourself asking, “Why am I putting time and energy into developing this framework?” please know that the answer contains enormous value for your brand. A proper Framework gives you and your salon:
A shared understanding of what your salon must do in order to thrive
A strategy to turn your clients into your brand advocates
The ability to invest in your brand and increase its power
A means to drive profitable growth
If you are curious about how to develop a Branding Framework for your salon—complete with Statement of Purpose, Vision, Brand Promise, Ideal Client, and much more—please contact me. I’d enjoy talking to you about your needs and your dreams for the future of your salon.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Adopting a Branding Framework keeps your brand development on track. There is an old saying, “If you don’t know where you’re going, every road will take you there.” A well thought out framework has a beginning, middle, and ending—and all the points on the journey are well defined. Starting with anything less increases the risk that you will waste precious time, resources, and money.
A Branding Framework also creates consistency. Consistency is important in the execution of any integrated marketing campaign (where each element of the campaign reinforces and strengthens every other element); and it is important for the constant improvement of past and current campaigns so that each new campaign becomes better and more effective for your brand.
The key in adopting any framework, or thinking system, is to adopt it once: Then pouring your energy into execution and continuous improvement. The body of branding knowledge is replete with definitions, counter definitions, and terms that overlap. Our framework is solid and, if used consistently, will accelerate the development and strength of your brand.
Whichever framework you ultimately choose, remember this: In the end, the real value comes from what the Branding Framework allows you to accomplish. So, when you find yourself asking, “Why am I putting time and energy into developing this framework?” please know that the answer contains enormous value for your brand. A proper Framework gives you and your salon:
A shared understanding of what your salon must do in order to thrive
A strategy to turn your clients into your brand advocates
The ability to invest in your brand and increase its power
A means to drive profitable growth
If you are curious about how to develop a Branding Framework for your salon—complete with Statement of Purpose, Vision, Brand Promise, Ideal Client, and much more—please contact me. I’d enjoy talking to you about your needs and your dreams for the future of your salon.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Tuesday, December 8, 2009
Transformational Client Experience
Hi,
Your salon’s image is composed of hundreds of little connected fragments of client perception. Your logo, your business card, the retail products you carry, the way you dress, your salon’s interior, exterior, the way a client was treated by your receptionist and then what she told her friends about you. Every little interaction and every way your clients come into contact with you, your staff and your salon comes together to create an image. It all builds up to create your brand. Stated another way, your brand = what you stand for; but not just in your mind: primarily in the minds of your clients.
Knowing that, it's important to strive to make each of these little interactions and perceptions add up to something that you intend—something that will keep your clients coming back with such a passion that they can’t live without you. Creating a Transformational Client Experience is the single most important step you can take inside your salon, and it is one where you have an enormous amount of control. It's far more powerful than any advertisement, direct mail, or special offer--and you can invest in it every single day.
The purpose of this post is to introduce you to the concept of Transformational Client Experience (TCE) and to assure you it can be useful and real at the salon level. You can put the concepts of TCE into action and see immediate results in terms of client satisfaction and the development of your brand.
From the time a new client starts looking for a new salon, to the time they rebook their appointments, to the time they refer their friends; you are in relationship with them. The more responsibility you take for how they perceive and experience your brand the more opportunity you have to make a good impression, satisfy their needs, and develop a positive lasting image in their minds. The less you leave to chance, the more opportunity you have to manage your brand. But, of course, this comes with responsibility; it requires you to think outside your four walls, beyond the time your client spends in your chair, and it requires a clear plan of action.
If you would like to learn more about creating a Transformational Client Experience for your salon, please contact me.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Your salon’s image is composed of hundreds of little connected fragments of client perception. Your logo, your business card, the retail products you carry, the way you dress, your salon’s interior, exterior, the way a client was treated by your receptionist and then what she told her friends about you. Every little interaction and every way your clients come into contact with you, your staff and your salon comes together to create an image. It all builds up to create your brand. Stated another way, your brand = what you stand for; but not just in your mind: primarily in the minds of your clients.
Knowing that, it's important to strive to make each of these little interactions and perceptions add up to something that you intend—something that will keep your clients coming back with such a passion that they can’t live without you. Creating a Transformational Client Experience is the single most important step you can take inside your salon, and it is one where you have an enormous amount of control. It's far more powerful than any advertisement, direct mail, or special offer--and you can invest in it every single day.
The purpose of this post is to introduce you to the concept of Transformational Client Experience (TCE) and to assure you it can be useful and real at the salon level. You can put the concepts of TCE into action and see immediate results in terms of client satisfaction and the development of your brand.
From the time a new client starts looking for a new salon, to the time they rebook their appointments, to the time they refer their friends; you are in relationship with them. The more responsibility you take for how they perceive and experience your brand the more opportunity you have to make a good impression, satisfy their needs, and develop a positive lasting image in their minds. The less you leave to chance, the more opportunity you have to manage your brand. But, of course, this comes with responsibility; it requires you to think outside your four walls, beyond the time your client spends in your chair, and it requires a clear plan of action.
If you would like to learn more about creating a Transformational Client Experience for your salon, please contact me.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Branding Fundamentals
Hi,
General Electric, AT&T, BMW.
At one point, brands were just labels. They were nouns, in other words, names of things. They were products—like Frisbee, Yo-Yo, and Kleenex—and they were entire companies like Nike, IBM, and Boeing. Brands were often represented in simple terms, usually by a recognizable corporate logo or product logo. Can you recall the logos for Apple, Levi’s, or Coca-Cola?
Once brand names become very well known they acquire a certain power of their own. They have the power to generate sales simply by associating a brand name, or a logo, with a product or service. Think of all the t-shirts and caps that have been sold because they carry the name Dodgers, Yankees, or Red Sox. Think of the number of toys that sold because they have the Walt Disney or the Star Wars logo. Do you think the quality and durability of those t-shirts, caps, and toys were responsible for those sales? Or is the brand name imprinted on them--and all that stands for--the reason people purchased them?
As industry recognized the power of brands and logos to sell products and services, they wanted to find out why. They wanted to know the associations people made between brands and products, and the satisfaction of consumers who used them. They also wanted to figure out how powerful brands became powerful. If they could discover the formula for creating a powerful brand they could repeat market success more reliably. By studying the secrets of brand development, “branding” became a new verb—a set of action steps companies could take to increase their market success. And it works.
The purpose of this post is to tell you that the key concepts of branding can be distilled and made them useful and real at the salon level. You can take action to create your brand and then invest in it until it becomes a powerful force in your market.
We don’t have to be marketing experts, or trained in business strategy, to benefit from the work that has gone into understanding how strong brands are created. We can understand the basic principles of branding and put them to use building your salon’s business. By recognizing a few important concepts, and looking at your salon through the lens of branding, we can increase the probability of your market success.
If you would like to learn more about how to transform your salon into a brand please contact me for more information.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
General Electric, AT&T, BMW.
At one point, brands were just labels. They were nouns, in other words, names of things. They were products—like Frisbee, Yo-Yo, and Kleenex—and they were entire companies like Nike, IBM, and Boeing. Brands were often represented in simple terms, usually by a recognizable corporate logo or product logo. Can you recall the logos for Apple, Levi’s, or Coca-Cola?
Once brand names become very well known they acquire a certain power of their own. They have the power to generate sales simply by associating a brand name, or a logo, with a product or service. Think of all the t-shirts and caps that have been sold because they carry the name Dodgers, Yankees, or Red Sox. Think of the number of toys that sold because they have the Walt Disney or the Star Wars logo. Do you think the quality and durability of those t-shirts, caps, and toys were responsible for those sales? Or is the brand name imprinted on them--and all that stands for--the reason people purchased them?
As industry recognized the power of brands and logos to sell products and services, they wanted to find out why. They wanted to know the associations people made between brands and products, and the satisfaction of consumers who used them. They also wanted to figure out how powerful brands became powerful. If they could discover the formula for creating a powerful brand they could repeat market success more reliably. By studying the secrets of brand development, “branding” became a new verb—a set of action steps companies could take to increase their market success. And it works.
The purpose of this post is to tell you that the key concepts of branding can be distilled and made them useful and real at the salon level. You can take action to create your brand and then invest in it until it becomes a powerful force in your market.
We don’t have to be marketing experts, or trained in business strategy, to benefit from the work that has gone into understanding how strong brands are created. We can understand the basic principles of branding and put them to use building your salon’s business. By recognizing a few important concepts, and looking at your salon through the lens of branding, we can increase the probability of your market success.
If you would like to learn more about how to transform your salon into a brand please contact me for more information.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
Welcome to Séva Education
Hi,
Séva Education creates thriving salons where clients are transformed into brand advocates, owners achieve the growth and balance they desire, and you and your staff share a common purpose.
The Séva OfferingWe offer three programs designed to address what's most important to your total salon business:
- The client experience you create
- The power of your brand.
Operational Excellence. Do something none of your competitors are doing: Develop an operating plan that guides all aspects of your salon's business to deliver the client experience.
SÉVA EDUCATION'S PROMISE
Séva Education happens with the salon owner, not to the salon owner. Every salon is treated as an individual, unique, brandable opportunity, and developed to its full potential. Séva isn’t in the business of owning its own salons so our services are not designed to create a single answer. Instead, we use the principles, knowledge, and consistency built into each of our consulting programs to help you develop and implement the salon branding and management that is best for your market and individual situation. The only thing our services demand is that you have a burning desire to succeed. Together we can do the rest.
WHAT ARE YOUR NEEDS?
If you want to transform your salon into a sustainable and recognizable brand; we can help.
If you need to create more customer focus at your salon and create better cohesion between you, your stylists, and the rest of your staff; we can help.
If you worry about having enough clients, want to find more, and keep them loyal; we can help.
If you need to be more effective, develop a clearer vision of where you’re headed, and get your entire staff to buy-in; we can help.
CONTACT SÉVA EDUCATION
Salon owners share their feelings about being on their own and how they'd like someone to trust and turn to for business advice. They talk about their dreams and needing help to achieve them. Even when they want help they worry they can’t afford it. If you are ready to hear more about how Séva Education can help you make your salon thrive, please contact us by phone or email.
Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871
© Copyright Jim Lucas 2009-2010 All Rights Reserved
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