Reframing the Category

Hi,

One of the steps in the Branding Framework is called Reframing the Category. It has to do with looking at an opportunity, or a problem, in a new way with fresh eyes. It is an exercise that can define a competitive advantage for your brand simply by ignoring the usual constraints or “givens” in the marketplace and replacing them with an insight, or service, or product that is completely unexpected, new, or counter-intuitive. Successfully reframing your category can mean the difference between being just another salon or spa and being the salon or spa in your market.

At the risk of touching an invisible “third rail” Séva believes that somehow, for some reason, the industry has developed very low expectations of stylists—not as artists, but as business professionals. Time and time again we hear recurring themes from salon owners directly, at trade shows, and from online consultants and industry observers (btw, some of these comments are edited):
• Stylists are only concerned about their own chair
• Stylists won’t sell retail even though they would make more money
• Estheticians are great at selling product but my stylists refuse
• Stylists must be told daily what to do or they forget, or worse.

Let’s only look at these observations from the point of view of reframing the category and try to create a fundamental breakthrough that you can develop for your salon.

We know from business theory that businesses thrive under certain universal conditions:
• When the rules are well known and transparent
• When a common purpose exists
• When a shared understanding leads to teamwork and synergy
• When people mobilize toward a common goal
• When people are able to draw a direct line between a given behavior and their own self-interests
• When a specific capability exists that is not easily duplicated by competition.

Using these universal business conditions to turn popular opinion about stylists upside down, Séva argues the potential for competitive advantage exists for salon and spa owners who adopt this strategic imperative:

I will always be number one in my market because I own something no other competitor has been able to achieve—and isn’t likely to achieve anytime soon: My staff works together with a common purpose. Each and every one of them inspires me with their ability to deliver our brand promise every single day without fail.

If you could make this true for your salon, would it mean the difference between surviving and thriving? We are certain it will. If you would like to learn more about this powerful idea and be the only salon in your market to own this advantage, please contact me. I’d love to hear your story.

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com

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