BRANDING STRATEGY

The Black Cat Salon and Spa

KAILUA AND HONOLULU, HAWAII
OWNED BY: JENTRY PETZOLD

Owned by a charismatic, former club promoter from Austin, Texas, this Hawaii-based salon had made its mark on the island’s fashion scene and recently opened a second location when it decided to re-brand. Petzold wanted to make sure the salon didn’t lose any of its personality, so instead the personality was woven into the brand. “The new brand was inspired by the raw urban details of the salon’s interior, created from an earth-toned color palette, under the influence of a fine Pinot Noir and the music of Bryan Ferry,” says Petzold. “Classic, stirred with a splash of edge.”

Salon Rootz

MEDINA, OHIO
OWNED BY: JEN TRYON AND SHEILA BARCO

As Salon Rootz has worked to cultivate its brand over the past two years, it’s created a community of passionate followers by exposing its unique business model. With a sweep of local and national awards, “we’ve become more than another Medina salon, but a nationally recognized brand that just so happens to be located in Medina, Ohio.” The growth and recognition led the owners and the salon’s marketing manager, Jen LeBlanc, to develop a fashionable clothing line showcasing the Salon Rootz brand that clients as well as stylists love. The line includes hoodies, jackets, thermals, tank tops, hats, T-shirts for women and children, biker jackets and messenger bags. “We print new items quarterly, some of which are exclusive to our employees, and some of which we sell in our boutique,” says LeBlanc.

SERVICE MENU

Jackson Ruiz Salon

AUSTIN, TEXAS
OWNED BY: AUSTIN RUIZ AND
WILLIAM H. SMITH

This clean-cut, simple menu has a clever design component. When Allen Ruiz launched a brand makeover last year he wanted to design a new menu for multiple purposes—a regular menu with a display area to insert either a stylist’s business card or a gift card. “The unique functionality as a gift card holder gives our menu a longer shelf life as well, as in reinforces our brand in the home of the guest,” says Ruiz.

MISSION STATEMENT

Trixies Salon

DES MOINES, IOWA
OWNED BY: TRICIA RIVAS

Trixies’ mission statement was created many years ago around a kitchen table while Owner Tricia Rivas and her friend were having a cup of coffee and discussing her vision for her new business. Rivas opted for a unique statement that plays with the salon name, and today she proudly displays it in the salon and on the salon’s website:

T To offer TOTAL beauty care through making clients feel beautiful inside and out.
R To offer services that are REASONABLE in cost.
I To create IMPRESSIONABILITY in all aspects of the clients’ experience.
X To go the EXTRA mile.
I To be creative and remain up to date within the INDUSTRY
E To offer EXCEPTIONAL service.
S To create STYLE that is tailored to meet our clients’ individual needs.

BUSINESS CARD

Art+Science Salon

CHICAGO, ILLINOIS
OWNED BY: PAUL WILSON AND DAVID RACCUGLIA

As Wilson led his Art+Science through a re-branding process, he was determined that the salon’s new business cards be clean and concise, yet with an authentic feel in promoting each member of the team. Working with Will Miller of Firebelly Design in Chicago, the resulting card is the perfect hybrid of a classic look combined with the new modern direction of where the company is headed.

“The card doesn’t scream out with a bold message, but instead is refined with subtle elements like the use of shine, color and font styles to represent key components of the brand,” says Wilson. “And the vertical layout is new and innovative, further differentiating our point of view.”

Virtue Salon

COLUMBUS, OHIO
OWNED BY: MELANIE GUZZO

As an eco-friendly vegan salon, the salon’s business cards are just one of the many unique marketing techniques representing a conscious choice involving the best treatment of animals and the environment. The cards are all handmade by the salon’s team who cut and stamp recycled cardboard supplied by enthusiastic clientele. “Our business cards attract attention constantly and our clients feel like they are part of our statement for the environment,” says Guzzo. “Plus, the stamps only cost $20-30 to make and they produce an infi nite amount of cards. Our clients and team distribute cards regularly and feedback is nothing but positive, and several regular guests say they are inspired to recycle after being part of our salon.”

RECRUITMENT BROCHURE

Live Your Passion. Love Your Career.

PARIS PARKER
NEW ORLEANS, BATON ROUGE AND
HAMMOND, LOUISIANA
OWNED BY: EDWIN NEILL III AND
DEBRA NEILL BAKER

Paris Parker’s staff recruitment program and on-going visits to cosmetology schools. Although students are highly engaged during a visit, the salon felt they needed something to leave behind that kept students excited about working for depends on effective marketing materials Paris Parker. Before creating the brochure, the salon conducted a focus group with graduating cosmetology students to fi nd out what was important to them in choosing a salon. The brochure was designed with those aspects in mind, and features the salon’s national magazine mentions, runway work at Fashion Week, prestigious awards and more. It also includes testimonials from long-time employees who talk about why they chose to build their careers at Paris Parker.

CLIENT REFERRAL PROGRAM

Hair on the Avenue

SINKING SPRINGS, PENNSYLVANIA
OWNED BY: DAVID AND DEBBIE MEAS

Hair on the Avenue takes a multi-layered approach to referrals, which start on a guest’s first visit. Every new guest receives a New Guest Bag which contains several referral cards they can give out to friends and family—the referred guest receives a 5 percent discount while the referring guest is thanked with a 10 percent discount on her next visit. New guest bags also contain discount cards to encourage the new client to enjoy services in other salon and spa departments. Employees are given $20 VIP Service Cards that can be given to new or existing guests at their discretion, and a 60-day expiration creates a sense of urgency. In addition, the salon created a Corporate 20 card, similar to VIP cards, that employees can take to events or corporations to promote themselves and the salon.

ON-HOLD MESSAGE

Educate While You Wait

ANIU SALON AND SPA
MIDDLETON, WISCONSIN
OWNED BY: RON AND JAY BREDESON

“Our on-hold message really got our clients!” say the Bredesons. “We have heard many times that our clients have learned something new while being on-hold!”ANiU’s salon manager wrote and recorded the on-hold message, which explains different options for booking appointments, promotes the salon’s mobile app and social media programs and offers information about products and hair treatments. “Although we would never want someone on hold for a long period of time, we recorded a long enough message (which is looped) so clients hear different messages on subsequent calls,” they say.