Most salon owners think branding is the colours, the logo and the name above the door. Tegan from Moosh used to think that too. Then she realised her brand had quietly gone missing, not because she got the visuals wrong, but because she had stopped knowing who she was actually talking to.
In this Mini Moment, Tegan joins Jen to pull branding apart in plain language. The thing that brought hers back was almost too simple. She stopped posting to everyone and started posting to one favourite client, a real person, as if she was talking only to her. From there the feeling, the team and the whole vibe of Moosh fell back into place.
This is an honest, practical chat about why your brand is a feeling more than a colour, why your team is part of it whether you planned that or not, and why two salons right here in Australia can share the exact same palette and still feel like nothing alike.
What we cover
Why your brand is a feeling, not just your colours and logo
The one client trick that makes your posts actually land
How a busy salon quietly loses its brand without noticing
Working out who you really want sitting in your chair
Why your team and their personalities are part of your brand
Posting to attract the right client instead of everyone
The difference between the look of a salon and the feeling of it
Your colours were never the brand. The feeling people walk into always was.
What makes up a salon brand? A salon brand is the feeling people get from you, not just your colours, logo or name. It comes from who you serve, how your team shows up and how clients feel in your space.
How do I find my salon brand? Start by picturing one favourite client and speak only to her, the way Tegan from Moosh did. Once you know who you are talking to, your colours, tone and team culture fall into place around her.
Why does my salon brand feel off? Most brands feel off when the salon gets busy and the owner loses sight of who they are speaking to. The fix is rarely new colours, it is getting clear on your person again.
Mentioned in this episode:
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So can you, in a nutshell, identify the process that you went through to figure that out?
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[00:00:40] Jen: Yep.
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Like, I- Yeah ... I know a lot of people do that, but it is a really hard task.
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[00:00:54] Tegan: Cause you're like, "Who are they?" And then I realized it's probably me.
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[00:00:59] Tegan: Like, I'm looking for people like me.
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[00:01:02] Tegan: And that's where I just started talking to, like, my favorite clients. Like, I just pretended I was posting to this favorite client I have, and that's who you're talking to.
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[00:01:17] Tegan: Yes, because it got too big that- Yeah ... I was like, "Is everyone following?" Like, are we all doing all these things-
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[00:01:25] Tegan: Okay ... that, like, bring back to who we are?
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[00:01:27] Tegan: And probably not, and that was just from being too busy or running by the seat of your pants.
But I think coming back to who you wanna be and how you wanna be seen, I also have done a, a fair bit of work with, Britt Seaver.
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[00:01:44] Tegan: And I think what she was saying was, like, who are you posting to?
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[00:01:49] Tegan: Like, and it's not only that. We're trying to attract clients, we're trying to attract staff members, we're trying to attract, like, all these new clients, lost clients, regular clients.
Like, all these things you're trying to attract, who are you speaking to?
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[00:02:22] Tegan: Ooh.
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when you sat down in that chair, it's like, "I want to market to, to what?" Because you're saying you wanna market to you, so- Yeah ... if you- Well,
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They- Yeah ... are busy, so they're time poor. They don't have much time for themselves, so, like, how can we elevate our service so they're getting that moment of self-care-
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[00:02:52] Tegan: and having their hair done?
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[00:02:55] Tegan: And, like, where are they hanging out?
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Like, do you have, like... Are there colors?
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[00:03:08] Jen: Yeah.
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[00:03:11] Jen: Yeah
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[00:03:18] Jen: Yeah, okay. Not the- Does
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[00:03:20] Jen: It does. Is it the feeling that you create in the chair as well?
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[00:03:31] Jen: Yeah, yeah, and that's why it's so important to be authentic to what you actually wanna represent when you're putting things out there in terms- Yeah ... of, like, socials and all that sort of thing.
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[00:03:48] Jen: Yes, exactly right. Okay, so let's try and we're gonna workshop this just together right now. If we were going to label the different points, the touch points that we need to have, I do think colors are important.
Colors are important. I think it's important to have a vibe- Yes, yeah ... you know? But what are the other things- Because we
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[00:04:07] Jen: Yeah, yeah.
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[00:04:11] Jen: 100%.
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[00:04:16] Jen: Yeah, okay. '
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[00:04:24] Jen: Yeah. Do you know what's so funny? And you're so right with that. So many years ago, when, LaSorella was going through its, 2.0 phase and this space that we're in now was being built, there was, like, a flow on afterwards where there were a lot of salons that were built that all looked- Had the
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[00:04:39] Jen: look
the same.
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[00:04:40] Jen: But they're not the same.
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[00:04:42] Jen: Because there's that brand representation, that visual representation that you represent- Yeah if it doesn't feel a certain way. So I think that's where it's translated really well into your marketing, is that you're not just conveying the look- And I'm also-
you're conveying the feeling ...
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[00:05:06] Jen: Yeah.
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[00:05:13] Jen: Yeah.
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Yeah. Like, they wanna know who you are, what your work is like. Like, they're part of the brand.
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[00:05:30] Tegan: So they'll... Like, they've kind of got their own little feel inside of my brand.
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[00:05:35] Tegan: Like, their own little taste.
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[00:05:42] Tegan: No, I'm probably 10 years older than most of them.
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[00:05:45] Tegan: So Jay and I are the same age. Yeah. And then the other girls are in their 20s.
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[00:05:51] Tegan: I feel just as young as them.
Oh.
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[00:06:07] Tegan: I think it's all my brand.
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[00:06:09] Tegan: Like, not my brand, but it's all Moosh. Yeah. Okay. So I'm a part of the brand, their personality is a part of my brand, the space is a part of the brand.
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[00:06:19] Tegan: Do you think?
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[00:06:21] Tegan: I'm like, "Is it?"
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I don't want
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[00:06:43] Jen: Yeah.
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[00:06:48] Jen: Yeah.
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Yeah. Like, you're trying to attract that person who wants to sit in your chair.
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[00:06:55] Tegan: Who's your best friend?
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[00:06:58] Tegan: do they wanna sit in your chair? Like, create that connection. Yeah. Yeah. What do they want? What are they gonna get from you, and how is that connection gonna make them wanna come back?
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[00:07:12] Tegan: Cause I can't make- 'Cause that's important ... clients feel everything when I'm not doing their hair.
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[00:07:17] Tegan: So, like, we still have our own little spin on-
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[00:07:22] Tegan: the delivery of how hair gets done.
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So- Yeah,
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[00:07:45] Jen: Yeah. Not just the colors on your cards or your walls. Thanks so much for listening, guys. Enjoy. Bye.
