Should a second salon look the same as the first?

If you’ve opened a second salon, should the branding match the original? Two experts weigh in

YES

When adding a second salon to your portfolio, branding is crucial. Location is key but you must also consider how the space works for your brand. Does it speak to the right audience? Although a brand isn’t static, it grows and shifts, I don't think you can grow into a space, the space must be right first. Start with your core values. more than a logo What is at the heart and having the of your brand?

Does it align with same chairs, products the space? For and fixtures example, if creativity is a big part of your brand, perhaps a shopping centre salon isn't the best fit.

If it’s community, will a salon situated in the financial district be right for you?

Branding is much more than a logo and having the same chairs, products and fixtures

Branding is much more than a logo and having the same chairs, products and fixtures as the first salon. In order to open an additional salon, you will have already worked hard to create a recognised brand. It’s important that you consider the salon journey, the atmosphere, the team the space attracts and the salon’s neighbours. Once you find a space that complements your brand then you can work on making sure that physically it represents the full salon experience.

Your brand is the identity of your business and when opening a second salon people must recognise your brand in it. You aren’t starting from scratch; you already have a loyal client base and many potential clients in the new area, so it is essential that when the salon opens it fully represents the brand.

COLIN MCANDREW, MANAGING DIRECTOR OF MEDUSA

NO

I have four hairdressing salons, plus a partnership barbershop with Sid Sottung, and each business offers a unique character that speaks to its client base while sitting within our overarching brand identity of professionalism, high quality hairdressing and exceptional customer service.

Within our group we have a vibrant city centre salon, a rural village retreat, a wellness salon that benefits from being part of a David Lloyd Health and Fitness Club, and a quaint market town salon. Each one has a bespoke look to suit its location but no matter which salon our customers choose, they will be guaranteed the same high level of service and customer care.

Under one umbrella brand, our different salons enable us to provide services to a wide demographic

For me, it is about diversifying our offering. Under one umbrella brand, our different salons enable us to provide services to a wide demographic. It also supports our salon recruitment and allows us to offer different working environments that suit a wide range of stylists. Some of my team enjoy the fast pace of the city centre, while others prefer the rural settings.

As a community hairdresser at heart, it is important to me that each of my salons fit seamlessly into their surroundings. I conduct extensive research to ensure that the offering in each location services the needs of the local customer base and fits with the vibe of the neighbouring businesses.

BARRIE STEPHEN, OWNER OF BARRIE STEPHEN HAIR