SHOULD YOU BE BRAND NEUTRAL?

Yes

“At my salon, The Watt, we no longer market our services with a brand. I have found that clients no longer gravitate towards a single hair brand, they prioritise knowledgeable stylists and salons that keep them and their hair upto-date and in the best condition it can possibly be.

Being brand neutral not only allows you to express your personal brand through your marketing, but it also allows you to be one step ahead of the game. Now more than ever we need to be on it with new and innovative products to be able to offer our clientele the latest looks and styles that they are requesting. Only using one brand could limit you in keeping up with the latest trends and prevent you from becoming the leading salon or colourist in your area. I find that being loyal to one brand can prevent a broader education by leaving you in a bubble of branded product knowledge. As a brand neutral stylist, I can use new and innovative products as soon as they launch. I don't have to wait for my chosen brand to manufacture similar products.

As someone who has been brand neutral for many years, it doesn't mean you are switching and changing products every other service. You can still have your favourite products and brands that you stand by. You can still follow the products allergy testing rules for each client, it simply allows you to explore the best possible products for your client's hair needs.”

JAYMZ MARSTERS, CO-OWNER AT THE WATT SALON

No

“I believe that my loyalty to product brands has been crucial in both my personal and business successes, thanks to the relationships I have built and curated. I have been with the same Henkel sales rep for ten years and building that close relationship has enabled her to understand my professional and business objectives, and provide encouragement and guidance when relevant opportunities have arisen. The design of my salon has even been inspired by the ethos of the brands I work with. It had been a dream of mine to work with ghd since I was a teenager. Fast forward a few years of exclusively using their tools and I was interviewed to become a Brand Warrior. My dreams came true, and I genuinely believe this was a result of my loyalty and ambition.

Brand loyalty also provides cohesion for my team. Our understanding of our brands’ product portfolios and techniques ensures that a client’s salon journey has consistency, regardless of which stylist they visit. Our clients value brand loyalty too – we pride ourselves on a five-star service and the products we use and retail in salon reflect this. Clients see we are passionate and knowledgeable about brands and this makes them more likely to buy from us. I think when you consider any relationship, loyalty is a trait that we’d all place high on the list. Why shouldn’t the same logic apply to brand relationships? I believe these partnerships build a mutual understanding of one another’s strengths that can lead to opportunities.”

CHRISTOPHER LAIRD, DIRECTOR OF NOVEMBER COLLECTIVE IN LIVINGSTON