Find your authentic voice and say goodbye to comparison
It begins with the clarity of your salon brand story, which is the foundation you use to build trust with your clients, teams, or tenants, make more aligned decisions for your business, and connect all the dots.
In this Course, we promise you the clarity, context, courage, and confidence to simplify your decision-making process.
With that, you'll experience less comparison, confusion, overwhelm, and stress, and feel more joy, purpose, intention, and alignment as a human, stylist, business owner, educator, and leader.
This isn't the only business course you will ever need, however, it will make every course you take, both artistic and business, more actionable and relevant to your brand, visions, dreams, and desired outcomes.
The solutions & clarity you'll find here
- Why does brand story matter?
- What should my Client Agreements be and say?
- What services should I offer?
- How do I price my products and services?
- How do I respond to "that client's" text?
- How do I respond to not-so-awesome reviews?
- Which brands should I recommend to my clients?
- What content should I be sharing?
- What should I write in my captions?
- What should my logo look and feel like?
- What services to offer?
- What services not to offer?
- How to name your services
- How to describe your services
The solutions & clarity you'll find here
- Navigating unrealistic client, team, or tenant expectations
- Getting stuck in the endless comparison loop
- What your Team or Tenant (renter) Handbook should include
- Clients not pre-booking their appointment
- Navigating difficult conversations
- Clients or teams not seeing value in professional products and tools
- Not having enough stylists or tenants
- Not having the right stylists or tenants
- What content to create and share and not share
- What your content needs to look like to attract the clients you want to serve
- Burnout and exhaustion from lack of healthy boundaries
It's time to get yourself out of time-wasting and light-dimming comparison, confusion, and chaos and into more clarity, confidence, alignment and joy
Clarity of your salon brand story connects all the dots and will help you with;
- Deciding which advice is meant for you and which advice isn’t
- Learning how to seek context to not get derailed or sidetracked with ‘not meant for your brand’ advice
- Resentment of clients, teams, or tenants around their actions
- Providing more essential context in your content, coaching, and education to create a stronger impact and outcome for the people you serve
- Responding to negative reviews
- Dealing with shitty people and situations
- Feeling attacked or disrespected when clients ask questions
This course is for all beauty professionals, whether you are a stylist just starting out, an educator or coach, an employment-based or lease-based salon owner, or a beauty pro ready to venture out on their own. No matter where you sit in the professional beauty space, everything begins with your brand story, and more clarity for you, means more clarity for and connection with those you serve.
5% of net profits from all Course sales will be donated to mental health and wellness organizations such as Born This Way Foundation, Therapy for Black Girls, and Trevor Project because we believe every human should have access to mental health care and resources to experience more joy in business and in life.
I've been in the professional beauty industry for 36 years, starting as a hairdresser, working as an educator, a brand manager at a distributor, a sales director at a global hair care brand, and a VP of Marketing, Education, and Events for that global hair care brand, and the past 12 years as the Lead Coach and Context Creator at Passion Squared.
My big three are Libra, Leo, and Scorpio, I have an espresso machine named Joy and my phone is filled with pics of my dog Courage, squirrels, birds, and trees.
I've created and built multi-million dollar brands, and personal brands and worked with thousands of beauty professionals. The industry has changed a lot in those 36 years, however, what hasn't really changed are the questions, struggles, and problems I see and hear every day from our clients and community.
Nearly every solution can be found in having clarity around your salon brand story. It's time for you to have the insight and knowledge to make more aligned decisions and feel more joy. This is why. Thank you for saying yes. I promise this course will bring you more clarity, context, confidence, and courage.
You're in the right place. And I'm so grateful you are here.
In service to you, with love and gratitude- Nina
Your Course Experience
Module 1: Creating and Refining Your Salon Brand Story
Understanding the power of storytelling. Identifying your brand's core values, voice, and vision. Crafting an authentic and relatable brand story that resonates with the clients, teams, tenants, or students you wish to serve. AI and crafting your brand story
Module 2: Naming and Trademarking Your Salon Brand
Strategies for choosing a memorable and relevant brand name. Navigating the trademark process to protect your brand. Legal considerations and steps to avoid messy trademark infringement issues and unnecessary spending. AI and your brand name
Module 3: Creating and Refining Your Salon Brand Identity
Exploring the key elements of brand identity: logo, colors, fonts, and imagery. Aligning your brand identity with your brand story. Developing consistent visual branding across all touchpoints of your marketing and communications to create recognition & build trust. AI and your brand identity
Module 4: Pricing and Your Salon Services + Products
Understanding the psychology and fundamentals of pricing and its impact on perceived value. Developing a pricing strategy that reflects your brand positioning and the people you wish to serve. Designing services clients want that are in alignment with your brand. AI and your brand services
Module 5: Healthy Boundaries and Your Salon Brand
Recognizing the importance of healthy boundaries in maintaining brand integrity. Establishing frameworks for client, team, tenant, student interactions, and social media engagement. Dealing with challenging situations and maintaining alignment with your brand story, vision, values, and integrity.
Module 6: Creating Salon Business Agreements and Handbooks
Crafting clear and comprehensive business Agreements for clients, team members, tenants, or students. Developing a Team Handbook that is aligned with your brand and the outcomes you're seeking. Legal and ethical considerations when creating Agreements and handbooks. AI and your Agreements
Module 7: Your Salon Brand Marketing Offline
Exploring the Awesome Client Journey offline and how to create a consistent experience in alignment with your brand. Designing offline marketing systems and materials that align with your brand identity. Leveraging word-of-mouth and referrals to build your business. AI and your offline marketing
Module 8: Your Salon Brand Marketing Online
Understanding the Awesome Client Journey and how to create one in alignment with your brand to become more discoverable online to grow your business. Creating engaging and relevant content that's consistent with your brand and those you wish to serve. AI and your online marketing
What Our Clients Are Saying
I can't recommend the Course enough! Every time I watch it, I learn something new. The Creating Your Awesome Brand Course was not only super relatable but very easy and fun to watch. I learned how to implement what I need to align with ideal clients and create a solid foundation for my business through my brand. Before the Course, I owned my first booth-renting salon for seven years. Like many salon owners, I wore all the hats and made it work with the knowledge I had. Everything looked great, but as time went by, I realized I was not hiring stylists who aligned with my vision. Instead, I was more concerned about having my booths filled. That was not sustainable because I was constantly compromising my vision to please others. I was not set up for success; the lack of boundaries led to burnout and exhaustion. When it came to developing my new salon, branding was NOT something I was willing to compromise on. Since I finished the Course, Nina has been working with me one-on-one; her knowledge and experience are invaluable, and she is clearly invested in my success. Thank you so much, Nina.
Justina L- Salon Owner and Business Coach
When I first began following Nina on social media, I knew she was the bridge I needed to take my GenX mindset into a new era of doing business. But little did I know that I never really did the work to understand my business and brand from day 1. With her help and guidance, I took a deep dive into why I even wanted to be in business. I discovered who my ideal clients and team members were and what I was promising them. I began to be clearer with my business Agreements and establish better foundational systems that not only helped my business grow but also helped all who did business with me. I learned how to be approachable and compassionate without falling into my old people pleasing ways. My marketing strategy became authentic but well planned. She taught me how to cover more ground online and offline. Our reviews grew, and we are now getting discovered through Google and SEO. The Creating Your Awesome Brand Course is all anyone will need to grow on your entrepreneurial journey.
Kristen P- Multi-Location Employment Based Salon Owner
If you are thinking about starting a small business or already have a small business and struggle with branding, marketing, social media, healthy boundaries, attracting clients, etc. Nina Kovner has created an amazing course that will absolutely transform your business and give you the tools to be really successful. I have worked with Nina for so many years and recommend Passion Squared and the Creating Your Awesome Brand Course to everybody and anybody who will listen.
Noelle W- Salon and Haircare Brand Owner
Hairstylist friends! Especially new hairstylists! We all know beauty school doesn’t come close to teaching us about the business side of this industry. One of the major things that have helped me get clear as a hairstylist - and business owner was to be in A School, Nina's group coaching. In this Course is much of what I've learned in A School. You’ll learn how to build your brand, get clarity around your business practices, find how to best serve your clients with effective and clear communication, practice healthy boundaries, and MORE. I wholeheartedly recommend this Course no matter where you are in your career.
Amanda B- Independent Bridal Stylist
David L- Employment Based Salon Owner
