BUSINESS MATTERS

Enhance your profile & make a positive, lasting impression on clients with advice on workwear & branding techniques CALLIE ILEY REPORTS

Images show the Buttercups Uniforms Pretty Waist-Detailed Tunic B620 in Navy & Blush (£36.99 + VAT each) & Chic Triangle-Detail Natura Tunic B670N in Sesame (£41.99 + VAT) www.buttercupsuniforms.com

Workwear

Comfort is key when it comes to your industry role. Soft fabrics are ideal for therapists that provide massages or pedi services, as well as for mobile and session stylists who need to crouch or bend regularly for their roles.

But is a salon uniform always necessary, or will comfortable black or white clothing also serve to make a good impression?

Grace Crowley

“Uniforms can help show clients that you take both your job and their care seriously,” says Grace Crowley, managing director of Buttercups Uniforms. “A client will immediately judge you and your business on how you look, so if you want them to see your brand as professional, knowledgeable and trustworthy, you must look the part.

“If your business has more than one staff member, a uniform offers consistency. Choosing a smart, professional and stylish uniform also shows the client who is in charge. Dressing the part demonstrates to existing and potential clients that you care about your business and most importantly, their experience.”

Buttercups Uniforms Timeless V Neck Tunic B037 in Purple £32.99 + VAT www.buttercupsuniforms.com

Buttercups Uniforms Waist-Detailed Dress with Pockets B620DR in Black £42.99 + VAT www.buttercupsuniforms.com

Diamond Designs Uniforms Barco One Racer Top in Black £30 + VAT & Joggers £32 + VAT www.diamonddesigns.ie

“Black is classic, but don’t be afraid of colour. Raspberry is exciting and fashion-forward, blush is soft and feminine, and blue is calming.”

Grace Cowley, MD, Buttercups Uniforms

Elissa Newton

“Uniforms create a sense of unity, and can prevent any feeling of difference in staff members,” explains Lecenté educator, Elissa Newton. Elissa Newton “They also allow for less time to be spent choosing outfits before a work day begins.” What’s more, putting on and taking off a uniform signals the start and end of your working day, so can help you to switch off from work once removed.

“I always tell my students that it’s imperative that both their attire and workstation is neat,” adds Elissa. “Every client should feel they are the first client you are seeing.

“Dressing smart is an option for nail techs looking for alternatives to traditional uniforms,” Elissa continues. “You can also opt for plain black clothing if you would rather be more comfortable. Ensure any alternatives to a uniform still look smart and Elissa Newton in her workwear. considered.”

Nail Order Nail Tech T-Shirt £9 + VAT www.nailorder.co.uk

Nikki Hutchings & Sonia Ghag

Beauty therapists, Nikki Hutchings and Sonia Ghag, founded Lovelle Salonwear following feedback from their students, who felt that uniforms needed to be modernised. “We designed the Lovelle range with the knowledge that items need to be comfortable for everyday salon wear, as well as stylish, on-trend and in a range of shapes and sizes to suit to all body types.

“Wearing a uniform reflects professionalism, makes a statement and shows clients that you take your role seriously, which can put their minds at ease,” comments Nikki. “A uniform is distinguishing, and prevents a nail tech looking the same as their client. We pride ourselves on using high-quality material, with 94% polyester and 6% spandex. It is non-iron, quick drying, sweat-proof and stain-proof – ideal for a salon environment.”

“What a nail professional chooses to wear depends on their personal preference, their clients’ expectations, brand

Kirstie Parker strategy and the working environment,” explains Kirstie

Parker, owner of Medway-based mobile nail business, Top Coat Nails. “For a busy salon with multiple technicians, a uniform creates a cohesive brand image, offering a sense of unity among the salon staff.”

Lovelle Salonwear Love Gigi Tunic & Trouser Set £78 inc VAT www.lovellesalonwear.com

Available in blush pink, black and grey, this set features a round neck tunic top with peplum waist and Lovelle’s signature frills. The elasticated trousers are cuffed at the ankle to suit petite, regular and tall sizes.

Branding matters

Liz McKeon

The way your business is presented: from marketing materials to its logo and the décor of your nail space, speaks volumes about your ethos. “Your brand is one of your business’ most important assets,” reveals Liz McKeon, founder of The International Salon Business School. “It gives you Liz McKeon an identity, makes your nail business memorable, encourages customers to buy from you, supports your marketing and advertising, and gives you a greater sense of pride in your work.”

Liz Rochester Shaddock

Much like workwear reflects your professionalism, your branding reflects your business vision, mission and core values. “It’s vital to keep your ideal clientele at the forefront of your branding strategy, crafting an identity that not only resonates with them, but stands out in the industry,” explains Liz Rochester Shaddock, website & brand designer of Bit2Flash. “The desired first impression is to project trustworthiness, professionalism and a deep understanding of your clients’ needs.

“If you have taken the time to do the groundwork on your branding, you will know exactly who your target audience is and will have created a brand that understands their struggles and resonates with them. This can be achieved through a consistent and carefully crafted brand identity, clear messaging, quality content, a user-friendly website, active engagement and through reflecting shared values.”

So where do you start when it comes to defining your brand? “Choosing your branding is like choosing the perfect outfit,” shares Kirstie Parker. “It creates a recognisable identity and speaks to your ideal client. Consistent branding can build trust and loyalty among clients, and is a visual representation of you and your business. Strong branding sets you apart in the busy digital world, creates a positive first impression and can ensure a seamless transition from virtual to physical interactions.”

PERSONALISATION

Mobile nailists in particular should consider a logo or branding on their workwear to aid trust and recognition when arriving at a client’s home or workplace. An embroidered logo, badge or apron can reinforce your role and allow you to be quickly identified; whether it features your business name or the brand you use. Also consider matching your workwear colour to your business branding for a cohesive look. “Buttercups Uniforms offers a choice of embroidery services, where professionals can either upload their existing logo or choose from our pre-set range of fonts for their company name,” shares Grace Cowley. “It’s a relatively small investment for a real boost to professional branding.”

Nikki Hutchings adds: “Clear and consistent branding helps build recognition and familiarity. Featuring your business logo on your uniform llooks professional and is a way to advertise your business when out and about. At Lovelle Workwear, we can work with customers who require custom uniforms for their team, and offer the option to include a company logo.”

“As a mobile nail technician, I’ve created my own working wardrobe of smart, comfortable clothing with my brand logo on items and aprons,” says Kirstie Parker. “This helps contribute to a strong and professional brand image, and clients appreciate this approach during home appointments.”

Abi Markey ‘Break Hearts, Not Nails’ Sweatshirt £35 inc VAT, available via Instagram direct message: @naileditbeauty

TGB Spa Hand Towel £12 + VAT www.thegelbottle.com

Glitterbels Apron £30 inc VAT www.glitterbels.com

NAF! Stuff ‘Trust Me, I’m A Pro’ Black Apron £20 inc VAT www.nafstuff.com

Nail Order Nailin’ It Sweater £POA www.nailorder.co.uk

Guest editor, Danny Haile, comments: “Wearing a uniform depends on the work setting. A spa environment may try to achieve a specific aesthetic, so it may be more likely that staff members are asked to wear uniforms. For most salons, uniforms aren’t essential, but it is important to put your best foot forward to clients. You’re working all day so you want to be comfortable, but I feel that you are at your best when you feel your best, by putting care into your attire and appearance.”

CURATING A COLOUR SCHEME

“When it comes to selecting colours, it’s important to recognise the powerful emotions and messages that different colours can convey,” shares Liz Rochester Shaddock. “Choose shades that not only align with your brand’s personality, but evoke the desired emotional response in your audience.”

“You know your branding is done well when certain colours remind your clients of your business. A good colour scheme will go a long way to getting people to notice you,” adds Liz McKeon. “Are you opting for a sleek, classic style, as you love natural nails and nude colours? Or, are you more vibrant, fun and quirky, offering extreme lengths and 3D nail art? Your brand colours should align with your personality and what you offer. You’re creating an extension of yourself that speaks to your clients and sets your business apart, so embrace your uniqueness.”

WEBSITES

A website ensures a 24/7 presence for your company and projects your brand image and persona. “Having a website as a nail professional is essential, as it offers you a personal space on the internet that you can tailor to match your business branding,” says Liz Rochester Shaddock. “It reassures clients that your business is credible, established and committed to quality service.

“Unlike social media platforms, which are subject to changes and uncertainties, your website is a stable, permanent fixture that you own outright and have full control over. Having a website ensures that your online presence remains secure, safeguarding your business from the risk of losing visibility overnight.

Liz Rochester Shaddock continues: “Your website should serve as a comprehensive showcase of your services, including key features that both inform and engage visitors. Ensure it features an introduction, professional imagery, your portfolio, your location and business hours, contact information, a treatment menu, your price list, your booking system, testimonials and a call to action.”

LOGOS

“The mantra ‘less is more’ often applies to logos,” reveals Liz Rochester Shaddock. “Aim for simplicity and uniqueness, creating a logo that’s versatile enough to shine in various contexts, from your website to social media and print materials.

“Avoid the temptation to follow trends in colours and design. Trends may come and go, but a timeless logo maintains its relevance, preventing your business from appearing outdated and avoiding the need to frequently change the brand’s image. Aim for a logo that captures the essence of your brand, while remaining stylish and adaptable. Consider partnering with a professional brand designer to create or update your logo. Their expertise in creating a cohesive brand identity can be invaluable, offering a blend of creativity and strategic thinking that elevates your branding efforts,” continues Liz Rochester Shaddock.

“A logo is arguably the most memorable piece of your brand’s image,” agrees Liz McKeon. “Logos provide an opportunity for customers to automatically associate products and services with you.”

Personalised Keysie (x25) £60 inc VAT www.keysieco.com Retail a handy Keysie nail-saver post-manicure that’s personalised with your business logo, so clients are reminded of your business every time they open a can, peel a sticker or open a box.

SHOWCASE

Show you use reputable brands for your nail and beauty services and present products in a stylish, sophisticated manner with display units and marketing materials.

REM Olympia Nail Varnish Display from £549 + VAT www.rem.co.uk

Andreia Professional Pro Wall Display £57.60 inc VAT www.nailitlikeapro.com

KEEP IT CLEAR & CONSISTENT

Establishing clear and consistent branding builds a strong identity that can set you apart from competitors. “A distinct and recognisable brand makes it easier for clients to remember and choose your services over others,” notes Liz Rochester Shaddock. “Consistent branding enhances the customer experience by providing a seamless transition from online to in-person interactions. When clients encounter your brand online, they develop certain expectations based on your brand’s ethos, aesthetics and overall presentation. If they then visit your salon and are met with a different vibe, it can lead to confusion, anxiety and potential disappointment.

“When clients see the same colours, logos and aesthetics in your salon that they see online, it reinforces their perception of your professionalism and attention to detail, helping to build trust and credibility for your brand.”

“Clear and consistent branding is imperative,” agrees Elissa Newton. “Your brand image should be present throughout your salon, across your social media and marketing, on your website and on any paperwork. Ensure your branding aligns with your salon style and colour scheme.”

MOBILE BRANDING

“Establishing your mobile business will rely heavily on a strong online presence,” reveals Kirstie Parker. “A good website and social media platforms will have consistent branding throughout. Keep a cohesive look across all platforms, with colour scheme, logo, photo quality and style considered.

“Social media has played a crucial role in building a virtual salon for my clients to visit and engage with. I use Instagram and Facebook to showcase my work through photos and short videos that highlight my style and skill.

“Sharing client testimonials and before and after photos is a great way to build credibility and trust,” Kirstie continues. “I also take time to regularly update my profiles with information on my services, brand values, appointment times, and the convenience and personalised experience offered by a mobile nail service.”

Kirstie Rutter

“I decided to add my business logo to my car for several reasons,” shares nail and tanning technician, Kirstie Rutter of Studio 7 Nails, North Tidworth. “I live in an area where there are many other beauty salons and I drive a lot: for school runs, going into town, shopping and taking my children to their extracurricular activities. I wanted to reach people from a range of social circles, not just people who knew me, so featuring my branding on my car means I can target people who don’t follow me on social media, as they can take a photo of my details and contact me at their leisure.”

Kirstie’s car, featuring logo and contact information.