Rodney Cutler on Salon Branding

Salon branding is often the key to building clientele and attracting top stylists. Building the Cutler/Redken Salon name as a brand has allowed us to reach new heights, achieve longevity and imprint our name in the toughest marketplaces. The right mix of publicity, events, unique marketing programs, editorial work and signature salon styles particular to our salon have helped us shape Cutler/Redken Salon as a brand and in turn bring our business to new heights. Branding is an essential building block in developing your salon and increasing business. Here are some the basic steps to kick that off:

  • Choose your brand identity. Cutler/Redken Salon first established itself in New York City, the heart of American fashion, where  twice a year at New York Fashion Week, Cutler session stylists create the looks at the runway shows. These associations have developed our fashion footprint and  through this identity, we have been able develop our staff on a creative level to lure in new talent. Additionally, this has kept the Cutler/Redken brand top of mind with editors and producers when they need fashion-forward salons and stylists from the region. Find and build on your signature identity to help begin establishing your salon as a brand and household name in your region
  • Generate publicity. At our salon, editors, celebrities and influencers are consistently invited in for blow-outs, styling and color treatments to give them a true understanding of the Cutler/Redken salon experience and the quality behind the brand. Introduce your salon and stylists to local newspaper and magazine editors. Consumers trust third-party recommendations, and these write-ups aid in building a salon’s identity and, of course, generate buzz and business in the salon.
  • Stylist Education. Stylist education, with a focus on the latest cutting and color techniques as well as mastering the art of editorial styling, is essential for the Cutler/Redken Salon brand. I am always encouraging our stylists to read magazines and keep up-to-date on the latest runway looks. Our clients expect fashion-forward stylists and this translates to happier clients who feel they have a look that’s progressive and on trend. Let your brand identity flow through all aspects of the business—for us, this meant having a team that is constantly educated on the latest fashion trends and the newest techniques.

It’s now not enough to just have good hairstylists, products and a friendly salon space. More than ever, clients are making choices about the salon brand they align with based on the overall perception of quality, trendiness, prestige and how they feel about your brand. Capitalize on this by producing an experience that no other salon in your area can give and watch the clients start pouring and your brand identity come alive!

Rodney Cutler has become a go-to name in the beauty and fashion industry. Beauty writers of top publications like Allure and WWD and producers of TV shows including Make Me A Supermodel, The Today Show and Rachael Ray all turn to Cutler for his expertise, hair tips and skilled team of hairstylists. He has opened three successful salons – two in New York City and one in Miami and is featured in Redken’s How-To Videos: The Hair Files.


Enjoying this story? Subscribe to the American Salon Newsletter

Get inspirational trends, techniques, tips, education and the latest beauty news delivered right to your inbox! To read on the go, sign up today to get weekly beauty news and updates.