Explore every episode of the podcast BUILDING & BREAKING with Nina L. Kovner

In this episode of BUILDING & BREAKING, we take a closer look at Rihanna, not just as an artist, but as a personal brand that has redefined what it means to lead, serve, and build businesses that matter.

We explore how Rihanna’s brand began with a purpose, to challenge the lack of representation in beauty and culture, and how that clarity shaped everything from Fenty Beauty to Savage X Fenty. This isn’t about celebrity. It’s about service, trust, and an emotional, human connection.

You’ll also hear why I’ve decided to transition Passion Squared to a personal brand after 13 years (spoiler: I’ve resisted this for a long time), and why personal brands, when built in service to others, are becoming more powerful than ever in today’s trust economy.

In this episode

• The difference between personal and business brands and why both are built around who you serve
• A breakdown of Rihanna vs. Fenty using Nina's brand story framework
• How to leverage your personal brand to grow your business brand
• What the Red Lobster CEO and ELF’s Twitch strategy have to do with personal brands and leadership
• Why your brand is not what you do, it’s how people feel when they experience your brand

Whether you’re a hairstylist, salon owner, creative, or a pro beauty brand exec, this episode will help you rethink how your personal brand can impact your business.

Thank you so much for listening and sharing this episode with your business besties.

In this episode of BUILDING & BREAKING, we take a closer look at how Southwest Airlines went from beloved to broken, by abandoning the very promises that made them different.

Southwest wasn’t built by analysts. It was built by Herb Kelleher, a rebellious, people-first founder who believed business and air travel could be joyful, human, and accessible.

From the single aircraft model to the “bags fly free” benefit to the heart in their logo, everything they did reflected clarity, consistency, and care.

But over time, the brand lost its edge. Systems aged. Culture shifted. The Southwest key differentiators disappeared. And with them, so did the trust, and also, their customers.

In This Episode

• How simplicity creates consistency, efficiency, and builds trust
• How real culture is built through everyday decisions, not contrived mission statements on a wall
• What happens when you remove the things that differentiate your brand
• How brand identity is meant to help tell your brand story
• How beloved brands break, not all at once, but decision by decision

Whether you’re a salon owner, hairstylist, or beauty brand leader, this is a reminder:
Your brand is a promise. And every decision either keeps it, or breaks it.

If you are a salon owner, educator, coach, or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!

In this episode of BUILDING & BREAKING, we take a closer look at how Madison Reed filled the gap between drugstore box color and major salon transformations by knowing exactly who they serve, what those clients value, and how to deliver consistency at scale. Madison Reed isn’t stealing your clients. They’re speaking directly to the consumer who values the solutions they offer.

We explore how their simple, focused menu and product offering, Limitless Pro+ membership, and multi-channel strategy reflect a crystal-clear brand story, and why some clients will always prioritize simplicity, frequency, and comfort over complexity and transformation.

We also examine the deeper lessons behind trust, market position, and the pandemic-era controversy around at-home color kits, because sometimes what looks like competition is an invitation to find more brand clarity, staying focused on what your clients need, and always keeping lifetime client and customer value in mind when making decisions.

In This Episode

• The price pyramid and Madison Reed’s middle-market position
• Why some consumers seek simplicity, not transformation
• The Limitless Pro+ membership and brand story alignment
• What the salon industry can learn from pandemic color kits
• Why losing a client isn’t always a failure, and how it is an opportunity to seek deeper understanding and clarity
• The OPI TikTok moment and what it can teach us
  

Because when your brand story is clear, you create a connection. And when you meet your clients where they are, you build trust that lasts far beyond a box or tube of color or one visit to the salon.

If you are a salon owner, educator, coach, or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!

In this episode of BUILDING & BREAKING, we’re diving into the brand story of e.l.f. Cosmetics, the brand proving that low price doesn’t have to mean low value.

From launching $1 products in 2004 to becoming one of beauty’s fastest-growing brands, e.l.f. shows how clarity of brand story and market position drives trust, connection, and growth, even at the lowest price points.

In This Episode

• Why value, and “best”, are always in the eye of the beholder
• How e.l.f. balances fun, creativity, and consistency without confusing their audience
• The difference between price and perceived value, and why it matters more than ever
• How brand story and market position shape pricing strategy for all businesses and brands, including salon owners, hairstylists, and professional beauty brands
• The power of social listening and e.l.f.’s viral moment with Sailing with Phoenix

Because in beauty and business, it’s never just about price. It’s about who your brand is for, what your brand stands for, and the story you’re telling.

If you are a salon owner, educator, coach, or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!

In this 10th episode of BUILDING & BREAKING, we’re recapping the first nine episodes by connecting the dots between Costco, Starbucks, In-N-Out, Taylor Swift, Aveda, Olaplex, Trader Joe’s, Drybar, and Target.

From warehouse giants to pop icons, these brands might look different, but the fundamentals that build or break trust are universal.

In this special recap episode, we’re unpacking a few of the biggest lessons that keep showing up across every brand story, and how they apply directly to salon owners, hairstylists, and pro beauty brands who want to build something that lasts.

Because brand trust isn’t built on hype, it’s built on fundamentals: clarity, consistency, simplicity, knowing your people, and creating unforgettable experiences.

If you’re a salon owner, independent stylist, educator, or beauty brand leader, this episode will help you spot where you’re strong and where you might need a brand tune-up.

In This Episode

• Why consistency builds lifetime loyalty, from $1.50 hot dogs to blowout bars
• How clarity of brand story keeps brands from drifting off course
• Why simplicity is a power move for salons, stylists, and brands alike
• How unforgettable experiences turn clients into loyal fans
• The power of knowing exactly who your brand serves (and who it doesn’t)

Because whether you’re running a billion-dollar brand or a local hair salon, the fundamentals don’t change.

If you are a salon owner, educator, coach or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!

Drybar didn’t invent the blowout, but they turned it into a brand with a crystal-clear promise: No cuts. No color. Just blowouts.

Drybar built a business and brand on simplicity, consistency, and solving one real and relevant problem for busy people who wanted beautiful hair without the hassle.

But as Drybar grew, fast and wide, the cracks began to show. Ownership and leadership changes, selling off both the salon and hair care brands to two different owners, inconsistent experiences, and a chaotic online journey have all started to test the very brand promise that once set them apart.

In this episode of BUILDING & BREAKING, we break down Drybar’s story to explore:

• Why a clear brand story is your ultimate filter in a world full of endless advice.
• How simplicity can be your superpower and how complexity can erode trust.
• Understanding that brand promise is the experience you design and deliver, not just words on your website or a cute aesthetic.
• Why consistency matters more than ever, online and offline, and how it’s the backbone of brand trust.
• How Drybar’s split into two businesses created a confusing client journey, and what salons and beauty brands can learn from it.
• The importance of understanding business models and market position, from luxury to mid-market, to value, and the differences in high or low frequency of visit strategies 
• How to use your brand story framework to guide every decision, from services to marketing to growth.

Whether you’re a salon owner, hairstylist, or beauty brand leader, this episode will help you protect your brand promise and keep simplicity and clarity at the heart of your business as you grow.

If you are a salon owner, independent stylist, educator, or coach seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals. 

Thank you so much for listening and sharing this episode with your business besties!

Olaplex didn’t just create a product, it created a category. It provided stylists a new language around hair health and made the salon pro, at every level, feel more confident, understood, and seen. But as the brand scaled and shifted toward the consumer market, something got lost: connection and community.

In this episode of BUILDING & BREAKING, we explore how one of the most iconic and beloved brands in pro beauty lost its focus, fumbled the moment trust was most at risk, and what every salon owner, stylist, and professional beauty brand can learn from it.

In This Episode:
• Why clarity of brand story is everything, especially as you grow and face controversy
• How silence during hard moments breaks trust faster than any mistake
• The opportunity Olaplex had (and still has) with scalp care as a service experience
• Why connection with hairstylists isn’t built through celebrity endorsements, but in everyday conversations and connections
• What it means to stay aligned with, and speak the language of, the people you serve

Because being the “best” doesn’t build a brand, trust does. And trust is built through clarity, consistency, and care.

If you are a salon owner, independent stylist, or educator seeking more clarity and simplifying your decision-making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals. 

Thank you so much for listening and sharing this episode with your business besties!

We're off this week, so please enjoy an encore of the first episode of BUILDING & BREAKING in case you missed it. Be back next week with a new episode!

In the premiere episode of BUILDING & BREAKING, Nina dives deep into one of the greatest brand loyalty stories of our time: Costco.

Through personal reflections as a newer Costco member (yet longtime studier of the brand) and decades of experience in brand strategy, Nina unpacks why Costco continues to build lasting trust, while other brands seem to be breaking it.

This episode breaks down the fundamentals behind Costco’s success: their unwavering commitment to lifetime customer value, keeping brand promises (no matter the pressure), investing in their people, and always playing the long game over short-term gains.

Nina connects these lessons back to the pro beauty industry, creative small businesses, pro beauty brand execs, offering real-world takeaways on how clarity, consistency, and true care are at the heart of every enduring brand.

Whether you’re a salon owner, hairstylist, creative entrepreneur, or brand leader, this episode lays the foundation for understanding what it really takes to build and retain trust.

If you want to learn more about creating your brand story and how to connect all the dots in your salon business, click here to learn more about Creating Your Awesome Brand, A Complete Course for Beauty Pros.

Thank you for listening and sharing this episode with your business besties!

This week, we’re driving straight into the In-N-Out experience, a brand that’s never chased trends, but instead chose clarity, consistency, and connection. No chicken sandwiches. No seasonal drops. Just a focused menu, a powerful brand promise, and systems that deliver, over and over again.

In This Episode:

• Why In-N-Out’s brand promise is embedded into every experience
• The power of a simplified menu (and what it teaches us about over-complicated service menus and product lines)
• How consistency builds lifetime customer and client value
• Why slow growth is sometimes the smartest growth
• And why pricing isn’t just about numbers, it’s about trust
  

From hairstylists to salon owners to beauty brands, this one’s for anyone ready to stop overcomplicating and start focusing on what matters most. Focus is a strategy. Consistency is the real flex. And trust is how you build something that lasts.

If you are a salon owner or independent stylist seeking more clarity and simplifying your decision-making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!

Trader Joe’s isn’t just about $3.99 flowers or dark chocolate peanut butter cups, it’s a masterclass in brand clarity and alignment. In this episode, we break down how every decision they make, from no delivery to no self-checkout to no coupons, is driven by their brand story (which includes brand promises), and why it keeps us coming back (even with those chaotic parking lots).

Because brand clarity isn’t a constraint, it’s freedom.

In this episode:

• Why Trader Joe’s brand story is so clear and why it matters
• How saying no to delivery and self-checkout protects the experience
• The real reason their Crew Members are so friendly lol
• Why no coupons builds trust
• How living your brand promise through your decisions and actions, not just talking about it, builds connection and high lifetime customer and client value
• The lessons salon owners, hairstylists, and beauty brands can take from Trader Joe’s to build stronger, more trusted businesses, and create higher lifetime client and customer value

If you are a salon owner or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!

In this episode of BUILDING & BREAKING, Nina unpacks Starbucks: the iconic brand that built its success on human connection and consistent experience, and what happens every time it drifts away from that brand promise.

From Howard Schultz’s bold 2008 shutdown all U.S. stores to reconnect with the baristas and Starbucks experience, to this year’s decision to cut 30% of the menu, Starbucks follows a familiar pattern: build, overcomplicate, break trust, and then attempt to refocus on their brand and what made them successful to begin with.

Nina shares what salon owners, hairstylists, and beauty brands can learn from Starbucks about brand drift, operational alignment, and the myth that “more” always means better.

Because it’s about the coffee, or haircuts, or bottles of shampoo, it's about the entire experience. And when that breaks, so does trust.

In This Episode:

• The real reason Starbucks shut down all US stores in 2008, and what that bold move teaches us about leadership and brand clarity
• Why cutting 30% of the menu is about more than efficiency, it’s about restoring the brand experience
• How complexity inside the store created chaos, stress, and emotional disconnect, for both baristas and customers
• What the new dress code reveals about the disconnect between brand story, business goals, and the experience
• What salon owners, stylists, and beauty brands can learn about staying focused, building trust, and aligning the decisions you make with your brand story

If you are a salon owner or independent stylist seeking more clarity and simplifying your decision-making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals. 

Thank you so much for listening and sharing this episode with your business besties!

In this episode of BUILDING & BREAKING, Nina breaks down one of the most iconic personal brands in the world, Taylor Swift.

This isn’t a fangirl episode (though Nina is a Swiftie, duh). This is about a personal brand and consistent leadership, grounded in brand clarity, emotional connection, and healthy boundaries.

From how Taylor speaks the language of her audience to how she uses storytelling to build trust and community, this episode explores the exact strategy behind her global impact.

You’ll learn how to apply Taylor’s brand genius to your salon, business, or beauty brand, including real-world takeaways for hairstylists, salon owners, and beauty marketers.

Nina also shares how Taylor’s music and the Eras Concert Tour helped her heal through deep grief. This one’s personal, and yes, there were a fear tears shed.

If you are a salon owner, salon coach or independent stylist, and want to have a deeper understanding on how to not only create a brand story, but also, how it connects to every decision a salon makes in their business, click here to learn more about Creating Your Awesome Brand, a complete course for beauty pros. 

Thank you for listening, leaving a rating or review, and sharing this episode with a business bestie who can benefit from the lesson.

In this episode of BUILDING & BREAKING, Nina breaks down Target’s trust crisis, not as a political conversation, but as a brand case study.

Why did loyal shoppers like Nina, who went to Target every week, walk away? What lessons can salon owners, hairstylists, creative entrepreneurs, and beauty brands learn about lifetime customer (and client) value, consistency, and the cost of making decisions that are totally off-brand?

Nina contrasts Target’s missteps with Costco’s long-game brand clarity, sharing real-life examples of how knee-jerk decisions can break trust and shrink long-term loyalty, and lifetime client, team, and tenant (booth renter) value.

If you are ready to find more clarity of your salon brand story, which is the foundation for every decision you make, click here to learn more and get started with Creating Your Awesome Brand, A Complete Course for Beauty Pros.

Thank you so much for listening!

In this episode of BUILDING & BREAKING, we’re diving deep into the legendary story of Aveda: how it rose to beloved icon status, what fueled its global success, and how it lost its way.

Nina Kovner, former beauty brand VP, educator, and lifelong observer of Aveda’s rise and evolution, breaks down the brand’s rise under Horst Rechelbacher’s visionary leadership, its pioneering of nature-powered beauty, wellness, and the groundbreaking experience design that set it apart.

We dive into how Aveda’s sale to Estée Lauder shifted its trajectory, the disconnect that followed, and the hard lessons every salon owner, hairstylist, and beauty brand must learn to protect their own brand trust. From brand clarity and experience rituals to salon partnerships and loyalty, this is a powerful lesson in what it takes to build a sustainable brand and what happens when you drift from your core brand story.

Whether you’re a salon owner, stylist, or pro beauty brand exec, this episode is packed with actionable takeaways on brand story, staying focused, and rebuilding trust when things go off course.

In This Episode:

• What made Aveda the blueprint for nature-powered beauty brands
• The role of aromatherapy & sensory experience in lifetime client value (the amount of happiness, joy, referrals, and revenue a client brings you over the lifetime of your relationship with them)
• How clear brand stories, including brand promises, fueled growth, and where clarity faltered
• Lessons on brand erosion: leadership shifts, inconsistency, lost connections and broken promises
• What salons & pro beauty brands can learn (and apply right now)
• Why clarity, consistency, and care are everything

For salon owners & hairstylists: Get inspired to infuse meaning into every part of the client, team, or tenant experience, strengthen relationships, and keep your brand story at the heart of everything you do.

For beauty brands: A real-world reminder of how brand trust is earned and how to rebuild when it breaks.

If you want to learn more about how to build your salon brand with a solid foundation, click here to learn more about Creating Your Awesome Brand, A Complete Course for Beauty Pros. 

Thank you so much for listening!

In the premiere episode of BUILDING & BREAKING, Nina dives deep into one of the greatest brand loyalty stories of our time: Costco.

Through personal reflections as a newer Costco member (yet longtime studier of the brand) and decades of experience in brand strategy, Nina unpacks why Costco continues to build lasting trust, while other brands seem to be breaking it.

This episode breaks down the fundamentals behind Costco’s success: their unwavering commitment to lifetime customer value, keeping brand promises (no matter the pressure), investing in their people, and always playing the long game over short-term gains.

Nina connects these lessons back to the pro beauty industry, creative small businesses, pro beauty brand execs, offering real-world takeaways on how clarity, consistency, and true care are at the heart of every enduring brand.

Whether you’re a salon owner, hairstylist, creative entrepreneur, or brand leader, this episode lays the foundation for understanding what it really takes to build and retain trust.

If you want to learn more about creating your brand story and how to connect all the dots in your salon business, click here to learn more about Creating Your Awesome Brand, A Complete Course for Beauty Pros.

Thank you for listening and sharing this episode with your business besties!

Why I’m Ending the PEOPLE PASSION PURPOSE Podcast—and Starting a New One That You Absolutely Need To Hear

In this final episode, I share why I’m closing this podcast and what’s next: Building & Breaking with Nina L. Kovner, a new show about how brands are built, how trust is broken, and what it all means for salon owners, beauty brands, and creatives. It’s the end of one story, and the start of something deeper. Thank you for being here, whether you've been a listener since 2018, or are just jumping on this wild and wonderful ride. 

Episode 1 of Building & Breaking drops May 1! Buckle up. Lol. 

Originally aired January 31, 2024
In this episode, Nina shares some thoughts about the 'everyone is slow' narrative being shared on the salon industry socials. The fact is, not everyone is slow, busy, sad, happy, or anything. This is another example of black-and-white thinking, coupled with remembering the algorithms can be deceiving and distracting. Nina also shares insights on some key areas of your salon business to look at when things slow down and you don't know why, starting with having clarity around your salon brand story which is the foundation for every decision you make in your business. You can learn more about Creating Your Awesome Brand, a complete course for beauty pros here, and find Passion Squared on the socials here and the web here. You can find examples of post-experience salon client communications here. Thank you so much for listening, and if you know someone who needs to hear this episode, I'd be super grateful if you shared it with them. Thank you! 

Originally Aired May 1, 2024

In this episode, Nina revisits a conversation around our collective loss of perspective as an industry thanks to the algorithms on social media feeding into our fears and insecurities by amplifying the most enraging pieces of content. Remember, your content is your marketing, and what you choose to engage with online has a direct impact on your salon business and brand. And when you choose to engage, you are feeding these ridiculous narratives about our industry and causing harm to your nervous system, mental wellness, and salon business. Nina also shares a few tools to help you stay focused on what matters, and less on what doesn’t. You can find us on the web here, and on the socials here and here. You can listen to the 2024 The Year of Perspective for The Salon Industry here and the Instagram post mentioned here. You are so loved. Thank you so much for listening! 

Originally aired January 3, 2024

In this episode, Nina proclaims 2024 to be the year of perspective for the salon industry. One viral TiKTok or some comments from random strangers on the Internet is not fact, or truth. The algorithms are designed to feed off our enragement and discourse. Because of that, we are collectively losing perspective around how different salon businesses and models work, how salons make decisions aligned with their brands, and how salons grow. Whether it be overcorrecting and confusing healthy boundaries and walls, connecting the prices you charge and client feedback with your personal worth, tossing out the fundamentals of client retention and happiness, deciding salon business ownership wasn’t for you, having the best year ever, or the worst, we talk about it all to help you regain and retain perspective to have a more awesome, authentic and aligned with your brand year. You can find Passion Squared on the socials here and here, and on the web here. You can learn more about Creating Your Awesome Salon Brand here. Thank you so much for listening. Cheering you on, every day, always! 

In this episode, Nina shares a reminder that sometimes it's best to keep the snark in the group chat. Whether it's the latest Calico Hair trend, or things some salon clients do that give you the ick, you need to remember that your salon brand content is your marketing, and everything you post, share, like and comment on can be seen by your current salon clients and potential future clients. Jokes are fun, however, they do not always land well with salon clients, and could create a crack in the trust you've worked so hard to build with them in your salon, which can greatly diminish lifetime salon client value, the amount of happiness, joy, referrals, and revenue your clients bring you over the lifetime of your relationship. The blog from 2015 mentioned in this episode can be found here. You can find Passion Squared on the socials here, and the web here. Thank you so much for listening. 

In this super imperfect episode, Nina shares a raw and real look at finding a new rhythm after a big move to Park City, Utah. Whether it's pumping gas for the first time in six years, getting into someone else's black Subaru Outback, to working in a super rad coworking space after working from home for the last twelve years, there is nothing clean or perfect about learning new things and finding new rhythms. In fact, it most times is messy and frustrating, and also magical, and empowering. Whether it's change you hoped and prayed for or change that was forced upon you, change is inevitably hard. Our daily tools we use with our clients are;

1. Be where your feet are
2. Slow, steady and strategic
3. Pause, process, proceed

If you have the means, please do whatever you can to support those who experienced devastation from the hurricanes. To support beauty professionals, consider donating to the Professional Beauty Association Disaster Relief Fund. Thank you for listening.

In this episode, we welcome a VERY special guest, David Thurston, owner of Butterfly Loft Salon and founder and CEO of Danger Jones. David shares his journey into the salon industry, his insightful and inspiring stories about taking risks, and how Butterfly Circus created a monumental shift in the salon industry, building community and the power of independent education. David also shares his recent ventures, including a music documentary and vision for the Danger Jones brand. David also reflects on the importance of personal branding and gives us a vulnerable, behind-the-scenes look at his current 100 videos in 100 days challenge, which ends up as a little therapy sesh for Nina lol. You can find David on the socials here, Alexis Thurston's TikTok here, and Danger Jones here and here. Thank you David for being our VERY special guest. We LOVE you! 

In this episode, Nina revisits 'your content is your marketing', emphasizing the importance of creating content that aligns with your specific salon brand and audience. There is a big difference between marketing for local salon clients versus marketing as industry influencers, and to be effective, content needs to be relatable and valuable to your specific audience to build trust, relationships, and ultimately, a local salon clientele. We also talk about the Olympics, duh, and how inspiring it is to see mental health at the forefront, thank you, Simone Biles! You can find Passion Squared on the web here, on the socials here, and learn more about A School here and the Creating Your Awesome Brand course here. Thank you for listening! 

In this episode, we welcome Amanda Harsche, an independent stylist, educator, and content creator from Denver, Colorado to the pod. Amanda shares her journey to becoming a hairdresser, despite initial resistance from her parents, how she built a salon clientele in a small town, authenticity and simplicity in creating content, and her unwavering commitment to making hair education accessible to all. We talk about Amanda’s struggles with mental health, her incredible milestone of achieving six months of sobriety, the importance of self-care as a hairdresser, and the value of a strong support system. You can find Amanda on the socials here and at Forma Collective Salon here. Thank you Amanda for being our guest and sharing your insights, experiences, and wisdom. We LOVE you! 

In this episode, Nina dives into how salons can grow without depending solely on social media. We talk about the importance of understanding how different marketing strategies fit different types of businesses, like not confusing influencer and content creator marketing strategies with your local salon business marketing strategies. We discuss the fundamentals of new client engagement and existing client retention strategies, optimizing review and referral platforms, post-experience texts, email marketing, and local community engagement. Nina also underscores the need for consistency, time dedication, and moving through your fears to build a strong foundation, rooted in the fundamentals, grow your salon business, and feel more joy. YAY! You can learn more about A School here, and the Creating Your Awesome Brand Course here. Your ratings and reviews help this podcast become more discoverable to folks like you who find value in the episodes. We'd be so grateful if you took a moment to share your experience through a rating, review, or simply sharing this pod with your friends. Thank you so much for listening!

In this episode, Nina welcomes back Brenda Amaral, owner of Gwen Mireille Salon & Spa in Raynham, Massachusetts, and founder of True Hair Education. Brenda shares her journey transitioning from booth renter to an employment-based salon owner, emphasizing the importance of overcoming fears and regrets. She speaks about her early challenges in leadership and the significance of having mentors. Our conversation dives into True Hair Education's mission of providing unbranded, fundamental hair color education to empower stylists to make more informed, confident decisions. Brenda also discusses the importance of self-care, healthy boundaries, and continuous learning in her professional journey. You can find Brenda and True Hair Education on the web here and on the socials here. Thank you Brenda for being our guest, we LOVE you!

In this episode, Nina shares some thoughts about creative slumps in content creation including a process to work through your slump. We talk about the importance of genuine connections and the struggle with passive content consumption, the difference between creating content for marketing your business and influencers who create content as a business, and the need for a periodic reset to find inspiration, value, and back into your rhythm. We also touch on the importance of seeking context in the online space. You can find Passion Squared on the socials here and on the web here. Thank you for listening! 

In this episode, Nina welcomes Sean Paisant, Owner of Entrust Hair in Portland, Oregon, and seasoned haircutting educator. Sean shares his journey of building, leading, and growing Entrust Hair over the past 14 years, the origins of Entrust, the shift from an employment-based to a lease-based salon model, the importance of focusing on community and connection between clients and other hairdressers in the salon, and valuable insights into building a loyal clientele through offline word-of-mouth and elevated salon experiences. Sean also shares his view of some of the challenges and changes in the salon industry, the significance of having a routine, and finding his rhythm. You can find Sean on the socials here and Entrust Hair here. You can find Passion Squared on the socials here and on the web here. Thank you Sean for being our guest, and my awesome neighbor, we love you! 

Originally aired January, 31, 2024
In this episode, Nina shares some thoughts about the 'everyone is slow' narrative being shared on the salon industry socials. The fact is, not everyone is slow, busy, sad, happy, or anything. This is another example of black-and-white thinking, coupled with remembering the algorithms can be deceiving and distracting. Nina also shares insights on some key areas of your salon business to look at when things slow down and you don't know why starting with having clarity around your salon brand story which is the foundation for every decision you make in your business. You can learn more about Creating Your Awesome Brand, a complete course for beauty pros here, and find Passion Squared on the socials here and the web here. You can find examples of the post experience salon client communications here. Thank you so much for listening, and if you know someone who needs to hear this episode, I'd be super grateful if you shared it with them. Thank you! 

In this episode, Nina welcomes back Stacey Rackham, leader and owner of Mint Hair Crafting Salon in Ferndale, Michigan. They dive right into Stacey's new concept, Melt, which focuses on scalp care and head spa experiences inspired by Japanese wellness techniques. Stacey discusses her journey of creating the Melt head spa experience, the challenges faced, and the overwhelmingly positive feedback from salon guests and her team. We talk about how Mint Hair Crafting builds new guest relationships through staying active in local Facebook groups and events like her recent puppy yoga fundraiser, and how she continues to enhance the Mint Hair Crafting experience. We also discuss Stacey’s dedication to nurturing her salon guests and team, and yes, we also talk about our shared love for Taylor Swift. Lol. You can find Mint Hair Crafting on the socials here, on the web here, and find Stacey here. Thank you Stacey for being our guest. We love you! 

In this episode, Nina revisits the January 2024 episode on perspective for the salon industry, and reflects on significant global and consumer trends impacting the salon industry from 2023 to 2024, emphasizing the importance of providing care, building trust, and creating value for salon clients. We dive into topics ranging from customer psychology and economic factors to specific salon industry trends such as the skinification of hair. Nina highlights the need for businesses to adapt to consumer behaviors, improve salon client experiences, and stay focused on the fundamentals of growing your salon business, focusing on lifetime client value and the importance of clear communication and consistent experiences, online and off, and strategies to retain clients, manage prices, and realign business practices, concluding with advice on focusing on fundamental values and avoiding the distraction of online discourse. You can find Passion Squared on the socials here and here, on the web here, and Creating Your Awesome Brand, a complete course for beauty professionals here. Thank you so much for listening!

In this episode, Danielle Green, the owner, and creator of Radically Curly Salon, an employment based salon in Las Vegas returns to the pod. We discuss Danielle's recent move to a large salon from a quad salon suite, to accommodate her growing clientele and team. Danielle shares the journey and motivations behind creating the Radically Curly Salon brand, which focuses on celebrating all natural textures of hair. Danielle also discusses her wisdom and insights from the build-out of the new Radically Curly location including the importance of external support systems like a business attorney and CPA, and the challenges and rewards of transitioning to a larger space. We also discussed marketing strategies, client referrals, self-care practices, and maintaining healthy boundaries as an entrepreneur. You can find Radically Curly Salon on the socials here and here, on the web here. Thank you Danielle for sharing your wisdom, again, with us! And thank you to our listeners for being here. We love you!

In this episode Nina dives deeper into a recent Reel they shared on the connection between your salon brand, your salon experiences, and your salon prices. When your prices are aligned with the experience you deliver, and you’re attracting salon clients who see value in the experience for the price, you are good. When your salon prices are out of alignment with the experience you deliver, that's where you may struggle. We also talk about the importance of context when absorbing content on the socials about your salon pricing. The Reel mentioned in this episode can be found here. You can learn more about the Creating Your Awesome Brand course here, find us on the socials here and here, and on the web here. Thank you so much for listening! 

In this episode, Nina sits down with Kristen Peckich, the owner of La Pomponnee Salon in Pittsburgh, Pennsylvania. We discuss Kristen's 32 years as the owner and leader of an employment-based salon, her unusually low turnover of team members and clients, her salon leadership philosophy, lessons learned, and transitioning from working behind the chair into a full time leadership position. We also talk about Kristen’s most impactful marketing strategies focusing on client care and how Kristen practices self-care while serving others. Thank you Kristen for being an inspiration to our industry and for being our guest on the pod. You can find La Pomponnee on the socials @lapomponnee Thank you for listening! 

In this episode, Nina revisits a conversation around our collective loss of perspective as an industry thanks to the algorithms on social media feeding into our fears and insecurities by amplifying the most enraging pieces of content. Remember, your content is your marketing, and what you choose to engage with online has a direct impact on your salon business and brand. And when you choose to engage, you are feeding these ridiculous narratives about our industry and causing harm to your nervous system, mental wellness, and salon business. Nina also shares a few tools to help you stay focused on what matters, and less on what doesn’t. You can find us on the web here, and on the socials here and here. You can listen to the 2024 The Year of Perspective for The Salon Industry here and the Instagram post mentioned here. You are so loved. Thank you so much for listening! 

In this episode, Nina talks about the recent ban on non-compete agreements in the US and why that’s awesome news for the salon industry in creating a positive and supportive environment for your salon team members, focusing on building trust through clear communication, expectations, and shared vision. Nina also talks about how this new ruling is directly connected to your salon brand story which is the foundation for your Salon Team Handbook, which is about building trust, clarifying your salon brand values, and helping create a healthy salon culture. You can learn more about Creating Your Awesome Brand, A Complete Course for Beauty Professionals here, and find Passion Squared on the socials here and here. Please share this episode with folks you feel would gain value from the message. Thank you so much for listening! 

In this episode, Nina share insights on generational discourse drawing from their own experiences as a young hairdresser and marketer, the importance of listening to different generations and their perspectives, and how it applies to both your salon business and life and shares some tips from a blog they wrote in 2013 on how to be a more empathetic leader to future generations. Nina also shares why the word awesome has always been a big part of their vocabulary. You can find Passion Squared on the web here, and on the socials here and here. Thank you so much for listening! You are awesome! 

In this episode Nina dives into the trouble with comparing your salon brand to the one down the street, revisiting a Passion Squared blog post from 2014 on the importance of having clarity around your own salon brand story, marketing strategy which includes your salon pricing, your business objectives, desired outcomes, overhead, and all the things. This episode also includes a little reminder about your rhythm, knowing that some days you’ll be in your flow, some days you’ll be on fire, and some days, like for Nina today, you will be in your slow era. All the days and eras matter. And so do you. You can find us on the socials here and here, on the web here, the Creating Your Awesome Brand, a complete course for beauty professionals here, and The Pricing Playbook Class mentioned in this episode here. Thank you for listening. 

In this episode, Nina dives into a few key actions that can have an immediate impact on your salon business and brand. New salon clients find you via search, whether it be through search engines, voice, AI, referral platforms or the socials. Every word matters, which means your captions are more important than ever. In this episode I share an exercise I did that proved how social media posts can significantly contribute to how your salon comes up in search engines. We also talk about the missing context of the ‘charging your worth’ messaging in the salon industry, and give you some fundamental tools to help you refocus your energy on your own salon brand and get out of comparison. You can find us on the socials here and here, on the web here, and Creating Your Awesome Salon Brand, a complete course for beauty professionals here. Thank you so much for listening! 

In this episode on the pod, Nina comes to you for a little catch up after being under the weather this month to celebrate Passion Squared's 12th birthday, dive into respurposing content, navigating sick days with salon clients, healthy boundaries vs. walls in your salon business, and some things to consider before discounting your salon services when you're business is slow and you're not sure why. Thank you so much for listening! Whether you've been here since day one or just arrived, thank you for your trust, support, and love. We're so grateful you're here. 

Links mentioned in this episode:
Creating Your Awesome Brand Course 
Passion Squared

Episode Timestamps

01:52 Celebrating 12 Years of Passion and Gratitude 

03:44 The Importance of Healthy Boundaries and Your Salon Business 

07:44 The Difference Between Healthy Boundaries and Walls

11:28 The Impact of Discounting on Your Salon Brand and It’s Value

In this episode, originally aired in June 2023, Nina shares some simple, high-impact ways to show your salon clients you care, build trust, and create more value for them. These simple actions, which have nothing to do with social media or algorithms, can help you retain awesome clients, and help you generate more revenue in the process. Also in this episode, Nina shares the real reason behind their obsession with squirrels, birds, and trees which is a story of hope and healing. You can find Nina and Passion Squared on the web here and on the socials here and here. Thank you for listening! 

In this episode, Nina dives into the connection between your salon brand story and your salon's social media content and shares some simple processes to stay focused on creating content that connects you to the salon clients you wish to serve. If you are looking to streamline your social media content process, build relationships with new clients, get out of comparison, and reduce overwhelm this episode is for you. You can find more information on the Creating Your Awesome Brand Course here, Passion Squared on the web here and on the socials here and here. Thank you so much for listening! 

In this episode, Nina sits down with special guest, and long-time friend Candice Moore. Candice is the owner of Moore Grace, a company dedicated to healing, restoration, and hope at the soul level. Candice is a transformative leader, a powerful motivational speaker, a gifted storyteller, and a published author. In this episode, Candice shares what emotional fitness and wellness look and feel like, both at work and in our everyday lives from identifying, processing, and healing traumas, to how to show up fully for yourself, and those you serve and care about. This is a must-listen episode for those of you committed to doing the inside work, building your self-love and self-worth, and feeling more purpose and joy in your lives and businesses. You can find Candice online here and on the socials here and here. Thank you for listening. You are so loved. 

In this episode, which originally aired on February 6, 2023, Nina dives deeper into an Instagram post shared last week on being mindful about creating content drenched in justification around the value, worth, and pricing of your brand services and products. Whether you are a stylist, a salon, a fitness trainer, a massage therapist, a lash artist, or a content creator, always remember your content is your marketing. When you find yourself sharing content that speaks to your value, worth, and pricing, ask yourself who is this targeting and whether is it adding value and solving a problem for those you serve. Your current clients already know the value of the experience you deliver at the price you set. Your future clients will decide that they value the experience you deliver at the price you set. Those who don't see value in the experience you deliver at the price you set aren't your people. If you are ready to gain clarity around your brand and say goodbye to justifying, you can find the Creating Your Awesome Brand Course here. You can find Nina and Passion Squared on the socials @passionsquared and on the web at passionsquared.net Thank you for listening.

In this episode, Nina shares some thoughts about the 'everyone is slow' narrative being shared on the salon industry socials. The fact is, not everyone is slow, busy, sad, happy, or anything. This is another example of black and white thinking, coupled with remembering the algorithms can be deceiving and distracting. Nina also shares insights on some key areas of your salon business to look at when things slow down and you don't know why starting with having clarity around your salon brand story which is the foundation for every decision you make in your business. You can learn more about Creating Your Awesome Brand, a complete course for beauty pros here, and find Passion Squared on the socials here and the web here. Thank you so much for listening, and if you know someone who needs to hear this episode, I'd be super grateful if you shared it with them. Thank you! 

In this episode, Nina sits down with long-time friend and award winning hairdresser Ira Pope Sage. They talk about everything, from how Ira became a hairdresser, to his first years as an educator, to navigating his fears and helping others navigate theirs as an educator, to what creates an awesome salon or education experience, to the daily rituals that help Ira stay healthy, grounded and strong. This is a must listen episode for everyone in the salon industry, there are so many gems Ira shared to help you. You can find Ira and his tour dates on the socials here, and find Passion Squared on the web here, and on the socials here. Thank you Ira for being our special guest, we LOVE you! And thank YOU for listening! 

We’re sharing this episode again (original episode aired June 2023) as the myth around professional salon products not being profitable keeps coming back to our inbox, as recently as this week.

In this episode, Nina talks about the true purpose of providing home care solutions for your clients and some of the false narratives being shared in the professional salon industry. The truth is, your salon client's happiness matters not just on the day of their salon visit, but also, all the days in between. The purpose of offering home care is not about money or profits, it's one of the results, however, not the most important result, which is client happiness, convenience, and lifetime client value, which is the amount of happiness, joy, referrals, and revenue your client brings you over the lifetime of your relationship. Nina also breaks down the simple math of professional home care, dispelling a narrative about it not having any profit. These narratives, which lack significant context, cause harm and create confusion. It doesn't have to be that way. Together, we can change the narrative, which allows you to make more aligned decisions for your salon business and brand. Thank you so much for listening. You can find Passion Squared on the web here and on the socials here and here. 

In this episode, Nina dives deeper into a post shared last week on the Passion Squared socials that spoke to the Stanley cup memes and folks comparing them to investing in professional salon products. The memes were funny and also created an opportunity to talk about brand value and lifetime salon client value. The deeper dive in this episode is about understanding the connection between educating your salon clients, and how that can translate into lifetime client value; the amount of joy, happiness, referrals and revenue your clients bring you over the lifetime of your relationship. Nina shares some perspective and insight from a comment on that post, challenging the idea of recommending 'non-professional' product alternatives to salon clients who do not have the budget for professional products. The truth is, the actual value and differentiation of professional salon products come from you, the pro, the expert behind the bottle, and not always from what's inside the bottle. Please listen to this with an open heart and mind. And if you have questions, I'd love to hear from you. You can find the original post here, and find us on the socials here and here, and the web here. Thank you for listening! 

In this episode, Nina proclaims 2024 to be the year of perspective for the salon industry. One viral TiKTok or some comments from random strangers on the Internet is not fact, or truth. The algorithms are designed to feed off our enragement and discourse. Because of that, we are collectively losing perspective around how different salon businesses and models work, how salons make decisions aligned with their brands, and how salons grow. Whether it be overcorrecting and confusing healthy boundaries and walls, connecting the prices you charge and client feedback with your personal worth, tossing out the fundamentals of client retention and happiness, deciding salon business ownership wasn’t for you, having the best year ever, or the worst, we talk about it all to help you regain and retain perspective to have a more awesome, authentic and aligned with your brand year. You can find Passion Squared on the socials here and here, and on the web here. You can learn more about Creating Your Awesome Salon Brand here. Thank you so much for listening. Cheering you on, every day, always! 

In this special episode of the pod, Nina is joined by author, writer, storyteller, content creator, and small business owner Roxan McDonald. Roxan shares her story of how she became a writer and storyteller, her viral rise on TikTok, not being nice, where gratitude fits in her recovery and life, moving to a new country and we dive into Roxan’s latest creation, the Spiritual AF Activity Book and Journal. You can find Roxan on the socials here and her new book here. You can find Passion Squared on the socials here and on the web here. Thank you so much for listening!