Decorating 101: Your Brand IRL!
Social media, amirite???
If you’re like me, you’ve poured a lot of time, energy + sweet, sweet cash into your digital branding + marketing because everyone on earth told you that that was the most important aspect of growing a business. They aren’t necessarily wrong. The power that comes from having a strong online identity is appropriately rated; this is how we relate to our audience, market ourselves + find our dream clients! Only thing is, what happens when those dream clients walk in the door + find that your salon isn’t as magical as that website you shelled out so much for??
When I was scrambling to get my new office space ready + presentable to open 2 weeks from when I got the keys, I knew it wasn’t going to immediately represent the culmination of personality + panache that I had dreamed of. I couldn’t afford a designer or to buy a million things at once! Enter: imposter syndrome. The fear of IRL disappointment was literally my nightmare fuel until I finally figured out some ways to make my space feel cute, comfortable + cohesive.
My Tips for Your IRL Salon Glow Up!
your color palette should be consistent
The same colors you use in your digital branding should be present in your physical space. Obviously paint colors + furniture upholstery don’t have hex codes, but you should be getting realistically as close as you can so that everything feels seamless + your clients immediately experience brand recognition when they walk in.
DO incorporate the bold colors + prints too!
DON’T have plain, boring white walls if you are not a minimalist. If you absolutely can’t paint, at least hang up some wall art that incorporates your color scheme!
don’t buy everything all at once!
Just don’t!!!! This is the most important thing I have to say. Not only is this a safer financial decision, this also allows you to be more intentional about what you bring into your precious salon that you’ve worked so hard to build! It will also prevent you from buying too many trend-based items. At the end of every week, I set aside a little bit of money + put it towards improving my surroundings. And, if I don’t find anything I love, I don’t buy anything!
DO start with paint colors + basic necessary furniture.
DON’T go ham + then decide it doesn’t feel right 6 months later.
avoid a residential look
Embrace your inner weirdo! Remember: you don’t live here + neither do your clients. This is your chance to have fun + be creative, so get TF out of Pottery Barn. You don’t need a fancy dresser + end table set.
DO impart a cozy feel with textures + small details!
DON’T buy a living room sofa + settee for your waiting area.
picture your dream client
Where would she want to hang out? What kind of stuff does she have in her bedroom? This could include anything from her band posters to the Limited Too catalog collection she forgot she had as a kid. What kind of drinks does she like to have in the fridge? What kind of colors + textures would she find cool? Picture her ideal hangout spot + bring it to life by first creating a vision board on Pinterest.
DO cater to your dream clients! They will love coming to see you!
DON’T be so generic that it feels like a doctor’s office.
capture your brand’s essence
Seriously, this space is about one thing + one thing only: your brand expression through the eyes of your clients. If you are a comfort waxer, make sure your space is comfy + makes people want to linger! If you are a speed waxer, then your space should be easy to clean (avoid upholstery) + the setup should feel streamlined so clients can get in and out efficiently. Function matters!! Also make it a priority to incorporate elements of your digital branding into your physical space! For example, I use a lot of 90’s/Y2K-style flowers in my digital branding, so I have the same style of flower represented in decorative elements such as wall art.
DO incorporate the same cute details + motifs you use in your digital marketing!
DON’T veer completely off track + leave people confused.
understand that you will have the same things as some people
There is not enough decor in existence for all of us to have a completely unique style. Not to mention, some people have similar taste. They are allowed to. This is not theft of your intellectual property, so take a chill pill. Also, your clients will love your stuff too + want to know where you got it! That is a huge compliment.
DO be gracious when people ask you where you got your cool ass stuff!
DON’T bully other business owners online or gatekeep. If you didn’t create it, you don’t own it!
you know you’re doing better on your own, so don’t buy in!
Jimmy Eat World said it best! Your clients come to you because they love your business’s unique feel, whatever that may be. Midcentury Modern + Farmhouse styles have been the most popular home aesthetics lately. That’s not you? Join the club, I’m not about that mid-ass century. If you’re stuck in the 80’s, why not incorporate cassettes + a Bowie poster? Get a white couch + go full vaporwave. You do not need to buy the damn shell chair from HomeGoods just because it’s popular + available. Use your imagination + get creative.
DO be yourself!!!
DON’T just opt for convenience + waste money on the wrong stuff.
Bonus: Where I Get My Stuff!
Here are some of my favorite sites + stores to shop specifically for my business! There aren’t many because I keep my style really cohesive. When everything is coordinated, you don’t need to shop at a million stores!
www.urbanoutfitters.com, for all the cool stuff! Anything that gets a compliment is probably from UO
Note: you can also shop Anthropologie, but it’s not personally my style - too “grown up” for my brand. Same deal with CB2.
HomeGoods, for small details/filler items such as fake plants, pillows, etc.
Redbubble and Society6 for wall art! There are some amazing artists out there!
Amazon, for anything particularly hard to find that requires an internet search
Target, for basic organizational supplies. I honestly dislike most of Target’s home collections personally!!
Home Depot, for Behr paint + DIY shit
Ikea, for furniture! Then, I customize it ;)
Thank you guys so much for joining me on this decorating journey, and I hope that my tips were helpful! If you have any questions that I left unanswered, just shoot me an email + I’m always happy to provide more info where I can :)
TTYL,
Lauren 🐏💕