Our small business owner guest is Rozabre, Bre` for short, from Sweet Rose Waxing Company. Bre` recently took her franchise business and said, you know what? This is going to be all me now. So now she is the sole owner of her business, it is her business name, and she officially owns her business 100%.
Before we get started on the topic for this episode, rebranding, let’s give a little background on Bre` and her small business story.
Bre` is a cosmetologist who has been waxing for 12 years. She has also been an instructor for 2 years now. Sweet Rose Waxing Company offers forms of hair removal - waxing, sugaring, threading - as well as eyebrow and eyelash enhancement. This includes brow lamination and eyelash lifting.
Question for Bre`: What was the scariest part about leaving the franchise behind and going independent?
Bre`: “The scariest part was letting the franchiser know that I wanted to leave. Leaving was the best option, so that part wasn’t scary for me. I had so many ideas and so many wants that in order for them to be met, I had to do it myself. It wasn’t hard wanting to do it, it was more so of letting everyone else see my vision. So yeah, it was a big step, but it was a great step.”
For small business owners who are considering rebranding, just know it means you will likely start over from scratch. Many times, a rebrand can be a hard reset. If you are currently considering rebranding, take a second and ask yourself: “why am I considering rebranding? Maybe it is something smaller like the way you’re communicating, your brand voice. Or maybe you need to change something within the core of your business.
That being said, when you are rebranding you do not need to completely change your small business. Take the time to assess your situation. Maybe there are pieces of your brand that work really well, so when you are rebranding you will want to move this into the new brand.
Question for Bre`: When you were going through this assessment for yourself, was it more of an internal conversation of what is aligning with me right now as a business owner? Or was it a little more of, am I looking at the data, or was it more “what feels right”?
Bre`: “It was a little of everything, honestly. It started out from just how my personal life was going. I looked at the numbers, looked at my surroundings and I knew it had to be changed. A lot was going on in that moment, and it definitely pushed me to change, to rebrand, to make it for me and what’s best for me and my family right now.
This is such an important moment for small business owners to recognize. As small businesses, yes you’re a business owner, but it’s more than that - because it is you. So if you need to take a second and say, my personal life is being affected, that’s completely fine. It’s all connected. You can’t be miserable and run a successful business. Take time to evaluate how you are doing mentally, emotionally, and personally."
Question for Bre`: As a franchisee, did it feel as though you were helping this person and this name grow, even though it is MY salon - it’s not me and my name?
Bre`: “Absolutely. In the beginning, everything was great. But after a while you realize you’re doing so much work and you just don’t feel appreciated. Of course they have no obligation to appreciate you. But considering how small the company still is, I wanted to feel included in some of the day-to-day and new things. And I didn’t feel that. Now with my own business, I tell my girls everything. I tell them, give me your ideas and I will listen. I feel like including the people around you will help grow your small business. They can tell you if something is a good idea or not, because they see it. They are there working with you.”
Question for Bre`: We recently found a LinkedIn article that talked about rebranding in general. Something it mentioned was that your business name is a much bigger deal that you think. Do you think that’s true?
Bre`: “Absolutely. It took me months to figure it out. I knew the name I wanted it to be, but to make it perfect, not too long or too short, not too personal but understanding of what we do here, it took some time.
Looking back on the franchise I was a part of - if you go there, it’s the experience of this person and everything is centered around that one person. Which is fine, if that’s what you want. Personally, I don’t like a lot of attention. I want the attention to be focused solely on my client. When they come in, I make sure they have my full attention. If I’m with a client and another walks in, I won’t talk to that person until I’m done with that first client. When I’m completely done, then I’ll speak to the next client. It looks rude in the moment, but when you get that experience of me focusing just on you, you understand.
I think the best way to keep your clients coming is to have that full focus on them, their full experience of what they need in that moment. A lot of times they come in and they just need someone to talk to.”
Question for Bre`: Let’s talk about the scary part of rebranding. You completely started from scratch on Instagram, Facebook, and you’re working your way to building all of that back up to what it was before. Was it nice to start new or were you thinking “this is going to take a while”.
Bre`: ”I would say I was scared at the beginning. Then I realized, it was best to do it from scratch. Starting everything from a clean slate and having only my name on my content. It wasn’t an easy decision but it was the best for my company now.”
Question for Bre`: You also share stuff in Facebook groups. Have you found that to be pretty effective?
Bre`: “Yes. We get a good bit of people moving to Summerville or Charleston asking where to go for waxing. So whenever I see this, I try to post and repost what I’ve already posted before. I’ll add my website, my phone number, and my business name. I’ll even tag our social media platforms.”
Question for Bre`: Reviews are a great way to help with your rebranding. Sweet Rose Waxing Company already has so many good reviews online. How do you communicate to your ladies that work with you about why you’re wanting to build up those reviews?
Bre`: “Everyone looks at reviews. Before, people would just go places and not think about the reviews. Nowadays, you have to look at the reviews before you go anywhere. We make sure our clients are always happy, that they are educated and know what we do and what we can do for them. The reviews will come with that. WIth our new system, a request pops up right after their checkout, which is awesome.
Automation is very helpful. If we’re checking out on the iPad then it shows up during the checkout process so we can get a response right there.”
Question for Bre`: What do you feel like was the hardest part of your rebrand? What part did you say, I need to sit down and really focus on this?
Bre`: “Funny thing is I’m still working on that. The hardest part is the paperwork. I haven’t done an employee handbook. I’ve started it, but I’m trying to change it completely from what I had it as before.
My rules are different. My policies are going to be different. So that’s something I’m still working on. This whole rebranding happened really quickly. Even down to the applications. I have to change the names, the legality on it and everything. I have made a checklist, and hopefully one day I’ll get to the end of it.”
Question for Bre`: What suggestions do you have for small business owners who are considering rebranding?
Bre`: “I would say, have a team. Have a team already in place - meaning your accounting, and your marketing. Your marketing brings in your money because it pushes you out there and makes sure everyone sees you. Your accounts payable person is the best. Especially for small business owners like me, I’m in the day to day. I’m working, managing, and running the business - I need these helpful hands. It helps having one less thing on your plate.
Sweet Rose Waxing Company is at 437 N Main Street, Summerville, SC. You can find them on social media @sweetrosewaxco. Their website is sweetrosewaxco.com. Make sure you go check them out!
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