What's in a salon name?

If you were to open your own salon, would you use your own name or would you call it something new and innovative?

Sally and Jamie Brooks of Brooks & Brooks feel there's nothing like their own identity to convey the brand while Scott Smurthwaite named his Gloucester Salon Cream Hairdressing.

Sally and Jamie Brooks, Brooks & Brooks, London

"We always said if we opened our own salon, we'd use our name. Our time working for Trevor Sorbie, and the strength of our international work, meant we'd built a good reputation for ourselves, so it was the most logical thing to do. We did consider other options, but realised by using our own name we would continue to build on our existing profile.

"Clients responded really well to our salon identity; our staff were happy to be working for a brand, but also to be working for Jamie and Sally. Brooks & Brooks is our corporate brand, but includes Sally and Jamie as a sub-brand as it's essential to maintain our individual profiles. If we open more salons, then we'd have to decide whether it would be someone else's name at Brooks & Brooks or simply Brooks & Brooks; it would depend on that person's profile.

"Our logo has two Bs: the stronger, bolder 'B' conveys masculinity - Jamie - while the lighter, more stylised 'B' in a pink tone expresses femininity, which is Sally.

"Having your name above the door means you are in control of brand development; you can directly influence your brand and your salon. Everything you do is associated back to your business.

"The only downside of this is the extra pressure you put on yourself as you're totally responsible for your brand, and everything you do reflects on this.

"Another consequence is that if you decide to sell the company, your personal association with the brand would make it difficult to sell without selling yourself. As long as you have the drive to keep your brand going forward, having your own name above the door is a no-brainer."

Scott Smurthwaite, Cream Hairdressing, Gloucester

"As a young hairdresser full of ambition, the need to put your name over the salon door is compelling, as, I believe, all hairdressers want to be famous. This is the first and maybe the only ever time that your name will be in lights - so why not seize the opportunity?

"Although many top hairdressers have built their businesses on their name, they are few and far between. When you put your name over your door, you are creating a primary message that says you are the person every customer must aspire to go to, and any other hairdresser in your team is nothing short of second place.

"Apart from the egotistical view, you could argue that every business needs a driving force and somebody needs to carry the flag for the company. That's all very well, but will you still be as able to fly this flag in 20, 30, maybe 40 years' time?

"I want my company/brand in 20 years' time to be represented by young, ambitious and creatively hungry individuals making their own name in our company. Not represented by me and my name, which by then will be synonymous with shuffling along to bingo at my own very slow pace!"

Where do you stand on the latest HJ Debate? Join in the discussion on the HJi Community forum. Or read the previous HJ debate about state registration for hairdressers here.