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Hey Reader,

I just spent a couple days in 'The Happiest Place on Earth: Disneyland.' Whether you love Disney or hate Disney, there are valuable business branding lessons we can learn.

Before we dive in, check out this quote from Walt Disney. We'll return to it at the end.

Branding is in the little things

During our trip, we made a few restaurant reservations. When we checked in, the hosts asked the same question every time.

"Are we celebrating anything today?"

I didn't realize this was intentional until I heard it 3 times. It got me thinking. Why do they ask this? And what could people be celebrating?

And then I remembered seeing people wearing these buttons.

The Happy Birthday Button

If you're celebrating a birthday at Disneyland, you simply go up to a vendor and tell them you're celebrating your birthday and they'll give you a Happy Birthday button.

Celebrating your Birthday at Disneyland has become part of the Disney brand. If you're looking for something special to do for your birthday, go to Disneyland!

Throughout your day in the park, cast members and characters will see your button and will typically do something special for you.

The button is easily recognizable, making it easy to curate little moments.

Then there's birthday dining. If you're dining on your birthday, they'll typically give you a free dessert or offer a better table.

The First Visit Button

Another button I kept seeing was the 'First Visit' button. Similar to the Birthday Button, this makes it easier for cast members and characters to go above and beyond to make your first experience extra special.

So, what's the point?

During the consultation, barbers could swap the question 'Are you celebrating anything today?' for this: 'Any special event coming up?'

Most of the time there isn't a special event, but oftentimes there is one. It could be an interview, a birthday, a photoshoot, a wedding, a work event etc.

If there is a special event, that may be a great opportunity to talk about their hairstyling routine.

What products are they using? Are they looking for a recommendation? Do they need to pick up product because they ran out?

You want to make sure they have the right products to style their hair for the event.

If it's a birthday, what about offering a discount on products? Or what about offering a complimentary hot towel or birthday shoulder massage? What if you made a custom barber cape that said 'It's my birthday'?

If it's a child's first haircut, what about offering a keepsake? It could be a 'My First Haircut Button', it could be a polaroid photo they take home, it could be holding up a special prop for a photo.

Become known for something

Remember the quote from earlier. “Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.” ― Walt Disney

I'm not suggesting you do all of these things, but consider 1 or 2. Think of a way you can elevate the service in a small but meaningful way or think of a discount or special promotion you can offer that incentivizes clients to see you to celebrate that special event.

When they think of your brand, what do they think of?

Just remember, it's often the little moments that matter most to people. And those moments are what creates a 'brand' legacy.

Alright, finished with No.95. See you next week!

New Section: Ask me anything!

The sky's the limit here: passing the barber exam, industry trends, business strategies or career advice. I love connecting with people in the community and talking about whatever. Just reply to this email with anything on your mind! I'd love to connect.

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Written by: Matthew Mendoza Founder of theGuideline

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