BeautyLink - Volume 6, Issue 3 - (Page 45)
ulture" seems to
be the new "quality" in the realm
culture refers to
an organization's people and how they
behave as they interact internally and
with customers. In a service business
such as beauty and wellness education,
can you think of a more critical element
to get right than culture?
During the AACS Spring Operations
Conference, Dr. Joe Pace of The Pacific
Institute remarked on the importance
of culture to an organization's success.
"Culture trumps strategy every time," he
said. But great cultures do not happen
organically. "Less than 1 to 3 percent of
organizations have great cultures that
happen by accident," he added.
Culture is cultivated through an intentional strategy that connects an organization's people with its brand mission
and vision. Does that sound too ethereal?
Dr. Pace offered a practical example of
how a company brand is aligned with
peoples' behavior. "The Ritz Carlton
hotel chain connects its brand vision
and mission to the behaviors of its
employees via a succinct brand message: 'Ladies and gentlemen serving
ladies and gentlemen,'" said Dr. Pace.
The brand message effectively connects
the audience it serves (ladies and gentlemen) with the behaviors of its employees
(ladies and gentlemen).
The People Powered Brand, by Chris
Wirthwein and Joe Bannon (Paramount
Market Publishing, 2014), echoes Dr.
Pace's remarks. The book lays out a process that explains how organizations
can align their people's hearts, minds
and behaviors with the corporate brand.
Connecting the brand and culture is
especially important for "considered
purchases" such as beauty and wellness
PART OF THE
BY BEAUTYLINK STAFF
Now imagine a student who sets up a
tour only to find that the classrooms are
disorganized, the students are loitering
and smoking outside the front entrance,
and two instructors are in a very loud
and heated discussion? Chances are, the
student who wants to attend a top-tier
school will find her school visit experience much more influential than a beautifully designed direct response device
or attractive website. Paraphrasing the
saying "seeing is believing," one might
say "culture is convicting."
Sometimes, a school's culture isn't
obvious at first glance. Dr. Pace compared
"Dr. Pace compared an organization's culture to an
iceberg, where only a portion of the entity is immediately
visible... what lies below the surface can be especially
dangerous to those aboard the enterprise."
education. That's because such transactions involve people on both sides of the
purchasing transaction. When customers
(student prospects or salon customers)
connect with the culture (an organization's people), the likelihood of a purchase
or follow-up purchase increases.
Imagine a school that bills itself as
being an "Ivy League beauty school."
an organization's culture to an iceberg,
where only a portion of the entity is immediately visible. And just like the iceberg
that sank the Titanic, what lies below
the surface can be especially dangerous
to those aboard the enterprise. Some of
these dangers are negative people. "For
every negative human interaction, it takes
11 positive experiences to compensate,"
The courses ML111 - Leading and Motivating and CM106 - Creating a Compliant Culture: Do's and Don'ts
are available on the AACS Online Training Center. Members call AACS at 800-831-1086 for your VIP Discount
Code. Visit the following URLs to learn more about these courses: www.aacstraining.org/courses/ML111 and
B E AUT YL I NK | C E L* E * BR AT E | 2 0 1 4 |
Table of Contents for the Digital Edition of BeautyLink - Volume 6, Issue 3
Message From the Aacs President & CEA Chair
The Workings of Washington
The Art of the Consult
A Student’s Perspective
Celebrating Our Graduates
Access and Affordability
And Then There’s Compliance
Are You Ready to Thrive?
Navigating the Acquisition Path
Creating a Marketing Mixture
Culture Trumps Strategy
Beauty Changes Lives
20 Ways to Celebrate You
Battle of the Strands
Students Leaving the Beauty School “Nest''
Why Every Educator Needs to Be at CEA This Year
Step by Step
Voices From the Classroom
People & Places
Create a Recipe for the Future
New Products & Services
Associate Member Profiles: Furniture Manufacturers
New School Members
Upcoming 2014-15 Events
Index to Advertisers
BeautyLink - Volume 6, Issue 3
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