‘There’s nothing remarkable about what we do here,’ my hairstylist Leanne says, as I take a sip of the iced water, flavoured with fresh lime, placed next to a pile of new magazines and the coffee menu, by the receptionist who shows me to my seat.

‘It’s just what we do.’

And that’s the point. It’s what they consistently do—every time, without fail, that differentiates this business from the twenty others in the same suburb, where I could get my hair cut faster and cheaper.

The kind of people they consistently employ.
The type of products they consistently use.
The service they consistently deliver.
The promises they consistently make and keep.

Choices greater than the sum of their parts, that combined create a brand clients are loyal to, and a story they want to tell.

Image by Guilherme Petri