Susan welcomes brand and vision expert Jojo Smith from Creative Sass. The conversation dives deep into the critical distinction between "brand" and "branding," emphasising that true branding goes beyond visuals to encompass values, personality, and emotional connection. Jojo shares her inspiring backstory, detailing her journey from the corporate world to becoming a successful entrepreneur, and highlights the importance of self-awareness and authenticity in building a lasting brand. The episode also explores how businesses can create a sense of belonging for their teams and clients, ultimately leading to a more sustainable and impactful brand legacy. With a mix of personal anecdotes and practical advice, Jojo's passion for branding shines through, making this episode a must-listen for anyone looking to elevate their business.

KEY TAKEAWAYS

Understanding Brand vs. Branding: There is a crucial distinction between a brand and branding. A brand encompasses the core values, beliefs, and personality of a business, while branding refers to the visual elements like logos, colors, and fonts. Many people mistakenly equate the two, thinking that having a logo means they have a brand.

The Importance of Self-Awareness: Self-awareness is essential for business owners. Many believe they are self-aware, but statistics show that only 15% actually are. Understanding one's own values and beliefs is critical for building a strong brand and connecting with clients.

Creating a Brand Experience: A successful brand must engage all five senses and evoke emotions. The experience a client has with a brand is what keeps them coming back, making it vital for businesses to create an environment that feels welcoming and authentic.

BEST MOMENTS

"So many businesses make that mistake. They dress themselves how they think they should be rather than how they could be." - Jojo

"Your brand will absolutely eradicate any competition. It doesn't matter if you do exactly the same service; it's how you make them feel." - Jojo

"You hear a lot of like, you know, come together and make the values as a team. Do you agree with that or does that person need to have those values?" - Susan

"If you don't love yourself, how can you expect any other clients, team, suppliers to?" - Jojo

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

https://www.instagram.com/creativsas/

https://www.creativsas.co.uk/

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan welcomes her dear friend Jo Simpson, a financial expert and founder of the Financial Growth Academy. Jo shares her unexpected journey into the world of finance, emphasising the importance of understanding money as a tool for personal wealth generation. The conversation delves into Jo's experiences in the beauty and fashion industries, her approach to bookkeeping, and the significance of building a supportive team. They discuss the challenges faced by beauty business owners, including pricing strategies and the importance of selling products effectively. Jo also highlights her commitment to creating a safe space for clients to ask questions without feeling judged, and she shares insights on her current personal development challenge, the 75 Hard, which aims to foster consistency and growth. This episode is packed with valuable advice for entrepreneurs looking to thrive in their businesses while maintaining a healthy work-life balance.

KEY TAKEAWAYS

Understanding Finances: Many business owners struggle with financial concepts, but it's essential to view finances as a means to understand and manage money effectively. Simplifying financial discussions can empower clients to make informed decisions.

Building Relationships: Establishing a strong relationship with clients is crucial. Providing real-time support and being approachable helps clients feel comfortable discussing their financial concerns, fostering a supportive environment.

Profit First Methodology: The Profit First approach emphasizes allocating money into specific categories to ensure business owners pay themselves first and manage their expenses effectively. This method can be tailored to different industries, including beauty, to optimize financial health.

Importance of Consistency: Consistency in business practices, such as regular financial reviews and client engagement, is key to success. Implementing structured routines can help business owners stay on track and achieve their goals.

BEST MOMENTS

"I want my clients to generate more personal wealth out of their business." - Jo

"I never want anybody to feel stupid, or that there's no question is stupid." - Jo

"You should be the best paid person in your business." - Jo

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

DESCRIPTION

KEY TAKEAWAYS

Legacy of Mary Howarth Beauty Culture: Founded in 1955, the salon has evolved over 70 years, maintaining a focus on everyday women and exceptional client care.

Family Involvement: Multi-generational leadership ensures the salon’s values and culture are preserved, with Verity and Lauren continuing the family tradition.

Community and Client Relationships: Long-lasting client connections are central, strengthened through events and local collaborations.

Adaptation and Growth: The salon embraces new trends, treatments, and technologies while preserving core services like electrolysis, facials, and manicures. Continuous learning keeps them relevant in the industry.

BEST MOMENTS

"My Nana opened in 1955, aiming to deliver beauty treatments for the normal woman. She had a real way with her; her professionalism was up there." – Verity

HOST BIO

USEFUL LINKS

SPONSOR

Brought to you by Disruptive Media: ⁠https://disruptivemedia.co.uk/⁠

DESCRIPTION

KEY TAKEAWAYS

Legacy of Mary Howarth Beauty Culture: Founded in 1955, the salon has evolved over 70 years, maintaining a focus on everyday women and exceptional client care.

Family Involvement: Multi-generational leadership ensures the salon’s values and culture are preserved, with Verity and Lauren continuing the family tradition.

Community and Client Relationships: Long-lasting client connections are central, strengthened through events and local collaborations.

Adaptation and Growth: The salon embraces new trends, treatments, and technologies while preserving core services like electrolysis, facials, and manicures. Continuous learning keeps them relevant in the industry.

BEST MOMENTS

"My Nana opened in 1955, aiming to deliver beauty treatments for the normal woman. She had a real way with her; her professionalism was up there." – Verity

HOST BIO

USEFUL LINKS

SPONSOR

Brought to you by Disruptive Media: ⁠https://disruptivemedia.co.uk/⁠

Susan welcomes Andrew Priestley, an executive coach and seasoned publisher, to discuss the transformative power of storytelling in the beauty industry. With over 14 years of friendship and collaboration, Susan and Andrew delve into the success of the "Beauty and the Best" book series, highlighting how it empowers non-writers to share their unique journeys and insights. Andrew shares his extensive background in publishing and coaching, emphasizing the importance of concise storytelling and the impact of real, candid narratives. The conversation also touches on the role of AI in writing, the challenges of authorship, and the innovative methods Andrew employs to help authors craft engaging stories.

KEY TAKEAWAYS

Multi-Author Books as a Platform: The concept of multi-author books allows individuals from various backgrounds to share their unique stories and expertise, making it accessible for non-writers to contribute and gain recognition in their fields.

Engaging Storytelling: Successful books, particularly in the Beauty and the Best series, focus on concise, engaging narratives that can be read in a short time, making them appealing to busy readers who prefer bite-sized content.

AI as a Tool, Not a Replacement: While AI can assist in generating ideas and content, it should not replace the authentic voice and personal experiences of the author. There are risks of copyright infringement when using AI-generated content without proper editing and personalisation.

Effective Communication: The importance of clear and relatable communication is emphasised, as it helps authors connect with their audience. Writing in a conversational tone can make complex topics more digestible and engaging.

BEST MOMENTS

Andrew: "AI for me is in publishing, is still a real gray zone. At the moment, it's a case of, I know I can, but should I?"

Susan: "I always think everyone's... the planet's full of billions of people, all with a totally different story."

Andrew: "The thing I love about the Beauty and the Best series is it's real hand on heart. It's really candid and honest."

Andrew: "When AI started, it had something like 15 billion connections on the internet. Currently, it's something like 625 billion connections."

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://amzn.eu/d/hTf4WDq - Launch Offer 99p!

⁠https://susanroutledge.com⁠

⁠https://www.instagram.com/susan_routledge/⁠

⁠https://www.tiktok.com/@beautybusinessmatters⁠

⁠https://marketing.susanroutledge.com/beauty-and-the-best-chapters⁠

This Podcast has been brought to you by Disruptive Media. ⁠https://disruptivemedia.co.uk/⁠

In this episode of Beauty Business Matters, host Susan welcomes Marianne Page, a systems and training expert with over 27 years of experience at McDonald’s, to talk all things team building, leadership, and the systems that make a beauty business thrive.

Marianne shares her journey from corporate life to becoming a sought-after speaker and consultant, revealing what really drives employee engagement, retention, and growth in the beauty and service industries. Together, she and Susan dive into the power of creating “sticky systems”, proven structures that help you hire the right people, train them effectively, and ensure processes are actually followed.

They explore how culture, not just compensation, drives performance. From onboarding to ongoing feedback, Marianne explains how business owners can create confident, self-sufficient teams that feel truly valued. Plus, Susan highlights the common pitfalls salon owners face when documenting systems that no one ends up using.

Whether you're a salon owner, clinic manager, or any service-based entrepreneur, this episode offers actionable insights for building a high-performing team, creating a supportive culture, and scaling sustainably.

KEY TAKEAWAYS

Hiring the right people is just the start — consistent, quality training and feedback are what build lasting confidence and loyalty in your team.

Financial incentives alone don’t retain staff. Employees stay where they feel supported, seen, and like they’re part of something bigger.

Marianne outlines four key system types: sexy systems (marketing), security systems (finance), service systems (delivery), and sticky systems (team development). Without sticky systems, the rest fall apart.

Performance reviews aren’t about critique — they’re tools for clarity, confidence, and connection between business owners and their teams.

BEST MOMENTS

“Hiring the right people, giving them that level of training, and then giving them feedback is what builds confidence.” – Marianne

Connect with Susan:

Produced by Disruptive Media

Susan interviews Azra Riaz, owner of Liberties Hair Beauty and Aesthetics in Bradford, who shares her remarkable 32-year journey in the beauty industry. Once an aspiring lawyer, Azra opens up about her pivot to beauty entrepreneurship, the cultural challenges she faced as an Asian woman in a stigmatized field, and the unwavering support from her family that helped her succeed.

She reflects on her evolution from salon owner to educator, the steady growth of her business, and a recent milestone—celebrating a major refurbishment with an event attended by local dignitaries and businesses. Azra highlights the power of community collaboration, the value of continuous learning, and the passion needed to thrive in the beauty world. This episode is packed with inspiration for both new and experienced beauty professionals.

KEY TAKEAWAYS

Passion and Purpose:

Support Networks Matter:

Lifelong Learning:

Community Collaboration:

BEST MOMENTS

Azra: “It’s more of a hobby then… it’s the enjoyment—seeing that smile and transformation in every client… it really shows in your work.”

Azra: “In business, you're often so blinkered… but having a community is like having your own family.”

Azra: “Clients aren’t just coming in for a treatment… you’re part of their journey, their support.”

Susan: “Collaboration is the way to grow… there are enough clients for everyone. Sharing knowledge is powerful.”

HOST BIO

Susan Routledge is a highly respected figure in the beauty industry with over 38 years of experience. A multi-award-winning salon owner and international business consultant, she’s recognized as one of the top UK beauty industry influencers.

Known for her warm and light-hearted style, Susan is a global speaker, respected awards judge, and founder of the Beauty Directors Club, a membership hub offering expert business support to salon, spa, and clinic owners.

She is the creator of the Salon Success Freedom online program and founder of one of Northeast England’s largest independent salons, in business for over 36 years. Her STABLE business formula is trademarked, and she’s the author of bestselling titles including The Little Book of Client Retention and Beauty and the Best Volumes 1 and 2.

Susan sits on the BABTAC Professional Board and the PHAB Service Stars Advisory Board, working to elevate standards across the beauty industry.

susanroutledge.com

Beauty and the Best Chapters

Instagram: @libertesbradford

Susan welcomes Jo Serrant, the founder of Skin and Soul and the Skin and Soul Academy. Jo shares her inspiring journey from a young beauty therapy student in Yorkshire to a successful practitioner and educator in Berkshire. She discusses her passion for massage techniques, the evolution of her business model, and the importance of mindset in elevating one's career in the beauty industry. Jo emphasizes the significance of understanding energy in treatments and how it can transform client experiences. Listeners will gain insights into Jo's innovative approach to facials and massage, her collaboration with sales trainer Arif, and her aspirations for future training programs that focus on holistic practices. This episode is a must-listen for beauty professionals looking to elevate their skills and business.

KEY TAKEAWAYS

Mindset and Confidence: . Building confidence through training, mentorship, and understanding one's value can lead to better pricing strategies and a more fulfilling practice.

Adapting Business Models: The evolution of business models is crucial. Moving from a larger salon to a boutique-style setup allowed for more flexibility and a better work-life balance, demonstrating the importance of adapting to personal and professional changes.

Holistic Approach to Treatments: Integrating energy work and a holistic perspective into treatments can enhance the client experience.

BEST MOMENTS

"I realized that I was just about taking minimum wage... I was done doing six hours worth of just massaging. I love massage, but I don't want to do it all day every day." - Jo

"I always believe there isn't anything that ever goes wrong. I think it's just you learn from it." - Susan

"I think a lot of therapists don't realize... once you know your muscles, your fascia, your circulation, you understand your lymphatics, you really understand the face and how it's made up, the anatomy and physiology, you are allowed to make your own treatment." - Jo

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan Routledge engages in a deep and insightful conversation with applied neuroscientist and hypnotherapist Louise Baker. They explore the fascinating intersection of neuroscience and the beauty industry, delving into topics such as the power of touch, the importance of breathwork, and the impact of mental health on overall well-being. Louise shares her extensive experience working with cancer patients and her innovative approaches to enhancing therapeutic practices in beauty therapy. The discussion also touches on the significance of community, nutrition, movement, and sleep in maintaining brain health.

KEY TAKEAWAYS

Importance of Touch and Breathwork: The power of touch and breathwork is crucial in therapeutic practices, especially in the beauty industry. Understanding how these elements affect the brain can enhance client experiences and outcomes.

Five Pillars of Brain Health: Brain health is supported by five key pillars: nutrition, movement, sleep, community, and mental health. Each pillar plays a vital role in maintaining cognitive function and overall well-being.

Community and Connection: Building a supportive community is essential for mental health, particularly for beauty therapists who often work in isolation. Engaging with like-minded individuals can provide emotional support and reduce feelings of loneliness.

Impact of Sleep on Cognitive Function: Quality sleep is critical for brain health, as it allows the brain to clear out toxins and process emotions. Poor sleep can lead to cognitive issues such as brain fog and impaired decision-making.

BEST MOMENTS

Louise Baker: "One of the areas that I've spent a lot of time focusing on, which is really, really special for the beauty industry, is the power of touch."

Susan Routledge: "When I did my training in beauty therapy, we were taught, you know, like someone's going through cancer treatment, you don't treat them... Amanda thought, well, you know, why? And looking at that, it can be done."

Louise Baker: "If you eat well, that's fantastic... but actually, it's not just about the big bits we eat, but we've also got to think about the bacteria and the microbes that we are consuming."

Louise Baker: "When you don't eat well... it's your brain, you're starving. So when you think, I can't think straight in the afternoon, look to what you ate for lunch."

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters

[email protected]

07714711262

https://joinvital.ai

https://whileiwait.uk

https://on.soundcloud.com/NHqFvBXgLvuIjLUP8W

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

Susan welcomes back Arif Isikgun, a global sales trainer who has made significant strides in the beauty industry. They reflect on their journey since their first meeting over two years ago, discussing the importance of retail in beauty and how it often takes a backseat to treatments. Arif shares insights from his award-winning books, "Shine" and "StorySeller," emphasizing the power of storytelling in sales and the necessity of building authentic connections with clients. The conversation delves into common challenges faced by therapists, such as fear of rejection and money mindset, while offering practical advice on how to transform client interactions into meaningful sales opportunities.

KEY TAKEAWAYS

Embrace Retail as a Core Element: Retail should not be viewed as a secondary aspect of the beauty industry. It is essential for enhancing treatment results and providing clients with the best possible outcomes.

Build Authentic Connections: Establishing a genuine relationship with clients is crucial. Engaging in meaningful conversations during consultations helps therapists understand client needs and fosters trust, making clients more likely to purchase recommended products.

Overcome Fear of Rejection: Many therapists hesitate to sell due to fear of rejection. It's important to shift the mindset from fearing objections to viewing them as opportunities for dialogue.

Utilize Storytelling in Sales: Effective selling involves storytelling that connects emotionally with clients. By sharing personal experiences and the benefits of products, therapists can create a compelling narrative that encourages clients to invest in their skincare journey.

BEST MOMENTS

"Retail is sales and sales is communication, and that is how you create the most amazing customer journey." - Arif I

"The consultation is the most important part. It's like getting the most expensive moisturiser in the world, but not ensuring that your skin is prepped first." - Arif

"If you are a therapist and you've just recommended products, and they say no, instantly that makes you feel, 'Why did I bother?'" - Arif

"You have to wait for the client to create an objection before we put an objection in our mind." - Susan

HOST BIO

Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. 

Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.

Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. 

She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.

Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS

https://susanroutledge.com

https://www.instagram.com/susan_routledge/

https://www.tiktok.com/@beautybusinessmatters

https://marketing.susanroutledge.com/beauty-and-the-best-chapters
SPONSOR

https://www.phorest.com/

https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/