In this episode of BUILDING & BREAKING, we take a closer look at how Southwest Airlines went from beloved to broken, by abandoning the very promises that made them different.

Southwest wasn’t built by analysts. It was built by Herb Kelleher, a rebellious, people-first founder who believed business and air travel could be joyful, human, and accessible.

From the single aircraft model to the “bags fly free” benefit to the heart in their logo, everything they did reflected clarity, consistency, and care.

But over time, the brand lost its edge. Systems aged. Culture shifted. The Southwest key differentiators disappeared. And with them, so did the trust, and also, their customers.

In This Episode

• How simplicity creates consistency, efficiency, and builds trust
• How real culture is built through everyday decisions, not contrived mission statements on a wall
• What happens when you remove the things that differentiate your brand
• How brand identity is meant to help tell your brand story
• How beloved brands break, not all at once, but decision by decision

Whether you’re a salon owner, hairstylist, or beauty brand leader, this is a reminder: Your brand is a promise. And every decision either keeps it, or breaks it.

If you are a salon owner, educator, coach, or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!