This term may not be familiar to you, but it's been going on for decades.
Vidal Sassoon taught stylists that they can be anyone they want to be, including a powerful brand. He proved it with his own branded line of salon products and went on to become a household name.
Another excellent example of personal branding is Toni and Guy. They created their own unique vision of personal branding that inspires stylists worldwide to see the endless possibilities in hairstyling.
More recently, Bumble and Bumble has taken their salon brand and created an empire which is among the most wildly successful brands the beauty industry has ever seen.
You may or may not see yourself as the next Vidal Sassoon, Toni and Guy, or Bumble and Bumble, but if your salon has a name and a vision for hair, it's already a brand, and you as the owner are its brand developer.
Set your brand apart by carrying products exclusive to your salon, products that promote your brand and business. In doing so, you will gain complete control over your retail, do away with diversion forever, and who knows? Maybe you will be the next Sassoon...