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What to Title Yourself in the Hair & Beauty B2B Space (and Why It Matters More Than You Think)

If you’re stepping into the B2B side of the hair and beauty industry (whether you’re launching your services for salon owners or halfway through your journey and thinking about a rebrand) one of the biggest decisions you’ll make isn’t your logo or your colour palette.


It’s your title.


Choosing the right title in the B2B hair and beauty space isn’t about status — it’s about clarity, positioning, and attracting the right clients.

Right now, there’s a misalignment happening where people are leaning into the wrong title as a badge of status. The problem? If your title doesn’t match what you actually do, you make it harder for the right people to find you, understand you, and buy from you.


When you choose accuracy over ego, you’ll have sharper positioning, stronger searchability, and a much easier time attracting your ideal clients.


Here’s what each of the most common industry titles actually means — and how to know which one is yours.


Coach

Definition: Guides you to your own answers through questioning, reflection, and goal setting — doesn’t hand over the plan, helps you uncover it.

Typical focus: Growth areas like profit, revenue, retention, or mindset around business ownership.

Examples of work:

  • Helping a salon owner identify profit opportunities and create their own strategies to close them

  • Guiding leadership teams to set their own KPIs and hold themselves accountable

Currently in this space: Gry Tomte, Larissa Macleman (Salon Owners Collective)


Mentor

Definition: Shares their personal experience to help you fast-track results and avoid mistakes they’ve made.

Typical focus: Career pathway, leadership style, building a particular business model they’ve mastered.

Examples of work:

  • A salon founder mentoring another owner on expanding to multi-site operations

A retired educator mentoring someone to step into the training space


Educator

Definition: Teaches structured theory or knowledge through workshops, classes, or courses.

Typical focus: Industry-specific knowledge, compliance, or deep technical understanding.

Examples of work:

  • Delivering a masterclass on skin physiology

  • Teaching salon teams about inclusive service protocols


Trainer

Definition: Delivers hands-on, practical skills you can use straight away.

Typical focus: Technical service delivery or retail skills.

Examples of work:

  • In-salon practical demonstrations of new techniques

  • Step-by-step service training that can be replicated immediately


Consultant

Definition: Audits a business, identifies problems, and creates tailored strategies or solutions.

Typical focus: Market positioning, stockist acquisition, brand strategy, or operational efficiencies.

Examples of work:

  • Reviewing a brand’s stockist acquisition process and creating a step-by-step plan

  • Mapping an education strategy for a product launch


Why This Matters for Your Brand Positioning

When your title matches your actual service, three things happen:

  1. You get found easier — Search terms matter. If you’re calling yourself a “coach” but people are Googling “retail sales trainer,” you’ll miss out.

  2. The right people buy from you — A salon looking for hands-on skills won’t be looking to hire a consultant.

  3. Your credibility strengthens — Your positioning becomes consistent across your socials, website, and referrals.


Your title isn’t a status symbol — it’s a positioning tool. The title should describe whats in the tin. Pick the one that matches what you actually do, and watch how much easier it becomes to attract and convert the right clients.

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