Last week was the grand opening of the new Drybar Union Square location in SF. I was stoked to be able to get some time with Drybar founder Alli Webb — she’s awesome!
Meeting with Alli was like grabbing drinks with a good friend after work. She has this sassy, spunky energy about her and a mischievous sparkle in her eye that let’s you know she’s loving every minute of what she’s doing — building an empire.
So, we had tea and bonded of all kinds of things: half moon manis, curly hair woes {yes, she’s a naturally curly girl!} and a constantly evolving personal style. I also got the chance to ask her some questions about brand building and partnerships, so entrepreneurial-minded ladies, listen up!
Where did Drybar’s branding and voice come from? Is it tied to you personally?
Drybar’s voice is definitely taken from Alli’s own; it’s apparent from the moment you start talking to her. Of course, with Drybar’s success they have teams of people who run social media and branding, but Alli is at the helm and in on the action. She describes herself as being super hooked into social media — a woman after my own heart.
My takeaway: Take the time to develop your voice, then make sure it’s consistent and represented in every part of your business. From packaging to customer service, social media and beyond.
How has social media played a role in Drybar’s evolution?
Word of mouth is one of the cornerstones of Drybar’s success and social media has amplified that and taken it to a whole new level.
In 2008 when Alli was starting her referral-based in-home blowout service in Los Angeles, companies like Twitter were also taking off. I think she embraced social media channels when they were really gaining momentum. The growth of both Drybar and the influence of social media have dovetailed nicely. But, it’s more than that. Alli’s approach to social media is smart — there’s a cohesive story behind every instagram, every tweet and every facebook update.
In fact, Drybar doesn’t have any traditional advertising campaigns. With 33 locations and a growing business, I was shocked!
My takeaway: Never underestimate the power of being an early adopter. Also, be on the lookout for new ways to connect and build authentic relationships with your audience.
What is your advice for new bloggers looking to secure partnerships with brands like Drybar?
Take the time to figure out what you want — start by making a list of the brands and companies you feel really represent YOU. If you know what you’re looking for and are passionate about it, brands will be that much more excited to work with you.
My takeaway: Brand loyalty is huge. Don’t say yes to every opportunity that comes your way, just because it comes your way. Think of your blog as a business. You are the the business and you need a strategy. Ask yourself, what do you stand for? And then, what brands do you identify with?
What blogs or websites are you really into these days?
designlovefest
A Cup of Jo
Beso
Net a Porter
…and too many others to name!
How would you describe your personal style?
Constantly evolving! {sound familiar?!} Other keywords and phrases: lots of layering, comfy and chic, understated and simple, with a touch of bohemian. At heart, Alli is a jeans and a tee girl, but she likes to get fancy too.
What’s your secret weapon for feeling confident? {I should have seen this one coming…}
Great hair! Alli says that Drybar was absolutely started out of necessity. As a curly girl, she can even remember her mom straightening her hair for her when she was young! But the truth is that “when your hair looks good, you feel great,” Alli explains.
And I have to agree. Be sure to go visit & thanks for having me, Drybar!
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