BUILDING & BREAKING with Nina L. Kovner

In this episode of BUILDING & BREAKING, we are doing something a little different. Instead of unpacking another company’s brand story, I’m sharing my own brand evolution, moving from Passion Squared (a business brand) to Nina L. Kovner (my personal brand), and why I created MENTORED. with Nina L. Kovner. This isn’t just a rebrand. It’s me stepping into what I’ve resisted the most: my personal brand, and the gift I’ve been given as a mentor. In This Episode ·  Why I resisted building a personal brand for so long ·  How content consumption has shifted since I launched Passion Squared in 2012 ·  Why wasted time, money, and energy are eroding trust in our industry ·  What this rebrand means for me, and the brand lessons it holds for you And if you’re a hairstylist, beauty professional, salon owner, creative, educator, or coach who’s craving brand, business, and healthy boundary mentorship you can trust, with clarity, context, care, and a fuck-ton of love, then MENTORED. was created for you. And if you are a pro beauty brand or distributor looking to create more value for the people you serve, MENTORED. is for you too! To join MENTORED. simply tap Subscribe on the Passion Squared Instagram Page @passionsquared Thank you so much for listening and sharing with your business besties!

In the 90s and early 2000s, GAP wasn’t just a store; it was a cultural force. Then came overexpansion, distraction, and one of the most infamous logo fails in branding history. For years, GAP drifted in a sea of sameness, losing clarity and connection. But today, under the leadership of CEO Richard Dickson, GAP is staging a reclamation, not by chasing trends, but by staying true to its original brand promises and reclaiming who they are. Their latest campaign proves that legacy brands don’t need to reinvent, per se, to stay relevant; they need to evolve while protecting the soul of what made people fall in love with them in the first place. In this episode ·       Why growth without clarity leads to confusion and broken trust ·       How cosmetic fixes like logos rarely solve deeper brand problems ·       The leadership lesson: brand clarity first, then building a team of brand stewards ·       How to evolve your brand in ways that feel relevant today without abandoning your core brand promises At the end of the episode, I also share a personal note on closing A School and the launch of my next chapter, MENTORED, an accessible, affordable, and actionable way to help thousands more people, and meeting you where you’re at on Instagram. Be sure to follow @passionsquared on IG to join MENTORED when we open September 15th. OMG, it's all happening!   

In this short follow-up episode of BUILDING & BREAKING, we’re revisiting e.l.f. Cosmetics, a brand we recently celebrated for its clarity, consistency, and connection with its audience. But something shifted. After releasing their most recent ad campaign that contradicted their values-forward brand and staying silent when their audience called it out, e.l.f. showed us just how fragile brand trust can be. In this episode Why your brand promises aren't misson statements or marketing, they're a commitment What happens when brands veer from the values they’re known for Why silence can speak louder than any campaign And what salon owners, hairstylists, and pro beauty brands can learn about consistency, courage, and listening when it matters most Because brand trust isn’t built by perfection, it’s built by consistency and alignment. You can listen to the original episode on e.l.f. Cosmetics here. Thank you so much for listening and sharing with your business besties.

In this episode of BUILDING & BREAKING, I’m diving into the story of Red Lobster’s recent comeback and what it teaches us about brand clarity, decision-making, leadership, and trust. From the chaos of the Endless Shrimp promotion to the arrival of new CEO Damola Adamolekun, this isn’t a story about flashy reinvention or performative PR. It’s about showing up, listening, simplifying, and making decisions that align with your brand promise. In This Episode: ·       How Red Lobster lost alignment with its brand promise and how it showed up to fix it ·       Why visible, responsive leadership builds trust (and what that looks like on TikTok) ·       The power of simplifying your menu, service offerings, or product offerings ·       How to make decisions that strengthen, not dilute, your brand ·       Why transparency is one of the most powerful trust-building tools you have ·       The role consistency plays in turning things around for good And, as always, I’ll connect the lessons back to you, salon owners, hairstylists, creatives, and pro beauty brand leaders so you can apply them in your own business. Plus, I give a little sneak peek into MENTORED. by Nina L. Kovner at the end of the episode. Be sure to follow @passionsquared on Instagram to be the first to know when MENTORED. launches!  Thank you for listening and sharing this episode with your business besties! 

In this episode of BUILDING & BREAKING, we take a closer look at Rihanna, not just as an artist, but as a personal brand that has redefined what it means to lead, serve, and build businesses that matter. We explore how Rihanna’s brand began with a purpose, to challenge the lack of representation in beauty and culture, and how that clarity shaped everything from Fenty Beauty to Savage X Fenty. This isn’t about celebrity. It’s about service, trust, and an emotional, human connection. You’ll also hear why I’ve decided to transition Passion Squared to a personal brand after 13 years (spoiler: I’ve resisted this for a long time), and why personal brands, when built in service to others, are becoming more powerful than ever in today’s trust economy. In this episode The difference between personal and business brands and why both are built around who you serve A breakdown of Rihanna vs. Fenty using Nina's brand story framework How to leverage your personal brand to grow your business brand What the Red Lobster CEO and ELF’s Twitch strategy have to do with personal brands and leadership Why your brand is not what you do, it’s how people feel when they experience your brand Whether you’re a hairstylist, salon owner, creative, or a pro beauty brand exec, this episode will help you rethink how your personal brand can impact your business. Thank you so much for listening and sharing this episode with your business besties.

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!

In this episode of BUILDING & BREAKING, we take a closer look at how Madison Reed filled the gap between drugstore box color and major salon transformations by knowing exactly who they serve, what those clients value, and how to deliver consistency at scale. Madison Reed isn’t stealing your clients. They’re speaking directly to the consumer who values the solutions they offer. We explore how their simple, focused menu and product offering, Limitless Pro+ membership, and multi-channel strategy reflect a crystal-clear brand story, and why some clients will always prioritize simplicity, frequency, and comfort over complexity and transformation. We also examine the deeper lessons behind trust, market position, and the pandemic-era controversy around at-home color kits, because sometimes what looks like competition is an invitation to find more brand clarity, staying focused on what your clients need, and always keeping lifetime client and customer value in mind when making decisions. In This Episode The price pyramid and Madison Reed’s middle-market position Why some consumers seek simplicity, not transformation The Limitless Pro+ membership and brand story alignment What the salon industry can learn from pandemic color kits Why losing a client isn’t always a failure, and how it is an opportunity to seek deeper understanding and clarity The OPI TikTok moment and what it can teach us Because when your brand story is clear, you create a connection. And when you meet your clients where they are, you build trust that lasts far beyond a box or tube of color or one visit to the salon. 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!

In this episode of BUILDING & BREAKING, we’re diving into the brand story of e.l.f. Cosmetics, the brand proving that low price doesn’t have to mean low value. From launching $1 products in 2004 to becoming one of beauty’s fastest-growing brands, e.l.f. shows how clarity of brand story and market position drives trust, connection, and growth, even at the lowest price points. In This Episode Why value, and “best”, are always in the eye of the beholder How e.l.f. balances fun, creativity, and consistency without confusing their audience The difference between price and perceived value, and why it matters more than ever How brand story and market position shape pricing strategy for all businesses and brands, including salon owners, hairstylists, and professional beauty brands The power of social listening and e.l.f.’s viral moment with Sailing with Phoenix Because in beauty and business, it’s never just about price. It’s about who your brand is for, what your brand stands for, and the story you’re telling. 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!

In this 10th episode of BUILDING & BREAKING, we’re recapping the first nine episodes by connecting the dots between Costco, Starbucks, In-N-Out, Taylor Swift, Aveda, Olaplex, Trader Joe’s, Drybar, and Target. From warehouse giants to pop icons, these brands might look different, but the fundamentals that build or break trust are universal. In this special recap episode, we’re unpacking a few of the biggest lessons that keep showing up across every brand story, and how they apply directly to salon owners, hairstylists, and pro beauty brands who want to build something that lasts. Because brand trust isn’t built on hype, it’s built on fundamentals: clarity, consistency, simplicity, knowing your people, and creating unforgettable experiences. If you’re a salon owner, independent stylist, educator, or beauty brand leader, this episode will help you spot where you’re strong and where you might need a brand tune-up. In This Episode • Why consistency builds lifetime loyalty, from $1.50 hot dogs to blowout bars • How clarity of brand story keeps brands from drifting off course • Why simplicity is a power move for salons, stylists, and brands alike • How unforgettable experiences turn clients into loyal fans • The power of knowing exactly who your brand serves (and who it doesn’t) Because whether you’re running a billion-dollar brand or a local hair salon, the fundamentals don’t change. 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!

Drybar didn’t invent the blowout, but they turned it into a brand with a crystal-clear promise: No cuts. No color. Just blowouts. Drybar built a business and brand on simplicity, consistency, and solving one real and relevant problem for busy people who wanted beautiful hair without the hassle. But as Drybar grew, fast and wide, the cracks began to show. Ownership and leadership changes, selling off both the salon and hair care brands to two different owners, inconsistent experiences, and a chaotic online journey have all started to test the very brand promise that once set them apart. In this episode of BUILDING & BREAKING, we break down Drybar’s story to explore: Why a clear brand story is your ultimate filter in a world full of endless advice. How simplicity can be your superpower and how complexity can erode trust. Understanding that brand promise is the experience you design and deliver, not just words on your website or a cute aesthetic. Why consistency matters more than ever, online and offline, and how it’s the backbone of brand trust. How Drybar’s split into two businesses created a confusing client journey, and what salons and beauty brands can learn from it. The importance of understanding business models and market position, from luxury to mid-market, to value, and the differences in high or low frequency of visit strategies  How to use your brand story framework to guide every decision, from services to marketing to growth. Whether you’re a salon owner, hairstylist, or beauty brand leader, this episode will help you protect your brand promise and keep simplicity and clarity at the heart of your business as you grow. If you are a salon owner, independent stylist, educator, or coach 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!  

Olaplex didn’t just create a product, it created a category. It provided stylists a new language around hair health and made the salon pro, at every level, feel more confident, understood, and seen. But as the brand scaled and shifted toward the consumer market, something got lost: connection and community. In this episode of BUILDING & BREAKING, we explore how one of the most iconic and beloved brands in pro beauty lost its focus, fumbled the moment trust was most at risk, and what every salon owner, stylist, and professional beauty brand can learn from it. In This Episode: • Why clarity of brand story is everything, especially as you grow and face controversy • How silence during hard moments breaks trust faster than any mistake • The opportunity Olaplex had (and still has) with scalp care as a service experience • Why connection with hairstylists isn’t built through celebrity endorsements, but in everyday conversations and connections • What it means to stay aligned with, and speak the language of, the people you serve Because being the “best” doesn’t build a brand, trust does. And trust is built through clarity, consistency, and care. If you are a salon owner, independent stylist, or educator 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!

We're off this week, so please enjoy an encore of the first episode of BUILDING & BREAKING in case you missed it. Be back next week with a new episode! In the premiere episode of BUILDING & BREAKING, Nina dives deep into one of the greatest brand loyalty stories of our time: Costco. Through personal reflections as a newer Costco member (yet longtime studier of the brand) and decades of experience in brand strategy, Nina unpacks why Costco continues to build lasting trust, while other brands seem to be breaking it. This episode breaks down the fundamentals behind Costco’s success: their unwavering commitment to lifetime customer value, keeping brand promises (no matter the pressure), investing in their people, and always playing the long game over short-term gains. Nina connects these lessons back to the pro beauty industry, creative small businesses, pro beauty brand execs, offering real-world takeaways on how clarity, consistency, and true care are at the heart of every enduring brand. Whether you’re a salon owner, hairstylist, creative entrepreneur, or brand leader, this episode lays the foundation for understanding what it really takes to build and retain trust. If you want to learn more about creating your brand story and how to connect all the dots in your salon business, click here to learn more about Creating Your Awesome Brand, A Complete Course for Beauty Pros. Thank you for listening and sharing this episode with your business besties!

This week, we’re driving straight into the In-N-Out experience, a brand that’s never chased trends, but instead chose clarity, consistency, and connection. No chicken sandwiches. No seasonal drops. Just a focused menu, a powerful brand promise, and systems that deliver, over and over again. In This Episode: Why In-N-Out’s brand promise is embedded into every experience The power of a simplified menu (and what it teaches us about over-complicated service menus and product lines) How consistency builds lifetime customer and client value Why slow growth is sometimes the smartest growth And why pricing isn’t just about numbers, it’s about trust From hairstylists to salon owners to beauty brands, this one’s for anyone ready to stop overcomplicating and start focusing on what matters most. Focus is a strategy. Consistency is the real flex. And trust is how you build something that lasts. If you are a salon owner 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!

Trader Joe’s isn’t just about $3.99 flowers or dark chocolate peanut butter cups, it’s a masterclass in brand clarity and alignment. In this episode, we break down how every decision they make, from no delivery to no self-checkout to no coupons, is driven by their brand story (which includes brand promises), and why it keeps us coming back (even with those chaotic parking lots). Because brand clarity isn’t a constraint, it’s freedom. In this episode: Why Trader Joe’s brand story is so clear and why it matters How saying no to delivery and self-checkout protects the experience The real reason their Crew Members are so friendly lol Why no coupons builds trust How living your brand promise through your decisions and actions, not just talking about it, builds connection and high lifetime customer and client value The lessons salon owners, hairstylists, and beauty brands can take from Trader Joe’s to build stronger, more trusted businesses, and create higher lifetime client and customer value If you are a salon owner 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!

In this episode of BUILDING & BREAKING, Nina unpacks Starbucks: the iconic brand that built its success on human connection and consistent experience, and what happens every time it drifts away from that brand promise. From Howard Schultz’s bold 2008 shutdown all U.S. stores to reconnect with the baristas and Starbucks experience, to this year’s decision to cut 30% of the menu, Starbucks follows a familiar pattern: build, overcomplicate, break trust, and then attempt to refocus on their brand and what made them successful to begin with. Nina shares what salon owners, hairstylists, and beauty brands can learn from Starbucks about brand drift, operational alignment, and the myth that “more” always means better. Because it’s about the coffee, or haircuts, or bottles of shampoo, it's about the entire experience. And when that breaks, so does trust. In This Episode: • The real reason Starbucks shut down all US stores in 2008, and what that bold move teaches us about leadership and brand clarity • Why cutting 30% of the menu is about more than efficiency, it’s about restoring the brand experience • How complexity inside the store created chaos, stress, and emotional disconnect, for both baristas and customers • What the new dress code reveals about the disconnect between brand story, business goals, and the experience • What salon owners, stylists, and beauty brands can learn about staying focused, building trust, and aligning the decisions you make with your brand story If you are a salon owner 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!

In this episode of BUILDING & BREAKING, Nina breaks down one of the most iconic personal brands in the world, Taylor Swift. This isn’t a fangirl episode (though Nina is a Swiftie, duh). This is about a personal brand and consistent leadership, grounded in brand clarity, emotional connection, and healthy boundaries. From how Taylor speaks the language of her audience to how she uses storytelling to build trust and community, this episode explores the exact strategy behind her global impact. You’ll learn how to apply Taylor’s brand genius to your salon, business, or beauty brand, including real-world takeaways for hairstylists, salon owners, and beauty marketers. Nina also shares how Taylor’s music and the Eras Concert Tour helped her heal through deep grief. This one’s personal, and yes, there were a fear tears shed. If you are a salon owner, salon coach or independent stylist, and want to have a deeper understanding on how to not only create a brand story, but also, how it connects to every decision a salon makes in their business, click here to learn more about Creating Your Awesome Brand, a complete course for beauty pros.  Thank you for listening, leaving a rating or review, and sharing this episode with a business bestie who can benefit from the lesson.

In this episode of BUILDING & BREAKING, Nina breaks down Target’s trust crisis, not as a political conversation, but as a brand case study. Why did loyal shoppers like Nina, who went to Target every week, walk away? What lessons can salon owners, hairstylists, creative entrepreneurs, and beauty brands learn about lifetime customer (and client) value, consistency, and the cost of making decisions that are totally off-brand? Nina contrasts Target’s missteps with Costco’s long-game brand clarity, sharing real-life examples of how knee-jerk decisions can break trust and shrink long-term loyalty, and lifetime client, team, and tenant (booth renter) value. If you are ready to find more clarity of your salon brand story, which is the foundation for every decision you make, click here to learn more and get started with Creating Your Awesome Brand, A Complete Course for Beauty Pros. Thank you so much for listening!

In this episode of BUILDING & BREAKING, we’re diving deep into the legendary story of Aveda: how it rose to beloved icon status, what fueled its global success, and how it lost its way. Nina Kovner, former beauty brand VP, educator, and lifelong observer of Aveda’s rise and evolution, breaks down the brand’s rise under Horst Rechelbacher’s visionary leadership, its pioneering of nature-powered beauty, wellness, and the groundbreaking experience design that set it apart. We dive into how Aveda’s sale to Estée Lauder shifted its trajectory, the disconnect that followed, and the hard lessons every salon owner, hairstylist, and beauty brand must learn to protect their own brand trust. From brand clarity and experience rituals to salon partnerships and loyalty, this is a powerful lesson in what it takes to build a sustainable brand and what happens when you drift from your core brand story. Whether you’re a salon owner, stylist, or pro beauty brand exec, this episode is packed with actionable takeaways on brand story, staying focused, and rebuilding trust when things go off course. In This Episode: What made Aveda the blueprint for nature-powered beauty brands The role of aromatherapy & sensory experience in lifetime client value (the amount of happiness, joy, referrals, and revenue a client brings you over the lifetime of your relationship with them) How clear brand stories, including brand promises, fueled growth, and where clarity faltered Lessons on brand erosion: leadership shifts, inconsistency, lost connections and broken promises What salons & pro beauty brands can learn (and apply right now) Why clarity, consistency, and care are everything For salon owners & hairstylists: Get inspired to infuse meaning into every part of the client, team, or tenant experience, strengthen relationships, and keep your brand story at the heart of everything you do. For beauty brands: A real-world reminder of how brand trust is earned and how to rebuild when it breaks. If you want to learn more about how to build your salon brand with a solid foundation, click here to learn more about Creating Your Awesome Brand, A Complete Course for Beauty Pros.  Thank you so much for listening!

In the premiere episode of BUILDING & BREAKING, Nina dives deep into one of the greatest brand loyalty stories of our time: Costco. Through personal reflections as a newer Costco member (yet longtime studier of the brand) and decades of experience in brand strategy, Nina unpacks why Costco continues to build lasting trust, while other brands seem to be breaking it. This episode breaks down the fundamentals behind Costco’s success: their unwavering commitment to lifetime customer value, keeping brand promises (no matter the pressure), investing in their people, and always playing the long game over short-term gains. Nina connects these lessons back to the pro beauty industry, creative small businesses, pro beauty brand execs, offering real-world takeaways on how clarity, consistency, and true care are at the heart of every enduring brand. Whether you’re a salon owner, hairstylist, creative entrepreneur, or brand leader, this episode lays the foundation for understanding what it really takes to build and retain trust. If you want to learn more about creating your brand story and how to connect all the dots in your salon business, click here to learn more about Creating Your Awesome Brand, A Complete Course for Beauty Pros. Thank you for listening and sharing this episode with your business besties!

Why I’m Ending the PEOPLE PASSION PURPOSE Podcast—and Starting a New One That You Absolutely Need To Hear In this final episode, I share why I’m closing this podcast and what’s next: Building & Breaking with Nina L. Kovner, a new show about how brands are built, how trust is broken, and what it all means for salon owners, beauty brands, and creatives. It’s the end of one story, and the start of something deeper. Thank you for being here, whether you've been a listener since 2018, or are just jumping on this wild and wonderful ride.  Episode 1 of Building & Breaking drops May 1! Buckle up. Lol.