When Jill Hunter, Owner of Hunters Hair Specialists in Dunmow, opened her first salon, she poured her heart and soul into building a strong business identity. The salon quickly gained traction, and Jill felt proud of the brand she had created… but then came the shock. Out of the blue, a letter arrived from a giant corporation, claiming her business name was too similar to their own. The name represented the years of effort and passion Jill had put into her business, and the news came with a great sadness. It was a devastating loss, but the message was clear: Defending the brand in a legal battle wasn’t viable, Jill’s best option was to rebrand.
“During this time, what really helped me was remembering why I started the salon in the first place,” Jill explains. “It wasn’t just about a name; it was about the people, the service and the experience.” Whilst this felt like a setback at the time, it turned out to be the turning point that transformed Jill’s business to the next level. And with that, Hunters was born. “My surname, Hunters, felt like bringing my own identity into the heart of the salon. It gave me a new sense of ownership and pride, and it felt authentic,” says Jill.
Whilst the salon’s original branding had been youthful and funky – a great reflection of her vision at the time – this second chance allowed Jill to think deeply about her business ethos and her target audience. With that in mind, Hunters became a brand built on quality and client experience.
Like any business owner in her shoes, Jill was nervous about how her loyal clients would react to the change. However, with enhancements to the experience and clear communication about the fresh identity, the clients were made to feel part of the transformation. “Once we shared the intention of Hunters and included the clients in our journey, the response was overwhelmingly supportive. That reassurance made me realise the strength of the community we’ve built,” Jill reveals.
Coinciding with the rebrand, Jill’s lease was coming up for renewal. It was the perfect moment to take her marketing vision to the next level, so she began exploring new premises that would better reflect Hunters’ ethos. “Moving from our previous modern building into a beautiful Grade II listed Town Hall gave us a completely different backdrop, and that really inspired our new branding. I wanted Hunters to feel more timeless, rooted in heritage and character, while still carrying forward the warmth and professionalism our clients expect,” says Jill. “The space itself set the tone; it allowed us to evolve from a contemporary salon into something that felt more established, elegant and full of history.”
What began as a devastating challenge became Jill’s most significant marketing opportunity to date. Rebranding didn’t just give her a new name; it gave her a new focus, stronger positioning and the confidence to grow her business into something greater than she ever imagined.
Looking back on the change, Jill says, “This rebrand pushed me to reflect on what truly makes our salon special. Moving into the Town Hall and launching Hunters gave us a fresh start with a more profound meaning – something we may never have actually done if we hadn’t been challenged. What felt like a setback initially has become a turning point that’s strengthened our identity and connection with clients.”
✔ Rebranding can be a powerful tool of transformation.
✔ A strong sense of identity and authenticity will attract your ideal clientele.
✔ Challenging setbacks can be used as positive opportunities to change and grow.
