Jade Kirkel

Jade was fresh out of varsity when she joined her father at Sorbet.
Taking over existing salons meant that they had to win the trust of existing employees and clients.
No easy task but a lot of learning along the way.

A big part of growing a brand is creating a consistent impression on your customers.
Sorbet does this by noting vital moments in their service delivery, which are then broken down into micro-moments.
It's the team's job to ensure consistent quality in these micro-moments.

It's important to know your purpose. If you don't know your why, your customers won't.
It's also key to align your goals with those of your customers.
Remember that your customers come to you to feel something, not just for your service.

Jade and her team built the Sorbet brand on five tenets.
A brand must have a clear purpose and display an authentic passion for its customers.
Encourage customer expectations, note the defining moments and use all of that to tell great stories.

Branding is often misunderstood to mean just the frills, i.e logos, marketing strategies etc.
What it in fact is, is the entire experience, from your marketing to your service to your policies.
It's key to put your customer at the centre of your branding strategy.

Complaints and feedback help a company to grow.
Jade cites Reed Hastings' 'radical candour' culture as having influenced the way she views feedback.
Create a culture of openness with your team and your customers for free information on how to improve your service.

Having a tangible culture has played a key role in Sorbet's success.
Having a clear why and being intentional about it has also been beneficial.
Lastly, just having the guts to be authentic and purposeful about their mission.

Starting in the business so young, Jade would often look to 'mentor' brands for inspiration.
Mentor brands are brands she respects and emulates, and has done so for a while.
Jade loves Woolworths, for their commitment to quality, and Nando's for their witty, relevant marketing.

Sorbet's culture is the work of Jade's father, who was passionate about implementing it from the start.
The Culture King, as he was known, was personally responsible for inducting new employees.
His goal? To make it known that the culture of Sorbet is service to the people.

Jade's new venture is a kid's fashion line she's launching with a friend.
The big goal of the brand is to bring double joy to the kids that buy their products.
JoyJoy will be launched later this year.

Jade Kirkel reveals her secret ingredient.