In today’s digital landscape, where storytelling and personal branding have become essential to standing out, few people understand these tools as well as Jacob Khan.
With his unique charisma and a healthy dose of sarcasm, Jacob Khan has turned social media into his greatest ally, building a brand that’s both powerful and unforgettable.
Last week, we had the pleasure of meeting Jacob in person at Transformania in Berlin, hosted by Goldwell, where he kicked things off with a brilliant keynote on the importance of authenticity in storytelling. Between laughs and straight-to-the-point insights, Khan shared his journey of building a brand that reflects his real self. “We take what we do seriously, but we don’t take ourselves very seriously,” he quipped, setting the tone for a talk on staying genuine while telling stories that resonate.
The Art of Storytelling and Building an Authentic Brand
Jacob Khan doesn’t follow the traditional rules of social media marketing. His approach is a mix of unfiltered reality and strategic storytelling that connects with audiences on a deeper level. “We’re trying not to be too fancy; we just want to show ourselves as regular people, the way we are in real life,” Jacob explained at Transformania. For him, authenticity is more than a buzzword—it’s the backbone of his brand. This approach has made him a relatable and inspiring figure to his audience, who feel they’re seeing the real Jacob Khan every time he posts.
However, Khan is no gentle advocate for universal kindness on social media. Instead, he’s become the champion of what he calls “trolling the trolls.” His direct and sarcastic responses to online criticism have earned him respect and admiration, turning him into a role model for others looking to fend off the haters. “I never try to change a troll’s mind; their only goal is to affect you negatively. So, my two choices are to block them or turn their comments against them,” he said with his trademark humor.
Trolling the Trolls: A Sarcastic Crusade
The online world is full of trolls, and Khan doesn’t shy away from engaging. In fact, he’s turned it into viral content. One of his latest and most popular posts, he shared with a laugh, was his response to a troll who left a rude comment on one of his haircuts. “Someone commented on one picture, ‘Shitty cut,’ and then on another post asked where I’m located. My response? ‘Just left your mom’s place,’” he recounted, showing his knack for transforming negative interactions into content that entertains and strengthens his brand.
Khan’s approach has been praised by followers and peers alike, many of whom admit they’ve felt more empowered to deal with negativity online thanks to his example. “People have told me that seeing how I handle trolls makes them less afraid of them. If I can be the champion for that cause, I’m all in!” he remarked.
An Innovative Approach to Education
Despite his irreverent style, Khan takes his role as an educator seriously. He knows his mission goes beyond just teaching techniques—it’s also about encouraging stylists to embrace their personalities. Many find it surprising that such a high-profile educator relies on unconventional methods to connect with his audience. As he puts it: “I used to think you had to be serious, even have a British accent, to teach hair, because everyone I learned from was in a suit, very fancy on stage. But when I allowed myself to be sarcastic and say what I was really thinking, it all clicked. That’s who I am in real life,” he explained.
Jacob Khan has become an educator who defies conventions, inspiring stylists worldwide to connect more genuinely with their own audiences. His message is simple: whether you’re sarcastic or serious, what matters most is staying true to yourself and letting that authenticity drive your brand.
Inspiration for Hair Pros
In an industry where polished images and perfect personas often dominate, Jacob Khan has shown that being yourself is the ultimate strategy. His success on social media isn’t just due to his technical skill, but his ability to connect with his audience in a way that’s funny, inspiring, and brutally honest. For those who want to follow his lead, Khan suggests: “Never force something that isn’t you. If you’ve got sarcasm in you, let it shine. And if you’re serious, let that be your thing. Just never force what isn’t real”.
Jacob Khan is a breath of fresh air in the world of professional hairdressing and a reminder that authenticity, paired with a good dose of sarcasm, can be a powerful tool in building a successful brand. So, the next time you encounter a troll on social media, remember Khan’s example: sometimes, the best response is to laugh it off and clap back with a clever twist.