These days, many companies focus on digital marketing and advertising to promote their brand. While these elements are valuable, they can only do so much. If you have a brick-and-mortar storefront, you also have to ensure that it shows off the best side of your business. After all, the customer experience matters most, and the image you portray is a big part of that experience.
So, with that in mind, let’s look at the top seven ways to improve the branding of your physical business location.
Keep Your Business Clean and Shiny
First and foremost, a dirty storefront is one that customers won’t want to come back to. Even minor stains or dirty areas can negatively impact your brand. Everything from the walls to the floor to your signage should look as new as possible.
Cleaning and maintenance is an ongoing job, but you have to invest in it. Faded and dirty signs can give the wrong impression. After all, if you don’t care enough to have a clean sign, will you care about your customers?
Invest in High-Quality Signage
The sign you use for your business makes a huge difference. Not only does it help customers find you, but it also tells them a bit about what you do. For example, if you sell food, you might include graphics that show some of your top sellers. If you’re a financial institution, you want a sign that instills confidence and trust.
Signs can also become landmarks, depending on the style and design. If the sign is compelling enough, it may draw attention all on its own, acting as a promotional ad for your business.
In addition to your main building sign, you should invest in other signs like custom banners, flyers, yard signs, and more. The more branded elements you can showcase, the more likely that customers will remember your business.
Advertise With Window and Floor Graphics
Physical advertisements are excellent for brick-and-mortar businesses because they’re eye-catching. Whether you’re running a sale or promoting new products, window and floor graphics can appeal to customers of all ages and interests. If your storefront has nice, big windows out front, you can use vinyl stickers and other signs to encourage people to stop by.
Inside, floor graphics can be interactive, pointing to specific areas of the store or unique product offerings. For example, if you want to add a touch of whimsy, you can create a treasure map on your floor, leading customers to high-ticket items. These spaces can inspire creativity and innovation with your promotional ideas.
Make Your Space Interactive
One of the best things about running a brick-and-mortar location is that you can control the customer experience. While online shopping is much more convenient, it’s missing many touchpoints that can come from an in-person visit.
So, you should utilize branding and other marketing elements to your advantage. Creating an interactive experience makes customers more likely to return in the future. Usually, this option works best for family-friendly establishments, but you can get creative with other businesses as well.
Overall, small efforts can yield massive rewards. For example, if you offer sweets or candies to guests, that adds a bit of positivity to their visit. You can use sounds, music, and scents to enhance the experience further. Holiday decorations can add a bit of flair to your business, particularly if guests can interact with them. Each of these moments adds up and sticks in your customers’ minds.
Use Product Displays
Promoting specific products allows you to focus on your bottom line while advertising your business. The primary benefit of product displays and ads is that it’s much easier to include a call to action. If you’re just promoting your brand, it’s harder for guests to know what to do with the information.
In-store product displays can be as bold as you like. You can use everything from hanging signs to cardboard cutouts to vinyl stickers to highlight the items you’re trying to sell.
To make the display even more interactive, use brand ambassadors or sales reps to show guests how the product works and why it’s so valuable. Adding a human touch to the experience makes customers more likely to purchase.
Host Events or Activities
An excellent way to be proactive about driving business to your location is to host various events. Even if your retail space isn’t designed for parties, you can host contests and promotional giveaways. If possible, you can utilize the area in front of your store and put tents, music, and games outside. This way, guests can interact with your reps on their way in and out.
Marketing events allow you to use every tool available, including direct mailers, custom signage, digital marketing materials, and more. These events can build lots of buzz around your brand and drive traffic into the store, boosting your bottom line. Best of all, you don’t necessarily need high-ticket prizes to get more customers. Again, the experience is what counts.
Get Feedback From Customers
One issue that many businesses face with marketing and promotion is that they don’t always know what works best. Some tactics might get a lot of traction while others fizzle out. The best way to ensure that you’re moving in the right direction is to get feedback from your customers. Asking guests to fill out surveys can provide valuable insight for your next marketing campaign.
For example, maybe people like seeing decorations and holiday music, but they don’t care about product displays. To help facilitate these surveys, you can offer discounts or freebies to those who participate.
