Branding occurs whether you direct it or not.This series of articles on branding your new or small business will take you step by step through all the thought processes to ensure your business succeeds in sending the right message, the one that will lead to growth, profit and success!
What image are you presenting?
Today we are going to look at all of the physical elements that brand you. This includes retail/physical location (if applicable), you and your employees, product and its packaging (if relevant), business cards, web site, brochure, invoices ... and potentially more. I'm sure you're catching on - anything that is physical or tangible.
The simple & the straightforward elements:
If you operate either a retail store, or have an office where your clients come to you for business you need to know what image you are presenting. Here's a list of things you need to consider about your physical location:
What does the address say about your business? Are there either positive or negative associations to the community in which you're located? Is it known for a particular ethnic group? Some streets have particular business associations (at least in a consumers mind) - the big box strip, the boutique strip, Dealership row, warehouse & clearance center, etc. What impact does the location have on your business: positive, negative or neutral?
Does your business have sufficient parking for all customers? Is it easily accessed, regardless of which direction the customer is coming from? Are there clearly defined handicap spaces? Can your customers park close to your store or office? Are the parking facilities shared with other businesses? Ask the same question: what impact does parking and access have on your business: positive, negative or neutral?
Is your building wheelchair accessible? Considering your target market, is this an issue? Does it send an exclusion message to your potential customers? Again decide the impact of this: positive, negative or neutral?
What signage is on your store/office? Can it clearly be viewed from a significant distance? Will it be lit at night? What images or text are on your sign: logo, business name, description of your business activities? What colours? Consider how people associate certain feelings to certain colours - do yours match the message you really want to convey?
Next Steps:
What image is projected by you and any employees you have? You need to match this to your brand as well. Here's a list of things to consider:
It almost goes without saying that you & your employees need to present with excellent personal hygiene. Although, you might be surprised by how many small business owners do Not pay close enough attention to this. For instance if you have cashiers, what do their hands look like? It may seem petty, but please go take a look at their fingernails. Your customers are formulating their opinion of you based on every one of these little details, and I'm pretty sure that your branding message does not include wanting to be known as the company with dirty fingernails! (then again, unless you are a gardener or landscaper.) My point is hygiene is required. And where you draw the line depends on what is appropriate for your business. So go ahead and ask yourself how the personal hygiene of me and my employees impact my business: positive, negative or neutral?
What about attire? This, next to hygiene speaks volumes about your business. There certainly is no right or wrong here. But you need to seriously consider what is appropriate not only for your business but also the brand you want to be known as. If part of your branding strategy is to be known as "a cut above" the rest, then make sure you and your staff "look" the part.
Lastly on the image that people project is body language and facial expressions. Don't fool yourself - this is extremely powerful! Can you honestly say you ever walked away from a store where you finished your experience with the moppy cashier who never even looked up from the counter feeling "wow, this is a great place to shop"? Insisting on presenting a friendly, welcoming, helpful attitude is a must. The particulars will depend again on what level is most appropriate for your particular type of business.
Thanks everyone for reading, I hope you found at least one nugget of gold for your time .... Have a Fabulous Day!
