Promoting Your Business Brand Across Multiple Storefronts
Posted by Guest Author on May 24, 2013 in Retail [ 0 Comments ]
Managing a business with multiple locations comes with many challenges, and one of the most important is maintaining your brand’s consistency. Marketing materials and the overall customer experience should be uniform from one physical location to another, as well as online.
Unfortunately, very few businesses have the opportunity to build their second or third locations to match their first.
This means that the size and layout will differ, and this can lead to underutilized space and branding inconsistencies. The tips below will help you tailor your commercial layout and décor choices to any space you move into.
Identify the Core Elements of Your Brand Identity
First and foremost, you’ll want to identify the core elements of your visual brand. Generally speaking this will include a logo, a color scheme, and in many cases a particular style of font. Think about the first things that should pop into your customers’ minds when they hear your brand name. These are the most critical elements of your brand identity.
- Imagine walking into an Apple store and not immediately seeing that big white apple with the bite taken out. Imagine walking into Footlocker and seeing a clerk wearing anything but those stripes. Once you’ve figured out what visual aspects of your marketing campaign are most strongly linked to your brand in the minds of your customers, you’ll know which elements are critical and which are negotiable when you begin work on your next location.
Understand the Obstacles Ahead of You
Once you have found your new storefront, you can begin the process of identifying the obstacles to be overcome. Differences in layout and space available may force you to change your approach to some items, but adaptability is one of the required features for any successful entrepreneur.
- If you ordered your original marketing materials in bulk, you may have a problem making them fit your new space. Custom printed wallpapers, vinyl banners, and hand painted murals can help you navigate these challenges, but these will require a new investment. If purchasing new marketing and décor materials is more than your budget will allow, this may not be the time to open an additional location after all.
Find Creative Solutions
The challenges that come from opening in a second location will vary from company to company and outlet to outlet. Try to think about your new space the way you thought of the first when you began. Figure out the best use of the space you have and then jump in with your marketing materials.
- If you were heavily dependent on your cash wrap for upselling opportunities in your original location, but can’t fit the necessary shelving around your registers in the new place, try adding end caps featuring that add-on sort of merchandise near related items that are more likely to bring customers in. Be sure to work in the appropriate signage no matter where they’re located.
- If your first restaurant location was a nice, roomy space, but your new spot is feeling a little cramped, look into setting up some tables outside. This will create more space, and add a unique atmosphere to your second location without interfering with your brand identity. You’ll remain consistent by using the same color scheme in your décor and the same graphics on your menu and other printed materials.
Related: Why Building Your Brand Never Stops
If you’re struggling with a particular obstacle in your new location, remember other resources that are available to you. Visit different locations of businesses whose branding you know to see the ways they’ve adapted, and take advantage of the many marketing experts and business owners who offer advice online. Many sites even have forums where you can ask specific questions and look for suggestions for your particular problem
Bio: Chris Garrett is a design professional with many years of experience in retail marketing. He currently works as a freelance writer for MegaPrint.com, producers of custom printed wallpaper and other commercial décor.