You are about to open your first store and you are excited and proud, with good reason. You’ve worked hard to get to this point. However, along with the best possible products and staff, you must also have the proper elements in place to promote your new business and convey the right image to potential clients and customers.
Advertising and marketing represent an overt means of promoting your business. While these elements are also necessary, there are other, more subtle elements that you should also assemble. Proper signage, an appealing entryway and offices that reflect your company’s brand are important elements in establishing your company’s image.
Proper Signage
Proper signage is essential for conveying the right image of your company to potential customers and clients. Think of your company’s sign as its figurative front door. The right signage is welcoming and appealing to your company’s target customers. The wrong signage may cause would-be customers to take one look and walk away.
There is no one formula for proper signage. This is one area where hiring a professional designer would be a worthwhile investment. A professional designer will consider your company’s product line, target customers and the location of your business, along with your budget, and incorporate those elements in signage that will attract rather than repel potential customers and clients.
An example of one company that can help you with signage is Signarama, who are experts in out door advertising.
An Appealing Entryway
Is the entryway to your business bright and clean? Are there flowers planted by the door. If there are windows near the entrance, are they clean? Is the entryway itself smooth and accessible to customers with limited mobility? If the answer to any of these questions is “no,” then you have work to do.
Just as the front door and walkway of your home should be inviting to family and friends, the entryway to your business should also be inviting. Think of your customers and clients as guests, and maintain the entryway accordingly. Burned out lights, dirty windows and cracked pavement project a slipshod image of your business that reflects poorly on your customers’ perception of your merchandise or services.
Offices that Reflect the Brand
Your company’s administrative headquarters also represent an opportunity to create a good impression among potential customers and clients. Your offices should reflect your brand. For instance, a fashion forward clothing store should have offices that reflect a hip, young vibe. An insurance company should have offices with furnishing and décor that promote confidence and security. A travel agency should prominently feature colorful posters and photographs of appealing vacation spots.
Especially if you’re just starting out, you may not be able to afford space in a sleek, upscale office building. However, it’s not always necessary to spend a lot of money. Even if your company’s offices are located in the back of the store, do your best to ensure that they are orderly and clean. Papers scattered on your desk are probably OK. On the other hand, overflowing garbage cans, outdated calendars and dingy lighting should be taken care of, if only to help you maintain order in the store.
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