Businesses are preparing to reopen and customers are eager to visit their favorite businesses, but companies should remember that the market will be crowded once reopened. In order to put your best foot forward, you should consider ways you can refresh your brand and get customers to notice.
Now is the time to prepare your physical storefront and branded marketing efforts. By giving your brand a facelift, you can attract customers and appeal to their needs in the “new normal.”
Give your store’s exterior a fresh new look, that will bring both loyal and new customers in:
- Improve your store’s exterior: Apply a new coat of paint. Consider adding small elements like plants or flowers and make your window displays as eye-catching as possible.
- Erect new signage: New exterior signage is another key component of an inviting storefront. Your business name and logo should be clearly visible, so visitors remember you. A new awning, banner, dimensional sign, or lighted sign can reinforce your brand’s presence on the street. Don’t underestimate the power of smaller signs either; window clings, sidewalk signs, and flags can all grab the attention of passersby and draw them in.
Make sure all improvements reinforce your brand!
Once customers come through your doors, you want to keep them there with an inviting, safe, and clean interior:
- Change the layout: Sometimes, all a store needs is a new configuration to feel brand new. Rearrange the shelves, product displays, and furniture to improve the flow. This can also make products more visible and draw attention to the most important ones.
- Redecorate and add signage: If your store’s interior feels drab, boring, or outdated, give it a new look! A fresh coat of paint can go a long way here, too, as can wall murals or decals. Spruce up your reception area with branded decor to make it feel welcoming and comfortable while still reinforcing your brand’s messages. Consider adding interior signage to your reception area, showroom, and meeting room; making sure it reflects your brand and product offerings.
- Adhere to health and safety regulations: Your store’s interior will need to incorporate a few new elements to keep customers and staff safe. Install protective glass dividers where appropriate. Post clear and simple signage throughout your store reminding customers about social distancing and other required safety measures. Apply signage to indicate the direction of traffic throughout the business as necessary.
Your branding needs to appeal to customers living in a new normal, and that might require alterations to your brand’s messages:
- Lift customers up: Rather than focus on sales and a sense of urgency, many brands are focusing on themes of togetherness, safety, security, and support in this time of uncertainty. Identify how your brand can fit into and authentically align with this narrative. How can your business help customers right now?
- Focus on community: Small businesses might find success by aligning their brands with messages of community. Share what your business has done for the community and encourage others to do the same.
Once your business has an official reopening date, you’ll need to spread the word and encourage customers to visit! Plan ahead for your reopening and keep your customers in the loop.
- Marketing collateral: How do you plan to inform customers you’re reopening? Consider the most effective marketing channels and the collateral to make your push effective. Sending direct mail might be best for some, while email, web, social media, or online advertising might draw the attention of others. Consider the collateral you’ll need in store once you reopened, making sure to update your messaging.
- Consider promotional pieces: A promotional push might be what your brand needs to make a splash upon reopening. Consider making your grand reopening more of an event, complete with special incentives and promotions. Branded apparel for your staff can help reinforce your brand’s image and the new messages you’ve worked hard to formulate.
All of your marketing items should align with the fresh branding you’ve established in your business’s physical location and your messaging. Make sure every item sends the same message to achieve the greatest impact so you can get noticed and get back to business.
Contact: Ryan Paulsrud
AlphaGraphics Middleton
