All About Branding: Curb Appeal

As a business owner you know that branding is important. Branding encompasses not only your logo, marketing message, your personal appearance but your store front or home office. When was the last time you looked at your business from the eyes of the customer? My five tips for branding your business with curb appeal will walk you step by step through the eyes of your customer.

Five Tips for Branding Your Business using Curb Appeal

1. Parking Lot: When your customer drives into your parking lot what does he or she see? Is there litter and debris leftover from lawn mowing or spring or fall foliage from trees? Do you have dead or near dead plants that need replaced? Is your grass green? Is the concrete clean? Is the sidewalk full of cracks with weeds in the cracks? Do you have a trash can or cigarette butt can that is overflowing? Is there a dead bird in the parking lot? I had a client tell me she would not go to a restaurant because there was a dead bird lying in the parking lot and when she mentioned it to the restaurant owner the owner shrugged and commented "they didn't pick that up?" It is imperative that the first view of your business is favorable and invites the customer to stop and get out of his or her vehicle.

2. Store Front & Door: Is your store front and front door clean? Are there fingerprints? Go right now and grab the glass cleaner and get that door cleaned. When was the last time you painted or pressure washed your business? If your business looks old and drab you will attract clients that expect to receive a low cost product. If you want to charge a premium price for your products and services you must have a storefront that attracts the clientele that will pay your premium price. Think about it. When we go to a mom and pop diner we expect to pay for a low cost but yummy meal. When we go to a glitzy restaurant with fancy lighting and furnishings we expect and happily pay a premium price.

3. Welcome Mat: Is your welcome mat clean? When was the last time it was replaced? Your welcome mat not only welcomes the customer but it will catch dirt from his or her shoes and aid in keeping your store clean once he or she walks inside.

4. Lighting: Is your parking lot well lit? Do you have bulbs that need replaced? When your customers arrive at night is the parking lot well lit? Is the path and entry to your business well lit to provide safety to you customers? I recommend you visit your business when it is dark outside and get a good view of what your customers see.

5. Windows: Do you employ a window cleaning service? When you hang posters or sales fliers is there leftover tape stuck to the window? When the customer approaches your business what do they see when they look in the window? Is it an inviting image? Do they see your merchandise, stacks of boxes, employees washing dishes or cobwebs? Again, now is the time for you the business owner to take a good look at your business from the outside.

Now is the time to focus on curb appeal. Many of my tips are very low cost to implement and require only a bit of elbow grease or sweat equity. Painting, pressure washing and replacing furnishings may require being added to your budget. Curb appeal is the first step in branding your business. If your business does not look inviting people will not stop. When people do not stop you do not have customers. When you do not have customers you do not have a business. Branding is a necessary step in growing your business.