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What’s Your Small Business Vibe?

locally owned restaurant atomosphere

Friendly? Uptight? Hipster? Disheveled? Disinterested? Every small business has a vibe. And it typically plays a HUGE part in defining your small business brand. In fact, I would argue it’s often more important than any product or service you’re selling. Your customers experience it the moment they walk in your front door. It shapes the way they perceive you, your products and your services. It defines their shopping experience.

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Create a Unique Customer Experience

Right before Halloween, I had a chance to check out The Penn Avenue Fish Company. Their vibe was the first thing that greeted me at the door.

Although I couldn’t pin it down precisely, they had music playing in the background that gave the place an urban hipster vibe. Whatever it was, it immediately told me two things 1) it’s probably not in the regular rotation on Spotify and 2) that’s the way they want it. They understand that music helps to create a mood.

The next thing I noticed was the guy standing behind the sushi counter. He was dressed from head to toe in an ellaborate Halloween costume. It had a way of making you feel like you were part of an “in” crowd even if you didn’t know it existed.

What made it cool wasn’t his outfit, but the fact that he was cool enough to wear it and that The Penn Avenue Fish Company was cool enough to let him—both of which helped to reinforce that same urban hipster vibe you could glean from their music selection.

Their employees created a unique personality for their business in much the same way Southwest Airlines was able to do (think “jokester/unconventional airline”). 

Focus on Every Touch Point 

But you don’t have to be a trendy restaurant for music to matter—the same rule applies whether you own a hair salon, bicycle shop, gas station, or consignment shop (actually, I think it also extends to your “hold” music but I’m going to save that one for a future post).

From your website, to your storefront, to the way your employees answer the phone--every touch point helps to define your brand vibe. 

Ideas to Get You Started

Think about your small business, your brand, and your brand's personality. Visualize yourself talking to a customer. What would you say? How would you say it? How would your store look? Here are just a few ideas...

  • Greeting your customers (professional? casual? overly friendly?)
  • Decor (industrial? modern? traditional?)
  • Lighting (natural light? bright? more subdued?)
  • Product photography (minimalist? nature-inspired? gritty?)
  • Emails (conversational? personalized?)
  • Brand (logo? brand colors? font style?)

The great businesses (the ones people talk about and frequent), are the ones that stand out from all of the other options consumers might have. And that usually doesn't happen by accident. 

What's Your Brand Vibe?

Of course, to be successful over the long haul you need to have a great vibe and a great product. To that end, I have to say the folks at The Penn Avenue Fish Company didn’t disappoint. The sushi was delicious, the music and lighting were just right, and the guy wearing the Halloween costume was just the icing on the vibe cake. 

Think about your vibe—what’s the personality of your business? Fancy costumes notwithstanding, what makes it truly unique and memorable?

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[Image: Flickr user atl10trader]



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