Five Ways to Increase Your Brand's Visual Impact

People always ask me how to create fabulous displays...
but the truth is, your visual impact as a business
starts BEFORE you ever put products in your store.

When I work with clients to design their retail environments and displays,

I start with this principle: ‘Tell Your Own Story’ in all visual communications.

Make your brand a consistent expression of your business’ individual mission, purpose, style, and products or services – and then leverage that brand by using it in every visual medium at your disposal. This is the main opportunity for you to show your potential customers why YOU are different than others – be proud of your individuality and build on it.

Let me explain that concept this way: Have you ever tasted a Cabernet wine?

If you were to taste one each from Walla Walla, Yakima, Horse Heaven Hills, Indian Wells – all regions in the Eastern half of Washington state – you’d find that not all Cabernets are created equally. The vineyards each have distinct variations in soil content, rainfall, sun exposure, and other conditions, which cause the vines to grow grapes that have vastly different sugar and acid levels, affecting their taste (‘palate’). When harvested and fermented, those variances result in wine that is unique to that grape varietal in that particular location – a Cabernet from Walla Walla is not like a Cabernet from Yakima, or Italy, or France, or Napa, or anywhere else. Your business is not like any other – no matter what you sell, you’re unique because of all of the distinct variations and characteristics that make up your business.

In the wine industry, this concept is called ’Terrior’ (Tehr WAH) – loosely translated, it means ‘Pride of Place’. Or, ‘I’m a proud product of where I come from’. Wineries utilize this concept in the marketing and positioning of their businesses within the industry and to the consumer, by capitalizing on the uniqueness of their terrior. They combine their location, history, resources, processes, mission, and ultimately their product, to create a brand identity that Tells Their Own Story. It’s much the same concept as selling designer jeans or mineral makeup or floral design services – your competition is selling the same basic thing, and it’s your brand image that talks. Be a proud product of ‘where you come from’!

continue reading for steps you can take to implement this information...

NEW 'Specialty Shop Retailing' Book

the 4th edition of the book Specialty Shop Retailing released last month,

with this revised and expanded edition offering an in-depth education for any retailer.

aimed at stores offering a specific product mix to a targeted niche demographic, 

the wealth of information within the pages will be of help to every retailer - 

from those who've grown up to take over a venerable family business 

to the entrepreneurial generation striking out to make their own mark.

whether you've been at it for years, or are just starting out, 

this book WILL help you - so get your hands on it and read it cover to cover!

I've spent a lifetime providing visual merchandising services to specialty retailers large and small - 

wineries, hotel gift shops, scrapbooking stores, local yarn shops, and finally,

the highly niche-dependent Walt Disney Corporation.

as i have learned through hands-on experience and through success and failure,

this kind of retail is not the same as 'we offer it all' department or big box stores, 

and this book provides an educational resource for attaining success in your specialty niche.

I highly recommend it!

author Carol Schroeder and I have been speakers at the same retail industry events for decades.

we have concurrently contributed to many of the same retail resources, 

including a killer visual merchandising Pinterest board ;) 

I am honored that she asked for a contribution from me for this book...

Carol included this photo of one of my displays for a winery on page 171,

in the 'Visual Merchandising: Displays That Sell' chapter:

I agree with Carol that this display works well as an example of cross-merchandising,

from the juxtaposition of products, textures, and shapes to the 'lifestyle' presentation style.

a 'vignette' of furniture and decorative accessories - linens, pottery, and floral elements - 

adds visual interest to the massed shelving of product (wine) accessible to shoppers,

and inspires customers to buy more than just wine...

which is the main reason to use this style of display:

offer more than expected to entice customers to increase their purchases.

click to see more of my winery displays in my portfolio

the book is available through major retailers - but let's go with the spirit of it,

and order/purchase from small specialty retailers!
Carol sells the book at her own store, Orange Tree Imports, 

and online at IndieBound.org and SpecialtyShopRetailing.com 

Going Above & Beyond 'Business'

I just can't stop thinking about this.
And though I had planned to write a post about a different subject this week,

this situation is one that bears sharing and honoring...

Honestly, folks, how many retailers do you know who would open up their stores / showrooms to refugees in their own hard-hit community? How many would allow hundreds of people who are soaking wet and likely covered with dirt and detritus from flood waters to walk on the carpeted floors, and sit and sleep on the brand-new furniture that's for sale? How many would also provide them with food and water?

There are many people reaching out to Texas right now, and it's heartwarming to see. 

But THIS... well... 

Mr. Jim McIngvale, owner of Gallery Furniture in Houston, Texas, gets a standing ovation from me, for showing the world why independent 'mom n pop' retailers aren't the 'dying breed' the media likes to make them out to be: By opening his two furniture stores as shelters for displaced residents impacted by Hurricane Harvey, he rises above not just the water, but also the clamor of noise about how business is all about sales technique and merchandising and marketing and gift shows. He's interested in bettering his community and the people in it, as are so many of you. BRAVO, sir!

People like Mr. Jim McIngvale aren't just serving their local communities with actions like this.... they are rebuilding my hope in humanity. God bless you, sir, and all who open their hearts and arms in times like these. I'm learning more from you about how to 'do' business than through any book I've read or course I've taken or podcast or seminar I've listened to, and from businesses I have worked with / for. People like Jim have a lot to teach us. 

See the whole story in this news video

Edited to Add:
I just learned of another Houston-area retailer who is stepping up: 

Retail chain Academy Sports + Outdoors opened its Houston-area stores to rescuers in need of boats, life preservers and other supplies. They have now converted their corporate headquarters into temporary residences for hundreds of police and other emergency responders. As of this morning, they are hosting more than 400 rescue-team members at the corporate campus west of Houston.

 I offer a hearty round of applause and gratitude to this company and its dedicated staff!

See the whole story in the Wall Street Journal

I'm not going to endorse any one charity here, 

but I will encourage you to donate in some way to assistance for Texas. 
I'll be donating a portion of my fees as a stylist and photographer for The Vintage Marketplace show,

my project next week, to a charity that is offering assistance to Texans affected by Hurricane Harvey.