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...

Vintage Fall Display Inspiration

from 2012 to 2017, i worked with and for Rita Reade,

the proprietor of the creative vintage business Mammabellarte 

and co-founder, along with her sister-in-love, artist Christie Repasy, 
of The Vintage Marketplace vintage show in Southern California.

Rita hired me as her visual designer and stylist

to style all of her beautiful creations into an inspiring booth setting for each show,
as well as doing the same for the entrance to the show as a photo backdrop.

you'll find that many of the techniques & tips used here
are just in time for vendors doing fall shows,
as well as fall store window displays!

continue reading for all of the usable details...

artful makeover published!

a while back, I worked with professional artist Sharyn Sowell

to redesign and restyle her studio... an Artful Makeover.

we spent a week up in Washington state plotting, planning, 

dreaming, sketching, shopping, painting, arranging, and laughing...

and the result was a studio space that not only had more storage and more working space, 

but worked more efficiently for her 

AND was the inspiring nest she had always hoped for.

you can read all about our process and see photos in this Artful Makeover post.

Sharyn's studio and her art are featured in the new Winter issue of Where Women Create Magazine

and there's a nice little blurb in there about yours truly, too!

it's always fun to help another creative person create the space they dream of....

if your creativity is being overwhelmed by your workspace, 

click to read how I can work with you to find solutions!

Farm Chicks, a Dollhouse, and Branding

In another chapter of my life story, I was a vendor at vintage shows.

The largest and most well-known show that I participated in was the Farm Chicks, 

a show with hundreds of vendors held every June in Spokane, Washington...

and a fanatical customer base of thousands of people who'd come across country to shop the show!

I was a Farm Chicks show vendor from 2007 to 2011

and I filmed my six-episode video series there in 2007. 

But I've never been to the show as a SHOPPER... until this year!
It was amazing... it's always amazing! 
There are many reasons why it's called 'The Happiest Show on Earth'!

I loved seeing my friends who are still vendors/curators.

I found a few special things to bring home, and snapped a LOT of photos.

But before I share the beauty of it all,
I wanna' share the BIZNEZ of it all.

Because founder and proprietor Serena Thompson is a branding WHIZ

and I know you can learn a lot from her... 

Every year, Serena selects a theme for the show. This year, it was 'Home Sweet Home'.
The centerpiece of her theme was the imagery of a dollhouse... 

and you can read what it was that inspired her here on the Farm Chicks blog
Serena also selects a color palette - and it's repeated in all of the elements she uses.

For example - the logo and all marketing collateral:

From the postcards to the vendor & guest badges to the show map
and even a photo frame for guests to use on social media, it ALL coordinates.

At every show, the main entrance features a HUGE display that reflects the theme...
I'm gonna' be honest here and say that I expected some big boxes,
assembled and decorated to bring that dollhouse artwork to life.
But nooooooooo, Serena surprised me with her eyepopping creation of BAKERY BOXES!
Read this post on her Farm Chicks blog to find out what inspired her

On the bottom right, you can see the Farm Chicks booth in the entry atrium.
The backdrop of that booth echoes the 'cross stitch sampler' lettering,

and the tables are draped in pastel quilts as they await final merchandise placement.
All of this reflects the qualities of a 'Home Sweet Home' and a dollhouse.

Vendors like the girls at Marigold Vintage and Unexpected Necessities
get into the spirit of the theme, too,
 by incorporating it into their wardrobes, booth displays and products:

The logo merchandise is thoughtfully coordinated with the color scheme, 

and displayed on the quilt-topped tables in groupings prettied up with simple props:
a few pieces of pastel-painted furniture, bright pastel tissue paper, and more

bring the small-scale coffee mug, flat fabric tees and canvas tote bags to life.

The attention to detail here brings the logo to life in living color,

and tells exactly the story that Serena wanted to.

She does this EVERY show! (see more Farm Chicks Show photos here).

There's a huge staff of Farm Chicks and Farm Hunks that help out at the show, too...
hauling purchases out to customer's cars and straightening displays... all.day.long.
(and how hunky do those guys have to be to be okay with wearing PINK tees, huh?!)

I've always been impressed with the way Serena brands her show...

I even filmed one segment of my video series in the Farm Chicks booth in 2007,

and discussed branding with her and Teri Edwards, her biz partner at the time:

Like Serena says in the video, she views the show as one big product
that needs packaging to sell it... branding is IMPORTANT!
Whatever you do, Tell Your Own Story* - 
and tell it with everything visual that you use!
*I've been using this tagline since 2002. And I really mean it!

In my next post, 

I'll share photos of some of the details of successfully merchandised booths that I saw at the show,
and you can see how truly PRO vendors / curators do it!
Until then... 

Magnolia Silos Retail, Part Deux

Okay, Y'all.... I promised you MORE photos from my recent visit

to the Magnolia Silos in Waco, Texas...... Here they are!

.

The 2-acre site was formerly an abandoned agricultural property,

then Joanna & Chip Gaines reclaimed, rehabbed, remodeled, revived, and re-branded it

into a retail village, right in the heart of downtown Waco, Texas.

They've made use of the existing structures and architecture in an appealing way...

The first thing you notice when you walk into the development is that it's BIG.
Not just the land... but everything ON it! BIG BIG BIG!

 

 As a matter of fact, it's so BIG that you need directions to find everything. 

There's a MAP for that!

Very smart, if you ask me.... you don't want to miss anything while here,

and the map (located in front of the main retail store from my last Magnolia post) makes sure that you don't.

Along with that main store, there are two other retail buildings on site
(with a third in progress - inside one of the silos!)
The Silos Bakery:

The patio area outside of the bakery is a very nice touch - and it was FULL!

I was unable to visit the inside of the bakery, 

because the line outside was two blocks long

and I wasn't going to ask my family members to wait two hours for me

to get a cupcake and snap some photos.
(but those musta' been some REALLY amazing cupcakes!)

Another building is the Garden Store:

 Signature decor touches and merchandising style reflect the aesthetic of the main store.

This area is much less busy than the main store, but has a nice selection of 

branded apparel and garden tools & accessories.
If you want to take home a Magnolia souvenir but hate waiting in long lines,
I recommend shopping in this location ;) 

Near the Garden Store, across the beds of flowers and vegetables, 

is the Garden Shed (not accessible to guests)

The garden area is decidedly less busy than the large (faux) lawn and picnic table areas,

so it's possible to sit in a willow tree chair and find a bit of silence amidst the crowds...

The facility functions as a community space, 

with room for lawn games, picnics, and stopping to smell the roses

along with - or instead of - shopping for retail treasures.
The only issue is limited parking.... on Friday & Saturday, it's gonna' be a hike.

There is ample space on the grounds for a weekly gathering of gourmet food trucks,

and the twice-yearly 'Silo-bration' event,

where the Gainses invite purveyors of handmade & vintage goods to sell to their customers.

Personally, I think that's smart - it's a way for the loyal Magnolia fans to

get their hands on authentic vintage goods along with the Silos experience - 

because the store's main offerings are 

brand new, mass-produced, home decor accessories, which are available on their website,

with a few handmade items sprinkled in.

.

All in all, I was very impressed with what the Gainses have created,

how it is true to their brand and style,

and how they have brought their tv show to life so that people can experience it in a new way.
They are 'Telling Their Own Story', so to speak... 

which is something I've been advocating in seminars, articles, and blog posts 

for over two decades now.

That's just smart business.

For more about Magnolia Marketplace, the Silos, and Fixer*Upper,
visit the Magnolia website.

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5 Business Tips for Creatives

Let's Talk Shop@, shall we?

I usually give you advice about the visual aspects 

of your store, show booth, showroom, studio, and displays.

But National Small Business Week is coming up, 

and I'd like to look at the 'business side' of retailing for a moment

as I share a few tips that I've learned along this crazy 'self employed' road.
These won't be the typical ones that you read in magazines, 

because I'm not a typical business person.

I'm a creative person - and that's how my business has grown: Creatively. Organically. 

And while my growth has always been focused on the central aspect of 

educating & inspiring people to think creatively when it comes to their stores, 

it hasn't all gone 'according to plan'.  Mine or anyone else's.

I spent my teen years and early adulthood as a retail visual merchandising employee,
where most of my employers saw my potential and gave me carte blanche with displays.
(One clothing chain even hired me to dress windows in three mall stores - when I was 17.)
With a lot of initiative and energy, I pitched more and more projects,

and eventually ended up handling the visuals and holiday decor for some major Seattle retailers,
along with holiday decor for executive residences.
Independent retailers contacted me to style their store displays,
and help plan their move into new locales or expansions of their existing spaces.
I blogged here, sharing my tips, tricks, and ideas with retailers looking for ideas.
And I was perfectly happy doing that. Until....

.

Out of the blue, I stumbled across the opportunity to speak at a wholesale gift show, 

then that grew into speaking at other shows across the country.

Which turned into requests for written content for publications in the retail industry

and invitations to speak at other kinds of shows and conventions,
and a contract to produce a video series.
Eventually, opportunity led me to become an employee again, for a time - 

for the ONE giant retailer that I built my own visual philosophy around

and had used as a benchmark of successful retail practices throughout my career.

I didn't see most of that coming, to be honest, but I am thrilled that it all happened!

Which leads me to my first point: 

You can't plan for everything that will happen. And that's GOOD!

1.
Say Yes - whenever you can, try something new.

Unexpected opportunities may appear that are something you didn't plan for - SAY YES to them.
I was perfectly content to provide hands-on display styling services to my local clients,
when an opportunity to design a new floor plan for a client's shop came along. I said yes.
Then the speaking engagements appeared, and I said yes.
Then the requests for magazine and online content came in, and I said yes.
Then a company approached me about creating a video series, and I said yes.
I made time, I made an effort, I rearranged some other things, 

and I followed the path of adventure and risk.
And it paid off  - 

by making me a better designer, a stronger business owner, and a less risk-averse person.
Dare I say it makes me a more creative-thinking person, as well? ;)

... and in regard to that 'becoming an employee again' situation:

2.
Don't Be Afraid to Circle Back - because you can't step in the same river twice.

(Yes, there's a pun in there. If you've read my blog for any length of time, 

you know that I am an unabashed Disney fan. That line is from Pocahontas.)

My point is that even if you shift into reverse and go back to doing something that you did before,

downsize your biz to focus on the basics, or even stop for a while and become an employee again
(as I did when I became a Retail Visual Specialist employee/ Cast Member at Disneyland),

you're going to learn something new. 

Even if you're in an old place. Because everything changes:

YOU. Business. Technology. The world.
And what you learn looking back might just be the thing that propels you forward.

One of the hardest things about business is adding new clients & customers.
Help yourself in that area by showing them how to become one:

3.

Tell Prospective Clients HOW to Hire You - explain your process and give them a formula to follow.

Communication is hard. It shouldn't be, but it is.
It takes guts for a potential client to contact you, so make it as easy as possible for them to do so.
Tell them where to contact you, and give them an outline of the information you need at the get-go, 

somewhere very visible & accessible on your website, blog, and social media.

I created a page on my design blog and website in the form of an email 'example', 

showing prospective clients exactly how they could jump-start my work on their project

by giving me pertinent information about their biz, their challenges, 

along with how & when they need me to help them... in their very first email to me.
I call it 'How to Hire Me #101'. See it here.

I've received  40% more inquiries and requests for work since adding that information,

telling me that spelling it out really does add up.

Next up... realize that you're gonna' need help.

Not one single person who's ever opened a business knew EVERYTHING about EVERYTHING

at the start. You don't even know what you don't know yet. 

4.

Never Stop Learning - because you don't know what you don't know yet.

Many artisans create beautiful wares, but have no idea how to best display them to sell.
Many retailers open stores to sell merchandise - but have no idea how to market themselves.
Get online and find information about marketing and merchandising and store planning
(or whatever it is that you don't know much about) and learn what you can.
As a matter of fact, assign yourself homework -
pick up / download books on business - all kinds of business, not just yours -
and keep reading. Keep learning. Keep stretching yourself.

You can also hire a consultant for an hour, to answer your most nagging questions. 

I do this all the time - you don't have to hire me to completely design your space. 

Hire me for an hour and then ask me questions like "Where do I put the register?".

I'll not only show you where, I'll tell you WHY. ;)

... and along that same thought, don't do everything the hard way!

5.

Know Your Strengths - and get tools to help you overcome your weaknesses.

. 

No one is good at everything... and there are solutions for that.
Sometimes, the solution is to LET IT GO and let someone else handle it for you.
(that's not a Disney reference, it just sounds like one)

Is your weakness negotiating a lease? Call a realtor and ask a few questions to clarify,
or pay a paralegal for an hour to review the lease before you sign.
Do you feel out of touch when it comes to social marketing? Ask your employees - 

especially the Gen X and Y crowd, because they GET IT - and hand over the task.
Is your challenge presenting your merchandise in stunning displays THAT SELL?
Well, you know who to ask - and now you know HOW to hire me!
,
I'm a creative-brain person, and numbers put me in a tailspin. I accept this.
You can't run a business without accounting,
and there's no better resource for that than Quickbooks from Intuit.
It's the software equivalent to being a Mensa society member,
and it's saved my sanity - and TONS of time - for many years.
_________________________

Disclosure: I've partnered with Intuit to share this information
in return for inclusion of one of my tips in their site's NSBW post.

Update: May 5
I just received the link and graphic from them. Their post published today.
It's the last day of NSBW AND they got my name wrong. Not thrilled.
__________________________

Owning your own business is a continual learning experience.

As a matter of fact, self-owned businesses are often referred to as a 'baby', 

and it is indeed a LOT like parenthood: a learn-on-the-job undertaking.
And just like parenthood, it requires that you get advice, 

read all you can and sift through what 'fits', 

understand that it requires sacrifice and sustained effort with little sleep,

taking chances & risks, trusting your gut, and focusing on growth - YOURS included!

Visit the SBA website for helpful tools + information about National Small Business Week

Calling All Vintage Chicks!

Have you ever been to The Farm Chicks show?
Do you WANT to go?!
Click over to The Farm Chicks facebook page and enter to WIN two tickets 

to the show this June 3 & 4!

The show takes place at the Spokane Fairgrounds in Washington state, 

and it's truly jaw-dropping... 

From 2007 to 2011, I was a vendor at this vintage, antique & handmade show.

Farm Chicks is one of the BEST shows of this type in the country, 

featuring hundreds of talented artists, makers, dealers, and 'junkers' 

all gathered in one place, indoors, once a year - with booths like these: 

(the last 3 photos are of my own RETREAT booths at the show)

My very first year as a vendor, I was pretty ambitious - 

because before the show opened on the first day, I ran around for two hours shooting 

six episodes of a video series for the now-defunct Gift & Home Channel!

In my videos, you'll learn about arranging small spaces for maximum accessibility,

be inspired by creative display tips & tricks, realize how your visual style impacts your brand,

and find out how these shows can be a terrific source for new & unique products for your store.

In my own high-energy, fast-talking, fast-moving style,
I packed a LOT of info into each 5 to 7-minute video, and some amazing women joined me

to share their tips, tricks, secrets, and lessons on camera... you'll learn a lot from them, too!

You can find all six of those videos on my YouTube channel.

I'm heading back to the show as a shopper this June, 

and can't wait to enjoy the atmosphere and experience of being there again.
If you get a chance, GO!!! And if you see me there, say hello!

(and don't forget to enter the ticket giveaway over on The Farm Chicks facebook page! )

#MilesToMagnolia

As a retail store designer and visual stylist, I love great store design ideas.
And right now in retail, there's no one with more ideas coming to fruition

than Joanna Gaines, of HGTV's FIXER*UPPER show!

Her Magnolia Empire, built with hubby Chip Carter Gaines, 

includes the massive Magnolia Marketplace in Waco, Texas -

a block of renewed and revived buildings in the center of 'downtown'

(including two giant silos, which earned the development the nickname 'the Silos')

Last weekend, I made the pilgrimage to Waco on my own #MilesToMagnolia adventure

( approximately 1385.8 miles, btw!) 

and while there, I snapped a load of photos of the retail & public spaces at Magnolia Market.

There are a LOT of great ideas that are prefect examples of how retail space planning & design

and simple merchandising practices can elevate a shopping experience.
But it's not just shopping...
Fans of the HGTV show, subscribers to the magazine, antique hounds, and decor mavens

travel far and wide to see this place in person AND to catch a glimpse of Chip & JoJo,

bonafide celebs in a little town that they've helped to revive.
They may have a giant enterprise now, but the Gaines' are entrepreneurs

who have a heart for their small town... much like many of you reading this.
And since so many of my clients are small town biz owners, 

I know you'll find inspiration in what these two have created.

OK.... on to the photos!

I love the way Joanna designed her store around a neutral palette... white, black, and wood tones.
It sets the stage for merchandise of any color in any season to stand out - 

AND it makes those seasonal display changes much easier to accomplish.
Jo switches up the mix of light and dark to create visual impact throughout the space.

Learn more about Jo's design philosophy for her store in her own words,

here on her Magnolia Journal blog.

See how those pops of color bring the displays to life?
Many of the props you see here are made from paper - my favorite cheap material!
Using one material in many areas and in varied ways helps to unify the visual style of a store.

There is continuity of design throughout not only this space, which is the main retail store,

but the entire development.

Notice also that displays 'speak the brand' - reflect the singular aesthetic that Joanna curates

in her design work, product creation, and merchandise mix...

The entry display holds the current issue of Magnolia Journal Magazine - 

and the props perfectly reflect the cover image style and palette. 

THIS is brand image!

I was impressed with the space allowed for aisles and near the cashwrap & shipping counters.
Nothing will ruin a great store faster than narrow aisles that you can't get down.
Even packed with people, this space WORKS for traffic flow and access to the products...

because if your customers can't get close enough to the displays to grab something

and then get processed through checkout in a timely manner,

it doesn't matter HOW gorgeous your store looks.
Retailers entice, engage, entertain, inspire - but we must SELL!

Because I took SO many photos, I'm going to save some for another post....

where we'll look at the other buildings on the property and how they have been incorporated

into the story that is being told at Magnolia Marketplace...

Need help pulling together a visual design plan for your store space or show booth?
Shoot me an email and let's talk shop!
debi.wardkennedy@gmail.com