A Sign of the Times

Obviously technology has changed nearly every aspect of our lives, from the way that we shop, work, read, travel, to how we consume music and entertainment and interact with each other socially – things have changed in ways that we couldn’t have even imagined just ten years ago.

And one area that is very publicly changing right in front of our eyes is the high street. If we listen to the doom and gloom merchants, they would say that the high street is dead and yes for some businesses which have not faced up to the rapid changes in technology and how we consume that has sadly proven to be the case. There are however some real rays of hope and that is why there are sectors on the high street that continue to expand and perform very strongly. Retailers such as coffee shops, quality clothing, specialist suppliers, food outlets and shoe shops – namely those retailers who are offering a tangible product or service which people want to enjoy there and then or who offer trusted service and advice that you simply cannot replicate online. Such as trying on a pair of new shoes or enjoying a latte! And of course the provenance of our food is right back at the top of the agenda with the recent scandal in horse meat, our local butchers are deservedly enjoying a boost in business with the public wanting a return to quality local food they can trust from specialists who can vouch for where their meat has come from.

People are seeking out the smaller independent retailer who can offer expert advice, friendly personal service, great locally sourced products, who are part of the local community. But sadly it is not enough to do things as you have always done them and just wait on customers dropping in as they might have done just a few years ago. As with all marketing you need to communicate and tell your story effectively and this means that you have to work really hard at how you present your business so that customers can understand clearly what is on offer to them. Don’t assume that your customers and potential customers know your story and what you have to offer them.

It might seem obvious but first impressions really do count – is that signage that was installed back in the day really doing your products and service justice in 2013? Your business will have changed greatly over the years but are you portraying it accurately to potential customers. We do live in a very image conscious world where the power of branding should not be underestimated and that is why we thought you’d like to see some of our brands in action in the real world.

These are brands which work for our clients – they are eye catching, professional, attractive and are all accompanied by a confident brand strapline which clearly communicates to customers what it is they stand for.

A brand is so much more than just a logo which you put on you letterheads and forget about, it should embody and communicate everything that you stand for. It might be obvious but this is how you need to set out your stall in the modern world and however you communicate with your customers, from social media, to advertising, direct mail to your physical signage, they should all be presented consistently and professionally every step of the way.

To find out how we can help get you noticed give Janice Nisbet a call on 01750 505051 or email janice.nisbet@brigtlightmarketing.co.uk

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