“Each business sends messages about its brand through everything the customer sees,” states Guy Richards, Chief Executive Officer of the brand strategy firm. According to Richards, “A customer’s experience with your brand begins long before they ever come inside the building.”  He believes that “It’s critical that your brand is clearly and consistently communicated to customers through a completely seamless experience.”

To fully brand Manna, Richards and his team worked with the owners to uncover their values “in order to lay the foundation for the company,” explains John Merlino, chef and co-owner of Manna.  The firm created an overall brand strategy to ensure a successful launch and encourage continued growth.

Richards shares these three tips for businesses who want to make sure their physical environment communicates their brand promise:

Approach your property from every direction customers do. “If the outside looks shoddy, it sends a message that the inside may not be up to par either,” he states.

Make sure the internal environment matches the image you’re trying to convey. And don’t forget the music. Richards believes that it “should complement the experience, not distract from it.”

Stay on top of maintenance. The internal and external environments should show the owners care about the smallest details.