What Do Shop Windows Have to Do With Branding?
Your brand is not about dumping every detail of your life into the digital void like it's a yard sale.
Let’s talk about oversharing.
Have you ever wandered past a truly excellent shop window? You know, the kind that stops you mid-step, makes you spill your coffee (or at least slosh it a bit), and think, "I must go inside—or at least take a snapshot of this."
But here's the thing: those windows don't show everything the shop sells. They don't cram in every size of every sweater, a shelf of candles, and Janice—the overly enthusiastic manager—waving her arms and yelling, “WE HAVE SOCKS, TOO!”
No. Great shop windows tell a story. They hint at what's inside while leaving you curious enough to open the door. And that, my friends, is how authentic branding works.
Your brand is not about dumping every detail of your life into the digital void like it's a yard sale. It's about revealing just enough of your story to spark curiosity and connection with your customers. You're not hiding things—you're just being intentional. Strategic. Like a merchandiser of your own brilliance.
Let me put it another way: You’re crafting a visual love letter to the people who will adore what’s inside. And no one ever said “I love you” by screaming, “HERE’S EVERYTHING ABOUT ME INCLUDING MY TAX RETURNS.”
So, how do you create a killer shop window for your brand? Here are a few steps to get started:
1. Decide what matters most to your audience.
If you’re a bakery, it’s probably your croissants, not the brand of aprons your staff wears. For your brand, think about the stories, values, or expertise that really resonate with the people you want to serve.
2. Keep it simple.
Nobody loves a cluttered window or a cluttered story. Focus on two or three key ideas that represent you. Less hoarder vibes, more curated gallery.
3. Tell a story.
A good shop window feels cohesive. It’s not just “here’s stuff”; it’s “here’s how this stuff fits into your life and makes it better.” Do the same for your brand: weave a narrative that your audience can see themselves in.
4. Leave them wanting more.
The goal isn’t to share everything—it’s to inspire curiosity. Give your audience enough to pique their interest, then let them take the next step (visit your site, book a call, buy your famous croissant).
Now, imagine your brand’s perfect shop window. What’s in it? A few key stories that show your purpose, your passion, and maybe a metaphorical croissant or two.
Ready to make your brand so inviting, people will metaphorically spill their coffee just to get inside? Let’s chat. 🪟
Cheers!
Brad
