How to Create a Business that Reflects Who You Are

One of my favorite stores of all time is Anthropologie. Their products are a smashing blend of all things old school, retro, and vintage with a modern bent. It's not entirely made up of either one, but you don't see an excessive number of lace doilies or chrome and steel. There is a perfect blend of the two. In fact, www.anthropologie.com is just like me. Part of me thinks that I was accidentally placed in the wrong century, and the other part is glad that I live in a time when women can own businesses and vote. A store like Anthropologie is perfect for a girl like me.

A few weeks ago, I traveled 1 1/2 hours north to Columbus, Ohio, for a business meeting. On the east side of the city (exit 33 on I-270, to be exact) is a lovely upscale shopping mall called Easton Towne Center. I highly recommend checking it out if you are ever in Columbus. After my meeting, I drove to Easton for lunch because it is painful for me to be in the area and not stop. I had been a raving fan of Anthropologie for a while via their website and catalog, but I had never been to the store.

I quickly found it on the ginormous map of Easton and started walking. As I eventually approached the strip that the map had indicated, I saw the signature bower of greenery spilling out and around the big glass doors. Having never been to the store, and being too far away to read the sign, I immediately recognized it in all its Anthropologie glory. I spent quite a long time in Anthropologie, and it did not disappoint me!

So here is the marketing challenge for my small business readers: if your long-distance, virtual clients and fans saw your business from a distance without being able to see your sign, would they be able to recognize you? Your brand should be so strong that they can smell you from a mile away. Whether it's a bower of greenery or something else, your brand should be so unmistakably you that people don't have to look twice.