exterior branding

How to Improve Your Physical Exterior Branding Touchpoints

Branding Touchpoints, Explained

Branding touchpoints are characterized by any time a person interacts with your brand, whether it be online or in-store. These channels may include email, your website, signage, lighting, and a host of other opportunities. However, physical exterior branding touchpoints are their own category. These touchpoints include anything on the exterior of your brick-and-mortar building, and are a key point of attraction for new and returning customers.

It’s imperative to know which exterior branding touchpoints you should be paying attention to and which have the most impact on your consumers. Here, we’ll break down the most important touchpoints and help you come up with a plan to maintain them.

Types of Exterior Branding Touchpoints


Whether you have a retail storefront, corporate office, mid- or high-rise location, your exterior branding needs to be attractive and up-to-date. As the first interaction a customer has with your business, your exterior signage has a huge impact on whether a customer will enter your location. In fact, quality signage creates a lasting connection with customers and communicates important brand messages, which can help them become long-term, loyal patrons.


Quality exterior lighting systems are crucial to creating a safe and welcoming environment for your customers. Lighting up your parking lot during evening hours increases feelings of security for your customers and employees. Additionally, it also aids in safety by keeping people from tripping and falling.

There are many types of lighting you can use to create this positive environment, from flood lights to canopy lights, and more. Whatever you choose, it’s important to keep them up-to-date and ensure they’re working properly at all times. Flickering or otherwise sub-par lighting can give your location an eerie feel and may discourage customers from coming inside.

EV Charging Stations

EV charging stations are a newcomer to the exterior branding scene. A growing number of consumers are interested in purchasing electric vehicles, but are concerned about finding charging stations while they travel. Now is a great time to implement EV charging stations at your brick-and-mortar location, pulling in more traffic to your business. Whether you own a restaurant, gas station, shopping center, or another organization, you could pull in extra revenue and show your customers you care about the environment.

The Importance of a Preventative Maintenance Program for Your Exterior Branding Touchpoints

Once you have your exterior branding touchpoints in place, you should also have a preventative maintenance program to keep them up-to-date and attractive. The company you work with to implement your branding touchpoints should also offer a preventative maintenance program to address common and industry-specific maintenance issues. This ensures your brand provides a reliable and meaningful experience for your customers at all times.

Work With Stratus for Your Exterior Branding Needs

Stratus is the leading brand implementation company, working with some of the biggest companies domestically and internationally. With tens of thousands of projects completed every year, we have the ability to turn infinite possibilities into ideal solutions.

We leverage 150 years of experience to supply you with quality services. When you work with us, you’ll get access to our field partner network, which ensures we can start working on your project quickly. With a network of over 4,000 field partners throughout the U.S., Canada, Puerto Rico, Mexico, and more, we can deliver on-time and on-budget. All of our field partners are fully vetted by Stratus, meaning you’ll get quality work, every time.

We also keep you up-to-date on our work through our technology stack. We offer a variety of apps, reporting solutions, proprietary software, dashboards, and benchmarking tools to ensure you easily and instantly understand where your projects are in the process. These tools also allow you to track the various details and stages of a project, including permitting, bids, performance changes, asset inventory, and more.

Let’s Get Started

When you’re ready to implement and maintain your exterior branding assets, Stratus is here to help. We take care of everything from initial design to white-glove installation. Contact us to see how we can help you with your next project.