I thought our local Best Buy was going out of business. The paint was faded, the building looked tired, and the parking lot was often half-empty.
Turns out, it wasn’t failing—it just looked like it was.
They recently repainted the entire exterior. Now it’s vibrant, active and feels open for business again. Same location, (probably) same inventory—completely different perception.
That’s the part too many businesses underestimate: decline doesn’t always start in the numbers. It starts in what people see. But the falling numbers will probably follow close behind.
Next time you’re out and about, pay attention. You’ll spot businesses that look like they’re slipping—whether they are or not. Some of those cues are obvious. Others are small, but can add up fast.
All of them matter, because if your brand looks like it’s in decline, customers don’t take the time to find out if it’s true. They’ll make their own assumptions and move on.
Here are five things to monitor for your own brand:
1) Signage that’s sending the wrong message
There’s a car repair shop at a busy intersection with a faded, deteriorating sign. The takeaway: if they don’t care about their sign, they probably don’t care about your car.
Same goes for a cleaning company I pass regularly. The building is visibly dirty and poorly maintained. This is text book brand dissonance: if they can’t keep their own place clean, what could they have to offer my home or business?
2) Fleet graphics that betray the brand promise
I saw an SUV advertising decluttering and care for valuable possessions. The vehicle itself was dirty. It had peeling graphics and half of the phone number was missing. Would any passerby have confidence this company could be trusted with heirlooms?
That’s not a branding issue. That’s a credibility issue.
3) Parking lots that kill the plot
There are competing automotive stores located across from each other just down the street. One had developed cavernous parking lot potholes (a terror for wheels and axels) and crumbling concrete at its entrances.
We recently noticed those have been repaired. Customers now experience a fresh and positive impression before they even walk into the store. It’s quite possible that they made this maintenance decision just in time. Especially with a sharper-looking competitor just across the street.
4) Lighting that feels spooky
Lighting is subtle but powerful. Flickering bulbs, dark entryways or harsh, uneven lighting can make a business feel unsafe, outdated or low-quality. It may telegraph “we’re cutting corners,” or that the management simply isn’t paying attention.
That’s a big turnoff—especially for people who want to do business in an environment that feels safe, not sketchy.
5) “Temporary” fixes that become permanent fixtures
Handwritten signs, taped-up notices, patched repairs or “temporary” solutions that linger too long erode confidence. The first floor ladies’ lounge at an upscale department store has been “out of order” for over a month. That means customers are inconvenienced to walk to a different level in the store (maybe with a toddler or packages in tow) to use the facilities or care for their baby.
Shoppers may reasonably wonder: if this is how visible problems are handled, what’s happening behind the scenes? They say they have great service, but do they really care about my shopping experience here?
That doesn’t feel temporary. That’s a decision. And customers remember it.
Physical details aren’t simply cosmetic—they telegraph something deeper
None of these are small things. They’re big red flags. And customers use them to make almost instant decisions about trust, quality and whether you’re worth their time.
They won’t wait for you to explain. They’ll draw their own conclusions and take their business elsewhere.
For more on branding best practices, see our blog: Protect your brand: Common faux pas that ruin your image.
MB Piland is a marketing firm helping clients with brand strategy, branding and employer brand development. Want to talk about strengthening your brand? Call Martha direct at 785.969.6203 or
Photo credits: building sign by Colin + Meg on Unsplash, SUV photo by Martha Bartlett Piland.
