To stay competitive in your market, as part of your continuous brand improvement program, look for ways to add value.
Example: This bike shop, at their front door, has a directional sign to free air.
The Winter Garden brand in the past was based on the citrus industry and world class fishing in a large lake. In the past due to multiple year freezes, Winter Garden lost their citrus industry. Due to unregulated truck farming around the lake and pesticides, the lake became polluted and they lost their world class fishing.
Winter Garden had to reinvent their brand. To help them do that they converted miles of railroad tracks, now not used, to greenways for biking and walking. Downtown Winter Garden is not prospering with many people biking and using the greenway that goes right in front of the bike shop.
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