As I write this, I’m sitting in one of my favorite coffee shops of all time.

I’ve written about it before (right here, for example), and recently I’ve been thinking again about why I love this place so much.

It’s funny, because it’s not actually my *typical* style. It’s dark, moody, sort of modern Western style, and if you know me, you know I love all things light and bright and plants and cheerful.

Somehow, though, this place has become so homey to me.

It checks all the boxes of what I love in a good coffee shop with it’s excellent coffee and friendly people and familiar music and just that good, cheerful buzz that every pulls-me-back coffee shop has obviously made a priority.

And, surprisingly, the smell of leather, charcoal grey walls, and Idaho themed things has unexpectedly started to feel like a home to me.

Here are the two things that I think have made it so powerful.

1. A needed, welcoming atmosphere
2. Repetition

Even though it’s not my typical decor style or anything like that, the atmosphere of this shop has been one that I needed and am drawn to. It’s cheerful and busy some days, but also quiet other days. They almost always are playing music that I already love. And almost every time, it’s just what I need.

I came here every Wednesday for a long time, before Poppy was born. Since she arrived I don’t frequent it quite so regularly, but still often once a week. Enough to recognize (and know the names of) most of the baristas, enough to have my favorite little spot to sit (by the window, on the bar stool) and enough for it to feel familiar and like one of my places.

The power of a homey brand is that people want to keep coming back. And even if they’re not able to, they will also speak well of it and refer other people your way.

So how can you do this same thing and make your brand feel like home to your audience?

1. Hospitality. For someone to feel like a place has BECOME like their own, they have to first know they are welcome there. Welcome your audience! Make sure you’re providing what they actually need, and assuring them that your “house” (aka brand) is theirs too… that they can feel free to make themselves at home, ask questions, get comfortable.
2. Familiarity. No one is going to feel at home in your house if they aren’t there routinely or frequently. Make your brand accessible. Provide opportunities for your people to “stop by” and love that sense of normalcy and comfort.

Here’s the barrier I see so often though: your brand doesn’t even feel homey to YOU. Instead it feels undefined, certainly undecorated. If it’s a house, the furniture is from years ago and arranged in a way that doesn’t even make sense with your current life stage.

If your brand is going to feel homey to your audience, it first has to feel homey to you.

Does yours?

If not? I’m working on something that I think will transform that. Click here to get on the waitlist.