Behind the “We’re Open!” Post: What It Really Takes to Launch a New Location
Scrolling through social media, you see it all the time: a shiny new storefront photo, balloons on the door, and a cheerful caption — “We’re open!”
What you don’t see? The conversations, planning, and strategy that started months (sometimes years!) before that post ever hit your feed.
Recently, we helped a client launch their newest location, and it was a reminder that opening another space isn’t just about signing a lease and cutting a ribbon. It’s about communication, coordination, and making sure your brand feels as consistent and confident on Day 1 as it does years down the road.
Here are a few takeaways from the marketing and communications side of opening a new location:
1. Start the conversation early
Marketing for a new location isn’t a fire hydrant that you can just crank open minutes before launch and suddenly expect hundreds of people to flood in. Think about your own typical day — how many ads do you encounter on your drive to work, scrolling social media, or even while sitting in the waiting room at the doctor’s office? Your brain is constantly sorting and storing brand impressions, and the ones you remember are the ones you’ve seen multiple times, in multiple places. When you suddenly think, “Oh, I need a plumber. I’ll just call XYZ,” it’s rarely random — it’s because your brain recalls the business whose ads have been showing up consistently. The same logic applies to your new location. Start planting seeds early.
2. Consistency is key (but not copy/paste)
Your new location should feel like you, but that doesn’t mean every space should be a cookie-cutter replica. Every building has its quirks — a great corner window, a tricky floor plan, a high-traffic entrance. The challenge is turning those features into brand assets. The rhythm of traffic, the sensory details (sounds, textures, lighting), and even how customers move through the space can all be designed to reinforce your brand while catering to that environment.
As we said on an Instagram post recently: interior design = “this looks amazing,” while environmental design = “this feels amazing–and now I’m somehow at the checkout line with three things I didn’t know I needed.”
3. Communicate with intention
Behind every successful launch is a communication plan: media and influencer outreach, social teasers, and email updates. It’s not about throwing everything at the wall — it’s about knowing what your audience needs to hear and when they need to hear it.
Don’t forget good old-fashioned word-of-mouth, either! Consider all of the relationships you already have, and start early with building new ones in and around your new space. Your current partnerships will be excited about a new location and may want to support you with awareness or events. The same can be said for new relationships, welcoming you to a new area, working with you through the opening, and helping to spread the word.
4. Evaluate the competition (and the conversation they’re already having)
Your competition isn’t just about who’s selling the same product or service — it’s about who’s already owning attention in that market. Opening a new location may introduce you to competitors you’ve never had to think about before. Take a look at what businesses are already in the area, how they’re showing up online, and what kind of story they’re telling their customers.
From there, you can spot two things: their wins (what’s clearly working for them) and their gaps (where they’re missing the mark). Both are valuable. Their wins tell you what audiences in that market respond to, and their gaps show you where you can step in with a stronger, more consistent brand voice. Because staying competitive in a new location isn’t just about what’s inside your four walls — it’s about how you connect with potential customers and why they should walk through your doors.
Slight side note – if we’re being super, duper honest here, you should try to do some of this in your market research before you settle on a location.
5. Open the right way
A grand opening is exciting — balloons, ribbon-cutting, press coverage, and that “we’ve arrived” moment. But don’t overlook the value of a soft opening. Think of it as a dress rehearsal.
A soft launch gives you space to test the waters without the pressure of a full spotlight. It’s a chance to spot where customers get confused about the flow of your space, the questions they’re asking most, or where your staff might need extra training.
The beauty of a soft opening is that it buys you time to adjust. You can gradually move resources, fine-tune communication, and even shape the physical environment so it works better for both your team and your customers. By the time the grand opening rolls around, you’re not just celebrating — you’re confident you’ve ironed out the kinks and are ready to make that great first impression stick.
Opening is just the start.
Opening a new location is exciting, but it’s not magic — it’s strategy, storytelling, and smart design. And when done right, that single social post isn’t just an announcement. It’s the exclamation point on a year-long conversation with your audience.