Get a theme/brand/niche. One of THE most important things in marketing is that you have to occupy a place in the heart of your customers. There are many words spent on talking about what this means, but for the time being I will keep it brief. This means that you need to ANCHOR your brand to an emotion, a thought or a competitive advantage. Tom Peters calls it a UPOV*8, ie a Unique Point Of View in 8 words or less. It has to be something that sets you apart from the rest, can be easily defined and creates an AURA around you. Everything you then do has to REINFORCE this.
Greenpeace protect the fragile earth
Aston Martin Beautiful, Luxurious, Serious Drivers
McDonalds Fast food, low cost, good service.
2. Atmosphere. Anyone who is familiar with The Wizard will know about using multiple Thought Particles to create an atmosphere. In a retails store this part is critical.
Use lighting; colour, spot, candle, globe. Create effects, dazzle, subdue, highlight.
Use Smells; Floral, food, leather, Grass. Awaken the senses.
Use colour; Complimentary (Violet & Yellow, Indigo & Orange). Antagonistic
Use sound; Loud, soft noise, music, fast, slow
It is up to you to come up with the rest.
Singapore Airlines, the smell has been patented
Stores, the lighting is sparse, and standard