Your showroom's brand is not what you say, advertise or feature on your website and social media outlets. It's what your customers experience in every interaction from an initial visit to your website to the completion of the post-construction punch list. In a world defined by 280 characters, trying to reign in the story you tell through a carefully crafted narrative misses the point and the opportunity. Your story is not what you want to tell. It’s what your customers experience at every step in their journey. Your brand is the impressions that customers form and that they make with every touchpoint both in business and personal settings. Your story is not the copy that you write. It is the result of your showroom’s merchandising, curb appeal, pricing, location, online reviews, testimonials, your team members and customer service responses, among many other factors. What you write, post and advertise is just a small part of your storytelling and brand development. Brands are not based on the written word. They are formed as a result of experience. If that experience is worth sharing, you have created brand advocates. What are you doing to make your showroom’s experiences shareable?