In today’s commercial landscape, a compelling brand has become a valuable currency. In our 2025 Charlotte Hospitality & Retail Guide, we explore how landlords and developers have started to recognize the power of strong brands to attract both customers and complementary tenants to their properties. In this landscape, your brand identity isn’t just a marketing tool—it’s a bargaining chip.

The Power of Placemaking

In a post-pandemic market with higher interest rates and shakier demand, the old landlord-tenant dynamic is being redefined. Landlords aren’t just looking to fill square footage—they’re looking to create a place people want to be.

And that’s where you come in.

Whether you’re opening a specialty coffee bar, a lifestyle concept or a multiuse destination, a well-positioned brand can elevate an entire development. It’s not just about your rent check—it’s about your ability to drive traffic, build community and add experiential value to the property.

That’s what makes developers more willing than ever to get creative: turnkey buildouts, percentage rent agreements, co-marketing efforts—the deals are getting more flexible for the right partners.

"Developers (some, not all) are starting to realize that retail is the placemaker for the whole thing."

- ADAM WILLIAMS, REBEL REBEL URBAN RETAIL ADVISORS2) Size Matters: The Rise of Micro-Venues & Destination Concepts

Your Brand = Negotiating Leverage

It might sound bold, but it’s true: your brand identity can directly influence the terms of your lease.

A strong brand is proof of concept. It tells landlords that you know your audience, you’ve built a following, and you’re poised to bring that audience into their building.

As Daniel Gibson (our Managing Director here at NiceDay) explains in the guide, “Branding and marketing are increasingly seen as value-adding components in deals. Businesses that can position themselves as traffic drivers—backed up by a clear, thought-out strategy—can leverage their brand reputation to secure better terms, such as lower initial rent or shared cost on build-outs.”

In other words: if you can show how your presence will benefit the broader development, you’ve got leverage.

Brand ROI: Quantifying Your Value Proposition

When approaching negotiations, you need to think like an investor presenting a business case. Developers aren’t just buying your aesthetic—they’re investing in your concept’s ability to drive returns.

But branding is subjective and elusive, right? Not entirely. Your brand is more than its visual style. It’s how your business connects with and relates with your audience. (That’s why we spend so much time building thorough brand strategies.)

Here are a few ways you can articulate your brand’s value in more concrete terms:

1. Traffic Generation Potential

Direct Traffic: Your existing customer base and how reliably they follow your brand
Indirect Traffic: The spillover effect your brand creates for neighboring businesses
Digital-to-Physical Conversion: How effectively your online presence translates to foot traffic

2. Brand Magnetism Metrics

Social Engagement Rate: Not just follower count, but meaningful interactions per post
Media Presence: Earned media mentions that validate your concept
Brand Authority Index: Your position as a thought leader or destination in your category

3. Audience Alignment

Demographic Overlay: How your customer profile matches the development's target audience
Lifestyle Compatibility: The natural fit between your brand and the property's identity
Dwell Time Potential: How your concept encourages extended stays and multiple visits

When articulating these values to potential landlords, bring receipts. Use analytics from your digital platforms, customer surveys and press coverage to create a compelling narrative about what your brand brings to the table.

Stepping Up to The Table: What Landlords Are Really Looking For

So it’s not just about aesthetics—it’s about proof.

Developers are paying attention to digital presence, social engagement and the momentum behind your brand. They want to know you can draw people in, and they want to see validation. So, you’ve got to bring the receipts. That includes:

A cohesive brand identity
Thoroughly researched target audiences
A go-to-market strategy and marketing plan

And for existing brands, proof of:

Active and engaged social media presence
Strong customer loyalty, media coverage and community buzz

Preparing Your Pitch

If you’re entering lease negotiations today, think of your brand as part of your pitch deck.

Landlords want to know you’re serious, and many won’t even take a meeting without seeing a solid business plan, clear brand concept and some visuals to back it up.

Here’s what to bring to the table:

✅ A polished brand identity (including visuals, tone and story)
✅ A defined audience and marketing plan
✅ Engaged social channels, past media coverage and/or mailing list metrics
✅ A one-pager or pitch deck outlining your concept’s role in the community

Beyond these basics, the most compelling pitches include:

⭐️ Visualization of the brand experience: Help developers see how your concept will transform their space.
⭐️ Audience overlap analysis: Show how your customer base aligns with their target demographic.
⭐️ Traffic pattern projections: Illustrate how your brand drives consistent foot traffic throughout the day/week.
⭐️ Collaboration opportunities: Suggest co-marketing initiatives that benefit both parties.

When done right, your brand tells a story that’s bigger than your business. It signals to landlords: this is a concept worth betting on.

Final Thoughts: The Brand Is the Amenity

For developers, the right tenant creates momentum for everything else in the project. For operators, the right landlord can offer capital, support and a long-term runway to thrive.

When both sides bring vision and intention to the table, everybody wins.

Don’t underestimate the value of your brand. In today’s market, that story you’ve been telling? It might just be your biggest asset.

→ Want to dig deeper into how Charlotte’s hospitality market is evolving?
Download the full 2025 Retail & Hospitality Guidefor more trends, data and insights that can help you plan your next move.

How Strong Branding Can Tip the Scales in Leasing Negotiations