In his book Blink, Malcolm Gladwell explains the power of first impressions. What first impression are you offering your customers? When they walk into your location, what's the first thing customers see? When they call, what's the first thing they hear? Now work backward. Define the ideal first impression and determine what you need to do to deliver time and time again.
Sometimes we design experiences, and the first impression is the outcome. However, you can flip that approach; start with the first impression and then reinforce it.