You open the door and walk into a store. As the bell above the door tinkles you instantly feel right at home as you take in the space in front of you.
As an online business, this is something your customers don't get to feel because there is no physical space for you to showcase or represent your brand. That makes it totally impossible for them to get an instant feel for what you're about when they interact with your brand online across multiple platforms...right? Well, not really.