Brand identity remains as important as ever, if not more so. Consumers in the digital age are remarkably loyal to the brands that they align with. The relationships that you can build off the back of your branding can go a long way to building brand loyalty, and that means more potential to make sales.
As consumers continue to put a high value on the brands that they buy from, price points have become less relevant, and the focus is now on brand alignment. For those retailers with a brick and mortar store, brand identity needs to be clear and consistent.
The Value of Signage.
A lot of work is usually put into the naming of a business, especially in retail. What is given less time is understanding the value of that name and how to use it. It’s easy to forget, but your signage is very often the very first thing that a consumer sees in regards to your brand, so your first step to brand identity needs to start here. The name of your store on chalkboards or above your doorway is the ideal location for a better first impression.
Those chalkboards can be very high value, especially if your outlet experiences a lot of passing footfall. Invest in a custom stencil maker and tailor your chalkboard messages so that they align with your brand identity. For brands with a humorous tone of voice, use jokes and memes. If you are more serious as a brand, be more serious in your signage decisions.
Using Your Logo.
Branding means having a clearly defined logo, so you’re going to need to give some thought to designing one that suits that defined brand identity. There are five standard steps to logo design, which are:
- Keep it simple
- Make it memorable
- Plan for it to be timeless
- Ensure it is versatile enough to be used in a variety of sizes and colors
- Make it appropriate to your brand identity
Once your logo design has been approved, a common mistake to see is business owners simply sticking the logo to every available space in the store. Don’t make that mistake and start thinking more strategically. Again, this is about your brand identity.
For a loud fashion outlet pumping out music to streetwise consumers, you can afford to be a little more chaotic in terms of logo placement. For more sedate retail outlets, stick to logo placement on product displays, at the POS, and on bags. It’s all about finding the right balance and making the brand-relevant impression.
Synergy and consistency are two of the keywords to consider when it comes to in-store branding. Make sure that you have a clearly defined brand identity and document it so that your teams can read it. Once your brand identity is secured, you then need to police it by ensuring your employees are always ‘on-brand’. When everything from color schemes, in-store music, and even scents can all affect your brand’s impression, take the time to develop a brand strategy, and your retail outlet might be more important than your online presence.
