Brand identity for retail stores is increasingly important. Customers build relationships with brands that they feel share their values. This means you can compete in a crowded market on more than just price. Brand identity is essential for retailers to be successful. If you have a retail store, you need more than an identity, in fact. You also need to bring that identity into your store and make it part of your shopping experience.
If you’ve invested time and money on getting your logo designed, then use it in your stores. Don’t just slap it everywhere; use it in a strategic way. Your logo should be used on product displays, price tags, receipts, and definitely on your bags. When a customer leaves the store, your logo on a bag acts as advertising for you. How much you use your logo will depend on the feel of your business. If you sell high-end handbags, your logo use should be subtle, with a lot of white space around it. If, however, you sell skateboards to teenagers, you can be bolder with your logo and use in creative ways, like impactful floor graphic solutions.
Choose a colour scheme for your brand and use it throughout your store. As with your logo use, use colours that fit your brand. If you’re a discount retailer aimed at younger people, don’t decorate your stores in light, soothing colours. Instead, choose bright, fun shades. For a higher-end feel, a lot of white is a classic choice. Pull colours from your logo, and match them up with the ones you use elsewhere such as on your website or your flyers.
Signage is important in stores. Your first priority for signs should be the one on your storefront. It needs to tell your potential customers who you are and what you do very quickly and lure them into the store. Once they’re inside, your signage becomes directional. Use it to move customers around your store to interact with different displays. It should be practical too, so people can find the department they want, or essentials like where they should pay, or where they can try on clothes.
Your associates on the sales floor are the personification of your brand. If someone has a poor experience with one of your team, this will reflect on your brand. Your hiring process should be thorough so you can bring in the right people with the right attitude. You also need to provide thorough training to make sure your staff understand your branding and the kind of service you want them to provide. This could include how to correctly greet customers, and how customers are asked if they want any assistance.
Strong brand identity makes you memorable. If your stores are well-branded, you will draw in the right kind of customers who are likely to be interested in your products and encourage them to part with their money without you having to do much else.
Do you have any tips we’ve missed for helping form a solid brand identity for retail stores?