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Everything You Need to Know About Store Branding
Everything You Need to Know About Store Branding
Everything You Need to Know About Store Branding

Talks

Entrepreneurship & Opening a new store

Everything You Need to Know About Store Branding

read 4 min

COVID-19 accelerated something that seemed to be already on its way: the death of the brick-and-mortar store. Stores like Neiman Marcus and Century 21 fell into bankruptcy, pointing to a total move to the digital. Nevertheless, rather than completely wiping out the physical store, the pandemic led to its transformation. Most stores have partly digitized, and up-and-coming brands need to keep up. One of the best ways of increasing sales is store branding. 

If the idea of store branding makes all sorts of questions come up in your head, don’t worry. Here’s everything you need to know about store branding. 

The Basics of Branding 

What Is Branding? 

Branding is giving meaning to products and services by creating and shaping a brand—an identity—in consumers’ minds. It allows people to identify the brand, to set it apart from the competition, to make it stand out. Branding provides a decision-making shortcut for indecisive customers. 

By constructing a clear, immutable look and values, branding allows for a company to build consistency and credibility over time. When customers know what brands stand for, they are likely to trust it. After all, what are they supposed to rely on if a set of values isn’t clear?

Further than creating customer trust, branding also allows for customers to keep coming back for its products. If one knows what a brand is, then why not stick with it? In such a way, branding builds and maintains customer loyalty. 

It’s also worth mentioning that branding attracts not only customers, but also employees, stakeholders and such. Failing to connect to a brand might discourage these actors from ever engaging with the brand. Once again, this highlights the importance of branding as a marketing strategy. 

How to Implement it?

Though there is no clear-cut way to implement the branding strategy, there are a few general steps that any business owner should know about. 

Creating a brand identity requires a distinct story. Indeed, branding means telling a story to one’s customers, mainly about the mission and values of the company. Advertising a brand’s message, one that is unique, is a great way to get the story out there. Alternatively, websites are the perfect medium to narrate. 

Furthermore, when crafting a branding strategy, focusing on a nice audience might be helpful. Having someone in mind when thinking about which story to tell and which values to highlight makes it all easier. Additionally, attempting to sell to all is never the best idea, as personalization can substantially help increase sales. 

Moreover, making use of all platforms, including social and traditional media, will be more efficient at getting a brand’s message out there. 

Finally, it is essential that branding take into account visuals. Visual language is fundamental in any branding strategy. Think about going to the convenience store, for example. You recognize certain brands because of their mascot and colors, and you direct yourself towards them for the same reason. 

While these general guidelines are useful for all branding strategies, we must now turn our attention to store branding specifically. 

Store Branding 

Why It’s Important 


Though the online world has taken over, brick-and-mortar stores are still relevant. After all, when we think of a brand, we likely think of not only its products but also its store. In such a way, the store is the physical manifestation of the brand, the space where its products live. 

Accordingly, store branding is essential. It allows for a store to have a specific feel, one which will help the customers set it apart. Store branding will either make your customers want to come inside or pass it by. 

In the same way as general branding, store branding aims to appeal to the customers’ emotions. A store’s look makes the customers trust its quality, trust its consistency and the story it is telling. 

Store Branding Strategies. 

Here is a list of store branding strategies for small business owners to implement if they aim to maximize sales. 

First, signage. The sign outside a store is a customer’s first interaction with it. Virtually, it is what will determine whether they come inside or not. Therefore, it is vital that the sign is different from others. It must be immediately recognizable and must signal to your customers that they have arrived at your store. The same goes for the window display, which must communicate what your brand is all about. 

Logos are the heart of a brand’s identity, so they must have a place in a physical store. They should subtly remind the customer of where they are. On staff uniforms, receipts, price tags and shopping bags, logos establish a connection between the customer and the shop. 

Then there’s the staff — essential to a store’s identity. Customers notice the way the staff interacts with them, so they should embody what your brand is all about. As its personification, they should act according to its specific values. 

Finally, one should be careful about interior design. Once again, the space should reflect your brand’s story. Use your brand colors smartly, adding them to the store’s color scheme.  Experiment with lighting to create the mood that goes with your brand’s mission. Use it to make customers feel how you want them to. The same goes for music. It should be seen as a tool to establish a certain atmosphere. More generally, you should focus on originality. Pop-up displays, for example, can be a good way to catalyze shopping. 

What Is Beyond Branding?

It is important to add that branding is not the only strategy necessary to make a brick-and-mortar store successful. 

For instance, ensuring your store’s location is correct on Google maps is obviously essential. Beyond that, one cannot ignore the digital aspect in this day and age. Online delivery options, as well as click and collect, could prove really beneficial. 

Other strategies like loyalty programs and sales are basics that should not be forgotten. 

In the end, however, it is up to you how you decide to increase sales. Stay true to yourself and you’ll succeed!

Like this article? Check out the ins and outs of social marketing. 

If you want your sustainable, size-inclusive and/or ethical brand to be featured on Fashinnovation’s platforms, check this link!

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Credits:

Manuel López

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Author:

Manuel López

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