7 Ways To Incorporate Brand Identity Into Your Retail Store
Brand identity is an essential part of any business and plays a crucial role in its success. It includes what people see and feel, and it sets your store apart from your competitors and any other business for that matter. Your brand will either make customers want to come into your establishment or walk past it and shop at the next store instead.
In any brand, customers look for relatability, quality, value, and consistency. That means you need something that’ll allow them to recognize your brand at any time. They want it to feel familiar, so you need to aim for the same visual elements or messages across all your branding channels. By creating a consistent look and feel, you appeal directly to customers’ emotions on what they already know about your brand. Meanwhile, inconsistency can break customer trust.
But how exactly can you make that happen? Here are seven ways you can bring your brand identity to your storefront in order to attract and retain customers:
Get The Signage Right
Before a customer walks into your store, they’re likely to subconsciously check whether they’re in the right place. Therefore, your store signage forms the first interaction with your customer and, consequently, it’s a crucial means of introducing your identity.
Creating a sign that makes a good impression is vital if you want customers to remember your brand. This goes for any sidewalk signs you have as well as the store name. The identifying marks that come with your name should be present for the sake of consistency. Remember the window displays as well. Whether a customer is only passing by or looking to enter the establishment, they should immediately identify the store.
Show Your Logo In All The Right Places
Your brand logo is another essential part of your brand identity, so you should make it a part of your store experience. It creates a connection between your customers and the shop. Your logo should speak about you when no one’s talking. Some of the best places to have the logo are on staff uniform, receipts, price tags, and shopping and packaging bags. For professional product packaging and design, you can visit reputable websites such as https://www.stephengould.com/.
Remember: your logo isn’t just a symbol that identifies your brand—it embodies the brand identity as well. It’s important to get professionals to help you with the logo design and its incorporation into the store. This doesn’t mean you should place it anywhere you find free space. It needs to be strategically positioned so that its presence is felt without being distracting.
Make Good Use Of Your Brand Colors
Human beings are highly visual, and for that reason, you should bring your brand colors to your retail store. Many businesses have a color combination that sets them apart and is an excellent brand identifier. Customers automatically associate a brand with their colors. In fact, research shows that color can increase the recognition of your brand by up to 80%.
The color red is associated with boldness and excitement, while green signifies health. Purple is the color associated with creativity. In choosing your brand’s theme colors, pick the ones representing your identity as a brand and its impression on customers.
Train Your Staff And Sales Agents
The people you’ve put in your store to interact with your customers also play a significant role in incorporating brand identity into your retail store. Your employees are your store’s brand ambassadors, and they personify your brand, so you must consider them an important component of your brand identity. If customers have a terrible experience with a staff member, it directly impacts your brand.
Apart from having a thorough hiring process to ensure you get people with the right attitude, you should also provide adequate training. This will teach them more about your brand, and they’ll find out what you want them to do to represent it effectively. They’ll also learn to be friendly to make customers comfortable dealing with them, asking questions, seeking advice, or making clarifications.
In addition, ensure that customers can quickly identify your staff. Uniforms can work in this situation; perhaps you can have employees wear branded shirts. However, you can also have them dress their way but use name badges with your logo as an identifier. It all depends on your brand’s style.
Creatively Use Pop-Up Displays
The main reason for running a business is to make sales and generate profits. With that said, pop-up displays can trigger emotive buying. You’ll be telling customers what they know and trust and subtly letting them know what they need. But that’s not the only purpose of pop-up displays in a store. You can also use them to educate your customers.
For instance, when there are many choices available and some customers are finding it overwhelming to choose, a pop-up display can give them product specifications and uses. You can also put together a product fact sheet detailing differences among items and which product works best in what situation. This can help them make the right decision.
Experiment With Lighting
There are different ways you can use lighting in your store to create a certain feel. Instead of using lights for showcasing specific products, create a whole mood with lighting in the entire shop. Customers should be able to move freely and see the products clearly. But you can also get creative and achieve different moods, such as dimmer lights for a relaxed ambience and bright lights in the clothes and makeup section.
Play The Right Music
Your retail store needs to provide an all-around experience that caters to all human senses when customers come inside. Playing the right music can enhance brand experience and identity. However, you need to identify the type of music that suits your brand and your customers as well as the appropriate genre and volume. What you want is to have music that sums up your brand identity.
Ultimately, you need to know your customers and create the link that connects them to your brand. That link is brand identity. Strong retail store branding helps your customers understand your establishment and why they should choose it over all others. Your brand should be identifiable by everyone regardless of the channel or platform, be it online or in-store. What’s more, everything from the signage that people see at the storefront and your brand name and logo to the music you use and how your employees deal with customers has to be in sync if you want your brand identity to be clear and consistent.