Crafting your brand’s retail image is important, especially if you open more than one location. You want each location to be uniform and accurately reflect your brand values and maintain a consistent image in every location. If you only have one location, you don’t have to worry as much about the consistency part, but your retail image should still be a good portrayal of your brand.
What is a Store Brand’s Retail Image?
Put simply, a retail image or a brand image (these two terms are often used interchangeably) is the way your audience or customers perceive your brand or retail store. In other words, it’s the image of your store that your customer holds in their mind. If you want your brand to thrive, it must have a unique retail image that embeds itself in the minds of your customers.
Uniqueness is what helps an image stick. If your retail image is just a copy of other similar stores, then there will be nothing that helps you stand out. That’s like the kiss of death for brands trying to establish their identity in a crowded market.
Why Bother with Your Retail Image?
The truth is, everybody wants the good stuff. So how you present your brand and the retail image you cultivate matters. If your retail store doesn’t look attractive from the outside, many people won’t bother even stopping in, especially first-timers. If it’s only a dump on the inside, you might get them through the door, but they definitely won’t stick around for long.
It’s also important to remember that many people buy only from brands and stores that they relate to in some way. Maybe it’s your image, your motto, or the quality of your products and services. Maybe it’s all of the above. Whatever it is, designing an effective brand image gives you the opportunity to put a face to your products and services, and give people something to associate your brand with.
At the end of the day, the most visible difference between your business and your competitors is your brand’s retail image.
Tips to Craft Your Retail Image
There are a few things to pay attention to when crafting your retail image to draw the attention of your target audience.
Arguably the first thing people notice when entering a brand’s retail store is its logo and signage upfront. That means it’s your first opportunity to make a good impression. However, use your logo strategically and don’t put it everywhere, otherwise, it can become overwhelming.
For example, if your logo is visible on your product design, keep it minimal in your store design. However, if your products have their own unique logos because you’re selling other brands’ products, you can absolutely highlight your retail store logo in more locations.
Your Brand Slogan
Nike’s Just Do It is possibly the most iconic brand slogan of all time. Your slogan can become a great marketing and branding tool if done well. Identify your values, motto, and story behind your brand, and then brainstorm a catchy slogan that reflects those things.
Your Retail Color Scheme
The color scheme of a retail store is an integral part of its overall image. Though the colors should be relevant to your logo and signage, make sure you adjust them to also suit the layout and interior design of the store. You don’t want the colors to clash with your products or for your store to look too busy.
Your Interior Lighting
Ask any lighting designer and they’ll likely tell you that proper lighting can make or break the ambiance of a room. You want to ensure your lighting is arranged in a way that highlights your displayed products without being overwhelming. Mirror details can also be included to help maximize light sources without becoming overbearing.
Need Help Establishing and Maintaining a Retail Image?
Reach out and we will be happy to help guide you as you begin to craft your brand’s retail image and strive to put your best foot forward.