August 22/29, 2016; Volume 31, Number 5
By Steven Feldman
Most people associate “brand identity” with multi-national companies and shiny corporate logos. It can be a manufacturer like Apple or a retailer like Home Depot. But branding isn’t a marketing strategy reserved only for large companies. Even the smallest retailers in the tiniest towns can benefit from a strong brand image. That’s because your store IS your brand.
What exactly is a brand? Pretty simple. A brand is the promise that a retailer makes to its customers. Your brand tells them what they can expect from your products and what differentiates those products from those of your competitors. Simply put, your brand is a combination of the image you are trying to project for your business, plus the associations your customers bring to the table when they encounter that image.
What does your brand promise? What expectations do your customers have for your store? Are you the one who offers cutting-edge products? Are you the environmentally friendly business? Do you promise low-cost, high-value items? High-end products that will make her home a showplace? Do you promise the best customer service?
Whatever the case, consistency is key. When you meet your customers’ expectations, you are keeping your brand’s promise. If your customers’ expectations aren’t met, they won’t become repeat customers or recommend you to their friends.
Your job as a retailer is to capture what is special about your products and your store and then communicate that unique selling position to your target audience with consistency.
If I ask you, “What differentiates your business from the competition?” and you can’t answer immediately, your customers don’t know the answer, either. If I ask, “Why should I buy my flooring from you?” and you can’t answer immediately, your customers don’t know the reason, either. If you fall into this category, read on.
The first step is to define your brand. Discovering your brand identity is a process of self-discovery. Ask yourself the following questions:
- What are your store’s core values?
- What are the unique features and benefits of your products?
- Why should a customer choose to shop at your location vs. the competition?
- Who is your target audience?
- What do your existing customers think of your store?
- I want my new customers to associate my store with…?
Once you’ve defined your brand, you must communicate that message to your customers during each part of a sale. Before the sale, it begins with your logo. Visual design is an important part of brand identity. Choose fonts and colors that evoke your brand. Next, design marketing materials with your brand in mind. Your business cards, banner ads and promotional postcards should have a visual that supports the image you hope to achieve for your brand. Be sure to use the same color scheme, logo placement and fonts across platforms. Everything needs to be consistent. Finally, integrate your brand image across your social media profiles.
One you get them in the store, you and your salespeople have to present yourself with an image that reflects your brand’s personality. When you have the chance, tell your story. And use visuals to help convey your store’s identity.
It doesn’t end there. Branding extends to every aspect of your business, especially customer service activities like sending out thank you notes, making them aware of sales, maybe even offering a coupon for cleaning supplies, just to get them back in the store.
A strong brand can be your most valued asset. Each customer interaction is an opportunity that can make or break the customer’s relationship with the brand. And when you develop a consistent brand image, your target customers will invest emotionally in your brand, become loyal to it and become your biggest advocates.