Designing a Retail Brand- Facts You Need to Know
Why is it that some companies have a sense of magic about them while others just fall flat even though they sell the same products?
Companies that take branding seriously can grab customer attention and use it to their advantage. These companies have cracked the branding code and figured out a way into the customer’s heart and bank account!.
As a new business, you need to look and study some of the successful brands and the strategies they employed to create a strong identity. Strong brands around the world have realized that communication is the key to success. These brands; ensure that their customers are aware of what the company does and how it does it. Think about it this way: the image you build for your brand becomes its personality, which is why you need to be extremely cautious when designing a brand.
Many companies consider that hiring a digital design agency is a solution to all their branding problems. These businesses commit the severe mistake of considering visual design as the only fundamental element of brand design. As a result, they waste countless hours working on their website and fail to take into account the other facets of branding.
The companies ignore corporate culture, decision making, and the mannerisms of the employees as factors that affect the overall brand image of the business.
If you are looking to design a retail brand image, here are some of the factors that you need to consider.
The Right Name and Logo
The first and most essential aspect of brand designing is the name and the logo you choose. Successful companies in various industries have become recognizable with their names and design. Nike and Apple are examples of brands that have become synonymous with the athletics and tech industries respectively.
New start-ups and businesses face many challenges when deciding a name for the company or designing the logo. Even if they come up with a good name, it is hard to find a web domain to accommodate their website.
Don’t forget to ask yourself the following questions before you decide a name for your company.
- How can your customers differentiate between your business and other companies?
- What goals do want to accomplish with your company?
- How do you want your customers to view your organisation?
Not only will these questions help in choosing the right name for the company, but they will also help in creating the right logo. Designing a good logo helps in building trust and developing an emotional connection with the audience.
All major brands of today have a strong emotional bond with their customers. The logo will eventually become associated with all the actions of your business. It will become a great tool of communication with your customers.
The Right Tagline
The tagline you create plays a critical role in developing a brand perception. You can spend a full day discussing the emotional reaction you want from your audience.
You also need to think about the audience and their likes and dislikes. Information about the audience will help you develop a better connection with them.
Creativity and creating a distinct connection are a few important aspects that you need to consider when developing the right tagline. Also, don’t forget to ensure that the slogan is in sync with the brand identity that you are trying to create.
Consider branding like a good speech; an orator knows how to play with words to engage the audience while being consistent with the themes of the speech.
You can show the same levels of consistency during your branding process by using the same fonts, colours, and packaging cards. There is nothing more confusing about having a completely different website and business card.
Since your brand is a separate entity on its own, you need to treat it like one. Rather than shaping the brand according to your own likes and dislikes, you should create an image that resonates with the audience. A slight misjudgement can hamper your consistency, resulting in a confused audience scratching their heads, wondering what your company does.
Getting a creative graphic design is not even 10% of building a brand image. Leading brands around the world are conscious about communicating the right value proposition to their customers. By value, we certainly don’t mean the lowest price that your retail store has on offer, businesses today offer value with many other ways.
Focussing on product leadership or on enhancing the quality of your customer service are some ways that you can offer value to your customers. Retail stores around the world are in a bid to increase the value they provide to stay relevant in this digital age.
Stores are striving for operational excellence and are looking to create a digital presence to compete with the online e-commerce network.
As an owner, you should be aware of the distinct value that your brand offers to its customers. Don’t be fearful of tapping emotions as even the most powerful brands play into emotions.
At the end of the day, you need to ensure that your consumers believe in what your brand stands for. It is up to the consumers to decide whether your brand stands for something and whether it is essential for them. Your job is to give them reasons why they need your brands and the products you offer in their daily life.
Merely designing a logo or naming the company does not solve the possible branding issues your business faces. It is planning and thorough information about the customers’ needs and wants that helps you in nailing the branding dilemma.
Remember that your leadership skills and decision making will help the business going, it is the brand image you develop that helps in sustaining it.