4 Ways to Shout Out Your Brand Inside & Outside Your Retail Space
Posted by Excollective on Oct 28, 2015
Leveraging your brand means making it evident in your marketing campaigns and activation events, as well as making it recognisable in your products/services. While your logo and goods or services are primary carriers, your brand should also be conveyed through other channels and platforms; for example, in the online sphere (in the form of your social media campaigns) and in the physical realm — your retail space.
The overall impression of a customer toward your retail space can either make or break your brand — and eventually, your ROI. For your retail store to have that big impact on consumers’ shopping experiences and purchasing decisions, here are some points to consider and some examples of effective retail architecture to check out:
Know your brand touchpoints.
Your brand touchpoints1 include your logo, signage, website, product shelves and employees, spread across all media and channels. Optimising the use of your brand touchpoints can build lasting and positive impressions and experiences among your potential and existing customers.
Achieve organic unity inside and out.
Retail architecture and design should not only communicate your brand values and identity, but also attract consumers to enter your store and incite them to repeat their visits and purchases. Designers aim to achieve a quality retail space through coherence between the outside envelope and the interior decoration. More specifically, designers aim for different levels of coherence: between space planning and market positioning, the graphic system and interior design, and between the outside envelope and interior display.2
Profile your target customers.
All kinds of people will walk in and out of your retail space, but the people you would want to seduce to enter your store are those whom you designed your products and services for: your target consumers! It is not enough that your goods should only speak for your brand; your entire retail space should also convey the message that these customers need your merchandise. For example, having dynamic wall images showing how people can use your merchandise in their everyday lives can increase their desire to purchase instantly.
Go beyond the traditional shopping experience.
If you are going to employ a cohesive spatial branding strategy, go for retail architecture and design that incorporate the customer experience. The concept store is becoming increasingly prevalent to engage the senses of consumers, with a fun and immersive experience, and make the buying process easier.
By combining innovative retail spaces, digital solutions and brand communication strategies, your retail store can literally capture the attention and all the senses of your customers! If you want to create an especially conceptualised and designed retail space, you may consult with experts who can maximise the potential and retail power of your store.
Need help with creating eye-catching retail spaces and creative visual merchandising? Simply message us to learn more on how to maximise your retail spaces and let your brand values shine through!
1. Best, Kathryn. “The Fundamentals of Design Management”. Google Books. Web. Accessed 23 October 2015.
2. De Mozota, B. “Design Management: Using Design to Build Brand Value and Corporate Innovation. Google Books. Web. Accessed 23 October 2015.