When was the last time you took a step back and looked at your branding? Many retailers assume that once they have devised their initial branding strategy they don’t need to look at it again.
However, branding should be an ongoing, liquid process that you are constantly analysing and assessing. If your business has stopped being profitable, it could be down to something as simple as your retail branding strategy.
The only thing constant in retail is change; and successful retailers are those who constantly monitor their brand in all of its manifestations in order to assess how it appears to their customers. Retail branding consists of a number of things, including:
- In-store layout
- Point of sale
- Promotional activity
- Web presence
These key touch points should be constantly measured against market trends, customer lifestyles, and customer expectations. Losing touch with any of these key branding areas can seriously erode the retail brand image, which can be expensive to pick up and repair later on.
Here at Retail Vision we are expert retail branding consultants, with many years’ experience working with some of the biggest brands in the UK, such as Tesco and Asda. We have helped these brands, and many others, to constantly stay fresh and appealing to their target customers.
Once you’ve established a trusted and profitable retail brand it’s important not to rest on your laurels. With our help you can maintain and strengthen your brand, perhaps even extending it into new markets before your competitors do. Make it your priority to look at your store, branding, and communication annually, as well as tracking how your customers’ lives and needs are changing and how you can continue to serve them.