Archive for the ‘Branding’ Category

Beginners Guide To Branding

There seems to be a lot of confusion surrounding brand and what it actually means, so we thought we’d write a beginners guide to help you decide on your strengths and your weaknesses. In short, your brand is your business. It tells people how you work, what you think and what to expect if they were to work with you. A potential client will draw these conclusions subconsciously so it’s crucial that you use your brand to communicate the right messages about you. Here are our top 3 tips.

1) Dare To Be Different

Different business sectors tend to stick to the same colours. Health care business’ use greens, fast food outlets use reds, so the first thing to do is research the advertising trends within your market and see how you can do the opposite. Dove’s ‘Real Beauty’ campaign chose to feature curvier and older women to advertise their products which heralded a million pound return on investment. And why, because everyone else was doing the opposite.

2) Consistency

Once you have carefully chosen your typographic style, colour pallet, images and tag line, you must use them in everything you do. They can be modified to suit each medium, such as an icon for your Twitter page, or a promotional advertising banner, as long as they retain their signature qualities. Emails must be written in the font of your logo tagline, and your business name can even be written in the colour of the logo when mentioned in text. Also make sure you’re optimizing on opportunities to promote your brand. If you use a shared kitchen space at work, order a branded mug for as little as

3) Up Your Customer Care

An online presence takes away the personal touch of walking into a shop and meeting a member of staff, so it’s important that your digital shop front addresses this. By making your online presence as personable as possible, you gain the financial benefit of online sales, whilst upholding the same level of customer care. One way of doing this is by tailoring the tone for your written content to your target market. Your voice should communicate your brand in the same way that a blurb will set the tone of a book. If you manage an allotment for example, the publicity material might deliver a feel good tone, perhaps acknowledging the individual’s interest in sustainability and how rewarding this could be. Sling Shot street game designers on the other hand use dramatic and quirky vocabulary, using excessive page breaks and creative punctuation in their written correspondences, perfectly representing their games.

Branding for a New Year

The New Year is upon us! It is time to start winding down on Christmas and preparing for the new season. Now is the perfect time to start working on branding in your retail store. Review your store policies, revamp your image, and focus on your branding strategy. Being consistent is important for branding, but you need flexibility to keep things fresh as well. Use these tips from our professional retail display designers for finding that balance between keeping things interesting and solidifying your brand at the same time.

1. Come up with new and interesting displays to rotate product focus. Change out mannequin outfits weekly. Put different items on the ends of your displays where they can be easily seen on a regular basis. Use different products in your window displays from time to time so that repeat visitors are always seeing something new. Make part of your retail branding strategy “freshness” so that people know that every time they visit they will find new ways to pair outfits and accessories or discover something that they overlooked before.

2. Signage can also have an impact on your store image and brand. Clearly communicating deals and gift ideas with customers makes shopping easier for them. You don’t want to put up so much signage that it distracts from your merchandise, however, you do want to make sure that questions customers might have can usually be answered without having to track down an employee. If it’s too difficult or time consuming to learn about your customer loyalty programs or whether or not something is included in a sale, they are likely to give up and dismiss it.

3. Regularly having promotions is another good way to keep your brand image freshly on the minds of your customers. Communications through e-mail and mailers will remind them of why they like your store, especially if you have really good deals on highly sought after merchandise. Keep the promotions going throughout the year. Have at least one good promotion monthly so that customers can get excited about the next sale.

4. Slatwall panels for retail displays are perfect for maintaining a fresh brand image. Slatwall is so versatile that you can spruce things up regularly in just a few minutes. Simply move the slatwall brackets around to fill in empty spaces or to make room for new merchandise coming in. Create beautiful focal points around the store at eye level using your slatwall.

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