8 Ways To Enhance Brand Identity Within Your Store

1/14/2019

Retail stores need to create a fully immersive experience for customers even when they are already inside. Updated retail signs within the store can create a more cohesive message that shows patrons you know who you are. If it has been a while since you updated your retail displays and store signs, then there are various ways you can go about enhancing your store’s aesthetic.

1. If You Don’t Yet Have One, Develop a Logo

What is the first thing that comes to mind when you think of McDonald’s? What do you imagine when you think of Amazon? For many people, it will be the logos. A logo is an essential component of any company’s identity. If your store doesn’t already have one, you will need to create a logo before going any further.

Once you have developed the logo, you’ll need to think strategically about how to utilize it. You may not want the logo everywhere in the store. Perhaps it would work to your advantage to simply include a logo image by the exit, so it is the last thing people see. To enhance branding, you can also incorporate the logo on price tags, shopping bags and receipts.

2. Create a Vibrant Color Scheme

In addition to logos, many companies are recognizable by the colors they use. People think of red and white when imagining Coca-Cola. Colors are powerful, but you need to make sure you use the right ones to evoke the proper emotion.

Research has shown colors evoke emotions in people. Red signifies youth, boldness and excitement. Meanwhile, green is associated with health and the earth while purple showcases creativity. You need to think of the type of business you run. Health-conscious businesses need to opt for plenty of greens to show they care about the environment. More youth-oriented businesses may want to go for red, black or white.

3. Experiment With the Lighting

Another way to help people feel a certain way in your store is to alter the lighting. Most stores only have lights to showcase certain products, but there are different ways you can utilize it. Naturally, you want good lighting if customers need to see themselves in clothing or makeup.

However, you can get creative depending on your needs. For example, if you want people to feel relaxed in your store, then you may want to dim the lights a bit. Car dealerships, on the other hand, often have bright lighting to better showcase the vehicles on their showroom floor.

4. Utilize Plenty of Outdoor Signage

The sign above your store is often your first interaction with a customer. You need to make a stellar first impression, so people feel inclined to walk inside. This is also your first opportunity to present your identity.

One often overlooked opportunity? Many companies put out a sidewalk chalkboard A-frame sign where they can write down discounts or sayings. When part of a store’s identity is fun or humorous, then you could write a joke on this chalkboard. If you want to be more inspirational, then you should include a quote from an influential figure.

5. Include a Scent

A scent is also a powerful tool for inciting emotions. One notable business that does this is Abercrombie & Fitch. Most people smell the store before they see it because they spray fragrances throughout the vicinity.

Similarly, to colors, research has shown smells impact people’s perceptions and moods. This is why yoga studios are often infused with the smell of lavender. It calms people down before exercising. When you want to make your customers feel a certain way while browsing through the aisles, scents can be the way to go.

6. Play The Right Music

Retail stores need to create a fully immersive experience for customers even when they are already inside. Updated retail signs within the store can create a more cohesive message that shows patrons you know who you are. If it has been a while since you updated your retail displays and store signs, then there are various ways you can go about enhancing your store’s aesthetic.

Loud music will not be right for every business. If you want to go for more of a sophisticated vibe, then you may want to go for softer, more intellectually-challenging music. Fine-dining restaurants would be one example where music is subdued and often classical. Ultimately, you just want to play songs that further encapsulate your store’s identity.

7. Train Your Sales Associates

Your sales associates are the first point of contact for most of your customers. Therefore, you need to ensure everyone you hire receives excellent training. They should know to put on a friendly aesthetic, so customers feel comfortable approaching them with any questions.

This can also entail making sure all your employees wear the same uniform. Employees in Target usually wear red polo shirts, so they are easily identifiable. However, many stores these days allow their employees to wear whatever they please. This creates a more casual atmosphere, which may be preferable to your store’s identity.

8. Remain Consistent In your Efforts

Above all else, you need to remain consistent with all your in-store branding. You do not want aesthetics to clash or customers will feel lost and confused. For instance, you would not want to play loud music when most of your signage consists of blue coloring, which produces a calming effect.

Everything needs to tie back together. The first step involves identifying your target audience. You then need to document your own identity and seek out feedback. You can talk to employees to see if they have any ideas, and you can send out surveys to customers who have signed up for your email list. All this works toward one common goal: being consistent.

For assistance in enhancing your branding, can rely on the experts at Signs Now®.

Contact us and set up an appointment. We’ll discuss your needs and find affordable signage and display solutions best-suited to your business or organization. We invite you to learn more about what Signs Now can do for you. To get started, contact us or visit now.

Back