Branding is a buzzword that’s been around for awhile, and with good reason. Your brand and its perception in your community are critical to your store’s success. But along with that buzz there is also a lot of confusion. Everyone talks about branding—there are thousands of branding books on Amazon.com alone—yet there are still a lot of questions about what it is and why brand equity is so important. Branding isn’t hard; it’s easy when you understand what it is, and what it is not.
You may have spent hours designing the perfect logo for your store, but that’s not your brand. You know the red star that appears in every Macy’s ad? It’s a logo, not a brand. Your brand is more than your website, your blog, or your presence on Facebook and Twitter. It’s more than your ads, brochures, business cards, bags and everything else you use to put your store name out there. Your brand is even more than the name you chose to hang over your front door. Make no mistake, each of these things is critically important to your brand identity, but they are the components used to build your brand, not the brand itself.
A brand is the emotional connection—the physical reaction—customers feel when they hear your store name, see your logo, visit your website or walk in your front door. It’s the concept you own in the mind of the customer, it’s the experience they can get only from you. The best way to describe a brand was coined by Adrienne Weiss, CEO of Adrienne Weiss Corporation, “A brand as a country, complete with its own language, rituals, culture and customs.” We’re willing to bet that your store also has its own language, rituals, culture and customs, too. Using this definition we’ve created a checklist of things to do to help you build your brand:
Step 1: Write Your Store’s Story
This step sounds easy, but it’s not. It’s hard to write about the things that got you to where you are today, but you have to do it. Start by writing why you decided to open a furniture store. Write what’s unique about you and your store; talk about how you make a difference in your customers lives and in your community. Make it a fun adventure people will want to read. If you get stuck, ask your family and store associates—and maybe even customers—for help. When your story is finished, spread the word about who you are through your in-store signing, on your website, your Facebook business page, marketing, advertising—anywhere and everywhere you can.
Step 2: Turn your Store’s Story into a “60-Second Elevator Commercial”
We used to kick ourselves after someone asked us what we do and we’d reply, “We’re professional speakers.” Afterward we’d think of all the cool things we should have said. If you’ve ever answered, “I own a furniture store” when asked what you do, then you know that feeling of missed opportunity. Write a 60-second condensed version of your store’s story, and you’ll never find yourself in that position again.
Everyone associated with your store, from associates to teachers contracted to do classes, must memorize it as well. The best way to build solid brand equity is to tell the same story over and over.
Step 3: Create Your Personal Brand Screening Process
Branding requires discipline and it requires consistency. Every, single thing—the smallest details, from bags to type fonts, need to be carefully considered to ensure they properly tell your brand story. So, think of who you are and what you want representing your store. If the item or service you are considering is in alignment with your Store’s Story then go ahead and use it. Here are some of the things you need to put through your store’s personal brand screen:
- Choose a signature color(s) and use it everywhere. If, for example, you chose a particular shade of pink as your signature color, then this is the color to be used in everything that represents your brand. Starbucks’ signature color is green, Ace Hardware’s is red, Home Depot’s is orange, and McDonald’s has the golden arches. Any other color in each of these examples would be unacceptable—they’d never make it through the retailer’s brand screening process.
- We once met a retailer whose signature color was red; she was well known for her bright red shopping bags. People saved them and carried them around town—they became walking billboards for her store. One Christmas she decided it would be fun to try silver shopping bags. Big mistake. She had to rebuild that part of her brand identity. The moral of the story is this: even if you are offered a good deal on something in a color that’s not your signature color, walk away.
- Choose your type font carefully. Use both upper and lower case letters and make sure that your font is easy to read. Some fonts that look great in a 14 point become hard to read when blown up on your store front sign.
- Bags, boxes and gift certificates. You run a unique store. While it might be easy to purchase plastic bags similar to those used in grocery stores to house small purchases, that’s not who you are. There are plenty of choices available through a variety of store supply companies. And you can always jazz up plain bags in your signature color with custom stickers. Same thing goes for boxes.
Plastic gift cards presented in a paper sleeve might work for big box retailers, but you need to be creative in your presentation. Victoria’s Secret nestles gift cards in scented tissue paper, inside a shiny box wrapped with a big bow. This year Target offered remote control gift cards. Dress up yours in a way that best represents your brand, make it uniquely your own.
- Bring your brand to the sales floor. Your sales floor is your largest brand-building piece. There isn’t a single part of your store (restrooms included) that’s not part of your brand identity. Take an objective look around your sales floor. Have you included your signature colors? Are you using quality fixtures? Does your signing utilize your brand’s font? Are your store associates easily recognizable? Each element plays a big part in defining your brand culture. If your brand story isn’t clearly evident on the sales floor, then it’s time to make some changes.
- Create unique store experiences. Customers will stay close to your store if you give them a reason to stay close. In-store events and clubs are all good reasons. We love Shoppertainment, that wonderful intersection where shopping and entertainment meet. Build your brand and your visibility by hosting one MAJOR and two to three MINOR in-store events in your store each and every month of the year. A major event attracts new customers to your store; minor events, like in-store seminars and demos, attract smaller numbers of shoppers. Both are important. If you are fresh out of ideas, drop us an e-mail and we’ll send you enough ideas to make your head spin.
- Build an Internet brand presence. In the past, shoppers let their fingers do the walking through the phone book; today they visit your website. These days a website is not an option. You need a real website as in www.thenameofyourstore.com—websites today have become the equivalent of business cards.
Your website is also your greeter. Make sure that it’s consistent with your brand image, and a good example of what shoppers can expect when they visit your store. If you haven’t registered your domain name yet, visit GoDaddy.com and get it done now. GoDaddy.com also offers Website Tonight, an easy-to-use, and inexpensive, website builder.
The photos and information you post on your blog, Facebook business page and on Twitter also represent your brand well. Think about what you post before you post it. Check your spelling and test links to make sure they work.
And by the way, your e-mail address says a lot about who you are. Addresses from Yahoo, Gmail or AOL are convenient but they’re not professional. You need an email address that comes from your own domain name.
- Become a shameless self-promoter. Other than word-of-mouth, the cheapest way to build your brand is through public relations. That’s why you should send out a press release for everything of interest that that you do. The media wants—needs—your input! Did you know that the majority of stories that appear in your local medias came from a one-page press release sent by someone like you who had a story to tell? You can build brand equity for the cost of a single stamp, a 30-second fax, or a quicker than you can hit “send” email. Drop us an e-mail us for our easy-to-follow “How to Write a Press Release” instruction sheet.
If you’re too busy to handle the public relations by yourself, then promote someone to the exalted position of “Director of Public Relations”. Buy your new director business cards printed with his/her name and this important title. This person will be your media contact who will collect the names of local editors and reporters, write and distribute your press releases, be your store ambassador at local functions and Chamber of Commerce events, and more.
- Appoint an official “Keeper of the Brand” and give that person ultimate control over what’s purchased and what’s not. Before anything that represents the store can be implemented it must be approved by the KOTB. If it’s cool with the Keeper, it’s okay to move forward.
- Here’s the thing: You work in a creative industry, so you’re likely to get sick and tired of your brand before it begins to automatically register with your customers. Resist the urge to change your logo, colors, slogan—anything that is considered part of your brand identity. Or as we like to say, marry your brand.
© RICH KIZER & GEORGANNE BENDER. ALL RIGHTS RESERVED.