Estimated reading time: 2 mins
Brick and mortar stores are struggling in the face of online shopping these days. We all love to buy stuff online because it’s just so much easier and often cheaper. Some people would tell you that the high street is dead and you’re mad for starting a physical shop in the current business climate but things aren’t that bad yet. A lot of people still like going into a proper shop and there are some things, like clothes, that people prefer to see up close before parting with their cash. Having said that, you’re still competing with the online world so you’ve got to do something pretty special to catch people’s attention. Now more than ever, branding in retail stores is absolutely vital. If you haven’t put enough effort into yours, follow these simple rules.
Have A Great Logo
People often underestimate the importance of a logo. They just think it’s an eye catching little picture that helps people to notice your company. It is that, but it’s so much more. Your logo has to be a representation of your company, your business ethos and the products you sell all wrapped up in one neat little package. The first impression people have of your store is seeing the shop signs from a distance. They’ll decide whether they want to come and have a look in the window based on that alone. If you’re not capturing the essence of the company and appealing to your target audience properly, you’ll never attract the right customers that are actually likely to make a purchase. Just put a little more thought into your logo and make sure it’s perfect.
Choose The Right Colour Scheme
Your colour scheme, just like your logo, says a lot about your company and you can use it to attract a certain type of customer by using it on your storefront. If, for example, you’re running an antique store, a neon yellow storefront isn’t going to appeal to the type of person that you’d expect to go in there. But if you’re running a tech company, that colour might attract a younger audience who are more likely to buy your products. Yellow, however, isn’t a good colour choice generally because it’s often associated with negative emotions like anxiety. You’ve got to consider the psychology of colours as well and make sure that you’re choosing something that inspires positive feelings in potential customers as well.
Consistency is often the most important thing to remember. If you see a red background with white text, your mind immediately jumps to Coca Cola. That’s because over the years they’ve developed a consistent brand based on that colour combination and you need to try to do the same. If you’re using different colours or different fonts in all of your marketing materials, you won’t build that instant recognition that makes branding so successful.
Follow these 3 simple branding rules and you’ll be able to create a marketing campaign that will stick in the minds of potential customers and increase sales.