The retailers BRAND combined with the local area BRAND -- what do you get…?
The power of a refined retail brand can be leveraged of course, but if you do not pay attention to the region or neighborhood area that you reside in, you will be missing an important opportunity. Your brand has meaning to you and your entrusted employees. It is important to pound your chest, yes. However, the region and then neighborhood your store lives in has a brand flavor as well. Consider combining these two powerful brands into one and that is when you get that unique BRAND experience at the retail level.
This happens in many mediums -- regional colors, indigenous materials, architectural essences that can be used in the store development. Your Brand core values, mission statement, and who you are as a company can be leveraged and placed in the store. The community history, your outreach programs, and iconic areas within the region or neighborhood can all give your retail space a sense of place and belonging. Pay homage to the community, and you will then be part of the community.
Why you ask? If you surround your clients in familiar surroundings, they are comfortable. This takes angst out of the shopping experience and allows your clients to relax quite naturally in a subliminal way. They do this and they buy more.
So, the idea of this -- Combine your brand with the local community brand, and you will create a unique brand at retail level. We have used this as a successful formula for years. You may be doing some of this already but are you leveraging this ideal completely…? If not, we need to talk.
From Rick Graap, CCO
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