I’m spending a bit of time looking at retail marketing and giving you tips and tricks for how thrive in retail. The facts are that retail in Australia is tough. When you combine, low consumer confidence with high rents, high wages and incoming international major brands, retailers have to think smart in order to get their share of the consumer dollar.
Have you defined your brand personality? Strange question I know, but let me explain. If you produced a series of campaigns for your brand and forgot to include your logo, would your customers still recognize your brand? That’s because ‘brand’ is so much bigger than a logo. A great example of this is the Jamie Oliver brand. Yes he is a person, but he has built a brilliant brand that is unmistakable when you see it. The language that he uses in every media form is cheeky, passionate and edgy. The graphic styling all have a street, retro appeal. His dress is always casual and his set’s are always homey and welcoming, not clean shiny and commercial.
Defining you brand personality takes a lot of though and a lot of work, but here are a few things to think about to get you started. Q: Is there a graphic or photographic style that you will use consistently across the brand? Q: What language tone will your brand use. e.g. humor?