Creating a retail brand at KOLORO is:
Retail branding is the development of a brand for a retail chain. It includes a set of works on creating graphic and verbal components of the brand. Modern stores are not just places to buy goods. Retail outlets should create an impression of the brand, reflect its essence. A strong brand and a unique design concept are key components of the successful operation of any chain. The main feature of retail branding is the need to create a spatialenvironment for the brand along with traditional communications. Retail branding is, first of all, interior design, architectural solutions, design of sales offices and sales area, shop windows, signage and price tags. Retail branding projects are a synthesis of design thought, engineering, architectural and technological developments.
YOU GET
Detailed zoning plan
Rules for displaying goods
An interior that will reveal the brand
Unique corporate identity
The right color scheme
Detailed zoning plan
Rules for displaying goods
An interior that will reveal the brand
Unique corporate identity
The right color scheme
Detailed zoning plan
Retail branding: the price depends on these factors
- The size of the brand, the market coverage in which the retailer operates. The bigger the share of the company – the higher the cost of retail branding will be.
- The number of corporate identity carrier elements to be developed. The more branded elements are required – the higher the amount will be. The standard set includes: interior, exterior, clothing, branded transportation, signage, price tags, bags and other small branded paraphernalia. If you need to design a website, create a presentation, etc. – the cost will be higher.
- The area of the retail outlet and the dimensions of the frontage. The larger the store size – the higher the cost of retail branding.
- Need to transfer the concept to other formats. The lowest cost is for the design of a kiosk (MAF). If the realized concept from a kiosk needs to be transferred to an island, minimarket, or branding of a supermarket – the cost will be higher.
The cost of retailer brand development includes:
- marketing research and audit of the company (internal audit of the company, SWOT-analysis, competitor analysis and benchmarking, consumer analysis, formation of marketing objectives);
- development of a brand positioning concept;
- development of a UTP (unique selling proposition);
- logo and corporate identity design – 5 concepts to choose from;
- interior design – 5 concepts to choose from;
- exterior design – 5 concepts to choose from;
- creating promotional communication;
- creating a brand book.
Retail brand development: stages
- Marketing research. Marketers will study the target audience, market specifics, analyze competitors, and form marketing objectives. Example: Soft drinks market research.
- Internal audit of the company. We will analyze your company to determine its values, mission, philosophy, strengths and weaknesses. You can read more about this in our article.
- Creation of 5 logo and corporate identity design concepts. We will develop a unique logo and recognizable corporate identity (colors, fonts, textures, etc.) for your outlet (or chain). Example: Development of a name and corporate identity for the “Myasnoy” chain of stores.
- Interior and exterior design. Our designers will develop a choice of 5 design concepts for the brand’s spatial environment (interior, exterior). Example: Development of interior and exterior of the chain of stores “Saltovsky Meat Processing Plant”.
- Design development for different departments: checkout area, bakery, meat department, cheese counters, confectionery department, cafe inside the hypermarket, etc.
- Zoning the sales area and planning the flow of visitors.
- Develop merchandising standards, storefront design and merchandise display rules.
- Creating designs for price tags, signage, etc.
- Design development for the main carriers of corporate identity.
Retail branding is:
The word “Retail” is translated from English as retail trade, sale of goods or provision of services to the end consumer. Retail is not just a point of sale or a store, it is a set of principles according to which the process of trade and interaction with the customer is organized.
Basic concepts of retail branding:
- Retailer – a point of sale or retailer (e.g., bank, restaurant, pharmacy, drugstore, market, car dealership, etc.).
- network retail – a network of single-format retail outlets that are united by a common logistics system, product and pricing policy, promotion policy, and customer service principles.
- retail branding is the development of a brand for a retail trade network. It includes a set of works on creating graphic and verbal components of the brand.
Retail branding – Laska store
The 3 rules of retail branding:
There are three basic rules of branding in retail:
1. Atmosphere;
2. Product display;
3. Update.
Atmosphere
The atmosphere at the points of sale should be special, favorably influence the audience, and make consumers want to return. Interior and exterior design, design of shopping areas, advertising materials, shop windows, website and other brand attributes should express the main idea and mission of the brand, and correspond to a unified positioning concept.
Product display
The rules of product group arrangement and product display must comply with the basic principles of merchandising, as well as harmonize with the brand positioning.
Update
Experts recommend that retail brands update their brands at least once every 2-3 years. This is due to the fact that over time the consumer gets bored and starts looking for new places, impressions, and products. To avoid losing the audience, it is necessary to periodically rebrand.
Network retail is characterized by rapidly growing competition and scattered consumer attention, so it is important that the retail brand becomes not just a place to sell goods, but a source of impressions and inspiration. By wielding emotion, you can achieve brand differentiation and gain an undeniable competitive advantage.
The interior of the Helen Marlen store, and a promo photo of the “Shoes on” advertising campaign
What do you get?
- Report on the results of marketing research (internal audit of the company, competitor analysis and benchmarking, consumer analysis, formation of marketing objectives).
- A ready-made positioning concept and unique selling proposition.
- 5 variants of logo and corporate identity. Development of the selected variant.
- 5 interior design concepts. Development of the selected concept.
- 5 exterior design concepts. Development of the selected concept.
- Advertising communications for brand promotion.
- Brandbook – a book of standards for your reitel brand.
Contact a KOLORO representative today for a free consultation!
