How many times have you wondered about what it is that makes a certain commodity sell? Surely, you’re aware that the popularity of a particular brand doesn’t always correlate to the quality of its products. And more often than not, shoppers will tend to flock towards brand names they already know.
Does this mean that the market is too saturated to make room for new retail businesses? Definitely not!
What it does mean, however, is that in order to make sales and reach new customers, you’re going to have to dedicate some serious work to branding. The following are our top tips to help you succeed.
1. Tell a story
However small your retail business may be, you want to achieve instant recognition among your consumers. And the best way to do so is to tell a story about your brand.
When creating this narrative, you’ll need to answer some fundamental questions about your business. These are not only going to appeal to potential shoppers, but they’re also going to guide you through everything else you do.
Who are you?What’s your mission?What values does your company stand for?What is it that truly sets your business apart from your competitors?What do your customers get when shopping with you, that they don’t get elsewhere?
Once you know the answers to these key questions, your branding strategy is going to become much clearer. These will give you a good idea of who your target audience should be, but that’s not all. They’ll also dictate a set of guidelines for you to follow with each new marketing strategy you employ.
2. Invest in visuals
Whether you have a brick and mortar store or your business is based online, it’s crucial that your visual identity has the power to draw people in. After all, it can take as little as 13 milliseconds for our brains to process an image, which means that imagery is something you should rely on heavily.
In addition to creating a logo that is memorable, you’ll want to pay attention to other aspects of your visual identity as well.
Your website needs to look appealing but simple enough to navigate. Otherwise, you risk prospects gaining the wrong impression and simply leaving.In brick and mortar stores, pay special attention to the layout and how your products are displayed. Make them easy to spot by using signs or feature areas.Make it easy for customers to visualize how your products would fit them. For clothing brands, in particular, dress forms and mannequins, and how they’re styled can determine your success. You can easily get these from a popular online shop for purchasing mannequins, with lots of choices to ensure you’re getting the best possible fit.3. Create original content
Offering your clients content is not only the best way to get noticed, but it can also be a significant building block in gaining their trust and loyalty. That’s why content marketing is an absolute must. Aim to create original images, videos, infographics, and texts, all of which are going to offer added value and intrigue potential buyers.
Utilize social media. Instagram, Facebook, Pinterest, YouTube, Snapchat, and Twitter can have a huge influence on reaching potential customers. What platform works best for you will depend on your target audience.Create Blog, News, and About sections for your website. Even if you’re only going to post from time to time, these can increase traffic and help reach wider audiences.4. Seamless customer experience
Last but not least, you’ll want to allow your buyers to feel completely safe in your hands. For the most part, this means making their shopping experience easy, regardless of whether it’s done online or at a physical store.
Make sure they know their business is valued by taking the time to listen and answer to their concerns (and occasional complaints). This way, you’ll have created a brand that’s associated with high-quality, efficient service, and that’s worth investing in.
In summary, branding takes continuous and dedicated work, just like every other part of digital marketing. But if you set solid foundations right from the start, you’ll be setting your business up for success early on. Then it’s all about sticking to these tips, always finding room for improvement, and working to build an impressive brand reputation.
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