Retail Branding

Retail branding is different from just branding because in retail branding, the store has to match the branding with performance. Retail branding has to deliver both tangible and intangible benefits, all in one and all at once. As we already know, a brand serves to create associations and expectations among products made by a producer.

Of all the market categories, retail offers the broadest canvas for any brand to show its true colors.

Retail Branding

Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.

How do retail brands create their value and what are the lessons we can learn from the leaders?

Take a Malaysian pharmaceutical retailer for example.

In brand naming, the pharmacy chosen the name “CARING Pharmacy“.

The name itself has given the retailer a good retail branding perception as the name “Caring” is very related to the products the retail chain is selling - pharmaceutical, products that needed when a person is sick. Would you go to buy medicine from a “caring” seller ?

In branding identity, the retail branding itself as the only pharmacy with pharmacist on duty throughout the business operation hour.

Imagine you go to a pharmacy with someone trust able as the pharmacist giving you advices on your medical needs.

A good example in retail branding.

Retail Branding in Shopping Mall

People love to shop.

Consumers spend thousands of hours of their lives in stores - supermarkets, clothing and drugstores.

They spend a significant chunk of their most cherished family holidays in department stores, discount stores and malls.

What has this got to do with retail branding?

Well, all this while the retail arena has been a space – the place to sell products.

So, there are 5 major key points to consider in doing retail branding:

1. Access
2. In-store atmosphere
3. Price & Promotion
4. Cross-category product/service assortment
5. Within-category brand/item assortment

If you check out some of the most successful retail branding shopping malls, you can find out that they had been taken care of the above 5 areas pretty well.

If a retail area (mostly shopping malls) are within the easy accessibilities from where you are, and has a good in-store atmosphere (safe, nice and clean), while having competitive pricing and frequent promotion of the retail goods and services sold, there is a higher chance you will drop by that shopping mall than others that are lessor in quality.

In summary, a good brand naming coupled with good branding strategies will definitely give your retail branding a lift.

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