Retail Branding


Good design is about making good decisions. A lot of good

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decisions. On the other hand, good branding is about making memories. Really good branding, particularly in retail, will stay with you during the day(s). Branding in

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general, and in particular Retail Branding is about differentiation, a unique personality,

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a true point of difference. It’s about vision, values, ideas, ideology. Many companies have Brand guidelines and manuals that identify the name, logo, colours, graphics of their Brand—a set of dos and don’ts. However, that is not enough. Without knowing who you are and what you stand for, how can you possibly create effective Brand communications? The logical sequence must be first your Brand’s essence and identity and then the graphics and communications. (see example of IT Center) Consistency in branding is another important issue of the Retail Branding. Brand consistency is where a business attempts to communicate messages in a way which doesn’t detract or wander away from the core brand proposition. For example, a single

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logo is always used in a similar way on all marketing materials, a single typeface is used with particular guidelines on typography, consistent colour

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ranges are applied and similar design styles, so that everything visual is inter-linked and has a link back to that core brand proposition. Every piece of marketing material is like a member of the same family, supporting and even looking similar to all the other members in the family. The brand has it’s own unique “look” which enables a consumer to recognise it as belonging to that brand proposition and distinguish it from competing brands. (see example of SOLO Gateway) It is also important to mention that branding is not just about applying a logo in a consistent manner, and having the right

Pantone colours. It is about ensuring that all the messaging of all communications materials is pulling in the same direction. (see example of Apolis Restaurant) see example of Surya Restaurant here see example of Mahanakorn Restaurant here Your views are welcome. More news and updates on this topic will follow soon. To stay up to date, you may: – read How Design Significantly Increases Business Performance – read How experiential marketing is creating a sea-change in the world of branding – read The importance of Service Design – revisit our News & Views section, – follow us @dotkite, – subscribe to our RSS feed.

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