The Importance Of Retail Branding

The Importance Of Retail Branding

Retail branding is an essential part of any retail business. It aims to make sure that retail brands leave a memorable impression on customers, keeping them coming back again and again. It’s important because not only does it leave a memorable impression on customers but it allows your customers and clients to know what to expect from your retail brand. The retail industry is a very competitive and customer-based sector and where the most successful real companies ensure that they have a sustainable retail branding strategy. Retail Branding Strategy What Do We Mean By Retail Branding? All successful brands know what their customers want, and understand the decision journeys of their customers. The digital revolution has changed consumer engagement and consumer behaviour immensely, with purchases now being both in-store and online, making this even more of a challenge as both come with different expectations.  Retail branding strategies are based on brand concepts that focus on building long-term customer loyalty and customer preference. Retail branding is all about how you make a customer feel when entering your physical retail store, or when shopping online. Successful retailers work to ensure cross-channel consistency to help the customer feel as familiar with the brand as possible.

Why Is Retail Branding Important?

Successful retail branding can help your brand stand out from its competitors and also increase footfall, both leading to increased sales of your product. By building and maintaining a strong retail branding it helps you make a memorable impression on consumers and increase brand value, whilst also allowing your customers and clients to know what to expect from your company. Without a doubt, effective design as part of your retail marketing strategy helps to boost customer understanding and enjoyment of the products and the brand itself – and therefore sales! Retail branding design helps to narrate the brand and product story, educate consumers about the pieces, and – ultimately – make the items displayed more desirable as a result. This helps to establish a strong brand personality which can develop consumer trust which is one of the key challenges many brands online and in store face in the retail sector.

Customer Engagement

Customer engagement is the emotional interaction between the consumer and the business, both online and offline. The competitive nature of the retail environment means it's crucial to repeatedly engage with customers as this will draw their attention, and hopefully business, to your brand. A highly engaged customer will buy more, promote more, and show more loyalty, which is exactly what any business wants. Personalised experiences are vitally important for today's consumers with the most successful branding strategies generating perceptions that truly focus on customer experience.

Brand Identity

Brand identity is how a company portrays itself to consumers, this relates to all of the visual aspects of the brand - colours, logos, design, packaging. The visual identity of a brand is also made up by reputation and customer service, all of which contribute to building the customers image of your brand. Your aim should be to distinguish your brand from the rest, through distinctive print marketing to an established online presence - the more unique and personal it is, the more recognisable your brand will be. 

Brand Awareness

It goes without saying, but you need to get your brand out there! Brand awareness is a term that describes how familiar consumers are with a brand or its products. You want your brand to be recognisable and memorable to your target audience, ensuring to distinguish yourself from the competitors and clarifying what it is you offer that makes you the better choice. In order to increase footfall and encourage consumers to choose you over competitors you need to get yourself out there.


Consistency is key! A consistent brand is essential because the more consistent you are, the more familiar you will become, which over time builds trust and loyalty. In-store design and layout, POS, promotions, your product range and your social and other online channels all need to demonstrate a similar look, feel and tone so consumers become familiar with your business and subsequently build trust. 

Brand Marketing

Brand marketing is the process of establishing, maintaining and growing a relationship between the brand and consumer. Rather than focusing solely on the products of services, brand marketing promotes the entirety of the brand itself.

How Can Simpson Group Help With Retail Branding?

Simpson Group can ensure all of your print marketing materials are consistent with your retail branding. To find out more about any of our services don’t hesitate to contact the team!
Simpson Group

Established in 1972, Simpson Group has been providing an award-winning point of sale print for the biggest names in retail for the last 50 years. We’re constantly investing in pioneering technology and client-benefiting services to ensure we are the market leader in cutting edge POP & POS. We are even home to Europe’s only simulated shopping mall – Influence Mall!

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