What is Branding?
It’s simple: branding is your vision
‘Brand’ is one of those words, like ‘marketing’, that often has bad connotations: it brings to mind insincere efforts to package something. But ‘brand’ actually means vision. Specifically your vision. The act of branding is a shorthand way of consistently communicating to everyone what your store is really about. So we’ve compiled some ways for you to consistently power your vision. Take a few moments to think about different ways to build brand for your business.
1) Write down a bunch of words that encapsulate your store.
Is it shabby fab? Recycled? Rogue, utilitarian, or cosmopolitan? Farmhouse chic, modern, or Dior-esque?
2) Think about what your customers want.
- Convenience in everything – browsing, location, hours, payment options, dressing room amenities, you name it. Be known for convenience.
- Organization – make it easy to see where things are. Make no mistake: poor signage and clumsy layout are two of the biggest things that communicate store brand, and if you don’t know what you’re doing, people will catch on instantly.
- Desirability – creating a ‘cache’ for your store. People will ask where your customers got their clothes and they’ll be able to say your store name with pride.
- Speed – sufficient space to browse, a sufficient number of dressing rooms to minimize waiting, and really quick checkout procedures.
- Value – a consistent sense of whether you’re attracting budget shoppers or shoppers who will pay more for higher-quality goods. Nota bene: your decor should reinforce your value proposition.
3) Think about what your consignors want.
- Atmosphere – no dingy separate receiving counters (although a clean and convenient separate counter could be good in a very busy store.)
- Best price for their item – your store layout will communicate to your consignors whether you can get a good price for the items they’re entrusting to you.
- Convenience – is it easy to bring items in, get them taken care of quickly, and browse while items are looked through? Is it easy to get their money? Are they proud to bring you items?
- Organization – I have just one thing to say: don’t lose their items.
4) Think about what you want.
- Happy customers – after all, who doesn’t want awesome people coming to their store? Happy customers mean constant store traffic and great word-of-mouth.
- Regular consignors – your consignors are your most regular customers. After all, they get money from you so they can keep coming back to your store! Establish good exchange cycles with your consignors and you’ll reap the benefits of great word of mouth and a big customer base.
- Great employees – ever been to an establishment with a great product and horrible customer service? Ever gone back? Ever wished you hadn’t gone back? Don’t impoverish your store simply because you have snobby service or lazy workers. People are human and they appreciate awesome interactions with other humans.