BRAND POSITIONING
Brand Design has to be inextricably linked to the Retail Concept. It's worth repeating.....The Store is the Brand, the Brand is the Store.
BRAND IDENTITY
A Brand's Identity defines its personality,culture,attributes and relationship to its afficionados. Brand identities have to be developed in the context of a clearly defined audience and customer proposition. Creativity and originality are key, but the brand has to live up to its image.
CREATING THE BRAND
Retail Businesses may be long established with historic baggage - or they may be brand new On Line start ups. Establishing awareness of the brand is down to communication with the target market, but attracting and retaining customers is ALL about the credibility of the Brand in delivering its promise. Brand's need distinctive personalities and they must establish strong relationships with their audience. So the culture and the values must be relevant, and the offer must deliver what customers want - often before they even know that they want it. Creating Brands is difficult - one of the most challenging tasks in business development today.