In-store branding is a powerful tool for businesses looking to reinforce their brand identity and connect with customers on a deeper level. A well-executed in-store branding strategy not only attracts new customers but also strengthens loyalty among existing ones. When a brand's identity is consistently presented, whether through store layout, signage, colour schemes, or product displays, it creates a cohesive and memorable experience that resonates with shoppers. This consistent branding not only boosts recognition but can significantly impact purchasing decisions, leading to an increase in sales and customer retention.
Moreover, in-store branding offers a unique opportunity to differentiate your business from competitors. By creating a distinctive atmosphere that reflects your brand’s values and aesthetics, you can make a lasting impression on visitors. This differentiation is crucial in competitive markets where numerous brands vie for customer attention. A well-branded store environment can evoke specific emotions and associations, making customers more likely to choose your brand over others.
Implementing in-store branding involves several elements, such as strategic use of logos, colour palettes, and themed décor that aligns with your overall brand message. It also includes customer service, as the way staff interact with customers can embody the brand’s ethos. For instance, a brand that prides itself on being friendly and approachable should have staff trained to provide warm and helpful service.
5 in-store branding ideas every business should try
1. Colour scheme
Colour plays a huge role in brand identity. Many successful brands are instantly recognisable by their colour scheme alone – and this should be the aim in your store too. Your customers should be able to identify you by your colour scheme. According to another study, colour can improve brand recognition by up to 80% – so it’s clear how important it is for business. Once you’ve decided on a colour scheme, use this in-store and across any marketing channels you have.
Just think carefully about the colours you use, as different colours evoke different emotions. For example, blues and greens are known to create a calming atmosphere, while orange and yellows create a more energetic, fun feel. What emotions do you want your brand to convey?
Gender and age are also major factors to consider, as different colours appeal more and less so to different demographics too. This is why it’s crucial to have a clear target audience in mind when you create your branding strategy. Check out our blog on the psychology of successful retail design to learn more.
2. Window displays
Your window display is the first thing potential customers see before they enter your store, so make sure your brand messaging is strong here. One way to do this is by using your brand colours in your window display, and by displaying your brand logo clearly. Are there any symbols or imagery consistent with your brand you can incorporate too?
The aim here is to give your customers a snapshot of your brand, so be sure your window display fits with the message you want to portray. If you choose different colours and aesthetics, it will feel out of place with your branding and won’t help you build brand awareness with your customers.
3. Signage
In a brick and mortar store, signage is a great way to reflect your brand identity too. Types of retail signage include:
- A-board pavement signs
- Indoor posters
- Outdoor posters
- Informational signs
- Directional signs
- Promotional signs
Arguably, the most important signage is the ones you place outside – such as an A-board – as this is what draws your customers in. In-store too, you need plenty of signs to clearly signpost everything from your pathways to your products. Snap frames and wall mounted sign holders are an easy way to display posters and promotional material, and you can simply swap their contents when you need to.
Each sign needs to be easy to see, easy to read and on-brand. You may wish to use different colours for different purposes – for example, red for sale signage – but in this case, keep things consistent with typography. This will create a professional, streamlined aesthetic across your business and help reflect your branding. Creating custom prints is a great way of ensuring you stay consistent and on brand.
4. Visual Merchandising
As well as signage, in-store, you have plenty of opportunities to reflect your brand identity with visual merchandising, which includes things like:
- Product displays
- Mannequins
- Shelving
- Promotional displays
- Price tickets
- Floor and wall graphics
Small details go a long way. Whether you want your brand to feel playful and young, sophisticated and expensive or natural and pared-back, choose materials, textures and colours to create an overall aesthetic that reinforces this brand identity with your customers.
5. Brand Logo
And finally, don’t forget your logo. Logos are an essential part of your brand’s identity and should be showcased in your store and out. Your logo gives your customers a clear visual representation of your brand and ensures your store is instantly recognisable from the outside and as soon as they step through the door.
Logos can be placed everywhere, from your storefront and signs to your staff’s uniforms and shopping bags. If you have multiple marketing channels, such as email and social media, be sure to use them here too. This consistent use will help increase your customer’s familiarity with your brand.
Using all these in-store branding ideas together will help you create a strong brand identity that is reflected across your business. Want to showcase your branding and elevate the appearance of your store? Be sure to check out our retail displays range at Displaysense to find all you need.
