Retail branding: A beginner’s guide

By Steve Conway

It’s clear that the best retail companies have strong, recognizable, and attractive brands. That’s not why they’re popular and successful, but it’s certainly a factor that will have helped their rise. On the other hand, a retailer with a poor brand design will simply look unprofessional and untrustworthy and is unlikely ever to reach a point of growth and success. This short beginner’s guide is about what you can do to make your retail company’s branding spot-on. Below, you’ll learn what branding is, why it’s so important, and what to bear in mind when you’re designing your own retail brand.

What is branding?

Branding actually goes well beyond the logo and brand name of a company, though these are perhaps the most visible aspects of a firm’s branding. Actually, branding is about the character of the company behind the brand. It’s trying to sum up, in as few shapes, colors and words as possible, what it is that makes your business so engaging and worthy of a consumer’s or a client’s time.

Branding is something that you should do in tandem with experts, such as the team over at 717 graphic design. They’ll help you brainstorm ideas, eventually drawing up prototypes that you can accept or reject. You shouldn’t go it alone with your branding unless you have a graphic design team that you can trust to make a success of your branding.

Why is branding important?

Branding is so important for retailers because it’s the first thing that a consumer will see about your firm. They’ll see your name, they’ll see your logo and, if they come across you online, they might see some of your online marketing material. Through all of these things, amounting to just a handful of shapes and words, you’re trying to convince someone to take your retailer seriously. If they do, they’ll shop with you; if not, they’ll neglect you forever.

Such are the stakes when it comes to branding. You can also achieve more with branding – youthful and vibrant branding is likely to attract customers with similar traits. Prestige, luxury branding will attract high-end consumers – though it’ll also put off budget consumers. Make use of your branding to sum up what you’re offering to consumers across the world.

Branding your retail business

So, now you’ve learned about branding, it’s time to apply these teachings to your own company’s branding. You’ll want to bear in mind not only what you sell now – sports equipment, groceries, or fishing tackle – but what you might end up selling in the future. You’ll want to bear your target consumer in mind, as well as your competitors’ brands.

Most of all, you’ll want to brainstorm all of these variables with an expert team that’s used to working with new businesses as they develop and design a brand. Doing so isn’t just essential for successful retailers – it’s also a lot of fun, helping you develop an idea of exactly what you want your business to be and to achieve in the future.

Brand your retail firm with confidence by taking account of the tips outlined in this beginner’s guide.


Content marketing and inbound marketing expert, Steve Conway is passionate about discovering new tech which will enhance his already well-honed digital marketing skills.

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