Branding Your Retail Location

By Steve Di Orio
Posted in Store Design
On July 11, 2012

If you walk through any successful retail store, you may notice how carefully the colors and store design have been chosen to work together as a unified whole. The store has been “branded” so that shoppers are always aware of which store they are currently in.

Branding your store with wood shelves is one way to up-scale your retail location.

This branding can be seen prominently in larger national chains, but it is something all retailers, even stores with only a single location, need to do. The design, colors, layout, and shelving chosen for your store need to be carefully planned. It is essential for smaller stores to brand themselves as unique entities from larger retailers. Branding provides an excellent opportunity to up-scale your store to be a more desirable location than the national chains.

Choose a color palette that expresses your store’s personality. If you sell hip products for young people, use bold, bright bursts of colors. You can choose muted or natural colors to convey a sense of reliability and authority.

Don’t forget that your shelving and display cases are an extension of your branding. For instance, utilizing shelves with a natural wood finish adds a touch of warmth and class while a metallic look is clean and modern. You can also incorporate custom colors into board panels to further accentuate your branding.

What are some of the ways you use color and shelving to brand your store? Share your story in the comments section.

Steve Di Orio

Steve Di Orio


Steve has been with Handy Store Fixtures for over 15 years. After becoming the Marketing Manager in 2006, he was named Director of Marketing. Steven earned his MBA from Montclair State University with a specialization in Digital Marketing in 2019. When not at work, he loves to travel, play golf, exercise, and talk all things search engine marketing and retail display tips.