Branding your Retail Store

By Steve Di Orio
Posted in
On August 07, 2015

Creating a brand is so important because it tells the world who you are as a business. When someone hears your company name you want it to be synonymous with the words you’d like to have attributed to your brand. If you own a trendy clothing store for example, you want people to think “stylish”, “cutting edge”, and “high fashion”. Working to really build and develop your brand will get you to that level. It is important to be consistent not only in the message that you are sending, but in backing up what you are saying. If you want to be known as a high-end retailer, stock your store with quality merchandise. Your branding efforts will carry a lot more weight if they are accurate.


Consider this when you are working to build your brand:



  • Who is my target market?



  • Does my business back up my brand messaging?



  • How do I want people to think of my store?



  • Am I supporting my branding efforts online?



These four questions are important to keep in mind when it comes to building and successfully maintaining your brand.


Target Market


Most likely you figured this out during your business planning phase, but it’s important to reiterate for branding purposes. The better you understand who your customer is, the better you can market and cater to them. Your brand should be a reflection of your target market.




If you sell inexpensive goods but are tagging yourself as a luxury store, your branding is all off. It is important that your store is known for what it actually sells. No matter what you provide, your brand can be positive. Whether you offer great discounts, a quality and affordable product, or excellent customer service; focusing on a positive attribute of your company for your brand will help with consistency, making you much more reliable in the eyes of customers.




Think long and hard about how you want customers to view your store when developing your brand. Do you provide something unique to the market? Does your merchandise benefit a charity in any way? If there is something that your shop offers that is important to you, make it aware to the public so that they think of that whenever they visit your store. If you have been running your store for a while and are unsure of how your customers view you, try giving out a quick survey for a 10% discount and see for yourself what everyone thinks so far.


Online Support


Even if you only run a brick and mortar shop, having an online presence is an excellent way to get your brand out there. Announce specials and new arrivals on a social media page, start up a store blog and build up a customer email list. You can have your logo, information about what your shop is doing for the community, and merchandise information right at the fingertips of your audience.


If this is your first time opening up a shop and you need help with store planning services, you may need to reach out to an expert. Check out this business guide that helps you write a business plan, choose a location, fill your store with the proper store shelving and more. Once you have developed your plan and are ready to start sharing your branding message with the world, don’t forget to check back here for some tips!

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.