How important is branding to advertising?
Most retailers spend a lot on advertising. They do so because they know that it is effective. The right advertising campaign can greatly increase footfall and purchase, which means that the retailer gets a good ROI.
But, when it comes to branding there is often quite a bit of reluctance to spend much money. Many retailers, especially the smaller ones, still do not understand that there is a strong connection between how recognizable their brand and logo are and how impactful advertising campaigns are.
This is a shame because it means that many retailers are leaving a lot of money on the table. Here are some examples to help you to better understand why that is the case.
Branding makes you memorable
In today’s global market you need to be memorable. To be the first company that someone thinks of when they need to buy something. When someone thinks of your competitor first the chances are they will go online and buy from them instead.
Two real-life examples of memorable branding
If you think that is not the case, just pause for a moment and think about some firms that have strong branding. For example, if you were to sit down and make a list of trainer brands for five minutes, the chances of Nike being towards the top of the list are extremely high.
Now see whose logos you can draw. Again, you will find that you have no trouble remembering and drawing their Whoosh logo. Nike’s branding is a big part of the reason they are so memorable. To the point where even people who do not buy their footwear think of them very quickly when asked to come up with a list of trainer retailers. That is what you want for your business.
Logos have a huge impact on consumers
That little experiment perfectly illustrates the role logos play in branding. Another example is the McDonald Golden Arches logo.
They use them in virtually all their advertising campaigns. It does matter if it is leaflets, video, TV, movie placements, billboards, or roadside signs the Golden Arches are there.
It is a logo that is so recognizable that even someone who is driving past at 70+ will see and recognize it like McDonald’s. At which point, they are highly likely to start craving a Macdonald’s so that when they see a drive-in coming up, they pull in and buy one. There is a very good chance that you have done exactly that, on more than one occasion.
How to create a compelling logo and brand for your retail business
The argument for creating and using a good logo is a compelling one. Fortunately, it is no longer expensive to have one created for your retail outlet or e-commerce store. You can easily get your idea turned into digital images that you can then use throughout your business. This guide explains how to create a logo that will make you stand out while accurately representing your business and appealing to the type of customer you want to attract.
Effective ways to use your logo and brand
Once you have the design right, aim to use it everywhere you possibly can. The more often you use it the more likely it is that people will remember it and therefore your business and what it has to offer. Here is a list to get you started:
- All paper advertising materials – including leaflets, coupons, banners
- Any letters or forms you use, ideally including on the envelopes or folders
- In-store digital signage and adverts should always incorporate your logo and branding
- In-store directional signage – for example, over aisle signs
- On the floor as people enter your store
- Store-front signage
- All company vehicles
- On your trolleys, baskets, and bags
- Any physical items that you give away e.g., beach balls or back to school stationery
That is the list of physical outlets. Any retailer that has an online store needs to be sure that its logo is prominently displayed on all pages. Including their about us and legal pages.
Don’t put off improving your branding
Hopefully, now that you have read this article you will see that branding does matter. It is a way to differentiate yourself from your competitors, become memorable, and, most importantly, to connect with customers. Both the ones you have now and the ones you would like to attract.
But, if you are still not convinced here is some further evidence. This site provides you with hundreds of examples of how businesses from across the world have been able to leverage their branding to create ad campaigns that have hit the mark and generated huge uplifts in sales and profits.