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How to develop your retail brand values

How to develop your retail brand values


Developing the values and principles that drive your brand is a long-term challenge for retail businesses. Nevertheless, investing the time to audit and develop your brand story will generate trust with customers.

Understand your value proposition

As you develop your retail brand, it’s important to always keep in mind the value you offer to customers. Think about your company’s mission statement and how it informs your shopper interactions. For example, Gap Inc.’s mission is to “be the world’s favorite for American style.” This is clearly reflected in the brand’s frequent patriotic ad campaigns. By keeping a pulse on American fashion, the company fulfills its value proposition.

As a retailer, your brand faces fierce competition from nearby merchants as well as giant online sellers. To effectively capture a share of the market, your mission, branding and messaging need to align perfectly. Every interaction that a shopper has with your company – online or in person – should reflect your value proposition and stated mission.

Research your target audience

The principles, morals and ethics of your retail business should align with those of your target consumers. Often this happens naturally, though the methods your brand leverages to communicate these principals may need adjusting. You might discover that many of your shoppers prefer one social media platform over another. For example, highly visual brands tend to gravitate toward Instagram. Becoming an active participant in the right community may help a retail brand form stronger connections with its target demographic.

Align brand elements

As you assess individual elements of your brand, see each one through the lens of your mission statement and value proposition. If a piece doesn’t align properly, it will feel out of place. For example, if your brand values environmental conservation, using unnatural colors like neon pink may confuse shoppers. Sticking with earth tones or shades of blue and green would likely be a better fit.

Everything from your organization’s logo to its promotional materials should adhere to your brand guidelines. If you feel stuck, Shopify recommends asking yourself one simple question: “What motivated me to start this business?” Your answer should inform every decision you make going forward.

Stay authentic

Think of your brand as a character, with personality traits, motivations and a history. Characters have stories – and so do brands. The story of your retail business began with an idea, then became something real. From that moment, every day you open your doors to shoppers is a new chapter.

When a character in a novel or movie does something that doesn’t feel authentic to the audience, it’s likely because the character’s motivations aren’t true. For a brand, that means putting your words into action. A 2017 Stackla consumer report found that 90 percent of surveyed millennials say they heavily consider authenticity when deciding which brands to support. Therefore, if a business claims to value quality, it needs to offer premium products, lest shoppers feel mislead.

Your store displays are a physical representation of your brand. Head over to our catalog today to find great retail display products for your shop – and check out our infographic below.