Creating your identity can be a real challenge. Your brand image is what people feel and think when your store comes to mind. You’ll need to conform your services and products to the image that you choose, so choose wisely. Consider what types of items you want to sell. Consider your demographic. Consider your location. Research your competitors. Figure out what they’ve done that helped them become who they are. The most important part of branding your retail store is to be original; completely and utterly original. Your originality is going to be what people identify with your name.

Merchandise, store displays, counter displays, color, lighting, space, window displays, the hangers and racks you choose, all will go into branding your image. Be consistent with your theme. Create promotions that revolve around the brand that you want to project. Use your brand and advertise the idea in everything that goes into and out of your store. All advertising should clearly show the image that you want to project.

Your company logo also needs to be unique and trademarked. Your logo should appear in as many places as possible throughout the store. Print it on receipts, tags, walls, doors, outdoor advertising, print ads, on your website, and on every flyer and bag that leaves your store. Keep the image that you want to portray in mind when designing your logo. You may start with a drawing and craft the logo yourself. You can also hire and agency to design your logo for you. They will make sure that your logo will look good in small print, black and white or color, large print and even on billboards. Your logo should be in all the correct formats for printing, broadcasting and to use on your web site. Use your logo and promote your brand by researching when and where to advertise. If you’re branding a high-end store, you probably shouldn’t advertise in a poor area of town or in a cheap sales paper. Stick to the areas that contain customers in the demographic you are targeting and flood that area. People can have an idea, impression and preconception about your store before they ever set foot in it. Don’t disappoint. Let your prospective customers know why you are unique. Be enticing in your advertisements. Use product placement to get your name out there. Having a celebrity or person of interest endorse your brand can be priceless.