A skateboarding event aimed to improve Brand Positioning
Peter Beck
EVP Client Services

Resonating Across Channels

A Brand's Guide to Winning at Retail

Cultivating the inspired consumer

Brand positioning in today’s retail landscape requires flexibility and clever finesse. Savvy retailers today know that customers now expect highly tailored brand experiences, yet it’s in a brand’s best interest to present its products and stories consistently to everyone, everywhere. So, as a brand building strategy, how do you manage these often conflicting expectations?

The ultimate win is to inspire customers to purchase through connection to their values, so they are inspired to return for more experiences and products with your brand. To help your brand win big with your target consumers, consider these points as you create a flex strategy.

The Brand

Define your brand position as the purest expression and experience of your brand. Then, work to develop appropriate brand rules as you will need to adapt the presentation over a variety of environmental and customer conditions.

It is critical to clearly define the core brand essence and build in flexibility that you are comfortable with prior to presentation negotiations with your retail partners.


The Consumer

Consider first who the consumer is. What kind of experience will they expect and what experiences can you provide? Then work to deliver something meaningful and ideally unforgettable, and create something surprising yet authentic that will delight the consumer. Retail provides the opportunity to create the emotional connection with your customers in the most pure and physical way.

To connect with the consumer artistically and impactfully, it is important to consider the presentation of the product in the most visually intuitive way possible. Recognizing complementary visual and copy support can be integral to effective product presentation. In the most pure presentation, you must develop a brand positioning strategy that the customers can emotionally and functionally connect with in the absence of additional visual and copy support. For example, if you are presenting a speed story, does your presentation look fast in angle, color, and finish?


The Retailer

To tell a resonating story about your brand, it’s important to note the retailer’s goals and expectations, then look at the conditions your brand is currently operating in. What are the operational preferences or concerns? Details like sight line, footprint requirements, preferred materials, hanging hardware and security systems are key spatial elements to take into account as you optimize your presentation.

To achieve customer follow through, consider the person who will interact with the consumer in the retail environment. How much education and interaction will be required of the store associate? The key is to create inspired brand advocates on the floor. Store associates have the power to amplify and convert, or on the flip side, to potentially erode your brand. Think about how you may evolve the way you can more emotionally connect to the associate through the delivery of your “training” materials -- Can you create something exciting that is more memorable than a brochure or standard web content?

Surprise and delight for the ultimate customer experience

The Takeaway

The most effective brand positioning strategies are those that motivate their consumers to aspire to the best versions of themselves through creative environments. These effectively translated campaigns communicate consistently across channels despite the natural differences in the target consumer, existing environment, and tiered presentation budget.

Building your retail strategy with this in mind will not only help ensure successful product launches, store openings and day-to-day success, but will also resonate with consumers so they will care to come back and tell their friends!

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