As strategic retail designers, we know that the success of a new store concept relies on so much more than just a creative interior design solution.
Consumer expectations were reset by the pandemic. After being isolated from our usual routines and relationships, we have become more reflective and more selective. What’s more, the subsequent financial turmoil has only made us increasingly discriminating about the choices we make, about the brands we buy, and the way we spend our time.
As a result, retailers and their designers need to work particularly hard today to engage these new consumers, not just in the physical retail space but throughout the entire retail brand journey. However, this requires an understanding of the ‘Brand’ and its role and value to customers, to staff, and to the overall business.
At the start of any new retail design project, we sit down with the senior client team to ensure we are clear about their brand strategy. Sometimes, we are lucky and are briefed with a recent and well-defined brand platform. But frequently we need to support clients through a brand review process to reach a current understanding of their brand essence and what makes them unique in their sector.
The lack of an up-to-date brand platform isn’t surprising when you put it into context. According to an Up to the Light survey, 80% of businesses who employ design agencies worry that their brand strategy planning is too reactive and not strategic enough.
Yet, armed with a clear set of Brand Values and a focussed Brand Proposition, retailers have the essential building blocks they need to build brand loyalty and exploit commercial advantage.
A great example of this is M&S, who have topped the UK consumers’ best brand rankings for some time and recently reported skyrocketing profits following a major strategic brand investment programme in their products, stores, and in technology.
This M&S success story illustrates the potential value that investment in brand strategy can bring. It’s the reason why, from the very start of a new store design concept, we aim to help clients challenge and refresh their brand platforms so that we can translate their brand passion and purpose into store design opportunities and innovations.
Put simply, we need to:
- identify the physical store elements that will embody the essence of the brand;
- extract the brand stories that will engage consumers in store (and beyond), and
- project the right tone of voice throughout the brand space.
And to do this, we need the answers to the following questions:
1. Brand Vision: where do we want to be in the future?
2. Brand Mission: this is the core purpose of the business – why do we exist?
3. Brand Values: what is it that we are passionate about?
4. Brand Personality: how do we look, think, speak, and act?
5. Rational Benefit: what do we do better than the competition?
6. Emotional Benefit: how do we make people feel?
7. Brand Essence: what do we want to be known for?
By digging deep with clients at the start of a project and delving into these brand-focussed strategies, we can assure clients of intelligent store designs that engage today’s consumers. It’s the difference between delivering a 'good' customer experience and designing the 'right' retail experience.
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