What sets strong brands apart from brands that are struggling to get and stay noticed? You might be surprised to know that it’s the details! When it comes to branding, sweating the small stuff is actually a good thing. Creating a strong, cohesive, and solid brand involves considering all aspects from the ground up, even or especially the small stuff. This is especially true for brick and mortar businesses, where the indoor, outdoor, and digital aesthetic all have to work together to support the brand.
For example, think of a business such as a deli. Even if a deli has a strong digital presence and a faithful following, it’s still important to continue that theme indoors. In addition deli signage such as posters, glass door signs, outdoor sign stands, and window sign holders maintaining the brand’s guidelines aesthetically, smaller items such as deli sign holders should also be reflective of the brand. Yes, even deli sign holders are important!
The most successful brands are effective because they create an experience, and a good one at that. Haphazardly throwing together an aesthetic can have a negative impact on the way consumers view a brand, especially if it’s a restaurant. So while deli sign holders may seem like a small detail, they can make a big difference in terms of creating a solid brand and a cohesive visual aesthetic.
Custom retail displays can make a break a company’s visual aesthetic, so it’s important that they match and support the brand’s guidelines. For example, if a deli has a retro look and feel to it, then shabby chic style deli sign holders would be incongruent with those original brand guidelines. In the end, this mismatch will look confusing, sloppy, and plain old bad. Getting clear about what those brand guidelines are is integral to creating a brand that makes sense!
Brainstorming creative retail display ideas is a helpful and effective way to explore branding. Restaurants such as delis can have a lot of fun with this process and may even want to incorporate elements from their local town, state, or other interesting aspects of the area into their brand.
