Building Brand Identity into Your Store

Written by Chloe Harwood

For any retailer, having a store and having a brand is not enough. You need to tie the two together. Bringing your brand identity to the shopping experience is a must. There are a number of different ways you can do this, as you will discover below.

Color scheme

Of course, your logo and the current colors you use for your marketing efforts will play a big role when determining what colors you use in your store. Nevertheless, you also need to carefully consider the psychological impact of the colors you choose. This is because certain colors can evoke various emotions. You will see that red is often used in bargain stores or for season sales. This is because it creates a sense of unity. Yellow is ideal for optimism and creativity, purple is suited for wealth, blue is associated with trust, and green sparks feelings of health, balance, and calm.


Your logo is one of the most essential elements of your brand identity. You need to ensure that your logo plays a vital role in the in-store experience. However, this does not mean that you should simply slap your logo wherever there is a space for it. You have to be strategic. Your logo can be placed on the likes of price tags, shopping bags, receipts, and product displays. It is all about getting the balance right; you don’t want to underwhelm, but overwhelming customers is just as based too.

Your in-store product displays

Your in-store product displays are of critical importance. They say loads about your business and your products. Companies like Firefly Store Solutions are in vogue at the moment because they recognize that different businesses have different display case requirements. Choose a color, shape, and design that represent your business and the message you want to give.


Signage is vital for any store. After all, this is often the first thing potential consumers will see when they approach your store. And, you know what they say; you don’t get a second chance to make a first impression. You need to introduce your identity here. Signage refers to anything from your store’s name to window displays. Once inside, make sure the identity of your brand has influenced all signage, from wayfinding to merchandising,

Be consistent

The importance of being consistent with your brand cannot be ignored. All the customer touch points need to tie back to the same look, the same fonts, the same logo, and the same feel of your marketing efforts. A unified attempt is the only way to hammer home your company’s message. Every time a customer has an experience with your brand, be it online or in store, your identity needs to remain the same. If it does not, you will get lost in a myriad of communication touch points and you will weaken your overall message and position in the industry. There are a number of different ways you can ensure you are consistent throughout your branding efforts. This includes identifying your target audience, encouraging cross-department communication, policing your brand, and documenting your brand identity.

About the author

Chloe Harwood