Part 2 : How to convey your brand inside your shop ?

How to reassert your brand identity inside the shop? 

26. Use the wall behind the counter to communicate your identity. This is the ideal place as it is often a bare surface. Your customers will be looking in this direction when they pay for their shopping.    

27. Repeat your shop’s name on the inside. If new customers enter your shop without looking at the sign, you need to tell them who you are. If not, they are less likely to remember you, and you will lose out on word of mouth publicity.     

28. If you have space, include practical information, such as your web address and social media accounts, or even a little history, such as the date your business was founded and the fact that it is family run, if that is the case (i.e. “Family butchers since...”)         

    

29. Be careful to limit the amount of information conveyed. It must remain legible. 

30. Your branding must remain coherent, so make sure to use elements of your exterior. Use the same graphic charter.

How to help customers navigate your shop? 

31. Provide customers with a floorplan or signage, especially if your shop covers a large area or multiple floors. You can find several examples of floorplans on Google. Just search “shop floorplan”.            

32. Use clear signage (consider including symbols). It may be purely visual, or may include audio and/or tactile elements.                                 

33. To streamline information panels, you could opt for simple drawings or icons symbolising products. This will also allow customers who read little or none of your language to find their way around.                          

34. Use logos to guide the way. For example, if you run a fashion boutique and sell jeans, clearly display the logo of a well-known denim brand in an elevated position. This will allow customers to locate the jeans section easily, even if you also sell other brands, as they will immediately associate the logo with “jeans”.   

  

35. “Hazards”, such as the first and last steps of a staircase, or areas where the ceiling is lower (under the eaves or beneath a staircase), should be clearly marked.                            

36. Create information sheets and place them next to your products. This is an opportunity to give your customers advice (how to use a lotion, for example), or to introduce a designer or producer.   

37. Clearly labelling the origin of your products is another valuable selling point, particularly if you run a food business. 

38. When providing information, choose an appropriate display method and format: information sheets in a plastic stand, mini blackboards, etc. Remember: the presentation style should reflect your brand!         

39. Listen to your customers. If they are always asking the same question (e.g. “where can I find such-and-such-a-product?”), this shows that your signage is unclear, poorly positioned, or completely missing. Whatever the case, it needs reconsidering.