Many local grocery stores feel like they are getting squeezed out of the market. Why? It could be a matter of branding and marketing. Independent grocers or specialty food stores may find it challenging to compete in a tough marketplace, but it isn’t difficult provided they have the right branding in place.
Of course, national chains and producers have big marketing budgets, but small stores don’t need gigantic budgets to stand out in a crowd. Here are some important branding tips that can help you boost business, and remain top of mind for your customers. This information can help create a lasting brand impression within your immediate community and beyond.
First, consider branding versus marketing. It is important to know the difference. According to Entrepreneur, an effective brand strategy can give you an edge in competitive markets. What sets you apart from others in your space? Remember the core tenet of branding. Your brand represents a promise to your customer. What can they expect when they do business with you? Your brand will differentiate you from the competition.
On a tangible level, branding involves everything from your logo to your name and your mission statement. As your business grows and changes, so will your branding efforts. And yet, branding is about a lot more than just logos and signs. It encompasses more than physical assets. What kind of story are you telling? What kind of feeling do you inspire in your shoppers? While you can’t always control what the perception of your brand may be, you can certainly influence it.
Just like humans, brands have their own “brand identity.” These are the traits and characteristics that set your brand apart from your competition. What is your store’s personality? What do you want your brand to embody? From mission statements to core values, these are the aspects of your business your entire business embodies, from you to your front-line employees.
Grocers may think it is hard to stand out in the retail food marketplace. And yet, with so many others doing the same thing and offering the same items, the story you tell about your brand; how you help make your shopper’s lives better — these are the stories that will set you apart. Here at UNFI Professional Services, we specialize in helping stores get a handle on their brand. Learn more about how we help retail stores build a successful brand in a crowded marketplace, click HERE to learn more!