How Branding Affects the Success of Retail Floor Displays

How Branding Affects the Success of Retail Floor Displays


Branding can be an abstract concept. What exactly is branding and what does branding mean when talking about packaging. More specifically what does branding mean in terms of floor displays and and box packaging? Understanding how branding plays works is one of the keys to understanding how consumers will respond to an in store display. What feelings and emotions, if any, will in store display design trigger? When a buyer sees a store display will they be drawn to it because of its colors or shape or general design? Or will they be easily reminded of the logo on the display? These are questions can one should ask when thinking about packaging and in store floor displays. But to understand these questions it’s important to understand what exactly branding is and how branding affects the success of retail in store experience.

What exactly is branding?

According to the American Marketing Association definition “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” So in its most simple form a brand is just a symbol or design that identifies a company’s goods and services. For example when you see the coca cola logo you can automatically see the shape of the classic coca cola bottle, and you can describe the taste of the drink.

How is branding related to packaging?

There are many tools to create and develop a brand. For example pricing. Perhaps your product is a deep discount product and you want consumers to understand that your product is inexpensive and accessible. Another tool to communicate your brand is advertising. You may use television commercials or maybe Facebook advertisements to help shape your brand. However, apart from targeted advertising, and pricing, there is also the packaging design and the in store experience. Packaging and the in store experience in that case are on of many tools that help to shape a brand. They may be a large part or a small part of helping to communicate your brand but nonetheless they should fit within a larger sphere of methods and tools used to convey your message.

What messages, ideas and concepts do you want to convey?

Trying to understand what ideas your brand should convey is not easy but here are a few concepts that you may want to think about when starting your next branding project.

  • What is your company’s mission?
  • What benefits does your product offer?
  • What are the current associations or feeling your customers currently have with your product?
  • What are the feelings and associations you would like your customers to have with your product?

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