Define your brand position as the purest expression and experience of your brand. Then, work to develop appropriate brand rules as you will need to adapt the presentation over a variety of environmental and customer conditions.
It is critical to clearly define the core brand essence and build in flexibility that you are comfortable with prior to presentation negotiations with your retail partners.
Consider first who the consumer is. What kind of experience will they expect and what experiences can you provide? Then work to deliver something meaningful and ideally unforgettable, and create something surprising yet authentic that will delight the consumer. Retail provides the opportunity to create the emotional connection with your customers in the most pure and physical way.
To connect with the consumer artistically and impactfully, it is important to consider the presentation of the product in the most visually intuitive way possible. Recognizing complementary visual and copy support can be integral to effective product presentation. In the most pure presentation, you must develop a brand positioning strategy that the customers can emotionally and functionally connect with in the absence of additional visual and copy support. For example, if you are presenting a speed story, does your presentation look fast in angle, color, and finish?
To tell a resonating story about your brand, it’s important to note the retailer’s goals and expectations, then look at the conditions your brand is currently operating in. What are the operational preferences or concerns? Details like sight line, footprint requirements, preferred materials, hanging hardware and security systems are key spatial elements to take into account as you optimize your presentation.
To achieve customer follow through, consider the person who will interact with the consumer in the retail environment. How much education and interaction will be required of the store associate? The key is to create inspired brand advocates on the floor. Store associates have the power to amplify and convert, or on the flip side, to potentially erode your brand. Think about how you may evolve the way you can more emotionally connect to the associate through the delivery of your “training” materials -- Can you create something exciting that is more memorable than a brochure or standard web content?