Brand
Brand identity
Brand identity is what a brand owner creates so that shoppers perceive the brand the way the owner wants: the name, logo, colors, fonts, images, tone of voice and values. A visual identity system is the visual and written part of the identity, fixed in a set…
Store positioning
Positioning answers the question: who you are for, how exactly you solve their problem, and why choose you over the alternative. It is a decision about what you promise and what you don't do, not a slogan.
Store rebranding: when you need it
Rebranding is a change in how a store looks and sounds: the name, logo, visual style, copy, and sometimes the positioning and domain. It is done when the current brand holds the business back, not when you are simply tired of it.
Branding
A brand is a name, term, design, symbol or other feature that distinguishes one seller's goods or services from the rest. Branding is the work of creating and developing that distinction: from the name and logo to the voice, the promise and the buyer's…