The key principles of retail branding

Today marks the third guest post from Jonathan Ford, Creative Partner at Pearlfisher on the principles of retail branding. Jonathan will be presenting "'Design for Life' - Creating a New Design Language for Health and Wellbeing in the Retail Sector" alongside Maggie Hodgetts of Waitrose this September at The Private Brand Movement conference in Chicago. To learn more about the event, click here. Following from Jonathan's last post about the retail branding principles 'Authenticity' and 'Seduction' we move on to principle 4, Empathy. To see Jonathan's past posts on the principles of retail branding please click here.

Principle 4 - Empathy

Retail segmentation needs to be defined and inspired by a shopper's mood, circumstance and occasion. That means presenting your offer in a way that resonates with current and future consumers. The big picture needs to be examined as well as all the elements of your brand, recognizing their role and function individually and as part of the whole. The complete picture needs to make sense but should also unlock new thinking and room for future growth.

Woolworths, the South African retailer, wanted their organic range to resonate more with their consumers. The bold, natural design is one which works across the whole store from sauces to signage. The organic shapes are classic and versatile, ensuring they live well into the future.