Consistency Works for Brands—Not So Much for Retailers

Date:

Share:

[ad_1]

Breaking the rules: That’s how many branding experts viewed Barnes & Noble‘s new, idiosyncratic approach to its store designs as it mounts a comeback and tries to fend off the likes of Amazon. “Unpredictable and dynamic” is how CEO James Daunt described the new approach in The New York Times; experimentation encourages different shopping experiences as each location strives to reflect its community. 

Can, or should, this strategy be applied to consumer packaged goods competing for shelf space and mindshare? To answer this, we need to analyze the very nature of how consumers shop CPG.

Consistency is the lifeblood of CPG brands, ensuring instant recognition and trust by creating a “billboard effect” on shelves. The uniformity of logos, iconography, typography, color and product differentiation allows consumers to instantly recognize the brand in any retail setting.

Take Motrin, for example, which has “owned” the color orange in the pain relief aisle and incorporates a clock design on its children’s offering to signify the product’s long-lasting effectiveness. Such visual mnemonics are vital for standing out in a crowded marketplace. 

Distinctive packaging can also be helpful in catching the eye and make a product memorable. Coca-Cola’s classic bottle contours and red-and-white color scheme are instantly recognized around the world, and the Tiffany Blue Box has become an iconic symbol of the brand as well as for luxury in general. The unique cylindrical Pringles can has become its distinctive feature, and Listerine’s barbell shape reinforces the equity of the 142-year-old brand and, at the same time, leverages ergonomic styling.

The key lies in maintaining a consistent visual identity that resonates with the brand’s core message and values, enabling quick customer recognition and fostering brand loyalty. 

In contrast to the consistency imperative of CPG brands, brick-and-mortar retail stores thrive on sensory experiences. These stores can’t rely solely on visual appeal; they must engage customers through scent, texture, lighting and music. Barnes & Noble’s strategy of individualizing stores is a prime example. This approach creates an immersive experience, encouraging customers to spend more time in-store and fostering a sense of community.

Ace Hardware also exemplifies this with its friendly, small-town atmosphere. Customers are greeted upon entry, and the store layout often includes surprising elements like co-branding displays that enhance the shopping experience. Even the online presence is designed to be simple and rewarding, reflecting the in-store ethos. 

Subscribe to our magazine

━ more like this

Here’s what we know about the suspect in the latest Trump assassination attempt

Local authorities said the U.S. Secret Service agents protecting Trump fired at a man pointing an AK-style rifle with a scope as Trump...

Buckle up for this 36-hour span that will soon take markets on a rollercoaster ride

The world economy’s tectonic plates will shift this week when a US easing cycle begins, just as officials from Europe to Asia set...

Another assassination attempt on Trump jolts topsy-turvy presidential campaign

Just two months after a shooter nearly killed Donald Trump during a rally in Pennsylvania, a second assassination attempt Sunday on the former...

You might start seeing Instagram comments on Threads soon

Instagram might roll out a way to share comments on other Instagram posts to Threads, according to Alessandro Paluzzi, who often reverse engineers...

Donald Trump is safe after shots were reported in his vicinity in Florida

Donald Trump was safe after gunshots were reported in his vicinity Sunday afternoon in Florida, his campaign and the Secret Service said. It was...