So, you have great product....how do you ensure your Retail Accounts have that same vision for displays and marketing. A wise and beneficial way to do this is to create a Visual & Marketing Brand Book. So much time is invested in creating your brand and having a simple brand book for how your product is visually merchandised and marketed is not only beneficial for your retail accounts but also smart for your brand and how it is conveyed to the guest.
Building a brand book for your line of product is a great investment and and is not expensive to do! By creating a few pages about some best visual merchandising practices as well as creating some simple and impactful in-store marketing collateral is a great start. Brand Books (especially for a wholesaler) do not need to be lengthy. A few pages to start provides clarity for your retail accounts on how you envision your product displayed and signed in the retail environment. Being that retailers are so busy with running a business; having an easy to understand tool like a Brand Book will only make it easier to execute respectively.
Don't forget the In-Store Marketing POP. Invest in a few size options for your in-store marketing POP. Start by thinking about what makes your product standout, think about features and benefits. By creating common size sign holder options; you then have control over the signage used with your products. Remember that you (as the owner of the brand) know your product intimately. You already know your special nuances about your brand and product assortment so why not have control over that and message the way you intended.
In summary; this small investment for your retail accounts will not only help champion your brand the way you envisioned it but also bring your products to the top of the list to merchandise because it is easy to execute visually.
Give me a shout if your wholesale business needs assistance with starting a Brand Book. I would love to partner with you and help build your brand. Ask for Kat!
Visit olliemaeandcole.com for our list of Menu of Services. We are a small boutique retail consulting business and love working with start-ups and smaller sized businesses that need a curated retail experience.
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