Branding means different things to different retailers. Above is a striking ad from a series by Grovewood Gallery.

Those who fail to plan are planning to fail,” goes the old saying, but to successful retailers, it’s more than just a trite maxim. In the case of branding success, it’s an undeniable truth.

When your business succeeds in sculpting a distinctive brand, you’ll become well known to your target audience, have long-term staying power in the marketplace, become clearly and meaningfully differentiated from your competition, and enjoy all the corresponding sales. Sounds great, but where do you begin?

Dare to Be Different
Just ask Chris Maxson, owner of Idyllwild Gallery of Fine Art in Idyllwild, Calif. “For those retailers who want to really stand out from the crowd, branding should be different,” she says. “After all, good branding will set you apart from your competitors. It makes you an individual.” Maxson has good reason to want to stand out. Idyllwild is a small community nestled among the pines of the San Jacinto Mountains of southern California. Its alpine atmosphere plays host to numerous small businesses, including those who carry craft of practically every variety.

For more of “About Face,” pick up a copy of the Winter 2008 NICHE Magazine.