You’ve got personality

February 27, 2015By Behind the Shelf Blog, Brand Marketing

part six in the Total Recall blog post series by Dave Wendland

Personality is defined as the sum total of the physical, mental, emotional, and social aspects of an individual – or in this case – a pharmacy. And this is the last of five characteristics about your operation that a current or potential customer should be able to determine within just three seconds.

As a reminder, here are the other four key characteristics:

It's imperative that companies find a way to differentiate themselves and leave a lasting impression with the consumer; not just of what they offer or sell, but who they are.

With the high competition in today’s business world, standing apart and gaining brand loyalty is the only way to stay ahead of the curve. When it all comes down to it, people remember how you made them feel rather than what you did or said. To decide on the personality you want your store to project, begin by developing a clear and concise brand. Developing a memorable, consistent persona encompasses your store atmosphere, signage, staff, and merchandise assortment.Developing a brand identity

Developing a retail personality or brand identity that suits your customer base is inherently important for the following reasons:

  • consumers want to feel important when and where they shop,
  • they want to feel as though the personality of the store complements their own personality, and consumers want to feel as though the store has been fine-tuned just for them.

Think about words that could be used to describe your operation – is that the personality you are striving to convey? Make sure your store represents the personality that is consistent with how you want shoppers to remember you. And you must accomplish this within three seconds. Don’t overlook the fact that other elements (value proposition, line of business, and store name/identity) all lend themselves to your store personality.

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