COURSE OVERVIEW:

Welcome to the Building a Retail Brand course. This program will equip you with the skills and knowledge to define a compelling retail identity, differentiate your business in competitive markets, and translate brand strategy into a consistent customer experience. Throughout this course, you will learn how to think of your retail business as a brand in its own right, build clear associations in customers’ minds, and manage brand elements in ways that strengthen recognition, loyalty, and long-term value.

This course begins by explaining what is meant by retail branding and how it differs from simply selling products. This section explores the retailer’s identity and the six facets of the identity prism, considers the relationship between retail product brands and retailers as brands, and introduces contemporary issues and brand dimensions that shape how retail brands are positioned, experienced, and evaluated in the marketplace.

The course then examines how retail branding strategy is developed so that the business, not just the products, carries a distinctive brand promise. This section explains why a retail organisation must ensure that its own brand includes many of the characteristics of strong product brands, compares retail branding versus product branding, and introduces the key steps in retail brand strategy development. This section also presents a conceptual model of retail branding that links brand identity, positioning, experience, and communication to customer perceptions and business outcomes.

Attention then turns to making the retail business memorable and commercially effective as a brand. This section explains how to make your business memorable in customers’ minds, how to “cash in” with a strong brand that supports pricing power and loyalty, and how to make your business itself your brand through consistent experiences. This section also introduces the meaning of brand associations, explores the most common associations and the reactions they elicit from customers, and shows how deliberate management of these associations can strengthen or weaken brand equity.

The course then focuses on clarifying and building brand power in a structured way. This section explains how to clearly define your brand so that its promise, personality, and positioning are unambiguous, and outlines the steps required to build brand power over time. This section also examines how to find a niche and become an expert in that space, and highlights the importance of understanding who your customer is so that branding decisions are grounded in real expectations, needs, and behaviours rather than assumptions.

The practical brand elements that customers see and experience are then explored to connect strategy with day-to-day execution. This section explains how to create a logo and “own” a word or phrase that captures the essence of your brand, and how to use trade dressing—such as store design, colours, packaging, and visual cues—to reinforce your identity. This section also discusses why providing consistency across touchpoints is essential to building trust and recognition, and outlines how to protect your brand through appropriate legal, operational, and reputational safeguards.

By the end of this course, you will be able to define retail branding and retail brand identity, distinguish retail branding from product branding, and design strategies that position your business clearly in customers’ minds. You will know how to create and manage brand associations, identify and occupy a profitable niche, and deploy visual and experiential brand elements such as logos and trade dressing in a consistent way. Most importantly, you will be equipped to treat your retail business as a coherent brand system—aligning identity, customer experience, communication, and protection measures to build a stronger, more memorable, and more valuable retail brand.

LEARNING OUTCOMES:

By the end of this course, you will be able to understand:

• What is meant by retail branding?
• The retailer’s identity
• The six facets of the identity prism
• Retail product brands
• Retailers as brands
• Retail branding: contemporary issues
• Brand dimensions
• Why a retail organisation will have to ensure that its own brand includes the characteristics of product brands?
• Retail branding Vs product branding
• Retail brand strategy development
• The conceptual model of retail branding
• How to make your business memorable?
• How to cash in with a strong brand?
• How to make your business your brand?
• The meaning of brand associations
• The most common brand associations and the reactions they elicit from customers
• How to clearly define your brand?
• The steps to build brand power
• How to find a niche and become an expert?
• The importance of understanding who your customer is
• Creating a logo and owning a word or phrase
• Creating trade dressing
• Why provide consistency?
• How to protect your brand?

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.