Brand identity is increasingly important. Experts agree that brand identity is essential for retailer success.
Brand identity is crucial, because that is what separates you from your competitors. Your brand is a story you tell the world with the hope that it will resonate, and consumers will want to associate themselves with your brand. The brand is the aspiration the customer wants to buy, it is the core truth of the brand.
3 ways on how to bring brand identity to your retail store:
Be Consistent 
Bringing your brand identity to life in your physical store begins with the feeling you want customers to identify with and how their shopping experience can foster that.
Consistency and impact. All the customer touch points need to tie back to it the same look and feel of the marketing and of the stores. Every time a consumer has an interaction with your brand i.e. in store, email, social media, your website, the experience must evoke the same emotion. The brand identity must remain the same. Without a consistent system in place, the brand’s identity will get lost in the myriad of communication touch points.
Colour Scheme
Consumers can step into a target store and see red but in a good way. They do not need to be told they are in a target in order to recognize it. In fact, colour increases brand recognition. Smaller retailers can use colour to establish their brand identity as well.
Choosing colours is extremely important, and it can have a psychological impact on customers. Certain colours evoke certain emotions.
Music
Having the right music can also enhance your brand identity through the shopping experience. It goes beyond the type of music and please think about the volume as well. While you may not want your storefront to sound like a loud club, the point is that creating a soundscape in your store further solidifies your brand identity. Thus, offer due consideration to the background tunes playing in your retail shop.
