- Visit a popular store, like an Apple reseller, Nike, Levi’s, H&M or Ikea. The brand should be well-known and you must visit a shop where their products are being displayed or distributed. In smaller towns you may not have access to these stores, in this case you will need to find a section showcasing these items and view how they are displayed or laid out. Before going to the shop, determine the following about their brand identity and, once at the shop, evaluate how they remain true to their brand identity or how they do not. How is the brand identity enhanced (or perhaps, not expressed) at the point of customer interaction? Hand in a write-up with photos of the following:
- What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
- What do you think their brand ideal is?
- How do they remain true to their brand ideal within their shops?
- Evaluate the customer experience according to the brand ideal. (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)
Evaluate the visual display of the products according to the brand ideal. (For example, if the brand ideal is “value”, is this expressed in the way they display the products?)
For this assignment I chose Søstrene Grene. Søstrene Grene is an amazing store, the store itself makes me happy when I’m there for shopping or just for looking. This is a danish store that has grown to be a big brand, they have stores in 15 countries in Scandinavia and they also have a store in Japan.
When I think of Søstrene Grene I think about creativity, organizing, kids creative toys, organic products. But they also have kitchen, interior, furniture stuff. So it’s not just all creativity in that store.
They have a high focus on products that responsible, free of dangerous chemicals and that they are produces under proper conditions. They also focus a lot on reducing the plastic, so if you visit one of their stores you will see that most of their products are made of tree. I do love that they have so much kids toys that is made out of tree.
Also if you are visiting one of their stores you will easily see that the store is beautiful, the colors and the organizing of the sore is just amazing. The sisters Anna and Clara brings different passions to the store, Anna is bringing the creativeness and Clara is all about the organizing
- What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
They are using both abstract and work mark in their logo.
- What do you think their brand ideal is?
Their brand ideal is a product brand. And I think their ideal is:
- Honest responsibility.
- Making a significant difference for people, wildlife and environment.
- Experience of joy.
- Inspire body and soul.
- A wide range of high aesthetic quality products.
- Responsible supply chain – low prices.
- Share new creative DIY projects every week.
- Ever-changing store experience.
- Having and colorful and organized store.
- How do they remain true to their brand ideal within their shops?
They remain true to their brand ideal by having a really organized store, they have a good categorized stored with subdivided areas so it’s easy to find the right area in the stores. The prices are low, but you also see that there are a high quality on their products. You can also see that they are thinking about the environment by seeing that there are not that much plastic products, most of their products are made of tree.
- Evaluate the customer experience according to the brand ideal. (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)
I’m feeling the joy and an inner peace when I’m walking the round in their store when I see all of the colors, tree products and the well-organized shelfs. I’ve been to the store a lot, but I’ve actually never seen an employer on the floor, so how they manage to keep the store that clean and organized is a mystery for me, but the person in the checkout is always nice and friendly.
Here are some photos from this amazing store.
