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Issue link: http://beautystorebusiness.epubxp.com/i/340385
84 August 2014 | beautystorebusiness.com Image is everything. Attract and retain customers with a concise, exciting store image. by Phillip M. Perry SAY THE WORD "COKE" AND YOUR MIND PROBABLY conjures up the refreshing image of a cool, bubbly drink. Now say the name of your store. What image comes to mind? More importantly, what image comes to your customers' minds? If the picture is as compelling as the one for the world's largest beverage company, you have succeeded in creating a brand that can add real dollars to your bottom line. But as attractive as a shiny store brand sounds, chances are your own could use a little polishing. Or maybe you haven't given the idea of building your brand very much thought in the first place, given that you aren't a giant corporation. But when it comes to working on your public image, size is not an issue. "Branding isn't just for big businesses," says Ken Banks, CEO of KAB Marketing (kenbanks.com), a consulting firm in Tampa Bay, Florida. "It also helps small operators stand out and get noticed. Indeed, a strong brand can help any retailer compete with the big-box stores." Photo by Armando Sanchez H o w t h e R i g h t S t o r e I m a g e B o o s t s S a l e s . i n d d 8 4 How the Right Store Image Boosts Sales.indd 84 6 / 2 6 / 1 4 4 : 4 9 P M 6/26/14 4:49 PM