What was in Store for BrandSource
Understanding the importance of a cohesive brand experience promised in the array of national advertising accompanying the brand roll out, BrandSource turned to Torus Marketing, operating as a seamless arm know as BrandSource Marketing, to help with this daunting task. BrandSource Marketing worked closely with BrandSource to develop a national identity program. BrandSource as a national cohesive identity was rolled out to the membership in 1998 in concept, with very basic store level branding introduced in 1999, and this has developed into the current store identity program of today. The greatest challenge has been that this is not the typical franchise format, where a franchisee is required to utilize standard branding elements – store façade, exterior signage, interior branding elements, point of sale materials, etc. It has been an exercise in retrofitting the existing stores by taking into consideration a vast array of store sizes, store types, locations, brands, product, positioning, financial resources and ultimately, individual store level “buy in.”
BrandSource Marketing in unison with key strategic partners have created a complete store branding program including exterior and interior lit signage, interior décor elements and branding package, facilities standards, manual, store planning and design services, vehicle identification, store personnel clothing, point of sale materials and collateral. This effort reaches from the design of the store front to the price tags on the individual appliances. Every physical touch point has been standardized to create a cohesive brand look and feel across a landscape of independent retailers.
A single point of contact, support and a clear path of implementation have been created by forming a partnership known as “BrandSource Store Design.” This entity is complete with its own identity, web site and dedicated professional personnel with a wide array of experience. Again, this is a seamless integration of Torus Marketing resources with the national BrandSource organization to deliver maximum efficiency, value and adaptation at the local store level.
