This week I read the book Branding a Store by Ko Floor.

Here’s an exerpt that sums up the book’s thesis:

“Every strong brand identity is built on three pillars: a clear, differentiating positioning, a distinct personality and consistant communictions. The brand positioning is a mix of functional, tangible attributes that the retail brand has to offer to the consumer (the ‘what’). The brand personality describes the characteristics of the retail brand (the ‘who’) and is strongly emotional. The brand communication informs the consumer through its own look and feel (the ‘how’) of the positioning and the personality. But the way everything is communicated also has an influence on the brand identity. Together the positioning, the personality and the communication form the retail brand circle.”