In this task we should visit a well-known store to see and evaluate their brand ideals and identity.
I chose the Stormberg brand. Their brand identity is known for their very broad variety of clothes.
What brand identity element are they using in their logo:
They have a very strong logo. A simple logo, letters with a blue colour on a white background. That makes the letters very clear and they stand out. They also added a mountain in the letter o, to show their brand outdoor products. In their logo they have the colour blue and white. As you can see further down, they change the blue colour in the logo to white if the background is dark.
What do you think their brand ideal is?
I think their brand ideal is to make quality sports wear available for everybody. They focus on delivering good sports wear for a good price. The people who started Stormberg wondered why sports wear had to be so expensive. They wanted to make competition in the market and started their store with all sorts of sports wear to a better price than their competitors.
Stormberg is also very keen to care for the environment. As you can see on the picture above, they show the customers that:
They could get refund on clothes delivered back at the store.
They use 1% of their sales for humanitarian and socially beneficial projects.
They work continuously to reduce the climate and environmental impact associated with the business. The environment is very important for Stormberg.
How do they remain true to their brand ideal within their shops?
They remain true to their brand ideal very well in the shop. They show you that they have different discounts on their products. When you visit the shop and look at their prices, you can see that you don’t have to pay a lot of money to get real good clothes. They have everything you need to be outdoors. From underwear, socks, gloves, fleece clothes and so on. For kids, youth and grownups.
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 get a really good experience of their brand ideal when I visited their shop. As the pictures show you. You can really see that they have real good product for a really good price. They also showed me that they are focused on the environment and want to help people by offering them money in returne for their “old” clothes. By doing this, people recycle clothes instead of throwing it in the garbage.
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?)
I think the visual display of their products in this shop was very good. They are organized and neat. They have pictures that show their products and what they could be used for. When they have reduced prices on their products, they are marked with yellow posters that are very visible.
I liked this shop very much and enjoyed visiting it.
Sources:
My reflective journal 