2. Plan for Traffic within the Retail Space.
Where do you want customers to go first? Graphic elements are valuable in wayfinding, helping people get what they want faster. But think about why grocery stores put the milk in the back. It’s so you’ll spend more time inside, discovering more, and buying more. Think about IKEA and their amusement-park approach to retail spaces. People who shop there feel that the space is meant for them, that they can stay as long as they like, and have everything they need.

3. Competition Informs Color Choices.
Choosing colors requires first investigating the brand’s competition. What's the most used color? the second? What's the primary color of the biggest competitor? For food products, red might be the easiest color to spot. If everyone else is using red, doing the same thing can be a missed opportunity. Using blue often makes sense, since it is liked by men and women and implies trust. But, it may not help you stand out if most other brands are using blue. It is an important balance for the brand to look like what it is (whether coffee or life insurance), and to stand out. Some of the most memorable brands, such as Kodak, have colors that same-class competitors do not. And when I say Kodak, you instantly recall the Kodak yellow. When you think Cisco, you recall the Cisco teal.

4. The Bigger, the Bigger.
Does size really matter (in retail)? Many clients ask for "the bigger, the better strategy." These people are smart business owners. And big does work, at least in theory. But, check if it really helps. Urban spaces are extremely crowded most of the time. Imagine a completely white fascia or a large mesh ad on a building. Everything around it would be all images and big type. But you'd be the quiet space everybody would turn to. You’d stand out because you're different: you're not shouting. Designer Bruno Monguzzi reminds us, “If you continue shouting, you are not communicating better. You have simply removed whispering from the system.” Think about the Beatles’ release of The White Album. When it hit retail stores, it was an oasis.

5. Are You Ignoring Sensory Cues?
Best-in-class brands have cues that can be dialed up or down. These cues include the senses. Everyone can recognize a Tiffany's box. Failing to integrate lighting, color, shape, touch -- even smell -- means missing opportunities. Developing brand properties, or attributes, is part of embedding your identity in your customers' minds. It also gives customers a beacon toward the brand. The shape and color of Sephora's striped entrance, for instance, makes it easy to recognize from far away. Lighting is sometimes more important than the logo outside or the posters in the windows. The flooring is an opportunity to connect with customers emotionally. How does it feel: cold, soft, textured, solid, reliable? These attribute choices will influence how the customer feels about the brand, and how they will remember the retail experience. Remember stepping inside an Adidas shop. You know the smell, you recognize it right away. Memory takes many forms. It starts with specific experiences and gradually crystalizes to a general association with a bundle of promises and expectations. Triggers to recall these memories include scents, music, materials, lighting, furniture, being offered a cup of tea, and more with a well-thought retail brand.

6. Bathwater Goes. Baby Stays.
New brands usually start from zero, with the luxury of getting it right in the first place. Redesigned brands, however, are much more complicated and require caution. Unless a brand is toxic, don’t throw out the brand’s entire DNA. The core of its visual identity has gained years of equity. The essence of brand properties (colors, symbols, a mascot,…) may be of great service to the revitalized brand. With Cisco, the bridge-in-a-box became a more open and abstract symbol. But the core DNA of the bridge, all of its implications, and the literal connection to the Golden Gate Bridge in San Francisco, remain. Reinventing a brand, while keeping the merits it has earned, helps ensure customer loyalty, while expanding the customer base.

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