Are you Cinderella or Cruella?

Have you ever noticed how many stores have stuck A4 printouts on windows or left them at till points to communicate a message? Messages ranging from new store times to promotions in the front of the store or even moving location notices.

I understand that it costs a lot less and can be done quickly by the store staff, but it really leaves a very bad impression. It’s tacky and does absolutely nothing for the brand. And we’re not talking small retail stores here! Big retail chains with large advertising agencies capable of creating great communication which can only enhance the brand’s image and therefore avoid any wrong impressions.

If time and money at store level are the reasons for these retailers just typing communication and printing it out in the manager’s office, surely each store could be supplied with a Corporate Identity Guideline Document? Which means they could still knock out something according to the guidelines and print it out at a very reasonable price – which will still be in keeping with the brand’s image?

Image is everything. Especially when it comes to customer perception. Randomly sticking a floppy piece of paper on any imaginable surface is like dressing up in haute couture for a the Prince’s ball and then going in slippers. And we’re not talking the glass kind. We’re dealing with total effect people. Always. Don’t ever lose sight of the big picture. Some stores are moving dangerously close to pumpkin hour.