1327 S. Main Street
Favorite Brands gives me an outlet for sending kudos to businesses I think have done great things with their branding. It could be one aspect--their social media, website, a process, etc.-- or, like this one, it could be the consistent, in clear messaging to a target audience in all aspects of the brand. Have you seen some good branding in NWA I should take a look at?
About a month or two ago, I started seeing ads from a new boutique. I'm not a boutique shopper, so I ignored the ads. But after a while, I started paying attention. I realized this was a POSH THRIFT STORE... & I love me a thrift store... for a few reasons.
1) Items are usually cheaper.
2) It reduces/reuses/repurposes waste.
3) I know what the garment is going to look like after it's washed... & if it will still fit my long arms & legs.
But this thrift store gives back--unlike some corporate thrift stores with a name that makes you think they're in it for the sake of good will.
Beautiful LIves is a non-profit thrift store that shares their profits with organizations that serve vulnerable women & children. They have several stores in NWA. It's a gorgeous, boutique with gently used clothing at great thrift store prices.
But their branding, y'all!
If you don't already know, you'll soon find out, I preach a lot about branding being more than just the colors & logo. I believe the FULL brand is any impression you make on your target audience, all the way to the bathroom.
Yes, their colors and logo are clean and rich, while still being gentle, but their power lies in the FULL brand. There is a lot I could focus on, but I want to call your attention to two ways they've created clear, cohesive messaging of their Core Values:
Worth- Not only are these affordable thrift store prices, but they don't have exorbitantly higher prices on designer brands. This clearly communicates 1) every item has value, whether it's from Walmart or Free People & 2) quality items aren't reserved for the privileged. Both of these further reinforce the worth of the individuals they serve, both their shoppers and the women and children their profits help provide for.
Hospitality- A relatively large portion of their store is reserved for comfortable seating, drink service. and personal amenities (in the bathroom you can find feminine products, a changing station, baby wipes, and so on). They communicate clearly they want their customers--all their customers--to be cared for, relaxed, valued.
They know who their target audience is & they have accommodated them from logo to gotta-go... to-the-bathroom-now. And their Core Values of generosity and gentleness come out in even the most mundane aspects of their business.
1327 S. Main Street Bentonville, AR 72712
Tara Cloud Clark provides freelance consultation, strategy, and implementation for Branding and Identity, Social Media and Content, and Project Management. Here she provides tips on these topics.