What Your Business Can Learn from Kohl's Branding Methods

Kohl's has long been an industry leader when it comes to successfully marketing its brand and anticipating what customers want. Even when sales slumped in 2013 and 2014, the marketing team was hard at work at continuing to reinvent the stores image. The Kohl's personality is based on a three-concept system -- brands, value and convenience.


If you sell unique goods, you need to make sure your brand stands out as the top-performing brand in your industry. Otherwise, you're going to need to ride on the backs of more popular brands until you have enough capital to push your own forward. One way to do this is to advertise other brands to draw customers in, and then advertise your own in-store. Even if customers don't leave with your company's items, they should leave with an understanding of the features and qualities that make your brand different from all the rest. Kohl’s has long been a great supporter for unique celebrity brands which in turn draws in more customers for their own merchandise.


Value typically equates to price in the business world, but if you can't afford to beat out other companies on price, then you must beat them with service. Learn what your customers want, and be willing to go the extra mile to give them what they can't get elsewhere. If you sell shoes, have an area set up in the store where they can walk the entire length of the store in the shoes. That's something that seems obvious, but few shoe stores have available. If you sell outdoor gear, have specialists on staff that can help give professional advice on the best gear, which is based on real, practical experience. Offer a return policy that other stores can't match. Whatever you do, make it unique to your store, so that even if customers go elsewhere, they will still remember the excellent service at your store.


Convenience is one of the biggest factors in making your store stand out amidst the competition. Offer online shopping and in-store pickup on your website. Make it easy for customers to return or exchange items or even provide free shipping. Use loyalty programs attached to a phone number or mobile app, so customers don't have to dig through their wallets for a rewards card. Kohl’s recently has also been serving customers with coupons for kohls.com through discountrue. This kind of advertising and discount service gets a brand noticed and more valued by shoppers. Finding new ways to bring in customers sometimes requires you to exclude certain portions of the population. Successful stores like Kohl’s know that you can't please everyone, so it's a good idea to narrow your focus and figure out your highest-selling demographic. Once you are able to secure a foothold, then you can start to think about expansion into other areas.


Image Courtsey of Mike Mozart



Top Posts | Marketing Data

Excessive Programmatic Buying Can Reduce Viewability

In the ever-evolving world of technology, plenty of companies are looking to take advantage of the latest advancements in order to get ahead of their competition. Programmatic buying is a common technique employed online, allowing the increasingly complex process of digital marketing to become comp ...

Marketing 101: Niche Marketing

Marketing your products and services online can be a difficult task, especially when you don’t have a large advertising budget. However, it is possible to still compete with larger companies and market online. Niche marketing allows smaller businesses to advertise their products and services ... ...

5 Tips to Creating a Successful Marketing Campaign

The best way to know your customers is by interacting with them on a regular basis. The information that is gathered through this interaction can be invaluable towards a successful marketing campaign. Marketing used to be as simple as setting up a few signs, placing an ad in the newspaper, or print ...

The Unavoidable Tools for Marketing Automation

With the growth of technology today, businesses are no longer limited to their physical areas of existence. Markets now extend beyond borders and boundaries. This expansion into new territory has somewhat made marketing automation unavoidable.Marketing automation software makes it easier for us to ...

The Top 8 Law Firm Marketing Strategies

The major objective of any law firm company is to acquire new clients and increase their business through existing clients. Different and effective marketing techniques can help you achieve these objectives. In today’s world, most of these objectives can be accomplished through the internet. ... ...

Following Ed Zimmerman to a Successful Startup

Before we follow Ed Zimmerman, let’s find out who he is first. He’s a lawyer, an investor, a writer, and an advisor. Okay, that seems reassuring enough.But why even bother getting help in setting up a startup? Surely, it can’t be that hard to start a business and turn it into a su ... ...

Marketing Techniques From Propaganda--And Why They Work

When we think of the most powerful marketing campaigns, we often think of memorable advertising efforts by popular brands and companies. When it comes to sheer effectiveness and audience appeal, however, there are few techniques more powerful than those used by propagandists.While propaganda in gen ...