Visit a popular store, like an Apple reseller, Nike, Levi’s, H&M or Ikea. The brand should be well-known and you must visit a shop where their products are being displayed or distributed. In smaller towns you may not have access to these stores, in this case you will need to find a section showcasing these items and view how they are displayed or laid out. Before going to the shop, determine the following about their brand identity and, once at the shop, evaluate how they remain true to their brand identity or how they do not. How is the brand identity enhanced (or perhaps, not expressed) at the point of customer interaction?
What brand identity element are they using in their logo (e.g. abstract mark or wordmark)?
In the Hennes & Mauritz logo they use only the letters “H&M” in an italic typeface with red as the main colour.
Logo is downloaded from hm.com
What do you think their brand ideal is?
Their brand ideal is sustainable fashion. A shop where you can trust that there is no slaveries in the making of their clothes and the making is not taking much of a toll on the environment
Screenshot from Hm.com
How do they remain true to their brand ideal within their shops?
The first that meets you when you enter the shop is a collection with green pastel colours and a lot of open space around it. Green is a colour that symbolise earth, organic and freshness, so they use that colour with purpose so you get the feeling of that they are helping the environment
Evaluate the customer experience according to the brand ideal.
I get the feeling that they care for the environment and is fronting sustainable fashion
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?)
The main display expresses the brand value in a good way. With the use of the green colour makes the customer think that this is a “green product” for the enviorment.
Progress Journal 