Draw Up Your Brand’s Road Map
Maximize use of product fit charts in your merchandising strategy Take the time and energy to create the product fit chart that fits your brand and can be used season after season.
* what your brand means to your customers;
* why you are unique and different; and
* what merchandising gap your product or service is fulfilling.
Draw boundaries that complete statements such as: “Our brand is very much ______” and “Our brand is definitely not____.”
Keep drilling down on these topics until you have 10 to 15 characteristics that best describe the kinds of products that support your brand. Then capture those strategic snippets (adjectives or phrases) on one piece of paper. Be as creative as you wish in formatting this fit chart.
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