I saw this N branded newsagency business earlier this week and wondered about the importance of the N that is situated in prime position out the front of the business. This version of the N is around fifteen years old. The N has changed twice since, meaning this N is not relevant and, most likely, not delivering any value to the business.
Business branding is important. Any brand you use needs to be relevant, understood and valuable. This N that I saw earlier this week is useless.
Those providing brands under which newsagents trade under have an obligation to ensure their brand image is maintained. In the case of the N, it falls to the ANF to have supervised the use of the N image in and on newsagency businesses. The lack of action and enforcement devalues the N.
Store investment and branding are biggest issues facing “newsagents”. Too many are struggling to survive and can make no investment. The demise of these outlets risks turning the Newsagent “brand” toxic. Who wants to be associated with a dying industry ?
I think the marketing groups have a big role to play. If their members adhered to minimum standards, more independents might join and others would strive to keep up. It’s a big call for the marketing groups.
Colin speaking for newsXpress of which I am a Director, the group has a record of exiting members who to not meet standards where standards are not about products range because that can and should vary widely. The standards of most interest to me are in core areas of the business no brainer areas. If a newsagent fails in those areas then they ought to be exited from a group if they do not fix once requested to.