“Brand Integrity: Communication Is Critical”

Retail isn’t only about the inventory you move and the dollars you accrue. You need to understand the importance of marketing yourself as a brand in order to fully communicate with customers and the community. Terry Chandler, president and CEO of the Diamond Council of America, heads up a seminar on building your store’s identity at the JA Summer Show. Expect to take away tips on the following:

• Exploring your “brand” and what it truly is or should be
• Ensuring brand integrity via in-store employee training
• Communicating your brand to your customers in a meaningful way