Oftentimes, when consumers purchase products they tend to do so in patterns and routines. Rather than buying different brands and labels each time out, they will often pick their favorites which, more times than not, has a direct tie to the custom label on the front of it. This has caused companies in many industries to start branding their store around their label, forming a personality.
And, sometimes, if that persona is a prevalent part of a community for a long time, it will be well supported and revered. Such is the case of the now-closed J.C. Penney in San Fernando, California.
Unlike most J.C. Penney department stores, this particular one is especially revered in its community for its function as the only large department store in the area, but also because of its history and charm.
The store's front logo features J.C. Penney in a classic, art deco neon sign that it's had for decades. In addition, according to Mayor Antonio Lopez's interview with KCAL-TV, the store is currently under consideration as a historical landmark. This has caused many community activists, who are protesting the closing of J.C. Penney, to demand that no part of the building or sign be altered until a hearing on August 20 with the community's historical preservation commission.
This story is an example of how branding is an essential part of fostering a customer base that is willing to fight for a company. Without the appealing and artistic signage, San Fernando's J.C. Penney may have been just like one of the 400 other outlets that the corporation is closing.
In order for companies to create a brand and image that individuals will be proud to be associated with, they must first begin by designing excellent custom labels. These can be printed quite easily with a Primera LX900 Series color label printer.