Building brand equity is crucial for any retailer, big or small. Retail brand equity is the understanding that customers have of exactly what your store means to them, based on your customer experience. It is the source of their loyalty to you, and your assurance of future success. It is the means by which you differentiate yourself from your competition. And, it is a fundamental opportunity that an independent specialty retailer has to create a competitive advantage over their big-box brethren.