Branding the Environment

The brand of a company is more than the logo; it’s the atmosphere, a mixture of architecture, exterior details, interior details, materials, color and space.

The personality of the company may be summed up in the logo but it must expand into the company’s physical elements. From the store front, doors, flooring, and the location of cashier, this mixture of organization and design creates the overall consumer experience and adds to the brands identity. A good strategy for this is to minimize distractions. Communicate your message with a simple and design. Inside and out every inch of the space says something about the brand. These physical elements give detail to the personality or character and help build the brand beyond the logo.

Here are somethings to keep in mind:

  1. First impressions.

A consumer’s first interaction with your business doesn’t have to be them entering the space, they are likely to develop a base opinion of your business just by driving by.

2. Lighting.

Dark environments with spotlight lighting adds intimacy to the space. Bright light in a white environment creates a crisp, clean and chic environment.

3. Empty Space.

Is it crowded and is it due to a lack of consumer turnover or the size of the space?

4. The First Face.

Is the first employee you see a cashier or is it the one assisting a consumer?

5. Windows.

No one is fond of blindly entering the unknown. Reduce some of the anxiety by having windows to provide customers a chance to view the inside. This also allows for potential customers to become enticed enough to enter.

6. Subtle Logo Design Repeat.

Another element of design to incorporate is the subtle reflection of the logo. If the logo has a hexagon try to subtly include it in space’s design: ie. rug with hexagon pattern.

Being different helps the organization stand out and sells a customer experience only available with the business. For example, a business at a strip mall would blend in completely if it didn’t have defining characteristics in the front (ex. an awning, patio, landscaping) identifying the brand. Bottom line, it’s beneficial to look at every design element of your business in the customer’s viewpoint.

Happy Designing.

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