Chapter 16. Interior and Exterior Branding
During the presentation of the brand identity, designers often use mock-ups of office signage to demonstrate how the logo will appear in the exterior environment. In this chapter, I will discuss how branding tools can be utilized in this sphere. If you primarily interact with clients remotely or online, then office branding may not be a priority. However, if you plan to conduct business deals in an office setting and have an impressive staff, office branding is essential. In such cases, I recommend branding the interior of your office, restaurant, or retail space during the interior design process.
Often, clients make the mistake of developing the interior design of a commercial space separately from the brand guidelines, without a clear understanding of the sequence of these business processes. We call the process of branding commercial interiors the integration of the brand identity.
I suggest conducting this development in parallel, introducing the designers to each other and allowing them to combine their results. In some cases, providing the branding agency with the developed interior design project will allow them to create the branding concept using ready-made images.
Why is it reasonable to brand everything your customer interacts with?
The more your customer interacts with your brand, the more likely they are to remember you, and your brand name will surface in their subconscious first among others. This is psychology. As the saying goes, repetition is the mother of learning. You can convey the values of your brand to both your employees and customers, uniting them into a loyal audience of followers. This can be achieved through placing motivational posters in the office, meeting rooms, waiting areas, and retail spaces.
In the last 20 years, a significant portion of retail locations has been consolidated into shopping malls. Each "island" or retail point is branded and has a unique design. It is essential to differentiate between the design of the retail equipment (how the retail fixtures are arranged, their functionality) and how the brand identity is integrated into the appearance of the retail space.
To ensure that you have a well-branded retail space, the development process should follow these steps:
1
Choose a model of retail equipment (or develop it from scratch, depending on your business).
2
Provide the finalized layout to the branding team.
3
After approval of the branded layout, submit the technical specifications for the production of retail equipment.
Here is an important caveat. Most companies that develop retail equipment design have their in-house designers who, when you have a brand identity and a brand book, will suggest designing the equipment in-house. They have extensive experience, but generally, they use standard solutions without considering the specifics of your brand and business objectives.
I recommend involving a marketer in the preparation of the technical specifications and planning how branding will work with the traffic. This means that branding can include call-to-action slogans, conditions of promotional campaigns, flashing elements, branded elements reflecting the essence of the product, navigational and informative content.
Branding of interiors and exteriors plays an important role in creating a strong brand image and effective communications with consumers in the retail sector. When a customer enters a store or office, visual elements and the design of the surrounding environment can significantly influence his impression of the brand and determine his attitude to the company's products or services. That's why it's important to pay attention to branding interiors and exteriors.
The first impression that a customer makes when entering a store or office is of great importance. The interior and exterior should convey the uniqueness, values and style of the brand. The color palette, graphic elements, the use of the logo and other attributes of the corporate identity should be integrated into the interior and exterior design to create a coherent and integral visual concept.
Branding of interiors and exteriors also contributes to strengthening brand awareness. When a client sees elements of corporate identity on the facade of a building or indoors, it creates an association with a particular company and helps to stand out from competitors. The stronger and more consistent the branding, the easier it is for the consumer to remember the brand and associate it with certain values and quality.
In addition, branding of interiors and exteriors affects the overall atmosphere and mood of customers. A well-designed and decorated design creates a cozy and attractive environment that contributes to a positive shopping experience. Customers can feel connected to the brand and have a more positive attitude towards the company and its products or services.
The integration of corporate identity into offices, retail stores and network points of sale also contributes to the creation of a unified and recognizable brand image. This helps to establish communication and consistency between different points of contact with customers. When a customer visits several branches or stores of the same company, a single style and design create a sense of consistency and reliability. This can strengthen customers' trust in the brand and convince them of its professionalism.
In addition, branding of interiors and exteriors helps to create a unique and memorable atmosphere that distinguishes the brand from competitors. With the right approach, the design can be expressive, emotional and reflect the values and character of the brand. Such an atmosphere attracts the attention of customers and can become the basis for creating commitment and loyalty to the brand.
It is important to note that branding of interiors and exteriors has an impact not only on the perception of customers, but also on the self-perception of employees. The unique and stylish design of office spaces creates favorable working conditions, can increase the comfort and motivation of employees. When employees are surrounded by visual elements and an atmosphere reflecting the values and ideals of the brand, they can better identify with the company and its goals, which contributes to more effective work and teamwork.
In conclusion, branding of interiors and exteriors is an important element of the branding strategy. It contributes to the creation of a strong brand image, strengthening communication with customers, recognition and differentiation in the market. Corporate style integrated into the design of office and retail spaces helps to establish a coherent and consistent visual concept, create a pleasant atmosphere for customers and employees, as well as emphasize the uniqueness and values of the brand
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