Your business location should be all about the brand experience. We’ve discussed how to create a branded environment by demonstrating brand values and the importance of interior branding for the customer experience. Most business owners focus on the big elements, such as signage, but the power of branding truly comes into play when every touchpoint in your physical space plays a role.
One of our clients, The Boardwalk, really put this idea into action and actually inspired this blog. When you visit The Boardwalk, you see their branding in every little element, from logos on garbage cans and bike racks to subtle design features within the building. This solidifies the brand through consistency and cohesion, staying top-of-mind for customers, and reinforcing brand identity. In this blog, we’ll dive into these three benefits and how you can harness the power of branding.
Consistency & Cohesion
When you are creating your branding, it is all about keeping everything consistent and cohesive. If your logo doesn’t match your website doesn’t match your social media doesn’t match your signage, your customers won’t be able to recognize your brand or understand your brand identity (more on that later).
Further, if your location doesn’t match your branding, it creates the same type of confusion. This is where you can bring in branding on the bike racks or the interior design to create the consistency you would use in any other medium. By carrying your brand into these less-expected spaces, you create a seamless, cohesive experience that leaves a lasting impression.
Staying Top-of-Mind
So, now your audience can recognize your brand – which is a great start – but creating this branded experience can also help you stay top-of-mind for your customers. You’ve cemented your brand image into their brains, but you’ve also made your brand experience more memorable and enjoyable.
Seeing your logo and brand colours in every little detail helps your audience associate these visual cues with your brand, but it is also a unique way to make your business stand out. Customers might not remember one sign with your logo, but they will probably take notice of seeing it over and over throughout your space. This might make them more likely to mention your business to a friend, post your business on social media, or become a returning customer!
Brand Identity
Now, returning to brand identity, this can be both strengthened through location branding and a method for how to go about it. Your brand is about more than its logo. Your business’s values, mission, and personality are what make it memorable and relatable for your customers. Your location can be a space to reinforce this identity. At the same time, if you’re stuck on ways to incorporate your brand into the little details, you can use its identity as inspiration.
Design elements, materials, and even placement can portray your brand values, and if you’re unsure which flooring to choose in your reception area, assume your brand personality to help you pick. This attention to detail demonstrates professionalism and enhances the customer’s overall experience, making them more likely to return.
While your signage and other large components are important for your business, incorporating your branding into every little element will allow you to utilize the full power of branding. For more assistance with your branding and marketing, check out our services today!
Comments