A branded environment is the ultimate asset for businesses looking to express the value of their brand.
Creating a branded space not only breathes new life into a brand, it also helps to communicate and amplify a brand’s story.
Branded environments can extend the experience of a brand through architecture, interior design, lighting, graphics, furnishing and colour schemes.
Brand Dimensions Senior Designer Andy Collins said a branded environment had the power to transform a space, inspire people who visit them and ultimately drive sales for a business.
“Creating a branded environment is all about building your brand identity and brand message,” he said.
Building a branded environment should always begin with a design brief, to determine how well-defined an existing brand is and to evaluate how much creative input the client wants to have in the process, Mr Collins said.
In the instance where a brand does not already have a distinct look and feel, Brand Dimensions collaborates with the client to develop an interior design which often becomes reflective of a corporate identity.
“Whatever we create, it has to be fit for purpose. We take into account how a branded space will be used, whether the public will be using it or if it is for employees only. This helps us to translate the life expectancy of a space,” Mr Collins said.
Transform your brand
In some cases, implementing a new environment can transform a brand by helping a business to change direction or appeal to a new demographic, Mr Collins said.
Brand Dimensions helped their client Connect Hearing shift the demographic they wanted to target through the creation of new retail environments.
“A big chunk of Connect Hearing’s customers are elderly but they don’t necessarily want to be perceived that way in the market. They wanted to offer something that was comfortable for younger people too,” Mr Collins said.
This was achieved by creating store fit-outs with a bright and modern colour palette, clean surfaces and light wooden furniture.
“With our designs, we had to ensure we met medical industry requirements while also creating a space that would give customers the confidence that they’re in a trusted environment,” Mr Collins said.
Consistency is key
The reason Brand Dimensions creates a retail fit-out guide for their clients is to ensure the design, specifications and supplied materials remain consistent throughout the lifecycle of the branded environment.
“Your brand will be stronger the closer you can stick to consistency. When you have too many different elements it just waters down your brand,” Mr Collins said.
For organisations with multiple locations, creating a consistent atmosphere allows customers to feel a sense of familiarity within the environment regardless of its setting.
“Another benefit of consistency is: instead of designing a space from the ground up every time, we put all that work in from the beginning when creating the fit-out guide. Then we work with suppliers to continue using those same pieces of furniture or brand colours,” Mr Collins said.
A familiar friend
Brand recognition is incredibly influential and that familiarity can be created through the consistent execution of branded spaces, Mr Collins said.
“People like what is familiar and that breeds confidence in a brand,” he said.
Familiarity can be found in a brand’s name, their use of colours or even a memorable in-store experience.
Retailers that are battling with the idea that everyone is buying products online and not shopping in the physical retail store need to realise there is an opportunity to create a unique experience and engagement with their customer, Mr Collins said.
“It’s really about focusing on that level of engagement with customers within the tangible store. And that’s not an experience someone can have when shopping online.”
Translate your brand into a three-dimensional space
With the right approach and consistent implementation, any brand can be translated into a physical space.
It requires some innovative thinking where creativity, functionality and consistency combine to offer the customer a unique experience, Mr Collins said.
“By engaging with customers in a branded environment, you have the opportunity to introduce new products and services that are relevant to them. The development of that personal brand connection is valuable from a retailer’s point of view and can enhance ongoing brand engagement for the customer.”
Would you like to find out how your business could work as a branded space?
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