What's an organization's biggest branding tool?
Hint: it's all around them.
Space can do more to evoke specific emotions that directly connect to brand.
Whether working, learning, relaxing, or receiving health care, people expect engaging environments that improve their experience. Delivering on this expectation plays a significant role in winning their attention and building loyalty – which is why you need to consider how your brand visually translates to the way people experience your space.
Digital's impact on reality.
The world is in a perpetual upgrade to vivid, high-def spaces because people expect every encounter to be as intense and intuitive as the digital screens that consume their days. And as more organizations in every sector compete for eyeballs and wallet-share, it's not going to get any quieter out there. The digital world dramatically alters peoples' perception of the physical world and has a profound impact on your brand and your audience's expectations.
Today's biggest strategic edge? Creating distinct, flawless experiences.
While digital life influences physical space, competition is increasing for customers' brand loyalty. Businesses have to work harder to differentiate themselves in a market filled with near-limitless choices. You can see it in the experiences retailers have created for customers—both online and in-store. Every color. Every finish. Every graphic. Even fragrances and playlists help build brand experience.
Lesson learned: brand matters everywhere.
These same strategies are showing up in the hospitality industry, the health care category, and academia. Which is why Evidence Based Design (EBD) has become one of the hottest buzz phrases in the business. From color to texture to navigability, organizations increasingly recognize the significant impact that translating their brand to their space can have on their bottom line. But they're not always sure how to connect the dots and how to measure results. It's possible to do so, with EBD and the right execution.
If a visitor leaves an environment having had a bad experience, nothing else really matters.
Simple enough, right? When something about the space evokes the wrong emotion—discomfort, insecurity, disorientation—it's as harmful as poor service or defective product. This speaks to the value of translating brand to space. But it's about more than thoughtful color palettes, the right art on the walls, and a lighting scheme. To hit the right emotional chord, you have to consider the full experience. Nothing hits that chord more effectively than on-brand experiential graphics.
But getting branded space right is different for every brand and category. For instance:
Hospitals
Patients and their loved ones need to sense they're someplace that genuinely cares about them. They draw conclusions about the kind of care they're going to receive from the way the environment speaks to them. Which is why the trend in healthcare is to make interiors feel less institutional and more welcoming, even hotel like.
Workplace
Employees are looking for an environment where they can feel a sense of belonging, comfortable and inspired. They need spaces that encourage collaboration and others that promote quiet. At the same time, employees want to feel like they're part of a company that is forward-thinking and supportive of their team and its needs. All these elements fuel productivity throughout the workday.
Technology Firms
Visitors expect a sense of wonder when they enter the high-tech environment. The space needs to communicate that the brand creates new possibilities. Even the fit and finish of graphics and signage makes an impression. Innovation can be reflected in the signage and experiential graphics themselves, through details like construction techniques, hardware, materials, and creative elements that reflect forward-thinking ingenuity.
Education
The institution's identity is vital here. This will ultimately be someone's alma mater. Prospective students need to sense that right away. They're longing for a connection to the school's brand. Once they're enrolled and on campus, the institution wants students to develop a sense of pride and loyalty. The continuity and familiarity of the brand throughout campus, from building to building, creates a cohesion that reinforces a sense of affiliation. It's an emotional connection that needs to stick with students long after they graduate—and become lifelong champions of their school.
Final thought: Emotional connections lead to lasting impressions.
It's a simple, effective formula you can apply to gain a competitive edge. Bringing brand to life in a space through experiential graphics is a proven way to elicit the right emotional response from visitors. And having the right partner through the whole process ensures success.
The discipline of branding space has matured. It's more sophisticated. It involves more considerations. More training and expertise. But the results can be more dramatic and measurable than ever. So start building brand in your space today.
The people you serve will thank you for it with their loyalty.
Tell your brand story: Solutions for every market
Architects & Designers | Healthcare | Education | Corporate | Libraries | Senior Living | Government
What's an organization's biggest branding tool?
Hint: it's all
around them.
Space can do more to evoke specific emotions that directly connect to brand.
Whether working, learning, relaxing, or receiving health care, people expect engaging environments that improve their experience. Delivering on this expectation plays a significant role in winning their attention and building loyalty – which is why you need to consider how your brand visually translates to the way people experience your space.
Digital's impact on reality.
The world is in a perpetual upgrade to vivid, high-def spaces because people expect every encounter to be as intense and intuitive as the digital screens that consume their days. And as more organizations in every sector compete for eyeballs and wallet-share, it's not going to get any quieter out there. The digital world dramatically alters peoples' perception of the physical world and has a profound impact on your brand and your audience's expectations.
Today's biggest strategic edge? Creating distinct, flawless experiences.
While digital life influences physical space, competition has intensified for customers' brand loyalty. Businesses have to work harder to differentiate themselves in a market filled with near-limitless choices. You can see it in the experiences retailers have created for customers—both online and in-store. Every color. Every finish. Every graphic. Even fragrances and playlists help build brand experience.
Lesson learned: branding matters everywhere.
These same strategies are showing up in the hospitality industry, the health care category, and academia. Which is why Evidence Based Design (EBD) has become one of the hottest buzz phrases in the business. From color to texture to navigability, organizations increasingly recognize the significant impact that translating their brand to their space can have on their bottom line. But they're not always sure how to connect the dots and how to measure results. It's possible to do so, with EBD and the right execution.
If a visitor leaves an environment having had a bad experience, nothing else really matters.
Simple enough, right? When something about the space evokes the wrong emotion—discomfort, insecurity, disorientation—it's as harmful as poor service or defective product. This speaks to the value of translating brand to space. But it's about more than thoughtful color palettes, the right art on the walls, and a lighting scheme. To hit the right emotional chord, you have to consider the full experience. Nothing hits that chord more effectively than on-brand experiential graphics.
But getting branded space right is different for every brand and category. For instance:
Hospitals
Patients and their loved ones need to sense they're someplace that genuinely cares about them. They draw conclusions about the kind of care they're going to receive from the way the environment speaks to them. Which is why the trend in healthcare is to make interiors feel less institutional and more welcoming, even hotel like.
Workplace
Customers are looking for cues that signal security and stability. They're looking for a sense that everyone here is doing well. Happy. Prosperous. Enduring. At the same time, customers want to know that they're banking with a financial institution that's ahead of the curve when it comes to technology, so the space needs to signal innovation and ingenuity.
Technology Firms
Visitors expect a sense of wonder when they enter the high-tech environment. The space needs to communicate that the brand creates new possibilities. Even the fit and finish of graphics and signage makes an impression. Innovation can be reflected in the signage and experiential graphics themselves, through details like construction techniques, hardware, materials, and creative elements that reflect forward-thinking ingenuity.
Higher Education
The institution's identity is vital here. This will ultimately be someone's alma mater. Prospective students need to sense that right away. They're longing for a connection to the school's brand. Once they're enrolled and on campus, the institution wants students to develop a sense of pride and loyalty. The continuity and familiarity of the brand throughout campus, from building to building, creates a cohesion that reinforces a sense of affiliation. It's an emotional connection that needs to stick with students long after they graduate—and become lifelong champions of their school.
Final thought: Emotional connections lead to lasting impressions.
It's a simple, effective formula you can apply to gain a competitive edge. Bringing brand to life in a space through experiential graphics is a proven way to elicit the right emotional response from visitors. And having the right partner through the whole process ensures success.
The discipline of branding space has matured. It's more sophisticated. It involves more considerations. More training and expertise. But the results can be more dramatic and measurable than ever. So start building brand in your space today.
The people you serve will thank you for it with
their loyalty.
Tell your brand story: Solutions for every market
Architects & Designers | Healthcare | Education | Corporate | Libraries | Senior Living | Government
