Branding does not end once your business website has gone live or your logo has been finalized. As business owners have started to see the importance of elevating their brand, more and more people have now begun to link their physical space with their brand identity. Whether your business operates from one location or multiple locations, uniformity is key when it comes to indoor branding.
What’s Indoor Branding?
Indoor branding is one of the most overlooked aspects of forming a consistent and clear company image and brand. As a business owner, you need to view indoor branding as an opportunity to treat your business space as a palette on which you can apply the same rules you would on other marketing aspects. It is about more than just a sign or logo; all elements must work in unison to create a sensory, engaging, and on-brand experience. However, to achieve the final link in your identity chain, you need to carefully consider how you will communicate your brand image through the lighting, colors, finishing materials, and layout in your interior(s).
The design choices you make will ultimately determine the impression you make on your customers, clients, and staff. At the same time, the right choices will help define who you are as a business or company. Striking the perfect balance between functionality, company imagery, and design aesthetics can make a huge difference.
What’s the Importance of Branding in Interior Design?
Making your interior consistent with your branding can be quite beneficial in helping reinforce your ethos and culture as a business. The good thing about indoor branding is that it allows you to adhere to your principles as a company. For instance, if your business sells eco-friendly products, you have the freedom to replicate this in your interior by using environmentally-friendly lighting and reclaimed or recycled materials. Doing so could help strengthen your brand while attracting fresh talent with similar goals.
However, it’s worth noting that consistency plays a crucial role when it comes to binding your business’ identity together. When all your marketing materials are intelligible, the last thing you need is for your physical business space to contradict the message you’re trying to portray. An uninspiring office space filled with generic furniture and fittings that show no effort at creating an awe-inspiring interior will lead to people assuming that you put as little effort and thought into the services or products you offer.
As a business owner, you need to ask yourself one question about your indoor branding, and that is: “Is the feel and look of my business interior reminiscent of that of my brand?”. Your interior must complement and support your brand image. Indoor branding is an investment that will not only add value to your brand but also allows you to stand out from your competition and demonstrate why you are unique.
Here is a look at the importance of indoor branding in different business settings and how you can make the most of it for your business.
Importance of Indoor Branding in Corporate Settings
Corporate visual identity consists of five core components: tagline/slogan, color palette, font, logo, and corporate name. However, since customers and clients won’t always see these components right away, the role of indoor branding has become more established in recent years. Entering your office space might as well be the first chance most people get to form an impression of your company. Therefore, your office interior needs to represent your image as a brand.
As a business owner, you need to ask yourself one question “what do I want people visiting my office to feel the first time they enter my premises?” Do your best to ensure that you create a professional and consistent image that ties in well with both your company culture and corporate identity.
Importance of Indoor Branding in Retail (Stores and Shops) Settings
If you run a multi-location retail business, consistency is crucial as it helps make sure that your brand is instantly recognizable regardless of where people who buy your products are located. A good example of this is Apple. The company maintains a consistent design and theme throughout its different locations, which makes them instantly recognizable wherever you see them. The company’s aesthetics and branding aren’t only consistent with their image but also their packaging and products.
As a business owner, you need to think about how you can use indoor branding to create an experience that’s both relevant to what you are selling and engaging. Injecting some personality and making visits to your shop or store memorable means people will come to associate your goods with the quality of your interior.
Importance of Indoor Branding in the Hospitality Sector
Similar to retail, restaurants, and hotels with more than one location can also benefit enormously from achieving consistency across all locations. Hospitality interiors offer a real opportunity for those in the industry to create unique customer experiences especially considering that the design used will determine whether a patron will return or opt to try another hotel or restaurant next time around. If you are in the hospitality industry, consider using branding as a means to differentiate your business from the competition. If your business is recognizable across all locations, people will come to associate the consistency and quality of your branding with the quality of your service or food.
For eateries and cafes, the logo color scheme and branding used are, in most cases, designed to reflect the cuisine they offer. If you run a restaurant, consider designing your interior to reflect the type of food your primarily offer – whether you specialize in Thai or American, rich and indulgent, or fresh and healthy, give your customers an experience they’ll remember and that reflects your brand, and they’ll most likely visit again.