Every company has its own unique style, message, and image that stands apart from other establishmentsWhen competitive businesses choose to invite the rest of the world into their way of life, they do so by implementing brilliantly crafted branded environments that showcase their brand, their style, and their attitude.
A branded environment can consist of elements such as:
- Branded paintings and images
- Brand-specific colors and fonts
- Visible brand verbiage
- Brand-specific shapes
- Brand-specific measurements
As opposed to a marketing campaign that broadcasts the brand upon a plethora of various media vessels, the brand creates an entire environment that is dedicated to the exact nature of the brand itselfThe logo, the colors, the iconic pictures, and even the spirit of the business is embedded into the ambiance of the environmentIf the environment is created in such a way that the people that visit the place actually experience the company, the creators of the environment have done a fantastic job.
The Branded Environment Experience
When a professional brand marketing company takes on a job they have to keep in mind the balance of the projectWhat this means is that there is a fine line between a pleasant experience and an unpleasant oneThe idea of creating a brand environment is to allow a place where people can visit the area and become pleasantly connected to the brand as opposed to being pushed away by it.
When a marketing endeavor goes too far by pushing the brand into the face of people that are just trying to enjoy themselves, the entire brand can be viewed in a negative light.
When people go to a place where they feel comfortable, they have a pleasant experience, and they enjoy themselves they tend to associate the positive feelings with the brand that they are experiencing.
A great example of this is the way that your favorite coffee shop is set upWhen you walk into the place the entire environment will be established upon the brandYou will see the logo, the brand colors, the brand language, and many other traits of the brand varying from the pattern on the floor to the names of the items on the menu.
The patrons of that shop will be literally engulfed in the brandIf the branding is done in good taste, there will be a healthy balanceIf the branding is done in bad taste there will either not be enough, or there will be too much.
When there is not enough branding it is easy for people to forget where they are if they are engrossed in conversation or other activities that draw attention away.
If there is too much branding, say the logo plastered about everywhere the eye can see, even on the toilet paper in the restrooms, people can become overwhelmed or even offended by the dominating arrogance of the brand.
Some of the articles that customers will see the brand logo can be:
- Cups
- The menu
- Utensils
- Napkins
- Placemats
- Art on the walls
- Floor designs
- Uniforms
In addition to the obvious logos, printed materials, and words that will be placed about, the official colors of the brand as well as the size of the writing, the font of the letters, and even the shapes of seats or other customizable objects.
Whatever the environment has to offer its patrons, the main goal is to offer an inviting, charming, pleasant, and warm experience for anybody that enters the branded area.
Branding and Familiarity
A perfect example of great branding is what kind of batteries a person chooses when they buy themOf course, there are always going to be the people that buy the cheapest options that are available, but the majority of people that buy them want them to last long and perform well.
Not everybody understands how batteries work, and whether or not a certain battery will last longer than the nextThe only way they will believe that one brand of batteries will work better than the next is if they are familiar with the brands.
Of course, the in-your-face marketing strategy of the packaging of the batteries might be enough to persuade a person from one brand to the other, however, if the person choosing the batteries sees a familiar brand that assures people of long-lasting high-quality they will choose it over unfamiliar options just about every time.
This brings us back to the topic of a successfully constructed branding environmentIf the person seeking batteries has spent time in an establishment that produced positive feelings in association with that specific brand of battery…there is a very good chance that the person will choose that battery over any others available simply because of the pleasant association.
Types of Branded Environments
There are several different ways to express the brand of a company within a certain areaA room, an entire building, a hallway, perhaps even a city blockIf the project can be done with taste, it is possible to brand just about any environment.
There is a big difference between a small coffee shop and an entire football stadium, however, the right people can make both work great and look fantastic.
Some of the establishments that can invest in a permanent, or temporary branding project are places like:
- Shops
- Stores
- Restaurants
- Headquarters
- Offices
- Fairgrounds
- Event Venues
Even areas such as boarding areas for airline companiesIf you have ever flown anywhere you might recall that each airline had its own area for passengersThese areas are decorated in a way that pronounces their airline brand name.
Corporate Branding
Usually, corporate headquarters that allow customers inside are prime places for creating an epic branded environmentWhile the headquarters will have a specific way of presenting the company to the public they will also have a model to provide for satellite facilities.
A good example of this is the way banks are set upWhat better way to facilitate a pleasant branded environment than to allow customers in to talk about their money? Most of the powerful banks that have branches all over the world are particular about the way that they present their brand to their customersSince banks have a lot of money they have the ability to go the extra mile to provide their customers with a well-balanced brand experience.
Other corporate entities that are vigilant about their brands are:
- Supermarkets
- Fuel Companies
- Restaurants
- Theaters
- Department Stores
- Vehicle Brands
- Fast Food
In fact, most businesses that have multiple locations are very interested in the quality of the way that they present their brands to the publicAll it takes is a few big negative exposures to veer potential customers away like the plagueEspecially when it comes to food.
It is in the best interest of every large company that has multiple locations to invest in a branded environment for every locationWhen people connect with a brand it takes a lot for them to cut those ties and look for another brand, especially if the brand offers high-quality products or services.
When a company provides a welcoming environment it is much more likely for the people that they welcome to invite their friends into that environment, and those friends invite other friends…and so on.
Brand Loyalty
Every company wishes to gain the type of loyalty from their customers that certain motorcycle and vehicle brands doSome people are so loyal to a brand that they buy tee shirts for $50 to wear around wherever they goThey buy bumper stickers, hats, hoodies, and other items that have the logo of the brand front and center for all to see.
One of the best ways to acquire that type of loyalty is to offer a great product or service that other people are going to want to experience for themselves.
The combination of a great product and positive brand experience makes a good head start on the journey towards brand loyalty and positive relationships with customersAs people become more familiar with the brand and can see it as an opportunity to enjoy themselves they will begin to share their positive feedback with friends and family.
Conclusion
The science behind a branded environment is to offer people a great brand experience that will paint a pleasant picture in their minds that lastsWhen they have a great experience they will see the brand logo or name and associate it with a positive, familiar, place that they feel comfortable inThis is exactly how to get customers to seek out your brand and learn to rely on it.