February 9, 2021
When it comes to creating, developing, or changing the brand of your business, there are many factors to consider – including how the brand will reflect in the interior design of your business environment. A brand does not end with a logo, it carries through into the customer experience; therefore, it is important to remember that interior design is essentially an extension of a business’s customer service and brand identity.
The successful design of a business environment creates a branded experience that allows your customers to understand your business before having the chance to visit your website or contact you directly. A brand is what makes you stand out, and makes your space, product and/or service recognizable to new and returning clients.
When it comes to product, services, and interior design, the consistency of your brand is extremely important. Subtle elements of a brand can ignite subconscious feelings that your client will associate with your business. By using familiar elements such as lighting, finishes, and layout techniques, new and returning clients will feel comfortable and drawn towards your spaces. Interior designers have the knowledge to design these elements in a way that evokes specific emotions that benefit your business and brand. If the interior design of your commercial interior is not cohesive with your brand, the experience and the image could potentially fall apart.
When you want to design a branded interior, it is important to hire the necessary professionals to ensure a successful outcome. Interior designers are a must – as they can select finishes, furniture, and fixtures that are both durable and functional for your space. Plus, they ensure a beautiful design with attention to details that accentuate your brand and products offered, while coincidingly enhancing the overall experience.
Interior designers also have valuable knowledge and experience of the process. Through creating detailed drawings, your interior designer is able to obtain all the necessary permits and ensure construction pricing to budget from. In addition, branding professionals are wonderful advisors for your interior design team. The two disciplines together have the ability to create an unbelievable space that showcases your brand, identity, and goals. Branding professionals are a key contributor when you want to develop, change, or create a brand for your business. They are able to advise on branding in realms that you may not have known existed. For example, they can incorporate your branding into how your employees answer the phone, or how you layout and design your office documents.
A branded interior re-enforces and improves the overall experience of your employees and clients, while enhancing your overall business brand. This method of branding allows a physical space to be an additional method of visual communication. Interior design has the ability to communicate what your brand stands for, and how it is unique compared to competitors. Ask yourself “what do I want my clients/customers to feel?” – an interior designer can create a space that makes them feel that way! Creating an impactful experience for your clients will make your brand memorable and significant.
Another benefit of a branded interior is the flexibility of interior design. While your brand and mission of your business can remain the same for a period of time, the interior design of your business spaces can continuously evolve with time, trends, movements, and communities – all while continuing to reflect the core values of your brand.
Regardless if your business is product or service based, the interior design of your space should reflect the characteristics and brand of your product or service. For example, Apple products are designed with clean lines, neutral colours, and a minimal aesthetic. If you visit an Apple retail store, you can immediately recognize that they have applied the same design concept to the physical design of their stores. Many people may not consciously recognize this connection, but it makes their stores easily recognizable, and their overall brand very cohesive. The true test of interior design branding is this – if you removed all of the logos and branding graphics from your business space, and a stranger entered, would they recognize that they are standing in your business’s space? If so, your branded interior is a success! This will make your brand and business easily recognizable, and attractive to your target audience.
As many business owners know, branding has a very direct impact on your revenue. Clients are willing to pay you what they feel you are truly worth. Many people will select a product/service based on the reputation of the brand identity or the perceived value of a product. What your business or product is “known for” is a key element in current branding and marketing.
Overall, the branding identity and experience of your business has a direct impact on the success of your business. The memories, expectations, feelings, stories, and relationships are all key elements that make a client choose one brand over another. Interior design has the incredible ability to impact all of these elements, and intrigue new clients, while consistently impressing existing clients.
A proactive starting point for branding the interior of your business space is to brainstorm descriptive words for your brand. This will allow your interior design team to ensure the design can also be described with those words. Start by thinking “Who are we?” and “What makes our business unique?” These questions should help spark some great descriptive words. It is also a great idea to collect images that inspire your brand identity and how you want your space to feel. This could include images of colours, nature, graphics, words, photography, textures, and more. In many cases, your interior designer will even incorporate some of these images into the “mood board” for the interior design concept. The mood board will create a concise and cohesive visual that communicates your brand to the consultants and is carried through the space to your clients/target audience.
Another step you can take to ensure the success of your branded space is to connect all of your consultants (architect, interior designer, brand agency, etc.) as early as possible. This will allow them to be on the same page early on and follow the same design direction with cohesive goals.
Unfortunately, a branded space is not free, so it is important to consider your budget in advance. Think about how important the branding of your space is to you, and what a feasible budget is. Does the design need to remain simple with subtle branding elements in order to remain more economical? Can you afford to incorporate branding in more impactful and detailed ways that may cost more? Next, make a list of your priority items – the “needs” and “wants” of your interior design, so that your consultants can prioritize where they are incorporating branding and other key elements.
Furniture and fixtures are also an effective opportunity to incorporate statement pieces (if you have the budget). Perhaps you want a jaw-dropping light fixture as you enter your space, or maybe you want the lighting hidden and minimal to emphasize the creativity and energy of the employees/products in the space. Colourful furniture can make a space more stimulating and energetic, while neutral furniture can portray a more sophisticated message.
The possibilities are endless when it comes to integrating your brand into the interior design of your business space. By working with professionals, and identifying the goals of your brand, a successful outcome is achievable!