For further information on exhibiting contact Lucy Findlay, Event Director.
Interior branding is the most overlooked aspect of forming a clear and consistent company brand. Bernd Schmitt, the author of Experiential marketing, notes that brands are encoded in physical environments whether you want it or not. Every location where people interact with your brand, be it an office or a shop, makes a certain impact on them. If these spaces are designed with little or no consideration of the brand values, you are depriving yourself of the opportunity to shape the experience that people go through.
People need to encounter the brand in every possible way in order to build up an association in their head. It is not about putting a logo on every wall and matching the furniture with brand colours. Rather, it’s about creating a space that speaks for itself. The interior should harmonize with your brand; so that people could walk in blindfolded and still be sure where they are.
A key question to consider is “Does the look and feel of the interior evoke that of the brand?” – it must support and complement the style.
A starting point for branding the interior of your business space is to brainstorm descriptive words for your brand. This will 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 establish a look and feel of the space in and align your branding with this. This 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 elements and contributors to the business and design 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.