In an increasingly digital age, where lots of time is spent in front of screens (desktop, tablet, phones) it’s tempting to focus only on those outlets when it comes to branding and advertising.
Ok, now close your eyes, take a breath and envision your favorite boutique, restaurant or public building. Look around and notice what grabs your attention, what makes you feel good, brings you calm or excitement. My guess is that those items are not related to screens at all, that they are physical items, colors, images and dimensional designs.
Yes, the screens may have introduced and led us to that special physical place but in order to create a pleasant experience for the customer, the brand has to be incorporated into the physical environment. Your brand talks to the customer before you ever get the chance to say “hello”. Starting at the exterior signage and storefront design to the interior design and wayfinding with all its components: does your brand match your physical environment and the other way around? Every aspect should be designed for a positive customer experience. When all parts integrate seamlessly with each other, they ease the customer’s journey and reaffirm that they are in the right place. Then the customer can enjoy what they came in for, and in turn, so you can do the same – enjoy your business.