A company brand is a powerful and valuable business component. Organizations like Nike, Pepsi, and Alaska Airlines spend millions of dollars building and maintaining brands that positively resonate with customers. Of course they produce strong products, but branding activities are a large part in ongoing success. A big share of their branding communication mix is the effective use of space branding.
There are many definitions of space branding, but we prefer a simple approach. Space branding is manifestation of the organization brand into any physical space using graphics, symbols, designs, colors, and materials fused to create high impact visuals and emotional connections with a target audience.
Done correctly space branding is a very powerful marketing tool that pays substantial dividends. Some of the products that can be used successfully for space branding are:
- floor graphics
- large format images
- semi-transparent window films
- custom cut visuals
- backlit signage
But how do you extend brand into a physical space? With the right marketing partner it doesn’t have to be difficult, but it does require a thoughtful and inclusive approach. Answering the following questions provides a sound start for branding general work environments, building interiors or exteriors, warehouses, manufacturing facilities, stores, restaurants, hospitals, and tradeshow locations.
Space Branding Factors
- How is your brand defined?
- What design and graphic components use guidelines are established?
- Should space branding facets reflect the corporation/company or a specific product?
- When in the space what response or action should the target audience initiate?
- What emotions should branding elements prompt in the target audience?
- What special materials or designs are required to exceed branding goals?
Whether you’re an expert at space branding or just contemplating the concept, Digitype is ready to assist with ideas and high impact applications creatively designed to improve your marketing return on investment.