101: Environmental branding

I’ve been wondering the last few weeks if I’ve been drinking too much branding kool-aid.

I first wondered this when I was at a networking event a few weeks ago. The people in my little group were intelligent business owners who seemed to have a firmer grasp than usual of what branding means in today’s market. A retailer, whose store I had been to before, complained that she was losing traction with her customers because a competitor—another small business—had opened up nearby. When she asked me why I thought this might be, I explained that without doing marketing analysis I couldn’t provide a definitive answer. I did offer, completely off the cuff, that her competitor’s environmental branding was certainly compelling.

“Well, I have my logo in my store space, too.”

I provided a cursory explanation of how environmental branding was a bit more than that. To make the explanation less personal, I used ubiquitous examples such as McDonald’s and Target. I could tell she still wasn’t understanding how these companies had relied on their environments so heavily to drive business, primarily because she wasn’t able to see how each franchise and each store had the same universal look and messaging.

Changing tacks, I offered the example of a recently opened Mountain Dew skate park. Its visitors got more than just environmental branding; they got an experience. I then asked her if she’d visited the competitor’s store and, if so, what did it make her feel. She said (begrudgingly) that going in the store felt like being on vacation. I pointed out that her competitor’s logo doesn’t appear anywhere inside the store except on business cards placed at the point-of-purchase, and that the sense of ‘vacation’ was created by the store’s environment. Bringing it home, I asked, “The environment is an extremely compelling call to action for its visitors: 1) Who doesn’t like to go on vacation? This sensation will keep customers returning to the store and 2) Who doesn’t spend money more freely when they’re on vacation?” BAM; environmental branding therapy session, concluded.

The second time I thought I’d gotten too tipsy on the design drink was last week. I was having a conversation about the potential benefits of extending a company’s current branding through their corporate space. Benefits such as increased employee productivity and pride, as well as a more intimate brand experience for office visitors and potential vendors and partners.

“We don’t have the money and we’re not interested in that. We just want some art.”

I explained that what I was suggesting was not a complete overhaul of the office space, merely that they should consider how their messaging could potentially be perceived by visitors if they slapped something up that didn’t jibe with the rest of their brand message. It is possible to create environmental branding on a shoestring budget; just like with print, sometimes the best solutions are those created within tight budget parameters—you just need to be open to the opportunity.

These conversations point out that while we live in an increasingly design/branding savvy culture, many small to medium sized businesses still aren’t seeing the value in environmental branding. Sometimes this is because they don’t understand what environmental branding (or experiential branding as it’s increasingly known) means. I have found that sharing visual examples helps them free their minds. The following are just a few of my current favorites.

Images of studio reactiv’s office from Contract, environmental branding by LUX Designs

Images of Change to Win’s office via the firm who did the spectacular branding, Design Citizens

 

 



Images and text for the above images of BBC Worldwide’s Australian offices from Design Home. Experience design by thoughtspace.

“Towards the eastern façade, BBC Worldwide’s own Doctor Who Daleks lurk. Adjacent to original 1960 Dalek is a ‘not so typical’ six person meeting room [1]. Together with unique acoustic wall tiles, the distinctive aluminum ceiling and studded rubber flooring the room oozes style reminiscent of the admired TV hit series of Doctor Who. BBC Top Gear [2] is also a feature in the viewing studio where screening of promos takes place. A sweeping full height acoustic fabric wall printed with the striking ‘Stig’ creates the impressive backdrop to the surround sound studio.

Towards the middle of the floor the UKTV meeting booth nestles [3]. The Banksy inspired graphics create an urban experience together with the studded ‘booth’ seats commonly used for informal meetings or alternative work environments. The BBC Knowledge meeting room [4] offers an insight into this unique BBC concept. Interactivity and learning through life’s experiences is the focus of this themed zone.

Dancing with the Stars [5] is also captured by the elegance of the small meeting room adjacent to the reception foyer. The graceful translucent chairs accompany the heavily turned black lacquered table which sits superbly on the eye catching plush silk/wool rug. Ball bearing curtains sway in front of the full length mirrored walls to create the illusion of ‘sparkle.’ Finally, the lift enclosure is wrapped by the intensely colored master brand graphic that leads you through to reception celebrating the prominent brands. BBC Worldwide focused on the indigenous motif to link the brands and create a uniquely Australian experience.”

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One Response

  1. Shelly Boggs says:

    A wonderful entry, Mz Lockard! —

    Your response to the retailer in your networking group was dead on — a logo is not a brand, especially when it comes to the multi-sensory experience of environments! Reminds me of a simple lesson from an indirect mentor, Marty Neumeier: if you cover up the logo on a design or package (or, in this case, an environment) and the brand still sings out loud and clear, you have a successful brand expression.

    Thanks for an inspired retort that I will also use with my clients!

    Cheers —
    Shelly B

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