Corporate branding is a phrase that is used so often, but really, what is branding? Seth Godin said it best…
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
Why are customers choosing you? What do your customers expect? What story are you telling? And since this is about interior design, how does interior design relate to branding?
Telling that story, your story, takes commitment. You want your client to understand fully your values, and the value you bring. Therefore, your corporate branding needs to come alive in everything – from your company’s logo to the way it treats its customers. Whenever a potential customer comes in contact with the brand, online or in-person, those unique values should shine through. Your physical location, which may be someone’s first contact with your brand, is telling that story and needs to synchronize
Questions to ask about your corporate branding
Before designing to match your brand, think about how your customers would describe you. Are you formal or informal? Modern or classic? Creative or practical? Those descriptions will inform your design.
Colour plays a large role in dictating our emotions. Blues and greens bring us back to nature and are calming. Blacks and greys bring a feeling of formality and sophistication. A largely white décor feels clean and pristine and can evoke a modern vibe.
A company that promotes an eco-friendly and sustainable lifestyle will see those elements in its furniture and the materials used. A hotel that wants to give its guests a little taste of home will design with soft touches and more comfortable furniture. Design elements can communicate your company’s values, whatever they may be.
Having your interior design complement your corporate branding, you are building an image and reputation in your ideal client’s mind. Reinforcing that story and communicating your values will establish your business as the right choice. Interior design should be part of any marketing plan.
Internally, good branding will motivate your employees. Knowing who they represent will help your staff feel engaged and help them reflect your brand values with pride.
At Lesley Wong Interiors, we believe in open communication. When we approach a design, we talk to staff at all levels to understand your culture, your values and your brand. Armed with that knowledge, we can design an interior that tells your story to the world.
Reach out today to find out how we can assist you with your commercial interior design.