Don’t overlook the power of your 3-dimensional brand environment

Most companies spend their “branding budget” on their website, print/digital ads, marketing collaterals (we’ll call this their “2D environment”), completely or partially overlooking their 3D environment.

The 3D is an often overlooked aspect of reinforcing brand in both the corporate and professional environments.

What is branding through 3D design?

Branding through 3D design, (also known as the branded environment) is the process of transforming an office environment, an exhibit booth, a pavilion, or a retail store into a three-dimensional embodiment of a brand. One that instantly reinforces a company’s position, communicates its identity, unifies its culture, and delivers the brand experience to customers.

Think of this…

Does your office design energize your staff? Strengthen your brand? Reinforce your position?
Does your exhibit booth create a unique experience where your customers connect emotionally with your brand?

Does your store convey a welcoming and engaging environment where customers feel compelled to buy your products because your brand resonates with their values?

By integrating your brand strategy into the 3D design process, you can create an environment that helps employees, customers, and business associates better understand your company’s mission, vision, and values.

A “space” is not just a place with shelves to display your products or with a bunch of tablets and flat TVs to show your latest cool video or interactive presentation. Although those are important, they are only one aspect of that space. They convey your message, not your brand experience.

A product fits a customer’s need; a brand experience fits a customer’s beliefs.

What’s included in a branded environment?

A branded environment is the combination of many components such as architecture, layouts, finishing materials, lighting, environmental graphics, way-finding devices, signage, and décor elements that reflect and reinforce the personality of a business.

All of these elements work together to create a physical and sensory relationship with the customer. When implemented correctly the 3D design communicates your brand’s message and it lets people touch, explore, and engage with your brand in the physical space. Your branded environment enables your brand to be experienced beyond print, web, advertisements, and television.

Why is the “experience” important? What are the benefits of branding your environment?

The benefits of a branding your environment are many. Internally, better environmental design leads to happier staff. Happier staff generally means higher retention rates, increased productivity, and a better understanding of your organization’s mission, vision and values. In other words, a branded environment engages employees.

Externally, it leads to improved position and communication, better customer recognition, differentiation from competitors, and higher perceived value from your customers, investors, partners, and the media.

Is your office space engaging? What’s your favorite retail branded environment?