Interior Branding is an approach to a company’s physical space as an opportunity to convey the brand essence to its customers. It’s a storytelling process that translates the brand personality into a tangible space that has the utmost goal of creating a true brand experience.
Simply put, interior branding is a tool to influence how your customers feel about your brand and interact with its physical space. How do you want your customers to feel inside of your premises? The second they step into your hotel, restaurant, bar or coffee shop, they form an impression about your brand. Your interior space is full of opportunities to reinforce your core values and engage with your guests. A nicely decorated interior, without any strategy behind it, isn’t enough to connect and make them live a remarkable brand experience.
Interior Branding can impact guests in non-obvious ways. Without saying a word you can influence what they think about your brand, the duration of the visit, how people interact with each other, which type of groups visit your space, how they dress up for the visit, how they feel during the stay, how much money they spend... the possibilities are endless. The sum of every single item present in the interior, the furniture, signage, temperature, the music that is playing, signature fragrance, food and beverages served, quality of the service offered, everything from the micro to the macro communicates a message to your customers.
A smart brand positioning manages to convey the same message throughout all these interior elements. It is the consistency in the communication that will make the client remember your brand and all feelings associated with it. Not only in the interior space but in all other touchpoints, like websites, social media, email marketing, etc.
Rather than replicating the brand colours in the furniture and adding repetitions of the logo throughout the space, the Interior Branding process strives for a far deeper connection between the brand and its customers. This connection is achieved through meaningful interactions at every touchpoint the client will have with the space. Some elements will affect them directly, while others won’t even be noted as something impacting their feelings.