Branding In 3D

When most of us think about branding and identity, our minds immediately turn to logos, taglines, and beautiful identity packages.

However, there is another, equally important, aspect of many branding efforts – that is, the built environment.

Architectural and interior designers spend a great deal of time assessing the functional needs of the spaces they create.  In the end, a “successful” design is deemed so only when it facilitates a client’s daily operations.  Having said that, however, the built environment must also be representative of a client’s organizational brand.  Therefore, in addition to meeting practical requirements, the space should have an aesthetic appeal to the target market.

Brand Totality- The Sum of All Parts

As the design process emerges from the quantitative fact-finding phase (determining everything from staffing adjacencies to equipment sizes), the creative team must also begin to explore the totality of the client’s brand.  To accomplish this, the team reviews current branding materials; explores the company’s web presence; and perhaps most importantly, they talk to the people within the organization.  All of these elements are essential to presenting a cohesive brand identity to the public.

Whether it is a retail or corporate space, designers and others responsible for the visual expression of the brand must have a clear understanding of the ideas and messaging they are charged to convey.

The consistent communication of an organization’s brand reveals a sense of purpose and intent that can enhance the perceived value offered by the company.  An organization that thoughtfully considers every aspect of its own brand strategy inspires confidence that the quality of its products and services are similarly well-considered.

As branding professionals, each of us has a responsibility to ensure that our counsel to clients includes an educational component that explains the holistic nature of what we do.  An all-inclusive brand strategy that addresses the sum of the customer experience – from the design of the reception area in the corporate headquarters to the packaging of products – will have a positive effect on an organization’s bottom line.  Ultimately, this is where the value of three-dimensional brand development will be most appreciated.

When Branding in 3D:

•    Explain the value of consistent brand communication to your client – why should they undertake the effort and expense to heed your recommendations?
•    Understand the organizational mission and culture to understand the overall Brand Idea – what message do you need to convey?
•    Talk to people – what can you learn from the employees and customers that will inform how you communicate the organizational brand?
•    Review current branding materials, in print, online, and in 3D – are all aspects of the brand communication strategy aligned? If not, how will you bring them into alignment?
•    Develop relationships and alliances with other creatives who practice outside your field of expertise – diverse points of view lead to the most holistic solutions.

3D Brands:

Takashimaya – retail store – New York City, NY and international locations
Everything about this Fifth Avenue luxury goods store is in line with its brand of understated elegance, right down to the personal attention offered by the salespeople.  Yes, they even talk to regular folks like you and me.

Photo by World’s Luxury Guide (Weld Online)

Dean and Deluca – the original gourmet grocery – National locations and Tokyo

The flagship retail environment (in New York City’s SoHo district) for this “artisan food” company reveals that the owners seemingly paid as much attention to the store design as to the food on its shelves.  Of course, this might be partially due to the fact that Dean and Deluca was founded by two foodies and a designer.  Integrating your brand doesn’t get much easier than that.

Photo by Dean and Deluca

ING – financial services – International locations

According to their stated mission, ING is a firm that seeks “to deliver its financial products and services in the way its customers want them delivered: with exemplary service, convenience and at competitive prices.”  The firm’s online presence, printed materials, and “Direct Café” locations work together to present a seamless brand expression.

Photo by New York Times Magazine (www.nymag.com)