Environmental Branding: What It Is and How to Embrace It
Your store branding goes beyond having your sign out front. It is about telling a story and immersing your customers in your brand.
Your commercial property holds all the keys to creating an impactful environmental branding. Here is how to embrace it.
What is environmental branding?
Environmental branding is the process of combining an array of design features to create an immersive brand experience.
Various elements, such as graphics, signage, and interior design, work together to translate the brand’s visual and emotive signature into a physical space.
The elements work in a cohesive way to facilitate the branding experience, whilst each feature helps improve communications, wayfinding, and the overall customer journey.
The benefits of environmental branding
Why should you adopt environmental branding right now? First of all, it can greatly impact the customers’ journey and decision-making process. From first impressions to the moment they leave through the door, having a memorable branding experience can make or break a deal.
Simply having a pleasant physical space doesn’t cut it anymore. Customers are yearning for a unique branding experience in a highly competitive market. Your aim is to convert them into loyal customers who keep coming back for more.
Furthermore, successful experiential branding impacts your staff and their productivity. Having a well-designed workspace promotes well-being and is highly motivational. It can also boost team spirit.
How to embrace environmental branding
Environmental branding takes on a vertical and horizontal approach to designing a commercial space. It considers every direct touchpoint in your physical and indirect spaces, as well as the relationship every space has with the rest.
This ‘whole body’ approach presents you with a map for designing a commercial environment that is cohesive and effective.
Here are some of the key elements of environmental branding to consider:
- Start from the outside in. Use eye-catching external signs that speak your brand identity.
- Match your internal graphics and design.
- Use custom wall art to bring forward a specific theme forward.
- Use wayfinders to guide the customer journey.
How to implement environmental branding sustainably
Designing your commercial space according to environmental branding doesn’t have to hurt the environment or your budget. Instead, it can be done in a very thoughtful but effective way.
To do that, consider the life span of the design features you’re using. Instead of buying new furniture, use 3D emulations that can add up to 10 years. If a patch gets damaged, it can easily be repaired without having to start from scratch. Moreover, they’re a much cheaper alternative to buying new furniture. Emulations can be used not only for furniture in the hospitality industry but also for refurbishing checkout points and stalls in any store.
Digital signs are an innovative and sustainable way to convey your brand message and advertise your products and services. They can be used both internally and externally. Their biggest benefit is that the message on display can be changed whenever you wish without having to print extra flyers or posters. To learn more about how digital signage can be used sustainably, read our blog.
If you’re disposing of any old items during the refresh process, make sure you donate them to give a second life.
At Novograf, we have sustainability embedded into your products and services. Our products can help you achieve sustainability goals. By choosing Novograf, you are choosing the help the environment.
Your physical space is the face of your brand. Ensuring that it translates your brand’s identity and values with environmental branding positions you way ahead of your competitors.
At Novograf, we offer a range of features that can take your environmental branding to the next level, so feel free to browse our products