Brand It Like a Boss

Author: Linda Sultmann

Intrigue and inspire with brand-consistent visuals both inside and out.

Look good inside and out

Bruce Springsteen once said:

"Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time."

Chances are when The Boss spoke these words he wasn't specifically referring to store fit-outs. He may have specifically been talking about becoming a popular entertainer but the same attitude can be applied to establishing a brand entity that builds loyalty.

Have you ever ventured into an impressive-looking building only to be underwhelmed by the interior - or gone into a shabby-looking restaurant or shop and been pleasantly surprised by the class, colour, and vibrancy inside?

A consistently positive visual experience will only increase the impact you make on your customers, making it more likely for them to return regularly and to share their good impressions with others. Design features - both inside and out - that emphasize your business's personality and purpose are integral to your overall brand message.

Here's how:

Begin with the basics
Keep in mind the customer psyche you want to capture and blend it with your branding through furniture, fit-out, lighting, and colour.

Say it loud
Get creative with signs, displays, and graphics. Consider using interchangeable magnetic receptive graphics to promote specials or events. Showcase prints of larger-than-life artworks. Make your logo or business name really pop with dimensional lettering, hand-painted signs, or etched glass.

Functional flourish
Don't view wayfinding signs, menus, walls, countertops, floors, windows, and equipment simply as practical necessities, but also as opportunities to reinforce your brand. Wraps, decals, and digital displays can be designed to inform, impress and inspire.

Every part of your building has the potential to be a marketing tool. Your physical premises need to embody your business premise - both inside and out. Or, in other words; brand it like a Boss.