What does branding do for your business?


The branding of your business is a way of creating an identity and personality for your brand. It determines how your customers perceive you. It distinguishes your business from any other business, creating a distinct identity for your company, essentially establishing why customers should choose you over others. It is a way to gain an edge over your competitors in the cut-throat market.


How does Interior Design affect branding?


Branding does not end with your logo or the marketing strategy for your business. The physical spaces in which your company operates - your offices, retail shops or experience centres are also very influential on your branding. They can prove to be crucial in how your business establishes a memorable image in the minds of a customer. Consistency is pivotal for a brand - in its products and services and its projected brand image for customers. Interior design can be impactful in maintaining consistency for brand perception since familiarity is crucial for brand trust. An enhanced customer experience and an aptly communicated brand identity can help a brand grow to great lengths.


To envision your space, you can question this - ‘How do I want my customers to feel?’. It can help create a vision for the project, which will guide your designer to establish the overall direction of the project and the minute details. Successful business owners know that branding directly impacts the success of their business, and hence the attention paid to interior design is quite crucial for your business. 


How to Begin?


Creating Mood boards that reflect the values and identity of your business is a great starting point for the process. A mood board is a collection of images that can include colours, textures, materials, photographs, words etc. Many factors are consequential in translating the brand aptly into interior design. 


The layout and space design. 


The layout and functionality of a space are fundamental elements for branding. It facilitates the communication of the brand’s values and identity while creating a positive and a memorable experience for the customer. For example, a modern and innovative company can have an open and flexible plan to encourage collaboration and creativity. Likewise, a sustainable brand could have energy efficiency and access to natural spaces as a part of its design. 


The layout and space design, along with the functional elements of physical space, can also help create a specific atmosphere and ambience. A high-end retail store would have much more open space and highlight every product individually, compared to a supermarket - which has efficiently planned spaces with closely kept high shelves and many products stocked together. Space planning can completely transform the kind of perception you hold towards the brand. It helps in a cohesive and unforgettable brand experience for the customer. 


The influence of colors.


Colours also play a huge role in determining how a brand is perceived. We associate various values and emotions with specific colours, and a designed visual palette can communicate the desired values & evoke the appropriate emotions in the mind of users. A modern brand that creates products for a young demographic can use bright and contrasting colours, while muted colours work best in a formal setting, like a Bank. An eco-friendly business could use earth tones such as green and brown to portray the association with nature, and a luxury business could use gold and silver to exhibit exuberance. 


Materials & Textures add layers to the Identity.


Just like Colours - Materials and textures used for the interior design palette of an office or a retail outlet also play a huge role in reinforcing the brand image. A tech office having glass and steel as a material palette with smooth textures is an excellent strategy since these elements are associated with technology. A business focusing on tradition and craftsmanship can use materials such as wood and stone. 


The type of furniture used establishes interaction with the Brand.


Furniture is a slightly different design element compared to materials, textures and colours because customers are more likely to engage with them physically rather than just visually. That makes it very important to consider not just the visual aesthetics of the furniture design but also how it makes the user feel. A law firm may use leather executive chairs and wooden desks to portray a serious & professional image. A creative Agency can use modern, colourful furniture to exhibit an artistic flair and forward-thinking. Cosy & comfortable furniture for hotels and restaurants can create a relaxing and inviting atmosphere. 


The type of Fixtures used affects brand perception.


The type of fixtures used can reinforce the brand image. For example, using sleek and minimalist fixtures for a business that focuses on modernity and minimalism can help strengthen the brand perception. Lighting can set the ambience for the space. Warm lighting can create a cosy and intimate atmosphere, while dynamic lighting for a gaming arcade for creating a sense of movement. It can help generate focus on desired elements in any given space. Different kinds of lighting can form a focus hierarchy for the products displayed.


The subtlety of Signages & Decorative elements


Signages and decorative elements communicate brand ideals and values through words and art. Curating them well becomes crucial in setting a cohesive and consistent brand image. The fonts used for signs and the art styles of the decorative items are fundamental for branding. 


It becomes highly complex considering all the factors. Hiring an expert makes it easier to solve this problem while mitigating the risk through trial and error since experts always function based on research and experience. We at Graniti Vicentia are committed to designing spaces that help a business grow. Contact us to know more.