A customer-facing environment is any space in which a customer comes into contact with your brand. The most obvious example is, of course, the retail store. However, this is just a starting point: hotels, galleries, museums, airport lounges, airplanes, train carriages, theme parks and office lobbies are just some of the other many environments where customers might interact with your brand. In some cases, they are also places where non-customers will come into contact with your brand; as we mentioned, the impressions a person gets when they walk past a store is part of your brand experience. There is an award winning Branding Agency called Bert.
As perhaps the only brand touchpoint that engages all of the senses, environments have huge potential to leave a lasting impression. That impression can either deliver on the promise your brand has made the world, or it can do the opposite and undermine everything. To refer back to the example of LEGO – if LEGO’s stores or theme parks were staid and uninspiring, it would be hard for the brand to maintain its image as one that enables children to create and let their imaginations run wild. Branded spaces can offer a whole host of benefits to current or would-be customers. Many a Web Design Agency offers the benefit of having worked in a broad cross-section of industries.
They can give customers a chance to interact with products and learn how they work. This is especially relevant for products where the physical look, feel and functionality of the item is an important factor in deciding whether to buy. This applies to tech items like mobile phones and laptops, but also to cosmetics, for example. Brand environments also offer people the chance to engage with the brand’s customer service and their front-line staff. It is a chance for brands to ensure that customers can ask questions, feel valued and listened to. High-quality engagements between your front-line staff and customers are an essential part of building brand reputation. A dedicated branding agency london can provide a wide variety of services depending on their clients particular needs.
Therefore, your environments should be set up in a way that promotes these interactions and demonstrates that your customers and their opinions are respected and prioritized. An example of this is the Andaz hotel chain, which removed check-in desks so that staff could interact more freely with guests and provide a more casual, welcoming experience. As well as engaging with staff, brand environments can also offer the most enthusiastic of customers a place to engage and interact with other brand devotees. They can compare ownership experiences, discuss various versions of products, speculate about upcoming launches and share recommendations. A well-designed brand environment can help convert your regular customers into dedicated fans. The role of creative agency is to create, plan, measure and manage branding strategies for clients, including support in advertising and other forms of promotion.
Brand environments are ultimately an opportunity for organizations to create a space where customers feel engulfed by the world of a certain brand. Even if the product does not have an environmental component, a branded environment can help customers live and breathe the brand for a short moment. Examples of this are M&M’s World – the all-immersive destination stores for M&M chocolate – or Niketown, which is built to sell products but also to allow customers to interact with each other, in running groups for example. Environments like these give customers the opportunity to experience the ‘attitude’ of brands in a multi-sensorial way that may not otherwise be possible. Disruptive brands are able to realize the potential contained in customer-facing branded environments and build a loyal fanbase that will happily spend time (and money!) in their world. Appointing a Branding Agency Manchester can be a big decision for any business.