In the age of mass media and social media dominance, brand building helps to cut through the chaos. Be it a product or a service, a person or a place, brand building has become key to its success.
While brand building appears to be an exercise in marketing, it is equally an exercise in spatial design. Though marketing shares a lot of burden of promoting a brand, the spaces in which brands operate, their branded environments, are their most powerful touchpoints. These spaces provide an opportunity of converting the intangible aspects of a brand into tangible experiences. The nuances of multi-sensorial spatial experiences generated in these spaces get directly transferred to the perceived image/value of the brand and this in turn influences consumer behavior, which is the ultimate litmus test for any brand.
Unique brand positioning in reference to its competition and consistency of its message across its various touchpoints, with focus on its target audience, are some of the crucial aspects of brand strategy making. May the strategy be brand recall or elevation of its perceive value, be it a rational appeal or emotional connect, be it an old brand looking to evolve or be it a new upcoming brand, it is when design strategy making is aligned with its overall branding strategy, that spatial design becomes an integral part of brand building.
