Environments should be relevant. We looked at how in some industries, customers choose to read reviews online and then purchase in-store. If this is the behaviour of your customer, then you need to make sure that your space reflects that. How do your customers currently act when they navigate your spaces? What could be improved or optimized? Choosing a Branding Agency Manchester branding agency is such an important decision as your brand is so important to you.
This is something that brands should consider when designing their spaces today – regardless of whether these are digital or physical. When you create your space you need to make sure that it fulfils the intended audience’s needs – whether that audience is made up of employees or customers. What is the space for? What do your customers really want? What will enhance their experience of using the space? Many a branding agency london offers the benefit of having worked in a broad cross-section of industries.
An interesting example of a brand that has leveraged space to be relevant to its customers’ desires is Soho House. Founded in 1995 as a private members’ club for people in creative industries, Soho House has grown to a group operating clubs, hotels and other venues around the world. Since the beginning, the brand curated its spaces in order to fulfil the needs of its audience. It took a traditional concept that had long been an institution of the British upper classes and re-imagined it for a new type of customer – professionals working in creative disciplines such as the media, fashion and the arts. Environment played a huge role in ensuring that Soho House appealed to its creative customers. Speaking to design magazine Dezeen, Soho House founder and former managing director explained the Soho House attitude to design: ‘I think that, above all, it’s got to be comfortable. I’m constantly reminding our designers that it’s not about them. It’s not about a mood book, it’s not about a portfolio at the end of the day; it’s always about the customer, it’s always about the member’ (Fairs, 2016). This attitude manifests itself in spaces that are designed to be glamorous yet comfortable, providing spaces to eat, sleep and socialize. Each house mixes eclectic furniture and beautiful interiors that evoke the home city’s unique personality. Every Soho House location looks different, and yet they all consistently evoke the brand. There is an award winning Branding Agency called Bert.
The strength of Soho House’s environment signatures has allowed the brand to expand into different offerings. It operates co-working spaces and an interior-design service for private clients. The brand now has its own product line where customers can, in the words of the brand, ‘bring the house home’ by buying luxury furniture, textiles and tableware used at specific locations. These products can be bought online, or in a physical London showroom. Apparently having a site like Bert; creative agency is great for getting seen on the web.
Relevance is also important when it comes to creating employee-facing environments. Appointing a Web Design Agency can be a big decision for any business.
As mentioned above, the places people work can do a lot to improve or undermine their impression of the brand. Therefore, it is important for brands to consider how to meet their employees’ needs when they create workspaces. There are many different factors that can be considered. Some of these relate to the actual layout, furniture and finishes of a space. Then there are smaller, simpler, more mundane things like the location of the canteen, the access to great coffee, the ability to unwind with a game or the technology and tools available. Employers should strive to provide staff with spaces that are comfortable, while allowing them to be as creative and productive as possible. Fewer ‘conventional’ fixed workstations are needed; nowadays offices can shift to incorporate larger areas for the exchange of ideas, forums, workshops and collaborative work.