Posted on May 01, 2015

Branding Your Business: Why is Cohesive Design Important?

Before undertaking any office refurbishment or refit, it is important to think about your business brand and how you portray this. What does your decor say about you when a customer steps through the front door? And does it reflect the right image?

Any successful businessperson knows that the way a company is projected can make a huge difference on performance. So, in order to make your business image the best it can be– keep branding cohesive!

Variety may be the spice of life, but not when it comes to business branding. Design is a form of visual communication, and the more you have going on, the more confusing your message becomes. Show your clients exactly who you are with a clear brand image through cohesive workplace design, online marketing and print advertising.

What Does Your Brand Connote?

Most businesses want to be seen as high quality yet affordable, and professional yet friendly. But how do you project this?

The colours you use in your company branding can say a lot. Each shade has pre-existing meanings associated to it, which can be attributed to your brand when you use it. For example, blue signifies trust and strength, therefore it is often the colour of choice for digital or technology companies who want to evoke the idea of a quality investment that will last.
 

(image: Peter Sterlacci

It may sound simple, but it really does have a huge effect on customers. According to a study conducted by WebPageFX, customers will make a subconscious judgement of your company and products/service within 90 seconds. 80% stated that colour increases brand recognition, and did you know that colour advertisements are read 42% more than the same ads in black and white?

So put that paint pot back on the shelf and think: how do you want your business to be seen? There’s a colour for that! 

Get to Know Your Target Market

 Before you call us in for an office refurbishment or call the web designers, sit down as a team and discuss your target audience. Who are they? What do they like? And how can you make your brand appealing to this demographic? These are all important questions to ask.

(image: imgBuddy

You may already know who your audience is, but a surprising number of companies do not consider their customers when organising an office refurbishment or setting up social media profiles.

When you know who your target audience is, you can then adapt your designs to attract them.

For example, if your target audience is 50+ years old you may want to choose cooler, less garish colours which promote quality, value-for-money and a no-nonsense service. So, an office painted in pale blue or soft purple, with comfortable seating near the staff’s desks may be a good idea. Whereas your website and advertising should be simple and to the point using plenty of bullet points.

Create a Style Guide

Now you know what colours your brand will use, and how this will attract your target customer, it’s time to write a style guide.

A style guide is a great way of clearly defining your company’s image. This will be a collection of simple rules that should be adhered to when making any visual changes, whether this be to the office interior design, the company website or printed promotional material.

A style guide will include:

• Multiple versions of the company logo
• Typefaces
• Colour palette
• Graphic features

A style guide will ensure consistency across all branches of the business and create a cohesive brand image. And it can be a great resource if you outsource any work.

A great example of a business with a strong brand image is our client, Herbert R Thomas. The estate agents and valuers use rich purple and natural imagery throughout everything they do, and our office designers tried to reflect this in the redesign. 

What do you think of their office refurbishment and cross channel branding? Your business could have a beautiful new office that reflects your strong brand, just like Herbert R Thomas. Simply follow the points above and then give us a call on 02920 368585.

We offer a full turnkey service which handles the entire office makeover process from design to implementation, so you can be involved in the process as much or as little as you want. Let us know what you want and we’ll do all the hard work for you. 

 

 

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