Brand differentiation by design
Brand differentiation by design
A visit to our local Starbucks found a line out the door. People waiting while doing their Holiday shopping to buy the new seasonal blend of coffee or a latte, and to enjoy a bit of personal time for themselves. It was obvious this particular Starbucks served as an oasis from the shopping hordes, as every perch point in the place was occupied.
We witnessed the importance of design and environment in framing successful brand/consumer relationships — often of more value than advertising.
Store design is an essential part of a fully integrated brand differentiation strategy and the ability to own the conversation. The goal is to provide a spatial context to generate emotional connections, to demonstrate how a relationship with the brand enhances the life of the consumer. The challenge is to “dimensionalize” the brand — what the brand is, its reputation, point-of-view and aspirations — and use these environmental and sensory touchpoints to support the brand promise you wish to communicate.
Good design supports development of consumer/brand relationships by exposing deeply rooted emotions through shape and color, and latent association with human senses such as smell and sound. There is an opportunity to differentiate a brand by making design, lighting, audio, display, finish and other in-store elements work intelligently to stir consumer emotions at the point-of-sale.
Just as the script of a feature film is critical to box office success, so is store and product design important to effective branding. As any accomplished interior architect or designer will tell us, great design addresses basic human needs, attracting the equivalent of members to a club by projecting inclusion and the opportunity for affiliation.
At Starbucks, a relationship is sold with every latte, an implicit membership to the club. By design.
Brand differentiation by design - To learn more about this author, visit Steve Cranford's Website.
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During one recent afternoon, we experienced a demonstration of the power of emotion and the human need for affiliation. By design.
A visit to our local Starbucks found a line out the door. People waiting while doing their Holiday shopping to buy the new seasonal blend of coffee or a latte, and to enjoy a bit of personal time for themselves. It was obvious this particular Starbucks served as an oasis from the shopping hordes, as every perch point in the place was occupied.
We witnessed the importance of design and environment in framing successful brand/consumer relationships — often of more value than advertising.
Store design is an essential part of a fully integrated brand differentiation strategy and the ability to own the conversation. The goal is to provide a spatial context to generate emotional connections, to demonstrate how a relationship with the brand enhances the life of the consumer. The challenge is to “dimensionalize” the brand — what the brand is, its reputation, point-of-view and aspirations — and use these environmental and sensory touchpoints to support the brand promise you wish to communicate.
Good design supports development of consumer/brand relationships by exposing deeply rooted emotions through shape and color, and latent association with human senses such as smell and sound. There is an opportunity to differentiate a brand by making design, lighting, audio, display, finish and other in-store elements work intelligently to stir consumer emotions at the point-of-sale.
Just as the script of a feature film is critical to box office success, so is store and product design important to effective branding. As any accomplished interior architect or designer will tell us, great design addresses basic human needs, attracting the equivalent of members to a club by projecting inclusion and the opportunity for affiliation.
At Starbucks, a relationship is sold with every latte, an implicit membership to the club. By design.
Brand differentiation by design - To learn more about this author, visit Steve Cranford's Website.
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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