When Gogo Design Group rebranded last summer, a thoughtful analysis was conducted in order to identify the specific experiences that we wished for our clients. We wanted a feeling of energy, movement, freshness, exhilaration and out-of-the-box thinking. When you work with Gogo Design Group, you can be sure to experience at least a couple or even all of these things.
According to our brander and designer extraordinaire, Susan Fireside, Owner of Winter and Construction Design, a brand is made up of experiences. The client is gifted with tons of experiences including your personal style, your business cards, your website, and the space in which you conduct business. If all are cohesive, then all is good! Please read on to learn more about the meaning of branding and how it’s important to flow through the spaces where we conduct business. And be sure to learn more about Susan’s work o her website www.winterandconstruction.com.
Years ago I went to a doctor that was highly recommended for his abilities. I had no doubt from the glowing recommendations that he did amazing work. But when I got to his office, I was a little concerned. The dirty, dated office chairs from the 80’s and the semi-lifeless plants didn’t reflect the kind of care I was expecting. I was expecting modern and cutting edge, and I thought the office would look that way. With my first impression I started to make assumptions. Old chairs equaled old ways of thinking. Dirty chairs equal not clean or sanitized. (Not an association you want in a medical practice).
These are all impressions formed that are personal. But when we come to a place of business, whether a doctor’s office, restaurant or even retail, we all form an opinion. Sometimes before we have a chance to experience the service or product.
That’s what a brand is. A brand is made up of experiences. And it comes from a variety of ways. It comes from the business cards we give out, the website that we shopped at, the menus we read, the way a receptionist answers the phone, to the space itself. From the logo created to reflect the company’s mission and vision and unique positioning statement that sets them apart, to the china that a meal is served on. When a business makes deliberate decisions that reflect the way they do business, they recognize the value of creating a brand.
Often times I am asked what a branded environment is. That comes from a combination of how we experience a space, the verbal and non-verbal messages that are being sent, and how it connects to the business itself. Take for example Starbucks. You know a Starbucks as soon as you see the sign outside the building. The warm colors of the space itself, the consistency of materials being used from store to store, the packaging, advertising, store signage. It goes on and on. Yet, all those pieces together work to deliberately connect with each other, and with their audience. Choices made to create an experience that consumers have grown to expect, and love. And when you get consumers to love your business, they become your best source of marketing. Referrals.