Brand zone – building relationships with the audience
The brand zone is a strategically planned space that is used to express the essence of the brand and build long-term relationships with the audience. It’s a place where a brand can fully demonstrate its uniqueness by combining carefully planned content and visual attractions with engaging experiences. A properly designed brand area of a company not only attracts attention, but also evokes emotions that remain in the memory of the audience. It’s a place that will convey the essence of the brand at first glance in a condensed, finely crafted space.
An example of such an implementation is the brand zone we created for Blum. In this space, participants can not only see the values and philosophy of the brand, but also experience them directly. With interactive elements, sensory stimuli and a consistent narrative, we were able to build a platform that established an authentic and long-lasting relationship with the audience. For your brand we can also work out an effect like here: Blum Brand Zone.
Designing a brand zone step by step
Let’s note at the outset that, in keeping with its name, the zone we are designing focuses on the brand, understood by definition as more than just products or services. It’s a whole set of characteristics and values, rooted in the DNA of the company, but also how we want the brand to be perceived. The zone is therefore intended to convey to us what benefits and values the brand brings to its audience. In turn, these can be many, at different levels – business partners, employees, end users, dealers or resellers. So in order to get to know their perception and how the brand wants to position itself in their eyes, we first need to get to know it well – and that doesn’t just mean filling out a brief, which by the way includes dozens of questions.
Before we get to the space planning stage, we need to know and understand the brand’s identity and values. Know who it is targeting with its communications, what benefits it offers to its audience, use (possibly create) customer and stakeholder personae, with the right tone of voice, language, and mode of communication for them.
Thus, it can be said that the first stage of work on the brand zone resembles a strategy workshop conducted together with the client, and then in working groups within the agency itself.
Personalization of implementation and experience
Every brand is different, so the approach to zone design always takes into account the individual characteristics and needs of both the brand and its audience. Here it takes more than interior designers, so the process of creating a brand zone involves a whole team of people with different specialties – responsible for visual, communication, technological, lighting, stage design. We must keep in mind that the zone has, by design, a relatively small area, which is the entirety of a larger one, such as the entrance hall to the building. This is another one of the challenges we face – how do we tell everything and everyone, while not overdoing it with an onslaught of information and making the communication consistent, friendly and valuable?
Interactive means of communication
To achieve the desired effect, words alone are not enough. Performing the design of the brand zone, our agency reaches for more sophisticated ways of communication. 2D and 3D animations, videos, voiceovers, sounds, music make up the communication, which is supposed to convey the whole essence of the brand to the viewer. Sight and hearing are not enough, so in the brand zone we can also have the opportunity to see the items up close, touch them, check their texture or function, smell them. The possibilities are many, as brand differentiators can be many as well. The use of such means as corporate colors, logos, claims or other elements of classic brand identity is, of course, obvious, completing the image of consistency and creating a space in which the brand not only shows and tells about itself, but literally lives.
Get inspired.
If you want your brand to create memorable experiences and build relationships with your audience in a unique space, we invite you to contact us. Use the form below to find out how we can design an area that fully captures the essence of your brand