Do You Have a 3 Dimensional Brand Identity?

A Blindfolded Quiz to Help You See Your Company’s Message.

Well not exactly a blindfolded quiz, since I am giving most of the answers and the blindfold only really occurs in your imagination. Quiz or not, hopefully it will get you thinking about some areas that effect your business and how you can improve upon an area often overlooked; blindfolded or not.

With the imaginary blindfold in place, imagine yourself being placed in the middle of the following spots. Would you be able to identify where you were? Below are descriptions of what you could likely deduct about your setting within these locations.

McDonalds: Chances are that before the blindfold comes off, your nose would detect (depending on your point of view) either the enticing or off-putting smell of fast food. The sounds heard would not be what you would call relaxing; tile floors and hard surfaces reflecting the numerous simultaneous placement of orders and drive-through clerks shouting back answers through their headsets. While still blindfolded, you would figure out that you were in an American fast food restaurant, though you might not be sure yet, of which one.

Once the blindfold was removed you would look around and see a long counter with a row of cash registers and people in their polyester uniforms. The colors are very likely oranges, yellows and reds to get the appetite flowing and discourage lingering.

You would look up to see a menu with pictures and proprietary names like Big Mac, you would not even have to ask what was in a big Mac, because if you did not already know you would see its image in color and larger than life, doing its best to tempt you to order the two all beef patties, special sauce, lettuce, cheese, pickles, onions on the sesame seed bun. If you still had your doubts as to the particular fast food feasting point you had landed in, once you spotted the golden arches logo and Ronald McDonald, you would recognize that you were not in Wendy’s or Burger King, clearly you would know that you were in McDonald’s and you haven’t even seen the name.

Take some fries to go and put the blindfold on again for your next stop.

Ruth’s Chris Steakhouse: You smell food cooking, but this time it is not the greasy scent of fast food. The sounds are different too; there is a carpet that absorbs the conversations. There are polite offers to take you to a table or suggest a wine and the clinking of fine china and crystal. Perhaps there is a light jazz tune playing. It feels inviting and pleasant. The blindfold is removed and you see the soft lighting, the paneled walls, the white linens and the wait staff in their dark suits. Even if you have never been to Ruth’s Chris before or even familiar with this American, fine dining restaurant, you sense the promise of a very good meal and service. The atmosphere is an integral part of your experience and before you even sit down; your expectations are set into place for the meal you are about to eat.

My apologies, there is no time now for the New York strip, now it is time for the blindfold again, but this time you are going shopping.

Tiffany’s: Still blindfolded, the sounds give you a clue that you are in some sort of retail environment. You may hear the clicking of heals on marble or wood pathways and when you step off the aisle, you feel the change in texture of the soft carpet. You hear helpful tones with knowledgeable explanations Once the blindfold is removed you notice classic materials and cases filled with jewelry. The finest pieces have their own private cases, indicating their preciousness. You realize that you are in a place where fine jewelry is sold and then you spot the distinguishable robin’s egg blue on a bag or box. This glimpse of color is enough to confirm that you are in Tiffany’s.

Perhaps there is time to pick up a bauble or two but the blindfold goes back on and now you are brought into your office.

Maybe unseen, you know it is your office because you recognize the voices of your colleagues. Once the blindfold comes off, it should be instantly recognizable to you, but what if a stranger was dropped there?

What information would a stranger brought into your office receive about your brand’s identity? Would someone who has never been there know what type of office it is? If they were able to understand what type of work your company performed, would they be able to gather any information about your company in particular?

What distinguishes your business from your competition? Chances are your company invests in marketing to increase its business. While companies spend money on advertising and presenting a certain image, they often overlook how this message is translated in the space they occupy. Too many office environments are interchangeable areas of blahdom, comprised of boring corridors, fluorescent lights and otherwise uninspiring spaces.

Retail and restaurant businesses understand that the design of their space conveys a strong message about their brand’s identity. They give you a clear message about who they are without even seeing their name. They might use visual cues such as colors, materials or even a logo. Many of those working in an office space are missing out on this opportunity to strengthen their brand identity. In fact, are possibly detracting from it.

What are the strengths of your business? Does your company seek to provide innovative solutions? Do you offer personalized service? Are you a leader in your field? Whatever message that your brand identity conveys should be reinforced in the space where employees and clients can experience this message in 3 dimensions.

Understanding that we are sending messages with our space should lead us to evaluating what that message is and if it is the one that we want to send. Consider how you can best capitalize on using your office space to express your brand identity.