Article No. 002

YOUR ENVIRONMENT MATTERS

Have you ever heard the saying “The place you have to try”. So you do your research and go, only to show up and feel like you’re in a different place than expected?

Your business environment is a major part of your brand identity. To often people pass it by as unimportant, or give it the old college try themselves, instead of focusing on what they’re good at and miss. Leaving their audience guessing or questioning the choices made and feeling disconnected from your brand and business. Thus lowering the value of your brand.

I mentioned in the last article. Your brand is made up of how people feel and experience you, through sight and sound, taste and touch, and most importantly: how others speak about who you are and what you stand for. So when you walk into a restaurant, a new barbershop or your corporate office. It should make you feel like you are being embraced by a warm branded hug. Every detail should be tailored to bring your brand foundational purpose and beliefs to life through colours, texture, art, lighting, furniture, shape and many others. Sharing your brand’s story and creating your unique experience before you’re even greeted at the door.

Food is super close to my heart, and the area I enjoy focusing my talents on the most, both products and restaurants. So let’s use a restaurant as I share some of the details we know matter when building consistency and clarity for your brand throughout your environment and beyond.

Once your brand foundation has been established. Your brand identity has been tailored to reflect it and we’re ready to roll-out all the areas that are needed for you to be the new hot spot in town. We need to look at how people are going to experience your brand when they come visit.

Whether people know it or not, the experience of your restaurant starts before they even step foot inside. Your exterior must feel and embrace the core characteristics of your brand’s personality through, signage, lighting, day, night, wall textures and colours, accents like wood, metals and so on. All add up to one consistent package for people to consume both consciously and subconsciously. Giving them a connection to your brand, right off the hop

Let me paint a picture. The design and positioning of your signage to maximize, or minimize (based on your brand) its presence, both day and night, is a great place to start. The colours and textures of the wall behind it, the material(s) its made of, and the drama created by the lighting should set the tone when viewed from across the street. An interesting detail I’ve always loved, is how the lighting from your signage, works in harmony with the light shining through the windows on a busy night. Are they complimenting each other or strategically juxtaposed to create contrast.

Is there a carpet in front of the door? I haven’t seen one in a while, but love the sense of quality and allure of a red carpet leading you towards what is sure to be a great evening out. It just screams quality, but is a tough act to follow sometimes if the rest of your environment doesn’t follow suit.

As you open the front door to take your first step inside. Is it glass, sharing a glimpse of the entrance and excitement behind. Or solid, creating a sense of intrigue, mystery or exclusivity that leaves us wanting more. Does the entrance share artwork, pictures, books or a textured wall that tell your story. Is the entire place evenly lit, or does each table get it’s own island of drama. Is there someone there to greet you and check your coat, or a closet on the left for you to do so yourself.

You’re inside and being escorted to our table. You’re surrounded by delicious smells from the kitchen. The music has been perfectly curated and is set to that perfect volume where you can hear your tables conversation but not the table beside you. The design and textures of the booths or chairs, speak to the level of quality and aesthetic expected. Is your table round or square, is there a tablecloth or not. Is there a candle on the table, is it real? (don’t touch, its hot). Is the table set already. What is the character and design of the glassware, cutlery etc. Is there a unique item on just your table, that works in harmony to tell your story across every tables item, books, cards remember trivial pursuit?

Them menu, cocktails, fonts, language,

There are so many details that need to be taken in to consideration when designing your environment to ensure the quality of your business and brand consistently flows through your restaurant, shop, corporate office everywhere. Believe it or not, there is a wrong answer. Our process has been tailored to ensure all these details are covered so you can focus on what you do, while we support your and do ours. Building a thriving brand experience your community will enjoy and talk about for years to come.

Author

Kyle McDonald Owner/Creative Director

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