This is our April design newsletter, where I will overview influence
of YOUR business's brand design on profitability of YOUR business.
is Mindful Design? It is taking care of your home, or your business
where in return your home (or business) will take care of you -
your physical and mental well being.
It is also being environmentally conscious with everything around
you. Are you looking to buy a new car? Take a look at celebrities
"going green" in something other than a boring Prius.
Keep reading and see a new Dustin Hoffman’s ride!
I also offer a customer founder’s reword this month. You will
receive an INSTATNT $100 CHECK
for a job YOU find for Mindful Design till the end of APRIL!!!
Truly yours, EKATERINA
KOHLWES principal / designer
DESIGN OF BUSINESS’S ENVIRONMENT AS BRANDING SUPPORT IN SERVICES
Have you ever thought about what kind of message your business
space is sending to your clients?
Most of our services are to some degree relatively intangible, therefore
their quality can be difficult to evaluate by clients and therefore
building a strong brand image based exclusively on quality of service
is a challenging task. Services are distributed using diverse channels
such as: company retail stores, dealers, franchise locations and
offices. These tangible locations become just as important to helping
shape a company’s brand in the eyes of consumers as do more
traditional elements such as logos, websites, and promotional materials.
The feeling that a space inspires can modify the perception
of the brand in an instant. The client values more a brand
that distributes its services in a luxury, hi-tech environment than
a discount store or poorly decorated space. Service companies are
interested in the environment of their location, not only to boost
the image if the company but also to increase sales and to create
a pleasant environment for its workers.
I’d like to overview a few techniques that a service
company can use to enhance their brand image as well as to increase
The process of design is very complex as it determines the style
of the framework of a space that is intended to create a special
atmosphere for the client. The creation of a favorable environment
is an art which sometimes requires considerable financial investment
and time; however, the end result is a valuable investment in the
future of any business.
physical atmosphere and the manner in which operations are carried
out by the client-facing office staff play an important role in
the creation of a company image and the ideal consumer experience
for the brand image goals. The environment, in which services are
marketed, highly influence the purchasing behavior by influencing
and supporting the following:
a public message
2. advantage over competitors
3. incentives aiming to achieve the desired objectives through the
use of colors, materials, sounds and olfactive effects (smell)
On the following chart you can see the main elements that
influence a customer entering a business space on cognitive, emotional
and psychological level. (This classification was influenced by
Mary Jo Bitner, Marketing des services, Person Education France,
2004 and modified by Ekaterina Kohlwes, 2009.)
These are some basic behaviors that can be created by proper
architectural design decisions. The main goal of a professional
designer is to identify the desired custom responses for a business’s
brand based on a type of service provided. For example, a Dentist’s
office will have a different agenda and will not welcome
a response of exploration of the space but will want to create a
sense of security and comfort. Where a Lawyer’s office
should give a feeling of security and stability as opposed to a
feeling of excitement or fast service. These are extreme examples
of different distinctions that should be considered by a designer
at the very first consultation with a business owner looking at
CAN YOU OR YOUR FRIEND USE OUR SERVICES?
Store in London keeps up with its branding by displaying a well-recognized
apple in the windows of a historical building. A fine blend of modern
design with history.
sign on the front of a scruffy looking building in North Park San
Diego, presents its personality and achieves desired results for
the business owners.
of Your Business
predominant pattern of many cities makes it harder to create an
identifiable business on the exterior. The possibilities to personalize
become limited to the main entrance and largely to the signage
on the outside of the main building. Do not underestimate the importance
of your business signage! A professionally made sign easily seen
from a street will separate you from half of your competitors. Follow
your branding style when designing the sign. It is the first
item that your customers will see and make their first judgment
Designing a store window, decide in advance how much activity will
be useful to expose to the outside. Will it give the desired message
to your clients? Or would the client feel too exposed doing business
Parking lots and availability of parking is a
large component in clients’ satisfaction, especially in San
Diego, where public transportation is not adequate. If parking is
insufficient or if the access to and from is difficult, clients
may consider other more convenient options. Remember a rule, customers
complain about parking to other customers more often than to those
representing your business. Moreover, the working personnel may
not observe the lack of parking, as, being first to arrive at work,
they block the lot during all work hours.
Pay attention to the hygiene on the outside of your building. Is
the walkway by your business clean? Has the building been painted
within the last 5 years? Does the location of your business
represent your services in a desired way?
of Your Business
design elements are the strongest influential aspect of any business
after the exterior representation. Your interior will become your
branding element if your services bring customers inside on regular
bases. Did you ever think what feelings you would like to
suggest to your customers as they enter your space?
Some interiors may suggest a sensation of tranquility, relaxation,
for instance the interior of a Spa. You would select
dimmer lighting, natural tones of materials and softer natural textures.
Feelings of recuperation, relaxation and close connection to the
nature can be useful for a Massage Centre. It can
be decorated with numerous plants and a water feature stimulating
several senses at ones.
Ambient lighting, soft natural colors and sensual images are
combined together to send a message of beauty and relaxation at
this Medical Spa. Designed by Mindful Design Consulting.
Other brands would prefer to suggest the possibility of entertainment,
for instance movie theaters, bars, night clubs. Bright colors, busy
patterns, slick shiny materials will have to be used to disturb
the usual life pattern of a customer entering these facilities.
Feelings of excitement, fascination and unexpected surprises will
be desired and promoted by the appropriate design.
TO BE CONTINUED IN OUR NEXT NEWS LETTER -
1. “Retail Store Design and Environment as Branding Support
in the Services Marketing” by Tudor Nistorescu, Management
& Marketing – Craiova, issue 1/2008
2. “Marketing des service”, Lovelock Ch, Wirtz J., Lapert
D., Person Education France, Paris, 2004.
CAN YOU OR YOUR FRIEND USE OUR SERVICES?
only is Dustin Hoffman's Tesla roadster attractive, the sports car
also happens to be an eco-friendly electric vehicle. It's so nice
to see a celeb "going green" in the sports car of the
Tesla Motors moved into commercial production with the Tesla
Roadster, an all-electric sports car. So far, more than 900
people have bought the car, including Flea from the Red Hot Chili
Peppers, George Clooney, Dustin Hoffman, and Arnold Schwarzeneggar.
The Roadster costs $98,000. But for that you get a two-seater car
that goes zero to 60 miles per hour in just under four seconds.
The company has dealerships in Los Angeles and Northern California.
THIS LETTER TO YOUR INTERESTED FRIEND
INTERESTED TO LEARN MORE ABOUT HOW TO IMPROVE YOUR BUSINESS’S
PROFITABILITY BY REDESIGNING YOUR ENVIRONMENT?
PLEASE CONTACT US AT:
from this list.
Our mailing address is:
Mindful Design Consulting
3314 Redwood St. San Diego, CA 92104, USA
+1 858 733 2445
Copyright (C) 2009 Mindful Design Consulting. All rights reserved.