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We buy experience and emotion rather than product

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Physical Brand Design is the transposition of the Brand into a physical place. It can be likened to the furniture, decorations, lights, atmosphere and sensations that you experience when you enter a house – in this case, the house of the Brand.

Have you ever formed an idea about a person just by looking at their house? For a Brand, its shops, showrooms and offices are the ways in which the house finds its expression.

These physical places transmit the values and the image of a Brand in such a strong way as to sometimes almost entirely influence the idea that the consumer, or the employee, has of the brand itself and his/her decision to purchase.

Physical Brand Design takes care of designing the space and the experience of being in that space, so that it tells the same values and the same experience of the Brand, thus using its same language.

What is
Physical
Brand Design?

What is
Physical
Brand Design?

Physical Brand Design is the transposition of the Brand into a physical place. It can be likened to the furniture, decorations, lights, atmosphere and sensations that you experience when you enter a house – in this case, the house of the Brand.

Have you ever formed an idea about a person just by looking at their house? For a Brand, its shops, showrooms and offices are the ways in which the house finds its expression.

These physical places transmit the values and the image of a Brand in such a strong way as to sometimes almost entirely influence the idea that the consumer, or the employee, has of the brand itself and his/her decision to purchase.

Physical Brand Design takes care of designing the space and the experience of being in that space, so that it tells the same values and the same experience of the Brand, thus using its same language.

The fundamental components of Physical Brand Design:
  • consistency
    • The physical places of the brand must be consistent with the experience that the Brand represents and the story it tells, and with the image and values it wants to communicate. The internal and external touch points must bring to life the same emotion promised by the Brand. While taking into account the evolution of society, fashions and new technologies, the brand must present them through the "lense" of the Brand's own perspective.
  • experience
    • Spaces are not aseptic containers - they contain lived experience, emotions and sensations. The most common mistake is to think that some spaces deserve less attention because they are not the place in which the customer is met, forgetting in this way that the employee is also a customer. It is important to design the physical experience of the Brand in a conscious way because it is the one that will remain impressed upon the customer’s mind.
  • storytelling
    • The physical places tell a story and this story must be managed by the Brand in a way that is consistent with its image, values and identity. The consumer expects to find the same story that made them fall in love, to experience the same emotion that they were promised, to discover a new story that fascinates as much as the product chosen.

Our approach

To structure a good Physical Brand Design project, we work in teams composed, according to need, of architects, lighting designers, graphic designers, experts in emotional marketing and communication and data scientists. Our approach is similar to that of

drawing up a Strategic Plan, so we work with the client to assimilate its Identity, Values and Image and design the space as a place of Experience where the Brand promise is amplified, thanks also to the new technologies that the market offers.

The work phases include:
  • 01.
    internal assessment
    • We carry out an Analysis of Values and Brand Identity combined with that of the consumer's experience and expectations - what they love about the Brand and what they do not like, what emotions the product arouses in them and what they would ideally want. We then carry out an impartial summary that highlights the strengths and weaknesses of the physical Touch Points of the Brand.
  • 02.
    marketing analysis
    • We observe market trends, competition and innovation stakeholders to understand if the company needs to review its physical image or adapt its physical locations to the evolution of the market and the consumer. The innovative models and latest industry trends are analysed, and a summary of the opportunities and threats is drawn up.
  • 03.
    physical brand design project
    • Once the previous steps have been shared, the Storytelling and the Experience of the Brand to be enhanced are developed in the places where the Brand meets its Internal or External consumer. An LoP Brand team then elaborates the Interior Design of the space and the "Experience" events that can guarantee the consumer the thrill of living the "home of the Brand".

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