How can you ensure brand consistency in commercial interiors?

Brand consistency is the ability to communicate a clear and coherent message across different channels and platforms, including commercial interiors. A consistent brand identity can help you build trust, loyalty, and recognition among your customers, employees, and partners. But how can you ensure that your interior design reflects your brand values, personality, and vision? Here are some tips to help you create a cohesive and memorable brand experience in your commercial spaces.

1 Define your brand strategy

Before you start designing your interior, you need to have a clear understanding of your brand strategy. This includes your mission, vision, values, goals, target audience, and positioning. Your brand strategy should guide your design decisions and help you align your interior with your brand identity. You can use tools such as mood boards, color palettes, fonts, logos, and icons to visualize and communicate your brand identity to your design team and stakeholders.

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David-Isaac Arinze

Architect || Project Manager || Sustainability || BREEAM || AIEMA
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The biggest brand strategy in interior design is user experience. That should be the goal of your interior design. *Identifying the “brand culture” within and outside its corporate structure is fundamental. *Keeping your strategy open to change can be the extra touch you need as the design evolves. *3D Visualization of ideas is always a great approach

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Shaheed M.

Director at Sigma Ceramics Building Materials Trading LLC UAE
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Ensuring brand consistency in commercial interiors starts with a clear brand strategy. Define your mission, vision, values, and target audience. Use mood boards, color palettes, and logos to guide design decisions, ensuring interiors align with your brand identity for cohesive messaging.

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2 Choose your design elements

Once you have defined your brand strategy, you can choose the design elements that will convey your brand message in your interior. These include the layout, furniture, lighting, materials, textures, colors, graphics, signage, and accessories. You should select the design elements that match your brand personality, tone, and voice. For example, if your brand is playful and creative, you can use bright colors, curved shapes, and interactive features. If your brand is professional and elegant, you can use neutral tones, straight lines, and refined details.

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David-Isaac Arinze

Architect || Project Manager || Sustainability || BREEAM || AIEMA
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In my experience, the design elements for brands are defined by the employees. They are the true brand ambassadors. Hence, their corporate character should be studied even more than the colours on the company’s logo. It’s not a straight-to-the-point answer when you have to design to fit and project the experience of the people using the space. Get your colours, shape, and texture right. However, let them all hinge on the energy of the primary users (the employees).

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3 Create a consistent style guide

A style guide is a document that defines the rules and standards for applying your brand identity to your interior design. It helps you maintain consistency and quality across different spaces and locations. A style guide should include the specifications and guidelines for using your design elements, such as the color codes, font sizes, logo placements, and graphic styles. You should share your style guide with your design team, contractors, and vendors to ensure that everyone follows the same vision and direction.

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4 Incorporate your brand story

Your brand story is the narrative that explains who you are, what you do, why you do it, and how you do it differently. It is the essence of your brand identity and the reason why people connect with you. You can incorporate your brand story in your interior design by using storytelling techniques, such as displaying your history, values, achievements, testimonials, or social impact. You can also use interactive elements, such as digital screens, touchpoints, or audiovisuals, to engage your visitors and employees with your brand story.

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David-Isaac Arinze

Architect || Project Manager || Sustainability || BREEAM || AIEMA
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An easy way to vocalize a brand’s story in design is through a history wall. Incorporating this element into your design gives you (the designer) a chance to live through the brand’s metamorphosis.

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5 Update and adapt your interior

Brand consistency does not mean stagnation. Your brand identity should evolve and adapt to changing market conditions, customer expectations, and business goals. You should update and refresh your interior design regularly to keep it relevant, attractive, and functional. You can use surveys, feedback, analytics, or audits to measure the performance and satisfaction of your interior design. You can also use seasonal, thematic, or promotional changes to add variety and interest to your interior design.

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ALEXANDER NIEBLES

Socio Fundador NIEBLES ARQUITECTOS Y CIA SAS | Magister en Urbanismo | Docente de Catedra en UTB
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Indudablemente, la Guia de Estilo va a ayudar a las empresas a ir revaluando la identidad de la marca, sin embargo se hace necesario actualizar en periodos ni muy cortos ni muy largos de tiempo, para mantenerse vigentes de acuerdo con las condiciones de cambio del mercado. Cada vez mas existirán novedades en temas de diseño, de patrones de color, entre otros, y son cambios que se pueden manifestar y coordinar de la mano del diseño interior, para que se transmita esa identidad que se desea en la percepción del usuario final o consumidor. En lo referente al inmueble o local de funcionamiento, el mensaje va también a que se aplique un Neuromarketing, de que manera el comprador percibe tu producto (esto aplica al negocio inmobiliario también).

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you ensure brand consistency in commercial interiors?

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1 Define your brand strategy

2 Choose your design elements

3 Create a consistent style guide

4 Incorporate your brand story

5 Update and adapt your interior

6 Here’s what else to consider

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