Visual Branding on the Cheap

Visual branding is nothing new. Big business has been doing it forever. Think Starbucks, Victoria's Secret, an Apple Store, every restaurant chain, and a bizillion other examples. The common thread, of course, is each place evokes a certain feeling, experience that is an extension of the brand.

But you don't need a mega budget and downtown designers to adapt the concept to your business. If you have a physical location, be it retail storefront or office or mobile office van, have you really maxed out the look and feel to reflect your brand? No doubt you have a logo with specified color scheme -- does it show in your physical space? Paint is cheap. So is vinyl wall lettering, cool lighting (try Ikea), and so many other brand elements.

I did a project where I turned a former mailroom into a "quiet lounge" for employees who had stressful jobs. We painted the walls a calming soft green (a lighter version from the logo), installed very cool and inexpensive wall sconces from Ikea, bought a couple of comfy chairs on clearance from Pottery Barn, a wall clock, floor plant and leaning magazine rack from Walmart, a wall fountain online and installed laminate wood flooring. VERY low cost, looked like a spa retreat, employees loved it and visiting customers, too. All done with local painters and a handyman.

I know, I know, you're saying, but I'm not a designer and I can't afford to hire one. Maybe not, but you know your brand, the experience you're looking to create and at least can conjure up some broad, high level ideas. Then look around you. Use your phone to snap quick pictures of ideas of spaces you like as you come across them (note, be discreet here -- I've been tossed out of a few places with my iPhone snapping self in big box stores and big corporate buildings that thought I was a competitive spy). But you get the idea. Also, look through magazines. Inspiration is all around you. Maybe you can get creative and exchange services with a creative client or vendor. Enlist a design student who needs work for his/her portfolio- great talent at a fraction of an agency's price. Or if you've got the bucks to spend on a pro, by all means.

Just know that the details count in creating a great customer experience and your visual brand is speaking loud and clear. Do your customers like what it's saying?