by Rivet Management
If you’re a business owner, you know how important the word differentiation is. You likely started your business after experiencing some gap in your market and thought, “we could do this better.”
While your business model may be different from your competitors, we see many entrepreneurs take a like-minded approach when it comes to the design and overall look and feel of their commercial spaces. Why is that? Well, for starters, it’s easy.
Many businesses reach out to the same commercial designers to support their renovations, which is why you see so many dental and medical offices that look the same. To truly live your brand, you need a space that reflects who you are, what you stand for and why your customers should choose you over the competition.
Here are three ways to help you stand out from the crowd with branded design.
1. Know Your Target Market
Your target market isn’t anyone and everyone. Be specific when it comes to your target market and give them a brand persona. Ask yourself the following questions:
● What does my ideal client need from my company?
● What frustrations does my client deal with?
● What challenges does my client deal with?
● Does my space align with my client’s expectations?
For example, your target audience could be women from 35-45 years of age from Sherwood Park who are mothers. Are 35 year old mothers and 45 year old mothers the same? No. Do they have different frustrations and expectations? Maybe. Think specifically of Martha who is 37 with three kids in full time school and a part-time job.
This is also important to your space. A 35 year old mother may have younger kids with different needs than the 45 year old mom with teens needing charging stations and free wifi in your waiting room. What does Martha, your ideal client, need from you to make her experience memorable?
2. Create Conversation Pieces
Let’s be honest, a TV cannot be your focal point of conversation in your waiting room. It may seem like the easiest option, but it’s by far the most generic piece of technology we see in every other office space. Find a way to stand-out and create something that keeps your clients talking, even after they’ve left the building.
Conversation pieces could include:
● Selfie wall or photobooth;
● Fish tanks;
● Charging stations;
● Mirrors; or
● Treadmill desks.
3. Keep Your Brand Experience Consistent
Lack of consistency is what can kill your brand. If you’re walking into a fast food restaurant that charges $15.00 for a burger versus $3.00 for a burger, you probably have a different level of expectation when it comes to how the restaurant looks and feels. Think back to your ideal client, what do they expect when they visit your space? If you’re charging a premium price, your client likely expects a premium experience. How can you add value to their time at your place of business?
Branding your space is more than just plastering your logo on everything. It’s incorporating design elements that speak to your ideal customer while ensuring your brand’s values are properly reflected.
Join Alberta Women Entrepreneurs and Rivet Management for two workshops in early 2019 as we cover:
● How you can maximize your dollars
● How you can create a space that both you and your customers love
● How to increase your overall revenue while providing an awesome experience
About the Author
Rivet Management is an Edmonton and area based firm focused on creating unique and branded spaces. We specialize in commercial spaces including dental/medical clinics, restaurants and more! Learn more about us at rivetmanagement.com