Businesses that have successfully expanded into multiple locations should celebrate. Achieving this level of success is not easy, and while it can boost morale, it also presents new challenges. Managing multiple spaces is more than just a logistics problem; it can pose issues with brand identity.
Your customers must be able to recognize your business no matter where it is located, but how can they do that when each location has its own distinct characteristics? Custom branding through visuals such as signage and wall coverings is the best place to start.
Creating a consistent brand look means understanding the essence of your company’s identity, encompassing both its aesthetic and its values. Representing these ideas in each one of your company’s locations while still embracing the distinct features of every property is a balancing act.
Still, when done right, it creates a strong brand presence that makes you stand out no matter where you open new locations.
Consistency, Not Mimicry
When businesses expand into multiple locations for the first time, the simplest solution may seem to be creating a replica of the existing storefront. If it isn’t broken, don’t fix it, right? Most business owners assume that if a specific format or layout worked well enough the first time, they should do exactly the same thing in their new locations. However, consistency in brand identity is not the same as mimicry, nor should it be.
To truly make the most of a multi-location business model, companies must understand the demographics they are serving. Their brand look should adapt with that knowledge in mind. For example, suppose your business was founded in the heart of a major city, so your first location features a large centerpiece showing the city’s most prominent landmark. If you open a new location far away from the city, it makes no sense to use this feature. Choose something that is locally relevant to connect with the demographic you serve.
Custom wall coverings are invaluable for purposes such as this. They can be printed with designs of any type in high-fidelity color and detail, so there is no limit to what you can display. Choose photos, text, colors, patterns, and more to adapt to the community in which each location is based; this might include different languages on the walls, local imagery, colors that match the local flair, and more.
Basic Consistent Imagery
In the quest for adaptability, it can be easy to lose the brand’s visual identity. How do you change your style to suit each community in which you have a location while remaining consistent and recognizable? There are a few main areas in which brand recognition lies in terms of décor:
- Logo: A brand’s logo is one of its most defining features. It can tie a space together under one identity.
- Color palette: Precise coloration alerts customers to specific brands. Custom wall coverings can match the Pantone colors of your company’s palette to recreate your identity faithfully in every space.
- Typography: Certain font choices or styles are immediately associated with specific brands (think of the swirling letters of Disney or the thin, sleek look of Gucci). Do not hesitate to use wall coverings for lettering in addition to imagery.
- Mascots: A company’s mascot is a simple way to connect with visitors regardless of location. Think of seeing the Target dog with the bull’s-eye pattern on his face every time you walk into a Target. While this mascot can stay the same across Target’s many locations, he could be wearing a scarf with patterning from a specific community in one store’s wall coverings and standing in front of the city’s most famous landmark in another.
- Material: Visual identity is more than just color; it is also about material. Signage done in wood or metal should continue to use these materials across all store locations for consistency.
- Finish: The finish or texture of décor also facilitates consistency. For example, if your store uses wall coverings with ridges for sound absorption, this striking visual style can change colors or otherwise adapt to local identity without losing its iconic look as part of your brand.
Synergize Your Brand Locations With Custom Wall Coverings
Wall coverings are a versatile option for adapting each business location to its community without compromising on the brand’s overall aesthetic and identity. However, it is essential to understand what makes your company stand out before committing to new custom wall coverings.
If you need help creating a brand look through wall coverings, or if you already have a vision you would like to share, contact Tree Towns! Our team can help you get started on an order so your new location(s) can become recognizable staples of their own communities.