AlinaWheeler-DesigningBrandIdentity

Branded environment imperativesUnderstand the needs, preferences, habits, andaspirations of the target audience.Create a unique experience that is aligned withbrand positioning.Experience and study the competition, and learnfrom their successes and failures.Create an experience and environment that makeit easy for customers to buy, and that inspire themto come back again and again.Align the quality and speed of service with theexperience of the environment.Create an environment that helps the sales forcesell and makes it easy to complete a transaction.Understand the psychological effect of light andlighting sources, and consider energy efficiencywhenever possible.Consider all operational needs so that the clientcan deliver on the brand promise.Understand traffic flow, the volume of business,and economic considerations.Align merchandising strategies with displays,advertising, and sales strategies.Design a space that is sustainable, durable,and easy to maintain and clean.Consider the needs of disabled customers.Consider the dimensions of space: visual, auditory,olfactory, tactile, and thermal.We’re starved for Wow! Forexperiences that coddle,comfort, cajole, and generallyshow us a darn good time.That’s what we want for themoney. I want decent vittles,mind you, but food we canget anywhere.Hilary JayDirectorThe Design CenterPhiladelphia UniversityApple storeGucci has redesigned theirretail experience. It’s not aradical jump—it has to do withwho they are, and it builds ontheir history with a new eyeto the future—and a streamlinedpresence.Trish ThompsonFashion ConsultantWherever I may wanderWherever I may roamWhen I walk into a StarbucksI’m suddenly back at home.Cathy JoosteGlobal Citizen165