From Logos to Lavatories – How Far Does Branding Reach?

When I tell people that Wink offers branding services, I’m frequently told “oh yeah, my company definitely needs some branding”. The trouble is, the vast majority of clients I meet can’t seem to agree on how exactly to define “branding”. To some people it’s their logo, to others it’s their tagline, while there are even those who think it’s some sort of ephemeral magic that marketers weave (which is only partially true).

These people aren’t dumb, the problem is that a lot of marketers don’t take the time to properly explain what branding is. Some might reference logos, or taglines, or a vague history related to cattle, but they don’t go far enough. If your branding stops after the sign on the door, you’re doing it wrong.

The Light Goes On

I was inspired to write this blog during my car ride to hockey last night. I had a late ice time and was driving through the darkened Delta streets when I passed a local youth centre. I went by so quickly that I didn’t have time to make out a logo, name, slogan or any other identifier, only that it was a youth centre. But, even without seeing the usual hallmarks of branding, in a half a second I still picked up a few key qualities about the place; they were fun, open, inviting, warm, caring, and relaxed.

How did I possibly learn all of this without exposure to a website, brochure, or poster? Simple – window coverings. Or, more to the point, a complete lack of window coverings.

As I was driving down this dark road,  there was one building lit up along it’s whole length. The entire front of the centre was floor to ceiling windows, and there wasn’t a single blind, shutter, or curtain in the place. Light blazed forth out of the windows, instantly attracting my attention, and inside I could see kids playing ping pong, and sitting on tables chatting. I’m sure kids walking by would get the same impression I had – this looks like fun! It was this half-second vision that told me everything I needed to know about the place, and the only reason I learned this was because someone was smart enough to keep the windows bare.

Branding is Everywhere

The lesson here is simple – your brand goes way beyond your logo, it encompasses absolutely every point that a customer interacts with your business. From the design of your business cards to the voice you choose for your voicemail, every time a client comes in contact with your company, they’re forming an impression of your brand.

If you’re a savvy business person, there’s probably one word running through your mind right now – opportunity. And you’re right – every day there are a myriad of opportunities to communicate your ideal message to your customers. The question is, are you taking advantage of them?

Your Brand is in the Toilet

Here’s another example of how far your brand reaches. England’s Harrods is well-known for being far more than your average department store – a trip to Harrods brings true meaning to the phrase “a shopping excursion”. And for many years one of their highlighted attractions has been the opulent and well-appointed washrooms. Returning tourists would gush to their friends “oh you have to check out the bathrooms if you’re in Harrods”. Marble floors, gold faucets, washroom attendants, and other luxurious touches are all a part of the experience.

Why would a department store go so far above and beyond the standards for department store washrooms? Simple – because they want shoppers to know they go above and beyond everywhere else too. Everything about Harrods needs to say “out of this world”, or else the illusion of other-worldliness disappears.

Missed Opportunities

There’s a reason that companies like Harrods, Tiffany and Co., Coca Cola, and KPMG have such globally-recognizable brands – it’s by design. They don’t miss opportunities with their branding.

Look around your own company – have you capitalized on your branding?

Are your business cards well designed? Every time you hand them out, someone is forming an impression about you.

Is your shop floor clean, and do your employees wear uniforms? A client who sees your operation will be impressed if they do.

Does your restaurant take time to consider its take out containers? Or do you buy generic Styrofoam packaging?

These considerations go far beyond the realm of what most people recognize as branding, but to a consumer they are just as vital as the name that’s on the front of the building. It is absolutely critical that every touchpoint of your business is aligned with the core qualities you’ve identified for your brand. If you want to be seen as a high end luxury brand, then you need to ensure customers come away with that impression at every turn – no Muzak for hold music, no clutter on your front desk, and no corners cut anywhere else.

Customers don’t just judge a book by its cover, they judge it by the way it makes them feel. Your brand should shine like a beacon in the night, making every feel warm and welcome.