What is SPACE BRANDING?

One of the main aspects that makes Filbak different is the way we apply the brand to the space, what we call space branding. But, what does it exactly mean? In this blog we will explain you what it is and how important can it be for your company.

details that make the difference

As entrepreneurs, we are deep inside a career for what we have never subscribed. In order to outstand from all the rest and be the reference of our target audience, the differentiation is more important than ever.

The main weight of this differentiation comes from actions that mark the brand identity. Such as, the customer support, professionality, quality and the functionality of the designed spaces.

In a business world, only the strongest will survive, making the focus on every detail one of our major point.

Diseño de techo en espacios de trabajo Thielmann — *Colours, lighting and textures of Thielmann office interior design*

Ahí es donde entra en juego el papel del branding espacial, la aplicación del diseño de interiores al servicio de la marca. No hablamos de interiorismo como algo únicamente decorativo o funcional, sino que vamos un paso más allá.

At this point, it is when the role of space branding comes into play, the application of interior design at the service of the brand. We don’t see interior design just as decoration, not even as a strategy, but broader.

For us, it is a fusion among branding, graphic design, interior design and marketing. A combination of disciplines for which business strategy, human behaviour or costumer psychology knowledge are needed. We know that sometimes for people is not enough to see, touch, hear or smell, so we do our best to combine materials and resources to achieve an outstanding branding strategy for each case.

space branding: a surprising mix

For us, it is a fusion among branding, graphic design, interior design and marketing. Yes, you heard right, marketing.

Marketing is defined as “A set of techniques and studies that aim to improve the commercialization of a product or service” and here space branding is key.

A combination of disciplines for which business strategy, human behaviour or costumer psychology knowledge are needed. We know that sometimes for people is not enough to see, touch, hear or smell, so we do our best to combine materials and resources to achieve an outstanding branding strategy for each case.

corporate image on interior design

Kurt Lewin, one of the first psychologists studying environmental psychology, once described the influence the environment can have in people behaviour. In this way, the architecture and the interior design of your office is heavily influencing employees and clients.

Business branding is much more than just a logo or a few corporative colours, it is what reaches the consumer mind and makes you differ from competitors.

That is the reason for which having spaces enveloped by the brand essence is so important. Elements such as textures, materials, shapes, colours, layouts, furniture, lighting, etc.., strategically selected and combined to create a whole brand universe and a corporate identity that contributes to transmitting the brand values and achieving the objectives of the company.

Branding espacial en el aseo patio de Caterpillar — Interior design of the Caterpillar’s toilets of the office

brand identity and well-being

A properly worked out brand with a full renovation design, including graphic and interior design, impacts on the brand reputation and increases the competitivity.

Sin embargo, no podemos olvidar que el branding espacial no es sólo útil para atraer potenciales clientes, sino que también es necesario para fortalecer la conexión emocional entre trabajadores y empresa, siendo clave para retener el talento.

However, we cannot forget that the purpose of space branding is not only to attract clients, but is also necessary to strengthen the emotional connection between employees and the company members, being key to retaining talent.