Foundations of Creating a Branded Experience, Part I

One of the more exciting trends evocative of the growing regard for quality in the experience of people within environments is that seen in the design of the Apple stores. Upon approaching, entering and participating in the experience of the store, one 'gets it'. But how can we bring the same regard for innovation and quality into every day practice and the design of places and things on a daily basis? We are glad to have you along with us for this next series - the Foundations of Creating a Branded Experience.
As an architect, generally, one is applying a constant core of skills and processes to issues that vary from project to project. Although there are many types of projects that can be designed, there are typically two general types that most architects will be involved in during the course of their careers: they are residential and commercial designs. Residential architecture concerns the design of places where people live, such as houses, apartments, condominiums, townhouses and the like. Commercial architecture has to do with buildings and interiors of buildings that people occupy for specific uses related to buying and selling.

Commercial Architectural design exists in order to connect those who buy with those who sell, and includes sellers of merchandise in a retail environment with the customers who want to purchase the goods. It may also include the selling of an experience such as in a Theme Park Environment where those attending have the opportunity to experience fun things. Regardless of the cash transaction that is occurring, both buyers and sellers are connecting.

Most people could agree that, from an extremely narrow and minimal focus, the overall goal of any business entity is to make as much profit as is possible in the shortest amount of time within all legal means available. The overall goal of the customer is to get as much value as possible by the purchase of the item or items with as little money as possible. For both the business entity as well as the customer, the easier that the process is, the greater the value to each. The customer, as an example, wants to have a consistent expectation met regarding the things that he or she wants to purchase. The business, on the other hand, wants to provide the goods or services in as efficient and cost effective manner as is possible.

But, creating a branded experience considers more than the 'minimal' approach to business. The focus of creating a branded experience involves communicating the highest and best ideals that can be communicated about the company by way of materials... an awesome task, indeed. In the example of Apple, one may see innovation of the use of materials and the etherial nature of light communicating the experience.
If one examines any given transaction between the two, there is much communication that is happening in order to facilitate the transaction. This communication is a negotiation of sorts that either is building expectation of value and thereby increasing cost to the customer or is taking away from the perception of value and thereby decreasing the perceived value. This perception of value is more than the cost of goods sold or even the first cost of the construction of the space. The transaction is one of the heart and the mind of the user of the space with the Architect's imagination.

We must keep in mind that with the perception of value, there is the customer’s anticipated use of the object, service or activity and thereby the actual perception of value that the object or service has. There is also the perceived value that the customer communicates during the transaction. Many times, the object is communicated as being less valued by the customer in order to be able to negotiate to a lower price, if a lower price is possible. If not, then the value has to be overwhelmingly communicated to the user of the space. 

On the flip side, from the Business Entity’s viewpoint, there is not only the value of the object being sold, but also the establishing of a reputation so that others will be likely to come back and pay for more goods and services, or tell one’s friends so that they will be coming to the entity. The business entity also has a concern for its employees and meeting the needs that exist there, as well as positively responding to all applicable legal regulations. If the business is cutting short any of these, the perception of value by the workers and the customer begins to diminish. Bad design will result in a viscious downward spiral that will remove value.

But, the overall branded design experience addresses the creation of value by maintaining a rock solid focus on the emotions and experiences that the Architect wants to create in the mind of the user, as well as the use of all of the tools at his disposal to reach that goal.