It appears that integrating a company’s brand message within physical surroundings is the ‘in’ thing for marketers. Brands are now telling their stories, representing their beliefs and impacting their audience’s perception through physical, virtual and social environments.
The aim is to engage consumers for an emotional connect with the brand. Right from ‘where do I go’, ‘where do I park’, ‘how do I get in or out’ – all these first impressions that consumers experience along the way to a destination, determine the success of branding a ‘built environment’.
Sharing how the Dubai Design District, one UAE’s most ambitious projects to make a regional centre for creative design is embracing this concept, Tanita Sandhu, Executive Director of Marketing, Brand & Communication, D3, Tecom Investments said, “The vision of UAE’s Prime Minister and Ruler of Dubai, Sheikh Mohamed bin Rashid al Maktoum is to create a spontaneous creative community that is not just real estate but a place to live, play, create.”
Speaking on branding the built environment, Ms Sandhu added, “Brand is the center of every single touch point with the consumer, including culture. So the concept of branding built environment at D3 is very critical.”
Despite the ecommerce boom, the ways in which branding a physical space can communicate with consumers cannot be replicated in the digital space. “The mission of brands should be to build inspiring spaces that ignite creativity, excitement and engagement,” Ms Sandhu said at Transform, the Middle East Brand Summit.
