Creating the Branded Experience

As an architect, generally, one is applying a constant core of skills to issues that vary from project to project, as well as a consistent process. Although there are many types of projects that can be designed, there are typically two that most architects will be involved in during the course of their careers: they are residential and commercial. Residential architecture concerns the design of places 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 Design Involves the Creation of a Branded Experience:
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 transaction that is occurring, both buyers and sellers are connecting.

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 necessary. 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 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.

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 cost.

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. 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 customer begins to diminish..

At any time, these things are occurring, and at any time there is a dynamic range of key indicators that both parties must keep in mind in order to either ‘make the sell’ or ‘get the item or service needed’. Managing that dynamic range is the responsibility of the business, and that business must maintain it in order for the customer to purchase the item or services, while creating enough expectation so that the customer will return. So, the business is trying to decrease the perception of risk involved in the customer’s perception and expectation of and use of the product. The customer is involved in the process of decreasing actual risk involved in the transaction and acquisition of the product or services.

I have provided an affiliate link to a book: (Brandscapes: Architecture in the Experience Economy )  that may be helpful to you in considering the branded experience on a more detailed level. I haven’t read the book yet, but it seems interesting to consider. Note that should you decide to purchase from these links, I do earn a small commission from their sale, but at no additional cost to you.

 

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