Branding and atmosphere


There are different kind of points of sale: flagship, mono and multi branded, shops in shops, malls, large retailers, corners and many places differing in commercial characteristics and objectives, but all with something in common: they are places where you can live a branding experience, defined by an own atmosphere.

If we consider the higher case of branded experience (where branding has the lion’s share, communicating its identity and values), the flagship store, we can see that the brand act out for us, like a person that introduces herself wearing her best dress and welcome us with in a tidy house, creating a pleasant atmosphere along with the smiling guests.

You can find following some simple actions that contributes to create the atmosphere, which are considered a great sell leverage, and are:
- Make the brand positioning known beginning form the outside with a window set up in line (consumer, premium or luxury) to establish the correct expectation level of the target.
- Welcome the customers by celebrating the brand identity and personality.
- Make the customers experience the location with a savvy layout organization that modulates harmonically the branding and offering elements.
- Correctly transfer the brand look&feel elements like for example the chromatic palette, especially if the color is a strategic asset (think about a Ferrari flagship store).
- Use lighting as a reflection of the brand tone of voice (i.e. if innovative, clean and fresh, if traditional it will  be warmer and more reassuring, and so on).
- Pick the materials considering the tactile experience, but coherent with the branding guide lines. 

These elements, and they are just some, along with the presence of the people that work in the point of sale, create the atmosphere, a very important element because it contributes to transform customers’ intentions in actions and to make the share the experience they lived, often on social media.
P. Kotler considered the atmosphere a real marketing device and said that it is “the result of the effort in designing buying environments such to produce specific emotional effects in the buyer to raise the purchasing possibilities”.
The atmosphere, a sort of silent language of communication, is perceived by the man through the five senses and it is the result of many planning and branding elements. It deals with the sight (color, lighting, dimension, shape), hearing (volume, tone), smell (aroma, freshness) and touch (softness, smoothness, temperature).
It is more or less synchronic with our tastes and with what we expect from that particular brand and, with its orchestration of elements, it induces us more or less strongly to:

- Stay in the location;
- Buy a good or a service;
- Share the experience;
- Come back to the point of sale. 

These are all very important topics for a brand for which atmosphere is playing its part as a fundamental component of an experience that, if positive, can generate the value that a company expect in light of a an investment made.