BUILDING YOUR BUSINESS’S BRAND THROUGH INTERIOR DESIGN

What does it mean to brand a space?

It means a few things, actually. If you ask a cowboy, it means burning a mark or symbol into the space on his animal’s rear end for identification. (Unfortunately, we are not talking about cowboys today.) If you ask Seth Godin—not the worst person to ask about this, by far—he will tell you that “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

So, branding a space is the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. In this case, the product is your dispensary. Branding’s goal is to establish a meaningful, unique, and memorable presence in the market that attracts and retains loyal customers.

The Clinic Colorado, a Denver chain of dispensaries, has made an effort to brand their stores with a color scheme drawn from their logo, and a clean, modern atmosphere. You can read more about their successful efforts, and see photos of their shops, on The High Road Design Studio’s blog.