How Branded Environments and Fabricated Buildouts Strengthen Brand Engagement
Imagine walking into a company lobby, a store, or fan activation that looks and feels exactly like the brand's advertisements. The colors, the design, and even the furniture match what you’ve seen on TV, online, and on billboards. This is called a branded environment. It’s a space that looks and feels like the brand, creating a memorable experience for customers.
When everything in a space or environment matches the brand's image, it makes you feel more connected to it.
When a company alters and customizes a space to match their brand’s identity, it’s called a fabricated buildout.
Take as an example, “Below the Chop,” Coors Light’s exclusive hospitality space at the Atlanta Braves’ home, Truist Field, which Pinpoint branded. It’s a VIP space that features an entirely branded private bar area including branded tabletops, walls painted in the Coors brand colors, vinyl graphics for appliance faces, and more. The highlight of the space is a fabricated art wall featuring a giant Coors Light logo made of baseball bats.
This makes the place special, different from other areas within the stadium. When you visit a place like this, it feels more interesting. It’s not just any other space; it’s a unique experience that the brand wants you to remember with feeling.
Branded environments and fabricated buildouts leave a lasting impression on customers and help them feel more engaged with a brand. One key business objective behind the branded environment concept is to get customers to want to visit again. It also makes them more likely to talk about their experience with friends and family and share a photo moment from the unique place—all of which helps a brand grow.
Creating a branded environment or fabricated buildout that truly reflects a brand is very important. It’s not directly about selling products; it’s about creating experiences that people enjoy and will remember.
That enjoyment of an engaging environment translates into growing them into loyal fans. This strengthens the relationship between the brand and its customers, making it a win-win for everyone.
