Actually, Don’t Brand Your Space

Actually, don't brand your space.

Perhaps shocking, coming from me. But don’t judge me yet. I’m about to save you $5,000,000.

Let’s break it down.

If you have the resources to rebrand every few years, go for it. Some do. Otherwise, avoid making your spaces your brand color, or putting your brand visuals onto signage. Why? A generation ago, brand guidelines could last a decade or more. Now they change every few years. Way faster than physical spaces can change, in the nonprofit and public worlds.

Here's the thing:
Unless you are a mega retailer or global theme park, with the motivations and money to rip it all out in a few years — don’t brand your space.

I just saved you $5,000,000. You can thank me later.

Warmly,
Jonathan

P.S. We'll cover the surprising corollary to this rule later.