No, I don’t mean literally. And yes, I do mean literally. While I’m not a toilet buff, I am a brand fanatic. And as an authority on the topic (brands not toilets) I feel it’s my duty to remind you that every single communication, including your bathroom, is part of your brand-building experience. If you think I’m joking, have a seat …
This brand throne belongs to Dragon-i, in Hong Kong. Every aspect of their communications is infused with their personality and aligned with their position. Dragon-i is branded as “Asia’s most creative and eclectic vision of lounge, dining and partying for the global glitterati.” OMG! How perfect is this bathroom? You cannot overlook how their compliance with their brand affects the overall experience. This is probably the most perfect example of fully living your brand that I’ve personally witnessed to date.
Ok, I’m not suggesting you need to go bedazzle your bathroom. I’m suggesting that you take into consideration what your brand message is and make sure your conveying that message at every single interaction – whether that’s an internal or external communication.
Get Your Off-Brand Messages Back On Track
I know I know, all the heads of marketing are saying, “I have bigger things to deal with right now and the bathroom is not at the top of my priorities!” But at the very least, make a list of every communication your company expresses. From answering the phone, to the sign on the door, to … you guessed it, the bathroom. And identify where your brand is “on” or “off” message. Tackle it when you can, just don’t overlook it. Also, discuss with all the members of your company about how each communication plays a critical role in delivering overall brand experience. The image you set inside your company sets the tone for how your colleagues will convey your brand. You give it attention and they will too. Or at least they’ll wipe up the counter from time to time.
Here’s another example, not as fancy as Dragon-i but it shouldn’t be. It’s our bathroom. And while our clientele isn’t the global glitterati, they do appreciate the value of creating a holistic brand experience.
Give us a shout out if your brand is in the toilet.
All of these posts make me smile. R+M clearly delights in life’s little pleasures and notices that success can often be found in the details. Love the new site! That jQuery/Flickr slider on the home page is really cool!
Yes, we never underestimate the importance those little details play in the big picture. Thanks so much for your comments Carolyn, we’re all very proud of the new site. And since you are the very first to comment on my post i’ve got a bag of M&Ms set aside just for you. Consider them edible details 🙂
nice!
And yes, every single time I go to a new restaurant, I check out the bathroom to see what it looks like. If it’s awesome and consistent with the rest of the brand then I am happy. If not, poo poo on them.
Thanks for the post! I am looking forward to another experience at the Dragon-i some time.
Dear all,
Regarding to this interesting article, you might be very happy to know that in The Netherlands two companies Studio Uberdutch and EEFKE are specialised in Toilet Branding (www.toiletbranding.com). In other words we practise what you preach and provide special interior concepts for public toilets which represent a brand feeling or brand theme. Of course, it doesn’t have to be as luxurious as the example which you refer to.
If you want to know more – we always fancy an abroad adventure – do not hesitate to contact us!
Regards, EEFKE
Great resource!! I’m so glad to see the entire experience is being considered in the Netherlands! I look forward to the day when the water closet isn’t an afterthought in the US.
Thanks for your comment.