Brand-scaping:
The Relationship Between Effective Landscape Management and Your Brand
In the words of Amazon founder Jeff Bezos, “Your brand is what other people say about you when you’re not in the room.”
Have you ever wondered what people are saying about your company when you aren’t around? Have you considered all possible avenues to making the best first impression possible? Chances are there is one thing you haven’t thought too deeply about when considering your brand: Landscape Management.
I’m sure you’re wondering what landscaping has to do with your brand, right? A brand is really nothing more than a combined set of individual perceptions or opinions – the big picture, if you will. There are many small components to building a brand, such as logo design, color schemes, a website, social media presence, physical environment, and so on. When you combine multiple successful components, in theory, you should achieve a successful brand.
Here is the thing about effective landscaping: it can positively affect or enhance almost every single branding component. If you have quality landscaping at your company’s physical locations, you are already set up for success. Effective landscaping can be used to direct the eye to strategic signage or logo placements. Colorscaping can be utilized to maintain a sense of brand color consistency across a physical campus. Picturesque landscaping can be used in photographs as content for a website or social media pages.
Landscaping alone can be what sets your brand apart from the competition. Commercial retail sites, office buildings, and multi-family housing brands all have one goal in common, which is to lease available space. When a potential customer goes to visit various sites in search of a lease, a multitude of variables are at play.
Picture this: two properties are identical in square footage, regional location, lease term and most importantly, price. One of those properties is well-manicured with green turf, crisp edges, and pops of color from freshly installed mulch and annual flowers. The other property doesn’t look bad per se, but it certainly doesn’t have the same visual appeal and attention to detail as the first. Considering all other aspects are identical, which property would you choose to sign a lease at?
A common pitfall is the assumption that low price means the best deal. The problem with that assumption is this: price does not always equal value. Rather than asking yourself how much you are paying for quality landscaping, ask yourself what you are getting for what you are paying.
When initially designing your visual branding, you probably weren’t searching for the cheapest graphic designer you could find. More likely, you spent time researching and choosing a qualified designer who could deliver an exceptional product. Why should the same not apply to the visual appeal of your company’s landscaping?
When deciding on a landscape management provider, you want to ensure you are hiring a qualified company which can assist you in achieving a professional appearance.
