Kiosk branding 101

Every year businesses spend millions creating and promoting brands and trademarks. These brands convey the essence of their products, creating and reinforcing customer perceptions. With the proliferation of kiosks and interactive devices, businesses now have a new marketing tool. When it comes to kiosks, businesses can expand branding into an interactive experience - adding dimensional depth and texture to their product.

Branding Options 1-2-3 Stock units are generically produced and warehoused for future orders from existing inventory, meaning that the branding opportunity consists essentially of limited paint color options and a logo decal. Even though limited in scope, this still can be a good opportunity to maximize the value of an economically priced, quick to market option. Semi-stock units are generally modular, allowing for a range of equipment alternatives. Sometimes semi-stock units allow for design iterations that provide more color or brand options, customized wraps, decorative overlays and different finishes. This allows for more unique and identifiable signage within the design's parameters. A good option for smaller quantities, allowing for a near-custom look with stock quantity minimums. Custom units are purposefully designed, engineered and built for each specific project. They offer the client absolute control over the entire unit's look and feel. The client is the exclusive owner of the enclosure design, so that enclosure never will be used by a competitor or for any other project as a stock unit may be. Use of materials, colors and graphic elements is almost limitless. While this process can be economical in larger production quantities, it is generally more costly than stock or semi-stock for small quantities. While the client needs to allow additional time for the development cycle (four to eight weeks longer than for stock), the return on that time investment is a unit purpose-built to promote the client's brand and product.

As an industry, kiosk deployers already acknowledge the importance of creating branded kiosk software. Even the most basic kiosk software tool kit allows for customizing the user interface and integrating client logos and graphics. So if we understand the value of a branded interface, then why do we as an industry so often overlook the value of branded enclosure design? Branding is a powerful tool that can be integrated into almost any kiosk, and when done well, can significantly increase its effectiveness and value.

Kiosk enclosures fall into three basic categories: stock, semi-custom and custom, according to the level of branding. However, while it is easy to see high-profile, custom designed enclosures as examples of good brand integration (and some of them truly are outstanding), it is important to note that an effective, integrated brand message is not necessarily limited to custom work. Most enclosures - stock, semi-custom or custom produced - can effectively convey the intended message when the client simply follows a few basic steps during the planning phase of the kiosk project.

Step 1: Articulate the message. In the same way that step one in making a business case for any kiosk project is to define the ROI (return on investment), step one for the marketing aspects of the project is to define the ROP, return on perception. The client needs to define what perception they want the customer to have when they see the kiosk, use the kiosk and what they will take away and remember of the experience. Whatever the client wants to convey (for example: strength, fun, service, excitement, safety), the manufacturer can't build it until the client defines it.

Step 2: Create a collaborative environment for the vendors. To obtain a fully-integrated experience for the user, vendors need to work together to share brand assets. Too often clients fall into the trap of "which to do first - enclosure or software?" The most effective methodology is to develop each in tandem, with a free exchange of ideas between the software developer and hardware/enclosure providers. This produces an integrated solution where the software and hardware become a seamless experience for the user.

Step 3: Just because you can, doesn't mean you should. Keep it simple - and that means everything. Sophisticated technologies in both the software and hardware realm offer a dizzying array of possibilities for functionality and design. The kiosk that tries to do too much and offers too many options can easily become overwhelming and leave users confused to the point where they do nothing and walk away. The same holds true for branding and design elements.

The brand standards manuals of most companies are a treasure trove of colors and graphics, making it tempting to use it all. Don't. Integration of different materials is a hallmark of good design, and most well-designed branded kiosks will consist of a mix of appropriate materials, like metals and plastics with a range of finishes and graphic treatments. But restraint is key in creating an effective message - one clear message is the most powerful, so it is important to define one concept or message the kiosk is to convey and stick to it, regardless of how many trademarks and taglines are in the company marketing manual.

Integrating thoughtful branding into kiosk and interactive projects is an import element in elevating a neutral transaction into a loyalty-building, brand-enhancing experience for customers and prospective customers. The necessary elements likely already exist within the client company, and with some planning and good communication of expectations, every kiosk can be elevated from a plain box to an effective brand-building device.