News
The basics of kiosk branding
July 23, 2006
This article appeared in the Retail Self-Service Executive Summary, Summer 2006.
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.
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 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 return on investment, Step One for the marketing aspects of the project is to define the ROP, or 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 from and remember about the experience. The manufacturer can't build a machine to embody what the client wants to convey (for example: strength, fun, service, excitement, safety) 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 easily can become overwhelming. 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.
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. With some planning and good communication of expectations, every kiosk can be elevated from a plain box to an effective brand-building device.
Sandy Nix is president and founder of kiosk designer/manufacturer D2 Sales.
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