6 Architectural Signals Showing Your Brand Means Business

Many business leaders assume that the only way they can communicate with their target audience is through ads, content, and, perhaps, brand ambassadors. However, the smartest people in society have known for a long time that architecture is also a powerful force. And because so few companies use it properly, it can be a serious source of competitive advantage in 2025. 

Architectural signals are essentially patterns and motifs that change the emotions of the people viewing them. As such, they can be a powerful force for businesses trying to build authority and attraction among their prospective customers. 

These physical installations matter a great deal because they can boost traffic so much. If your business is visually appealing, it enhances the perceived value and encourages more people to use it. Apple and its all-glass stores are an excellent example of this, and something that has become common and recognized across the globe. 

Sometimes, you see commentators discussing “brand architecture signals,” which refers to the organizational framework of a company. These can be powerful in some settings, but we are going to focus on physical installations in this guide. 

So, what are we waiting for? Let’s dive in and look at some of the architectural signals your brand could use to really shine and excel in a crowded marketplace. 

Commanding Facades

One of the first ways that businesses try to build architectural authority is through the use of commanding facades. They make these as grand as possible to evoke a sense of permanence and wonder. 

Implementing commanding facades is easy when you use heritage materials and classic lines. Law firms are particularly keen on these looks, since they help to elevate them above the surroundings. 

In many parts of the world, there are no building codes that say that buildings must look a certain way. As such, adding commanding facades can become an even greater competitive advantage, leading to more footfall and interested customers. 

Just make sure you align your facade with your brand’s story so it makes more sense. Don’t use your facade in a way that works against it. 

Signage As A Brand Anchor

You also want to figure out ways to integrate custom signs into your architecture, a bit like how Natwest did for Tower 42 in London. (Viewed from the top, it was the shape of the Natwest logo).

Custom signs can be challenging to implement unless you work with an architect, but they are almost always worth it. Just make sure you use the best materials that can withstand weathering outside so that the signage always looks new. If you want to make it oversized, that’s okay, as long as it fits in with the surrounding structure. 

A lot of companies like to illuminate their signage using lighting. However, you’ll want to make a personal choice about whether doing that would be right for your brand. Sometimes it can be, but other times, it may not be. 

Storytelling Materials

You also want to tell a story with the materials you use. Different choices have varying psychological effects (for both colleagues and customers). 

For example, you could combine steel with commercial glass balustrades if your business is all about precision and sharp modern looks. Similarly, you might want to use concrete if you want to evoke the idea that you will be around for a long time. Meanwhile, wood is best if you want to generate a warm atmosphere. 

If you’re not sure which material to use, work with a branding expert who can tell you which will fit your company. Alternatively, get feedback from your clients and customers to learn what they like.

If you can coat your materials with protective PVDF, that’s also a good idea. This layer will keep them looking their best for longer. 

Wayfinding 

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Wayfinding is another signal you could use to communicate that your brand is serious about doing business. These signs tell your customers and colleagues where to go when on your site. 

Adding wayfinding is pretty easy. Use color-coded paths and logo-embossed signs as a start, and then move on up from there. 

Ideally, you want to keep the signage as minimalist as possible. Keeping it pared back means less likelihood of overcrowding and fits in with the rest of your architectural design. 

Sensory Detailing

You might also want to use sensory detailing. These additions can make your experience more memorable to people, encouraging them to return on an unconscious level. 

For example, adding specific textures and sounds that are unique to your building can have a tremendous impact. As can adding various scents to your space. 

For example, a lot of businesses now use rough-hewn rock in their entryways. The idea here is to eliminate some of the straight lines that have come to dominate most office buildings and retail stores. These provide something a little different and exciting that customers and colleagues can enjoy. 

Also, you could look at adding ambient sounds to the reception or lobby area. Again, people will feel the effect of this, changing how they decide to interact with your firm. 

Just make sure you don’t do anything that’s too obvious. When it comes to sensory detailing, it is all about being as subtle as possible. 

Dynamic Elements

Lastly, many businesses are looking at using dynamic architectural elements. The idea with these is to give the business a forward-thinking vibe, setting it apart from most companies that are simply looking to make as much money as possible. 

For example, a lot of firms use green walls and modular panels. These add fresh air to interior and exterior spaces, making a nice change from the rest of the city. 

Many also add digital screens to public areas for real-time messaging. These can provide additional details, making them ideal for people looking for where to go or what to see next. 

Of course, you don’t want these everywhere, but if you position them in the right places, people will take advantage of them and thank you for it.