What IKEA Can Teach Us About Online Branding

I love IKEA. No, I am not a big fan of Swedish meatballs. I don't mind the assembly of furniture. But the store is very cool. I wish I had something closer to where I live, but it's a day trip. When I lived in Los Angeles, we went to a Burbank location and spent a Sunday afternoon there. It's like a huge furniture theme park. Aside from furniture shopping, IKEA will tell you one or two about online branding.

IKEA began in 1943 in a small Swedish village, and a 17-year-old entrepreneur began selling flower seeds, Christmas tree decorations and pencils locally. It wasn't until 1953 that the first showroom opened in Almfurt, Sweden. But by 1956, IKEA now designed its own famous self-assembled furniture. IKEA currently has over 300 stores in 37 countries.

But what is involved with online branding? Here are some lessons you can learn from a furniture store:

1. Create an experience

Going to IKEA is not the same as going to Sears or Walmart. Traveling to IKEA is like an event. I just feel it is different. It ’s an experience. Starbucks does the same with coffee, but Apple does it at retail stores and almost everything they produce. How can I make my product or service a better experience for my customers? What can you do to make it more memorable and unique?

2. Prepare the environment

IKEA also does a great job of creating an environment that encourages purchases. The store is set to follow almost the specified route. There is a deliberate path you would take. Only casinos have a more “strategic” layout than IKEA. Do you make it easy for customers to purchase? Is there a “path” for clients to follow?

3. Imagine the possibilities

Share your vision of what you can do. IKEA showrooms are arranged so you can imagine how beautiful the furniture will look in your home. Of course, if you buy a sofa, you need to add a cool lamp that is on the same display. How do you show potential to your customers? Do you sell features and benefits? [Note the benefits!]

4. Demonstrate the results

Along the same line, the “room” of IKEA is set and displayed as the vision of the final result. These products are shown in the context of a vision "Hey, why wouldn't it be cool if our living room looked like this?" This is what most customers are thinking about meandering elaborate displays. I think that is why it is called a showroom!

Take inspiration from IKEA and consider how you can enhance your “brand experience” in your business. And the next time you visit a huge furniture retailer, notice how they integrate their unique brands.