Why authenticity matters for
brands in the built environment

At its best, authenticity helps to build long-term trust, relationships and emotional investment from customers or end users. When we know something is authentic or true, we feel more comfortable – which, in the context of human decision-making, means we’re more likely to believe in and engage with that brand.

Placing this human experience at the centre, we believe that no touchpoint is more important in demonstrating authenticity – or exposing inauthenticity – than a brand’s representation in the built environment. Much like a marketing strategy, a brand’s physical presence must reflect its core purpose, beliefs, values and everyday actions.

Ultimately, this comes down to the fact that we are innately social and emotional creatures. The built environment is where we connect most meaningfully with a person, place, brand or product, and therefore presents the greatest opportunity for brands to demonstrate they are who they say they are. A brand might have articulated a vision that perfectly speaks to the aspirations of its customer base or curated an excellent digital presence, but if these services don’t translate in the built environment this is the negative experience customers are likely to remember most strongly.

In 2016, Diadem was engaged by Uniting Aged Care over a 4 year period to assist in the rebranding of the not-for-profit organisation’s 260 vehicles and 300-plus sites across New South Wales and the ACT. With far-reaching services from aged care and independent living through to early learning and chaplaincy, Uniting required signage that would improve and optimise for a diverse range of user experiences including residents, staff, visitors and contractors.

Taking a user-centric approach, we identified that providing familiarity and inclusivity in the design would be a key part of making Uniting’s residents feel comfortable and catered for in this environment. Pragmatically, clear legibility and quick access for emergency services was also essential in ensuring residents felt safe. While the emergency-specific directional signage Diadem created in response to this wasn’t ground-breaking in its design, it was carefully considered – with functionality for the end-user (emergency responders) of critical importance.

This was ultimately put to the test in 2019, when a blind resident at one of Uniting’s retirement centre’s became trapped in his room during a fire, while the rest of the building was evacuated. Uniting’s new signage was instrumental in guiding police officers quickly through the building to rescue and save the resident.

This was a design that went beyond simple signage – placing the human experience at the centre of an intuitive, considered wayfinding solution that emphasised the importance of universal design. By building an understanding of how users physically and emotionally engaged with the space, Uniting could ensure it delivered on the service and safety that is at the centre of their brand.

As this case study shows, authenticity means reliability. By ensuring that your brand’s manifestation in the built environment not only aligns with your wider brand strategy but purposefully enhances the customer or user experience, brands can effectively demonstrate their commitment to providing an authentic and reliable service or product.