Architecture Features as Branding Tool for Selected Commercial Buildings

Architecture plays a significant role in shaping the brand identity of buildings, particularly commercial. It establishes a connection with the audience, creates a distinct identity for the company, sets it apart from competitors, and positions it as a market leader, among other crucial aspects. In today's fast-paced and on-demand era, the first impression holds immense importance and influence over users. Architects face the challenge of balancing client involvement with the preservation of aesthetic values. This study aims to investigate the role of architecture features as branding tool for commercial buildings, recognizing its potential to shape brand perception and drive business success. The research employed a qualitative research method and utilized documentation as the data analysis approach. The finding showed that branding involves establishing a unique and recognizable identity for a business or building in the minds of the target audience and consumers. The visual aspects of a building play a crucial role in conveying its identity. The study concludes that the branding of commercial buildings heavily relies on the design of these structures, emphasizing the significant role architecture plays in shaping the visual quality and identity not only of the building but also of the brand it represents.