In 2001, Steve Jobs introduced the first Apple Store. He emphasized that the stores were meant to be much more than a shopping destination. They would become a playground to familiarize customers with computers, the Internet, and Apple’s products.

This was an entirely new way of thinking about retail space, and Bloomberg reported, “I give them two years before they’re turning out the lights on a very painful and expensive mistake.”

We all know the end to that story. Apple’s environmental design was centered entirely around the consumer, where service, learning, and products were combined in a fun and engaging way. The architecture and design contributed to Apple’s cult brand following and secured Apple’s position as the market leader in consumer technology. Less than 10 years later, Bloomberg wrote, “A Mercedes per square foot. Probably the highest grossing retail store in history.”

Space should be more than just space. Space can become integrated, branded environments that deliver remarkable experiences for our clients’ customers, and grow their business.

But how do you do this? How do we get to the core of what a brand is, and incorporate that into the physical, environmental design? Brand can seem so squishy and subjective, so how can we do this consistently, accurately, and objectively?

Articulating a Brand with Three Powerful Questions

I lead a branding agency, and our approach is centered around asking three powerful questions: Who are you? What do you do? Why does it matter? The answers to these questions become the backbone of a brand. They can be used to make objective decisions, whether we are working with the client on brand marketing, or collaborating with the client’s architectural partner in the design of a space.

1) Who are you?

You’ll need to define your core values. This will require some soul searching. You and your customers know you best. Look to the past for themes — what has remained consistent throughout the years? Talk to your customers — they have priceless insight to offer. By listening carefully, you’ll find out if the value they actually get from your product aligns with what you think they get from your product. With all of this in mind, you’ll be able to better define and clarify your goals.

In Airbnb’s case, they have always offered travelers more than just a place to stay. Their local, neighborhood spaces deliver a cool, authentic experience that hotels can’t provide. Through Airbnb’s unique neighborhood spaces, travelers can feel like they can really fit in and belong to the place they’re visiting. This has always been part of Airbnb’s unique value, and it makes them special. When they assessed their brand, they looked at the past for these common themes, which they were already delivering–through their spaces. Their spaces delivered their brand experience and upheld their updated brand promise, “Belong anywhere.”