Understand ideals

This week is all about «behind the scene» of a brand. Touching on market position and ideals. For this one I went to IKEA to see how their ideals are practiced in their stores, it was really interesting. Learning about ideals and brand values in lessons gave great inspiration and insight for brands in general but also my future brand. Setting ideals and values seems to make every decision so easy, it’s so so useful to have guidelines to guide a brands direction.

IKEA – Logo

When I see IKEA, I immediately think of Sweden, cozy, everything for everyone, welcoming and meatballs. The yellow and blue shows strong connection with Sweden’s flag. IKEA stands for – Ingvar Kamprad Elmtaryd Agunnaryd. Ingvar Kamprad is founder of IKEA, Elmtaryd is the farm where he grew up and Agunnaryd his hometown. I think it’s a simple but bold and I think it’s a great versatile logo.

Ideals – practice what you preach.

IKEA’s vision is to create a better everyday life for the many people. They afford a wide range of interior styles and different products that could fit everyone’s taste. The store it self is made so you as a customer could either go shopping all by yourself without talking to anyone or if you need someone to discuss what table would be most practical for your home, bring it to your home and set it up for you – you can get that too.

At my local IKEA store this welcomes you by the entrance. You can do it all by yourself. But you don’t have to.

«To create a better everyday life for the many people.»

Does this apply to their range of products? Yes, I absolutely think it does. I’ll say that their products are often simple, easy to customize or has personality in forms of prints or details. There is something for everyone.

Here are some examples from their inspiration blog at ikea.com. Showing three completely different styles.

GjÃ¸r vinteren til Ã¥rets koseligste Ã¥rstid med myk belysning og varme pledd til Ã¥ krype innunder. Her er noen ideer til hvordan du kan gjÃ¸re det.

Brunt skrivebord pÃ¥ et kontor med skrivemaskin, nettbrett og to arbeidslamper.

La alle elementene i rommet fÃ¥ et blomsterdryss, sÃ¥ har du plutselig en innendÃ¸rs rosehage.

IKEA HACK

Back in my first year of upper secondary school when I studied arts and crafts, we went to IKEA to find products, give them other uses and modify them, also called IKEA HACK. I’m not sure where this originated but it is such a great way to encourage customers to be creative and see possibilities in products you kinda like but isn’t exactly what you want.

I love looking around on Pinterest at IKEA hacks.

In store

I think IKEA stores are nice and airy. Though there is a million items, the displays are clean and sorted. For this store the top floor is were the showrooms are, actual fully decorated rooms, marketed for different needs and styles. A great way to show products in action. It’s logically mapped out by furniture, first sofas, then tables, so chairs and so on. In the kitchen and shelf apartments employees can help you with set up and you can even pay and be done without going through the whole store.

half way there is the IKEA Restaurant where customers can have a nice meal, have a rest and get their blood sugars up before they continue. This particular store is about 3,5 km long if you follow the arrows!

It’s never too late to shop, all round the store their yellow shopping bags are always in sight.

Down stairs is the «marked hall» I think of it as where you grab your cart and shopping. Items are sorted by «kitchen», «textiles», «bathroom» and so forth. Before the cashiers is the big hall where you pick out your flat packed table or chair.

From my personal experience I am a big fan of the all by your self approach, I love having plenty of time and just go around looking for treasures. And as a someone with no car I really appreciate that I can get it sent home. There are so many services available, this may differ in other stores, but there is a service for every need.

Visual display

As mentioned i think it’s clean and nicely organised. I love how showrooms makes things come more alive and gives great inspiration. Items are clearly tagged and the tag contains all the useful information you’ll need, materials, price, shelf number and even how they can be used.