The Power Of Branded Work Environments: Helping Employees To Live And Love Your Brand

whY Brand The work environmenT? first, we must view environmental branding as an investment rather than an expense. and consistent delivery of a differentiated brand strategy over time can result in: ou spend a lot of time here, so we want the workplace to be as comfortable, friendly, and beautiful as your home Google’s new headquarters balances its utopian desire for transparency with its very real need for privacy By consciously branding the workplace, we hope to do two things: in order to successfully shape employee perceptions and align their behavior, we must leverage the work environment to do the following: environmental branding is not the only method of aligning associates with brand strategy. it must work in conjunction with: other employee communications incentives and compensation Training and development

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The design Leadership series / september 12, 2007

helping employees

to Live and Love Your Brand

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The Power of Branding work environments / The design Leadership series / september 12, 2007

The keY QUesTions for TodaY

where can we be most effective? venues

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whY Brand The work environmenT?

first, we must view environmental branding

as an investment rather than an expense.

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an investment in delivering on our brand promise :

brand strategy your associates embraced by delivery of the Consistent

brand experience alignment

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and consistent delivery of a differentiated

brand strategy over time can result in:

The benefits

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You spend a lot of time

here, so we want the

workplace to be as

comfortable, friendly, and

beautiful as your home.”

Lena simenssan-Berge

ikea

source: New York Times

“

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Google’s new headquarters

balances its utopian desire

for transparency with its very

real need for privacy.”

Metropolis

“

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This is our church

everything that comes out

of our church represents

what we do when you

come to work, you know

what and who we are.”

Paul Brown

reebok

“

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+

whaT Can we exPeCT To aChieve?

By consciously branding the workplace, we hope to do two things:

employee perceptions employee behaviors

( how they think ) ( what they do )

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in order to successfully shape employee perceptions

and align their behavior, we must leverage the work

environment to do the following:

enGaGe

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Constant visual stimuli

dynamic interior architecture

Compelling messages

a strong brand voice

environmental branding should

ENGAGE

employeesthrough:

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Live the brand

Love the brand

Tell the story

deliver the experience

environmental

branding should

motivAtE

employeesto:

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mission, vision, and values

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other employee communications

incentives and compensation

Training and development

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The barriers to leveraging space are mostly perceptual.

iT’s verY exPensive

iT’s Time ConsUminG

emPLoYees are now moBiLe

if planned well,

it should add no extra cost.

Like technology, workspaces must continually evolve.

all the more reason to leverage shared space.

mytH

REAlity

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Treating your office space not as a

neutral asset, but as an opportunity

to express what your brand really

stands for, is seen by a growing

number of business leaders as

making good motivational sense.”

“

Jeremy myerson

roYaL CoLLeGe of arT

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SHARED SpACES

publiC SpACES

examPLes

CafeTerias Break rooms fiTness CenTers TraininG rooms

examPLes

LoBBies exTeriors vendor sPaCes reCrUiTinG sPaCes

examPLes

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iNtERNAl mESSAGES

ENtERpRiSE mESSAGES

examPLes

BenefiTs LifesTYLes oTher hr LearninG and deveLoPmenT

examPLes

Brand mission, vision, and vaLUes hisTorY

CorPoraTe CiTiZenshiP

examPLes

assoCiaTe sPoTLiGhTs

examPLes

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columbus

Metropolitan library

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I am safely packing medical supplies that will be shipped all over the country.

JOBS WHERE YOU CAN

BE PART OF SOMETHING BIG.

CLIENT INFO PERFORMANCEOF THIS SITE

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Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference

Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark leadership

Talent Acquisition Group Graphics Package

Great companies thrive on

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how Can we maximiZe sUCCess?

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articulate the strategy

(in a way that anyone

–10 Years (or more)

mediUmTerm

– Years (on averaGe)

shorTTerm

1– Years (aT mosT)

inspiration

action

our values (what we believe)

our mission (why we exist)

our Tactics (what we’ll do)

our strategy (how we’ll get there)

our vision (where we’re going)

2

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make the process

a collaborative one:

involve multiple levels of employees

seek input, but don’t ask them

what kind of space they want

involve multiple points of view

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identify the parameters of the project:

constraints

doing more with less

mindseT

PossiBLe

sCenario

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Translate the strategy

“name ThaT PLaCe”

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Learn and evolve it’s a

continuous cycle because

brands change over time:

as the organization changes,

the workplace should change

with it

Clearly identify who is responsible

for environmental branding

implement a regular means

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The nature of work

it’s more important

than ever to reinforce

your brand story with

employees.

whY does iT maTTer?

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The nature of the

economy is changing:

a growing service sector

The experience economy

authenticity

employees have a bigger

role than ever in bringing

a brand to life.

whY does iT maTTer?

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we must find ways to

make the work experience

more engaging.

whY does iT maTTer?

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Thank YoU.

www.ologie.com

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