Workplace Branding: What’s the Significance?
When creating your company’s brand, what are the most important aspects? The most common types of branding are advertising, logos, and social media strategies; however, branding is not only external. Brands have meaning in terms of “character, attitudes, motivations, and emotions,” not only for external customers, but also for internal employees who work with the brand and represent its values to the general public. When you develop a consistent and well-thought-out internal brand, you can attract and retain top talent while also providing a clear direction in their work and increasing their commitment to the organization. You can also improve your brand experience by effectively communicating and promoting your brand to customers and clients. With the correct office layout and design, you can help create an exciting work culture that is marketable to the world while exhibiting a powerful brand identity and enhancing your values and principles.
Establishing your brand identity
A branded workplace is more than just your company’s logo at the entrance. It is also the design and layout of your workplace must convey a message about your organization. Prior to rearranging your office space, you must first determine what key messages define your company. Are you a well-established law firm that values tradition? Or an emerging tech company developing cutting-edge AI technology? Or a hip and trendy logo print shop that values creativity? Considering your core values, business culture, and corporate identity is the best first step to define your brand. Once you have established these values, you can experiment with workplace design to strengthen your brand identity.
Additionally, honing your brand identity before changing your workplace design and incorporating branding within the office will give you a better overall picture of your company. Furthermore, the company’s message will be delivered consistently across all areas, including branded furniture, design features, and other elements that reinforce the brand story and the company’s goals and visions. Consider your workplace to be a giant advertisement board – you can be as subtle or overt as you wish with your messaging to promote your business’ culture and values.
Employee attraction & retention through workplace branding
Now that we have established how critical it is to have a unified brand identity in order to implement workplace branding, you might be wondering why it is important to accentuate this brand identity in the workplace. What are the advantages of workplace branding? Workplace design can help a company market its brand and culture in order to attract and retain top talent and sharpen its competitive edge.
Employee satisfaction and productivity are two factors that benefit when your workplace design reflects your brand identity. According to research, the workplace environment accounts for up to 25% of job satisfaction and can affect performance by up to 5% for individuals and 11% for teams. Through internal branding, organizations can lead employees to develop a genuine belief in the brand. This belief is reflected in their daily activities and behaviors, which contribute to their companies’ positive external outlook and external customer satisfaction. Moreover, having cohesive branding efforts in the workplace that employees can see daily leads to a stronger connection to the organization. It fosters a sense of ownership and encourages them to work with dedication, thus boosting productivity.
Workplace branding: how to do it correctly
Branding should go beyond corporate colors and catchy taglines, although these are great ways to reinforce the brand. A workplace brand is an investment in people and culture. If you want to incorporate your brand more closely into your office space, consider the following:
The structure of your workplace is influenced directly by brand identity. If your company values teamwork and collaboration, an open floor plan with several workstations is more favorable than private offices or cubicles. A company with a lot of intricate processes and confidential data, on the other hand, would benefit more from space division and closed-door offices. Once you have established a layout that best reflects your company’s work structure, you can move onto more fun design elements.
Color, furniture, and furnishes:
The company brand can be seen in interiors through brand color and color accents found in office furniture, fabrics, and material finishes. Look for colors that complement your brand’s colors while also complementing your brand’s identity. Softer fabrics and warmer tones may indicate a more relaxed and calm brand identity, whereas a sleek black office with more high-end finishes suggests a more serious professional establishment. Brand imagery, physical objects, and interior styling can help tell a brand’s story and reflect the company’s personality.
Even in this increasingly digitized world of hybrid and remote work models, we should not underestimate the value of physical space in making a personal and long-lasting impression on both employees and clients. Effective brand integration into the physical workplace is required to fully reap the benefits of a more committed and engaged client base and workforce.
We have extensive branding experience at Aura and understand the importance of incorporating brand identity in the workplace. We can assist you with your design and building needs to meet your specific branding requirements, whether you need a new construction project or a renovation upgrade.
Contact us to learn how we can help.