Workspace Branding and its Importance in Positioning
Compelling experiences are at the core of what makes a business easy to approach and trust. Well-refined experiences help brands connect to prospects on an emotional level while communicating the values that differentiate them from the rest. Surprisingly, workspaces that should be the embodiments of what brands stand for—for both employees and customers alike—are often neglected by owners especially when they have been in business for a while. The physical space impacts the success of a business in a variety of ways. Internally, a branded employee-friendly workspace can materialize the cause which pushes the company forward and the big idea around which the business as a community aligns. Externally, it is often judged as a testimony to the level of a company’s adherence to the principles it regularly communicates. While it is true that the COVID pandemic has imposed changes on how work is done and many companies have become more flexible to remote work, there are always going to be physical spaces for attracting customers and connecting to suppliers, investors, and stakeholders. The best brands strategically use interior and space design to make a bold statement.
Build upon the Foundation
Brand expressions stem from the brand strategy. Every calculated move should be rooted in the company’s core values and principles. The working environment is a touchpoint, an opportunity to raise awareness and communicate key messages to whomever it interfaces with. What does your company stand for? What are your main considerations for your workforce? Do you value openness and creativity? What kind of behavior do you want to encourage? How can you use space to help you position your business in the customers’ minds? If the answers to these questions are not clear for you, you may want to go back to the basics and re-examine who you are, what your goals are and why you operate—the classic mission, vision, and values.
The Workplace Layout
The way a company is structured says a lot about its culture, values, and overall philosophy. The workspace should usually reflect this organizational structure to facilitate the workflow and circulation of information. Regardless of the structure, however, special care must be given to the condition of the workers as it is fundamental to the productivity of the business.
People spend a significant part of their lives in their workplace and sometimes even more than they do at home. It is crucial to set up a work environment that is comfortable and takes the employees’ mental well-being into account. Cramped spaces contribute to the stress and limitations employees feel at work. Open up the area as much as possible to facilitate movement and encourage teamwork in the workplace. A work environment is a communication tool that when designed right, can boost creativity and performance. A well-designed workspace promotes interactivity between different groups, engagement within the groups, and increases the overall energy level among employees.
There is an aesthetic side to branding that causes immediate recognition and should be reflected in the workspace interior design. It is worth noting that the solutions don’t need to be expensive and sumptuous. There are a lot of creative options that fit every budget. The key point is to unify the experience for your customers across the board, not to merely impress them.
The logo is more or less; the face of the company and the first element people notice along with the name. It is usually a gateway to the experience one has with a brand. There is nothing more fitting than incorporating the logo where customers and visitors are first greeted. You can place plaques outside of the main entrance or backlit signage and a custom logo rug in the reception area. This makes a strong first impression for the newcomers and positively reinforces the business identity for the repeat customers.
The Color Scheme
To get the full effect, it is best to consider the primary brand color palette when choosing the color scheme of your workplace. Color is one of the most important components of a brand and it strongly contributes to what looks familiar. Just take into account the psychological effects of the colors and the overwhelming nature of some vibrant and strong colors when used predominantly inside the workplace. Blending neutral colors with less saturated versions of the brand colors is a smart approach to keeping the office on-brand.
Imagery and Typography
Be it photography, illustrations, or abstract art, every business is associated with certain imagery. You can convey strategic and clear messaging by carefully tailoring the visuals inside the workplace. From professional photographs of the products you offer and infographics about the services you provide to posters that encompass the values you adhere to and inspirational images to boost pride and morale, there are plenty of options for manifesting the brand essence through type and imagery in the workplace. Proprietary typefaces can be used on nameplates, wayfinding signage, and stationery to unify the messages wherever they are read. Taglines and brand promises can also be subtly incorporated to showcase the principles by which the company operates.
Like any other initiative, successful integration of the brand into the workspace requires well-thought-out concepts, good execution, and moderation. Restraint during the implementation of these ideas is strongly advised as overdoing them can have the opposite effect. You also have to ensure that these measures result in increased employee satisfaction and do not pose harmful limitations on the staff in any form. It’s good advice to involve the employees in the decision-making process as of all the stakeholders, workplace adjustments affect them the most