Img: Woodalls Design 
Effective branding has long been seen as a vital aspect of any business, helping clients and consumers to distinguish what exactly sets any given company apart from their competition, as well as providing a general idea of the services and/or products the business provides. However what is often overlooked is the impact these same branding techniques can have on the workforce itself.

This is the message put forward by Aaron Spiess, Executive Vice President of Big Red Rooster, in a recent conversation with JLL Real Views. Mr Spiess told the online publication, “Retailers have long known the role that great branding can play in igniting shoppers’ interest and loyalty. It helps people understand what makes the organisation behind it special. Now, forward-looking organisations are applying the same principles to their offices, recognising that it’s not just potential customers who can be inspired by effective branding of a physical environment - thoughtfully designed workplaces can excite and engage employees too.”

Unfortunately it seems that all too many business are failing to promote employee engagement through workplace branding, an assertion backed up by a recent Gallup poll which found that only 41% of employees actually know what differentiates their company’s brand, while 24% disagreed with the statement: “I know what my company stands for and what makes our brand(s) different from our competitors.” This, Spiess insists, is a significant problem.

“Too many employees are disconnected from the brands they represent,” says Spiess. “A physical location that enables teams to experience their brand first-hand as part of their day-to-day work can turn this around.

“Effective brand experiences are ones that carry throughout the workplace. By using the right colour palette and graphics, and even the right layouts, workplace designers can help bring to life the corporate culture all the way through from the lobby, to the huddle space in the back corner.”

The aforementioned lobby area grants businesses an excellent opportunity to showcase their brand, as highlighted in our previous article. As Spiess states however this ethos should extend beyond the lobby and through the workplace as a whole, if you are to achieve the best results.

“Companies should be thinking about branding even before signing a lease,” concludes Spiess. “When considered as part of the site selection process, branding can be fully baked into the workplace vision. Simply letting real estate drive the bus, and designing from the shell out, can be very limiting.”

Sam Bonson

Sam is an aspiring novelist with a passion for fantasy and crime thrillers. He is currently working as a content writer, journalist & editor as he continues to expand his horizons.
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