Communicating your brand requires more than graphics on walls. Design Director, Addy Walcott, breaks down five crucial elements that will help in telling a workplace brand story effectively.
When people think about brands, they usually think about the visuals. But, traditional advertising allows us to shape messages in attractive ways that grab customers’ attention. By doing this, we also create deeper connections with customers.
Companies are putting more effort and financial resources into sharing their story with the world. But this also begs the question: what about their people? So, environmental branding plays a role in creating an authentic workplace brand story.
Workplaces are going through a revolution. For example, in the way people communicate and work. Places of work are becoming more social and collaborative. As a result, management is rethinking how people engage with their workplace brand story inside the office.
Firstly, by identifying different touchpoints of the user journey within a client’s workplace. We can do this by using five principle branding elements that evoke emotions through all the senses. This will bring the purpose of a brand to life. Doing this will enhance the user experience and create a more engaging and immersive work environment.
The touchpoints are:
The top talent prioritise companies that provide memorable workplace experiences. They look for places where collaboration is encouraged. Similarly they also look for where culture is amplified. They prefer this to traditional offices separated by cubicles with little social interaction.
These users will experience the brand story every day. So creating a working environment using a brand-led approach is important. It can embody a company’s philosophy and reinforce its purpose. It also increases productivity and enhances business growth.
We design for people at work. Simply because people are the greatest driving force of organisations. This workplace design approach is in our work with Diageo in Singapore. The objective was to create more meaningful connections between Diageo’s own people. We also wanted to create meaningful connections between the customers and its portfolio of iconic brands at its creative hub and headquarters for the APAC region.
Each of the five elements of environmental branding were integrated into our design solution. As a result we successfully delivered a workplace journey that brings users closer to the values of the company and engages all senses by blending experiences.
Our brand experience team blends a transformative mix of sensations, emotions, and behaviours. These elements help reshape a traditional office into a meaningful workplace brand story. This brand experience is driven by an authentic narrative.
Our world is becoming more digital. In these times, intellectual capital is also one of the most valuable assets of a company. To get the best capital, you need the best people and to get the best people, you need the best workplace environment.