Questions To Ask Before Investing In Environmental Branding
Branding means different things to different people. Some think it’s a logo; some see it as packaging. The more informed people know it is the overall experience and the way a product or company makes you feel.
When it comes to Environmental branding, most think it is simply wall graphics. Certainly, it is that but it is so much more. Think about it: companies are selling themselves every day, in so many ways. They are promoting themselves to customers and other external audiences and to their own employees. They are trying to set themselves apart from other competitors to attract and retain audiences.
Branding is creating a unique experience internally and externally. It’s about creating experiences that tell a story, communicate your culture and inspire trust.
Today, environment design or workplace branding has become as essential as flooring and office furniture. It conveys your company culture to anyone who enters, and increases engagement with employees. Engaged employees tend to be more inspired, motivated and connected.
Considering corporate office branding for your company? Here are some basic questions to answer before you start.
1. Who uses our space?
Before you start an office branding project, you need to plot space usage. Is the space used primarily or only by employees? How many visitors come to your office and for what purpose? Which areas are workstations and which areas are recreational zones? Such analysis will help you define your content in each area. Workstation areas or R&D departments which are off-bounds for visitors can have more motivational content that communicates corporate culture. Reception lobbies, customer meeting rooms, etc. can build and tell the corporate story, instilling better understanding of your brand.
Once you define to whom you’re communicating, you can customize your message and what you want to convey to each audience. Point to remember: the message should be direct and meaningful to each audience.
2. How do we want visitors to view us?
The answer to this question will essentially articulate your brand personality and objectives. By defining how you want external audiences to see you, you will help the design agency to evolve the most relevant content and design.
At the end of the day, every company’s main goal is business. Recruitment too is a major focus. So naturally, you want potential clients and prospective employees to perceive your brand values and strengths in a way that builds confidence and attracts engagement.
3. How do I plan the communication?
Once you have defined the zones and the audience in collaboration with your branding agency, your agency can start the content mapping process. This will work as the foundation for planning and developing the creatives for your office branding. Concepts, graphic language, branding and messaging – all these aspects will combine to create communication that is creative, compelling and engaging.
4. Can my ad agency handle environment branding?
Selecting a branding firm can be complicated. There are many agencies who offer ‘branding’ services, but it refers to certain aspects. Typically, agencies focus on brand definition i.e. logos, colour palettes, graphic design elements, typography, brand messaging and personality. They may also deliver advertising and digital marketing solutions.
However, branding also involves brand experience building. Companies need to create a well-rounded, exclusive experience through compelling branded environments.
Search for a ‘full service agency’ who can offer a multidisciplinary team of graphic designers, interior designers and execution staff to create a holistic design scheme for your workplace. Review the agency’s portfolio, cross check with their clients, find out how much work is done in-house or outsourced. This will help you appoint your spatial branding agency partner.
Conclusion Environmental branding is a trend that’s here to stay. But don’t let the project overwhelm you. Allocate a budget for it, and then engage a reputed experiential design agency to develop a holistic and impactful branded experience that resonates with employees, clients, business partners and other stakeholders. Workplace branding is certain to take your brand building to a whole new level.