A brand is a bit like a must-have party guest. You invite him to the party because everyone loves him. You schedule your party around his availability because he tells great stories, introduces the guests to one another, appreciates the staff, keeps everyone’s glass full and best of all, sends all your friends and VIPs home feeling like they just attended the red carpet event of the year. But when you think about it, how well do you really know this guy? Is he a bit elusive? And once he’s gone, does the spotlight around you go dim?
The trick is to keep the vibe flowing each and every day. In the world of branding, this is an ongoing challenge that is inextricably linked to your environment, and in turn, your culture. Business can’t always feel like a party with the realities of balance sheets, corporate reputation and managing the delicate balance of product/service related issues each day. But your brand can continually provide pockets of cultural infusion and inspiration, imbued with hints of value and purpose, as you navigate the waters of your industry.
Your company’s environment is, in fact, an essential part of the expression of a thriving brand. The physical space that surrounds your most valuable asset, your people, is an ever-present palette to shape the culture of your business. Through a strategic assemblage of architectural features; work tools; culture-driven messages and images; education platforms; benefit programs; and community engagement – you can profoundly inspire your internal audience and best brand ambassadors. When an environmental branding program is integrated into your workspace, there are measurable results to bottom line performance that are brought to light with an exclamation point – the happiness of your team!
And if your environment touches your consumer, then you’re blessed with a two-fold opportunity. Not only can you create a space that supports your team and motivates them to rise beyond the daily challenges of your operation, but you can also inspire your consumers to see you in ways that marketing and advertising can’t achieve alone. Because we know that creating a positive brand experience is what drives trial, repeat business and ultimately, loyalty, it stands to reason that the branded environment is a key part of that equation. The elusive vibe – that intangible experience that keeps your consumers coming back for more – is now within reach. It’s as close as the environment you work in… and it lies in the hands – and hearts – of your team.
