Office branding is a way of communicating using space and objects. Far from being trivial, the choice of materials and ambience clearly announces a company’s values. Does it favor luxury or start-up codes? Does it announce comfort or rigor? Your walls speak for you. Don’t let them speak without your knowledge…
Everyone has in mind the marvellous offices of Apple, Facebook or Google and the extraordinary working conditions of their employees, who have at their disposal crèches and complimentary meals. These companies have understood perfectly well that first impressions are crucial with both customers and potential employees. Designing the layout of your entire office can be a major way of influencing this first impression and, therefore, of setting yourself apart in a positive way. In this sense, office branding is a multi-functional communication channel: it enables you to assert your identity, impress or reassure customers, and attract and retain talent. Depending on the company’s target and objectives, the type of office branding is radically different.
This office design policy also has an impact on employees. A pleasant environment is conducive to creativity, stimulates motivation, contributes to well-being at work, reduces tension (particularly that generated by open-space work) and gives concrete expression to the sense of belonging to a unique company.
Co-constructing an in-house office branding project to bring people together
Before embarking on any changes, co-constructing a project with the various members of the company will be a way of getting their buy-in. Submit a questionnaire to them to identify their day-to-day needs, for example, as well as the spaces they consider most important. Indeed, depending on the age of employees, their professions or the company’s geographical location, some will prefer a large dining room, a cosy library or a comfortable rest room; others will expect meeting rooms equipped with technology and soundproofing. To gather these clues, brainstorming sessions yield interesting results. Based on simple questions, these sessions, in which everyone is invited to express their views on the company’s history or their perception of customers, reveal how everyone sees the company and how they feel about it.
However, office branding can be achieved in small steps. You don’t need a major overhaul to transform a space. Putting in some plants or hanging up a few inspirational pictures is enough to personalize a space. The logo, of course, without being omnipresent, must be visible. References to the company’s colors can be made in chairs or paintwork. Codes or quotations can highlight the company’s values and services.
To find out more
A few tips for your office branding on blogs.findlaw.com
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