March 21, 2014  by

It’s All Connected: Brand, Space and Culture

The most compelling workplace environments connect employees at an emotional level to the brand. High-performing companies recognize that their success depends on more than a rock solid business plan and a set of critical objectives establishing their pre-eminence among their competitors. Companies must be able to attract and keep the best available talent by providing a sense of belonging. Just as marketing uses a multitude of tools to connect the external consumer, internal company culture needs a similar immersion to create a total experience for the employee. A secondary layer of company culture often stops at the reception desk or along paths that only visitors experience. The challenge and opportunity is to market your brand through your employees and work culture in a clear and creative way. If you want to build a successful, sustainable business and a brand that will garner loyalty, you have to start with your story.

Creating a brand story is not simply about standing out and getting noticed. It’s about building something that people care about and want to buy into. The best companies are unsurpassed in attracting and retaining talent and in financial performance – and also reinforce their culture, brand and mission through their physical environments. They’re also recognizing the tremendous value that can be delivered when brand is embedded in employees’ minds, behaviors and decision-making. A brand is more than just a logo or a set of colors, but can be seen throughout workplace design and expressed in the culture of a company.

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A recent Steelcase study of 123 corporate real estate leaders showed that 77% believe that brand is a critical driver for their business; yet only 54% said the workplace plays a critical role in supporting it and only 15% said their facilities reflect their brand “very well.” Among the companies interviewed, almost 80% said their brand was reflected in the lobby yet only 50% depend on workplace design to encourage their employees to work consistently with the brand.

So what’s the benefit of telling this deeper brand story? It connects the workplace, with the culture, behaviors and the brand. Employees are more engaged with the brand holistically. When this happens, the office environment becomes a competitive tool. Creativity is higher, productivity is greater, information sharing is increased and the company’s culture is celebrated inside and out. Employees will sense the brand meaning within the workspace – and reinforce the connection between the company brand, space and culture.

CallisonRTKL

CallisonRTKL

For more than five decades, Callison and RTKL have created some of the world’s most memorable and successful environments for developers, retailers, investors, institutions and public entities. In 2015, our two practices came together under the Arcadis umbrella, expanding our sphere of influence and the depth and breadth of our resources. Our team is comprised of nearly 2,000 creative, innovative professionals throughout the world who are committed to advancing our client’s businesses and enhancing quality of life.
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