The Power Of Branded Work Environments: Helping Employees To Live And Love Your Brand

THE
POWER OF
BRANDED
WORK
ENVIRON-
MENTS
Sponsored by Microsoft
William Hull Faust
Chief Strategy Officer
Ologie, LLC
The Design Leadership Series / September 12, 2007
Helping Employees
to Live and Love
Your Brand
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
TODAY’S TOPIC
How can
branding the work environment impact:
CUSTOMER
SERVICE
EMPLOYEE
ENGAGEMENT
BRAND
IMAGE
PERSONAL
PRODUCTIVITY
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
THE KEY QUESTIONS FOR TODAY
WHY brand the work environment? Benefits

WHAT can we expect to achieve? Goals
WHERE can we be most effective? Venues
HOW can we maximize success? Process
WHY does it matter? Conclusions
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHY
BRAND

THE WORK
ENVIRONMENT?
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHY BRAND THE WORK ENVIRONMENT?
First, we must view environmental branding
as an investment rather than an expense.
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHY BRAND THE WORK ENVIRONMENT?
An investment in delivering on our brand promise :
1 + 1 = 3
A clear
brand strategy
Embraced by
your associates
Consistent
delivery of the
brand experience
Alignment
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHY BRAND THE WORK ENVIRONMENT?
And consistent delivery of a differentiated
brand strategy over time can result in:
GROWTH VALUE SUSTAINABILITY
The benefits
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
GROWTH:
Home Sweet

Office
You spend a lot of time
here, so we want the
workplace to be as
comfortable, friendly, and
beautiful as your home.”
Lena Simenssan-Berge
IKEA
Source: New York Times
“
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
VALUE:
Life in the
Googleplex
Google’s new headquarters
balances its utopian desire
for transparency with its very
real need for privacy.”

Metropolis
“
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
SUSTAINABILITY:
A Religious
Experience
This is our church.
Everything that comes out

of our church represents
what we do. When you

come to work, you know
what and who we are.”
Paul Brown
Reebok
“
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHAT
CAN WE

EXPECT TO
ACHIEVE
?
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
+
WHAT CAN WE EXPECT TO ACHIEVE?

By consciously branding the workplace, we hope to do two things:
employee
perceptions
employee
behaviors
SHAPE ALIGN
(how they think) (what they do)
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHAT CAN WE EXPECT TO ACHIEVE?
In order to successfully shape employee perceptions
and align their behavior, we must leverage the work
environment to do the following:
ENGAGE
THEM
MOTIVATE
THEM
TEACH
THEM
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHAT CAN WE EXPECT TO ACHIEVE?
Constant visual stimuli
Dynamic interior architecture
Compelling messages
A strong brand voice
Environmental
branding should
ENGAGE
employees

through:
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHAT CAN WE EXPECT TO ACHIEVE?
Live the brand
Love the brand
Tell the story
Deliver the experience
Environmental
branding should
motivAtE
employees
to:
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHAT CAN WE EXPECT TO ACHIEVE?
Mission, vision, and values
Company culture
Company history
The brand experience
Environmental
branding should
tEACH
employees
about:
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
Environmental branding
is not the only method
of aligning associates

with brand strategy.
It must work in

conjunction with:
Other employee communications
Incentives and compensation
Training and development
ASSOCIATE
WHAT CAN WE EXPECT
TO ACHIEVE?
TRAINING
COMMUNICATIONS
INCENTIVES
ENVIRONMENT
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHAT CAN WE EXPECT TO ACHIEVE?
The barriers to leveraging space are mostly perceptual.
IT’S
VERY
EXPENSIVE
IT’S
TIME
CONSUMING
EMPLOYEES
ARE NOW
MOBILE
If planned well,
it should add no
extra cost.

Like technology,
workspaces must
continually evolve.
All the more
reason to leverage
shared space.
mytH
REAlity
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHAT CAN WE EXPECT TO ACHIEVE?
Treating your office space not as a
neutral asset, but as an opportunity
to express what your brand really
stands for, is seen by a growing
number of business leaders as
making good motivational sense.”
“
Jeremy Myerson
ROYAL COLLEGE OF ART
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHERE
CAN WE

BE MOST
EFFECTIVE
?
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007

WHERE CAN
WE BE MOST
EFFECTIVE?
TYPICAL TYPES
OF SPACES
WoRk
SpACES
SHARED
SpACES
publiC
SpACES
HALLWAYS
HALLWAYS
HALLWAYS
OFFICES
CONFERENCE ROOMS
CALL CENTERS
DISTRIBUTION FACILITIES
EXAMPLES
CAFETERIAS
BREAK ROOMS
FITNESS CENTERS
TRAINING ROOMS
EXAMPLES
LOBBIES
EXTERIORS
VENDOR SPACES
RECRUITING SPACES
EXAMPLES
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
WHERE CAN
WE BE MOST
EFFECTIVE?
TYPES OF MESSAGES
buSiNESS
uNit

mESSAGES
iNtERNAl
mESSAGES
ENtERpRiSE
mESSAGES
HALLWAYS
HALLWAYS
HALLWAYS
CUSTOMER SPOTLIGHTS
EXAMPLES
RECRUITING
EXAMPLES
CASE STUDIES
BUSINESS/TEAM FACTS
BUSINESS GOALS
PRODUCT/SERVICE OFFERS
EXAMPLES
BENEFITS
LIFESTYLES
OTHER HR
LEARNING AND DEVELOPMENT
EXAMPLES

BRAND
MISSION, VISION, AND VALUES
HISTORY
CORPORATE CITIZENSHIP
EXAMPLES
ASSOCIATE SPOTLIGHTS
EXAMPLES
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
OVERALL
BRAND
IMAGE
Lobbies
Exteriors
Vendor Spaces
Recruiting Spaces
PUBLIC SPACES
publiC
SpACES
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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
PUBLIC SPACES
BRAND
MESSAGE
Lobbies
Exteriors
Vendor Spaces
Recruiting Spaces
publiC
SpACES

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The Power of Branding Work Environments / The Design Leadership Series / September 12, 2007
PUBLIC SPACES
COMPANY
HISTORY
Lobbies
Exteriors
Vendor Spaces
Recruiting Spaces
publiC
SpACES