A key tool to communicate a business’ values and ethos, branding is unsurprisingly high on most companies’ agenda.
But what does an office say about the company occupying it and how does it affect its positioning and reputation on the market?
Drawing from their first hand experience, Ruben García García, Director of Business Development at Cador explores the importance of aligning branding with business strategy.
Traditionally, office design would place the emphasis on the specific needs of its users, with this element taking priority over image and aesthetics. However, as hybrid working models have started opening up our homes and offices, businesses have been forced to show their place of work, turning virtual meetings into unexpected showcases of their workspaces.
Customer perception is no longer limited to the reception area and a small number of meeting rooms. As a result, corporate image has become front and centre and office spaces are now a three-dimensional representation of a brand. This is a great opportunity for businesses.
Getting the message right
If the office has started playing a key role in positioning businesses with their clients, understanding the messaging from the beginning is vital.
We have become all too familiar with images of offices featuring dazzling elements from pool tables to slides and bars. The employees themselves have become precious company ambassadors, proudly showing off their place of work on social media.
But not all offices need a slide. Keeping clients front of mind, businesses should aim to create an office where customers feel welcome, a space that resonates with their own values and goals. Sustainability, collaboration, flexibility – a companies’ workspace should be used to convey its core values and priorities.
Internal and External Branding
The main goal for office branding is for both customers and employees to identify with a companies’ brand - and want to be a part of it. Transparency, consistent messaging and true design communication that goes beyond a couple of inspirational phrases on a wall are all ingredients that will be picked up by users and affect their perception of the space.
"Your brand is what other people say about you when you’re not in the room"
Offices have become yet another element of brand communication through which businesses can communicate their message. Always putting people at the core of the design, a workspace that improves employees’ well-being and productivity will naturally create advocacy and support attraction and retention of the best talent.
To find out more, please visit: Grupo Cador | Design and Build. Specialized in workplaces