Category:

When living and breathing your Brand becomes literal

May 20th, 2022 by

What is ‘Brand’? It’s so much more than a cleverly worded tagline or mission statement. It’s the lived and breathed experience at every touchpoint of your organisation. That includes obvious things like your communications, website, and the interactions your customers have with your staff. But there’s also a sometimes overlooked element: the environment in which you operate – your office space.

There are two parts to this. First, the experience your customers have when they visit your office – does it align with and speak of your brand and values? Secondly, less often considered, is the impact of your working environment on your personnel. At a time when employee diffidence with the idea of returning to the office is at an all-time high, it’s time to start creating the sort of environments that people want to spend time in.

We need to create spaces which give people something they could never replicate at home: spaces which encourage collaboration, connection and creativity. Spaces which reflect your brand values in a tangible, living, breathing way.

It’s unlikely that we will ever return to five days a week in the office environment. In fact there’s pretty compelling evidence that that is not the best outcome for employees, or their organisations. So there’s an opportunity here for organisations to embrace the notion that reduced square footage presents an opening to funnel funds towards creating spaces which, for the two or three days people are in the office, spark joy and stimulate productivity. Spaces which are human-centred and support wellbeing. Spaces that will allow your people to deliver on your brand purpose.

Future of work

Once again Google are leading the way with their latest Bay View campus. Google say the interior of the buildings reemphasize their vision for the future of work, designed in response to its understanding of why Google’s employees come to the office, what they need from their teammates, and what they need from the company. The campus incorporates biophilic design principles, including greenery, natural daylight and views outside from every desk to improve the health and wellbeing of those inside the building.

Authenticity

As Google demonstrates so well when they regularly canvassed their employees in the creation of their new campus, it’s vital to ensure that the spaces you create are aligned with your brand and your people. This will ensure that there is an authenticity to what is created.

To do this it’s essential to take the time to dive deeply into all the elements that make up your brand: to speak to all your stakeholders.; to layer that with what the wider market is doing; and then weave all the intel into a brief which speaks with such clarity of your brand that it creates an energy which feeds into all areas of your business.

It’s time to start creating workplaces of the future. It’s time to start listening.

 

How to write and share a blog that matters

May 21st, 2016 by

Recently a client asked for some guidelines in creating a blog for their business and true to our own advice we are now sharing that information with you in this blog.

We’ve been writing blogs for Brand Illumination and for many client businesses for the last five years, and over time, we’ve defined a process that works well. We don’t dictate that everyone should follow every point – rather this is our suggested process. We encourage clients and readers to create their own version. (more…)