The Power of helping employees to Live and Love Branded ...104.236.43.209/pdf/ologie-branded-work.pdf · Life in the Googleplex Google’s new headquarters balances its utopian desire

The Power of Branded work environ- menTs

sponsored by microsoft

william hull faustChief strategy officerologie, LLC

The design Leadership series / september 12, 2007

helping employees to Live and Love Your Brand

2The Power of Branding work environments / The design Leadership series / september 12, 2007

TodaY’s ToPiC

how can branding the work environment impact:

CUsTomerserviCe

emPLoYeeenGaGemenT

BrandimaGe

PersonaLProdUCTiviTY

�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


whYBrand The workenvironmenT?


whY Brand The work environmenT?

first, we must view environmental branding as an investment rather than an expense.



an investment in delivering on our brand promise :

1 + 1 = 3a clear

brand strategyembraced by

your associatesConsistent

delivery of the brand experience

alignment



and consistent delivery of a differentiated brand strategy over time can result in:

GrowTh vaLUe sUsTainaBiLiTY

The benefits


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-Bergeikea

source: New York Times

“


vaLUe:Life in theGoogleplex

Google’s new headquarters balances its utopian desire for transparency with its very real need for privacy.”

Metropolis

“


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 Brownreebok

“


whaTCan we exPeCT To aChieve?


+

whaT Can we exPeCT To aChieve?

By consciously branding the workplace, we hope to do two things:

employeeperceptions

employee behaviors

shaPe aLiGn

(how they think) (what they do)

1�The Power of Branding work environments / The design Leadership series / september 12, 2007


in order to successfully shape employee perceptions and align their behavior, we must leverage the work environment to do the following:

enGaGeThem

moTivaTeThem

TeaChThem



Constant visual stimulidynamic interior architecture

Compelling messagesa strong brand voice

environmental branding should

ENGAGEemployees

through:



Live the brandLove the brandTell the story

deliver the experience


motivAtEemployees

to:



mission, vision, and valuesCompany cultureCompany history

The brand experience


tEACHemployees

about:


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


TraininG

CommUniCaTions

inCenTivesenvironmenT



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



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 myersonroYaL CoLLeGe of arT


whereCan we Be mosTeffeCTive?


where Can we Be mosT effeCTive?TYPiCaL TYPes of sPaCes

WoRkSpACES

SHAREDSpACES

publiCSpACES

haLLwaYs

ha

LLwa

Ys

haLLwaYs

offiCes

ConferenCe rooms

CaLL CenTers

disTriBUTion faCiLiTies

examPLes

CafeTerias

Break rooms

fiTness CenTers

TraininG rooms

examPLes

LoBBies

exTeriors

vendor sPaCes

reCrUiTinG sPaCes

examPLes


where Can we Be mosT effeCTive?TYPes of messaGes

buSiNESS uNit

mESSAGES

iNtERNAl mESSAGES

ENtERpRiSE mESSAGES

haLLwaYs

ha

LLwa

Ys

haLLwaYsCUsTomer 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


overaLL Brand imaGeLobbiesexteriorsvendor spacesrecruiting spaces

PUBLiC sPaCes

publiCSpACES


PUBLiC sPaCes

Brand messaGeLobbiesexteriorsvendor spacesrecruiting spaces

publiCSpACES


PUBLiC sPaCes

ComPanY hisTorYLobbiesexteriorsvendor spacesrecruiting spaces

publiCSpACES


PUBLiC sPaCes

vaLUesLobbiesexteriorsvendor spacesrecruiting spaces

publiCSpACES

findit

readit

enjoyit

liveit

hihlltop branch

loveit

shareit

columbus Metropolitan library


work sPaCes

GoaLsofficesConference roomsCall Centersdistribution facilities

WoRkSpACES


work sPaCes

ProdUCT offerofficesConference roomsCall Centersdistribution facilities

WoRkSpACES


work sPaCes

serviCe or offerofficesConference roomsCall Centersdistribution facilities

WoRkSpACES

�0The Power of Branding work environments / The design Leadership series / september 12, 2007

work sPaCes

insPiraTionaLmessaGesofficesConference roomsCall Centersdistribution facilities

WoRkSpACES


emPLoYee sPoTLiGhTCafeteriashallwaysfitness CentersTraining rooms

shared sPaCes

SHAREDSpACES


emPLoYee enGaGemenTCafeteriashallwaysfitness CentersTraining rooms

BE MORE.

I AM NOT AN INVENTORY CONTROL CLERK.I am safely packing medical supplies that will be shipped all over the country.

JOBS WHERE YOU CANBE MORE.

I AM NOT A FORKLIFTOPERATOR.I am transporting 1,000 automobile parts per hour, without a single dent.

JOBS WHERE YOU CAN

BE MORE.

BE IN THE KNOW. BE PROUD.

COMPANY NEWS

BE PART OF SOMETHING BIG.

CLIENTINFO

PERFORMANCEOF THIS SITE

EMPLOYEE

EVENTS

shared sPaCes

SHAREDSpACES

Before

afTer

��The Power of Branding work environments / The design Leadership series / september 12, 2007

shared sPaCes

reCrUiTinGmessaGesCafeteriashallwaysfitness CentersTraining rooms

SHAREDSpACES

Talent Acquisition GroupGraphics Package

CLIENT PROJECT

PG�FEB 22 2006DATE

Nationwide®

TALENT ACQUISITION

Exit.Excel.Exceed.

Great companies thrive on great ideas and great ideascome from exceptional people.

MAPTALENT ACQUISITION

Enter.Encounter.Engage.

Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark le

ader

ship

Talent Acquisition GroupGraphics Package

CLIENT PROJECT

PG�FEB 22 2006DATE

Nationwide®

TALENT ACQUISITION

Exit.Excel.Exceed.

Great companies thrive on great ideas and great ideascome from exceptional people.

MAPTALENT ACQUISITION

Enter.Encounter.Engage.

Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark Exhilarate Strive Awaken Impact Goals Difference Challenged Passion Illuminate Spark le

ader

ship


shared sPaCes

sPeCiaL evenTsCafeteriashallwaysfitness CentersTraining rooms

SHAREDSpACES


howCan we maximiZe sUCCess?


how Can we maximiZe sUCCess?

Clearly define the objectives :

Change the culture?or reinforce it?

evolve the brand story?or solidify it?

improve communication?

enhance collaboration?

increase engagement?

1



articulate the strategy (in a way that anyone can understand):

Business strategymission

vision

values

Brand strategyessence

Personality

architecture

LonGTerm�–10 Years(or more)

mediUmTerm�–� Years(on averaGe)

shorTTerm1–� Years(aT mosT)

inspiration

action

our values(what we believe)

our mission(why we exist)

our Tactics(what we’ll do)

our strategy(how we’ll get there)

our vision(where we’re going)

2



make the process a collaborative one:

involve multiple levels of employeesseek input, but don’t ask them what kind of space they want

involve multiple points of viewmarketing

human resources

facilities

administration

�



identify the parameters of the project:�

“move in”

new BUiLd reLoCaTe renovaTe ConsoLidaTe

UniQUe ParameTers

“move on” “UPGrade” “downsiZe”

Balancing multiple agendas

impact on the commute

working within the architectural

constraints

doing more with less

mindseT

PossiBLe sCenario


Translate the strategy in a holistic way:

Go beyond environmental graphics

image

message

function

form

Language mattersnaming and nomenclature

Choreograph multiple touchpoints

�


was is

The fiTness CenTer

The sweaT shoP

TraininG room C

romPer room

meeTinG room a

disCUssion den

PresenTaTion room B

show and TeLL

“name ThaT PLaCe”


Learn and evolve. it’s a continuous cycle because brands change over time:

as the organization changes, the workplace should change with it

Clearly identify who is responsible for environmental branding

implement a regular means for assessment

multiple feedback loops

�


ExECutE

EvolvE

EvAluAtE

EDuCAtE


whYdoes iTmaTTer?


The nature of work is changing:

Greater mobilityshrinking workplacesvirtual employeesenabling technology

it’s more important than ever to reinforce your brand story with employees.

whY does iT maTTer?


The nature of the economy is changing:

a growing service sectorThe experience economyauthenticity

employees have a bigger role than ever in bringing a brand to life.

whY does iT maTTer?


The nature of employment is changing:

more free agents2nd/�rd/�th careersPhasers

we must find ways to make the work experience more engaging.

whY does iT maTTer?


Thank YoU.www.ologie.com

Documents

The Power of helping employees to Live and Love Branded ...104.236.43.209/pdf/ologie-branded-work.pdf · Life in the Googleplex Google’s new headquarters balances its utopian desire